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Casual Articles - Will Your Brand Take Root This Spring? - Part 2
Radio stations tend to ‘get’ the whole notion of branding. In many cases they tend to call it “imaging”, but it is essentially the same thing.A radio station starts by defining their demographic. They attempt to understand the age group they will be serving. Then they develop a slog or tagline that will be used to brand their station. This can come in the form of custom jingle production and professional liners. If they do this right you will be able to sing along with the jingle in a short period of time and you will be able to say without hesitation what their branding statement is (e.g. The freshest mix of future classics).A radio station follows through with things like bumper stickers, key chains or Frisbees to help in their branding efforts. T
Generate INTEREST
Promote DESIRE
Drive ACTION
People are bombarded with messages every day. Yours has to get the person’s attention to allow their brain to focus and process the information. Although we may walk out to the kitchen for a snack during a commercial, our brains are still picking up the audio from that commercial and the information is registering in our heads. The advertiser has gotten our attention on a very basic level.
An advertisement must either generate interest or capitalize on a potential customer’s existing interest in the product or service. A commercial for a new car is a good example of how this works.
A commercial comes on for a new
One of the first references in the realm of branding was presented by Robinson (1933), who maintained that it is possible to sell to different target audiences a variety of brands of the same product that are similar to one another. The reason is that they are different in quality, have different names, and bear different labels. Since this historical reference, branding has become a major marketing domain. In recent years, branding has been transformed from a means of identifying merchandise into a main element in the strategy of organizations. The changes in the perception of branding and the recognition of the importance of the new perspective were slow. Until recently, many organizations in the world tended to analyze marketing problems from a broad perspecti
Many people use the terms advertising and marketing interchangeably, but they don’t mean the same thing.
Marketing refers to everything a business does to promote itself in the marketplace, and to create or strengthen its reputation in the minds of consumers.
Advertising is just one method or strategy in an integrated marketing plan. While it’s important to communicate a consistent message to consumers through the various pieces of your integrated marketing plan, advertising typically is very time sensitive and very specific in the message that’s being delivered. Two clear examples of advertising are an ad in the phone book (promoting a solution to an immediate need or problem) and a newspaper circular for a department store’s weekend sale (also promoting a solution to an immediate need or problem).
Here are a few basic questions we would ask before designing an ad:
What do you want to accomplish with this ad? Knowing what you want to accomplish will drive the ad’s content and visual image. It will also determine what type of ad is created and what medium is used for it.
Who are you trying to reach with this ad and is this the best way to reach them? Different market segments prefer different ethods of getting information, so the best way to reach one won’t be the best way to reach another. For example, if your target market is young people in Generation Y, a newspaper ad is not the best way to reach them since, as a group, they generally don’t read the newspaper.
Who exactly is your target market and what are their demographics and psychographics?Demographics are basics like gender, geography, age, ethnicity, and income. Psychographics are how they think, behave, and make choices. For example, some segments are driven to select some products or services by price and other products or services by emotional issues such as exclusiveness.
All advertising should be tracked to see if you’re accomplishing your objectives. It may be worthwhile to run the same basic ad with a few minor changes (in ABC newspaper using one headline and in XYZ newspaper using a different headline). Develop a way to track responses and see which one gets better results. Unfortunately, advertising isn’t an exact science.
Any advertisement should accomplish four things:
Gain ATTENTION
Generate INTEREST
Promote DESIRE
Drive ACTION
People are bombarded with messages every day. Yours has to get the person’s attention to allow their brain to focus and process the information. Although we may walk out to the kitchen for a snack during a commercial, our brains are still picking up the audio from that commercial and the information is registering in our heads. The advertiser has gotten our attention on a very basic level.
An advertisement must either generate interest or capitalize on a potential customer’s existing interest in the product or service. A commercial for a new car is a good example of how this works.
A commercial comes on for a new
The Check 21 Law that went into affect in 2004 can make life so much easier for your company. If you receive consumer checks, vendor checks, business checks, government checks, virtually any kind of check drawn on a U.S. bank, you can now do from the convenience of your companys' location (or remote location) the same thing that only the top 5 or so banks are now doing for their customers. What is it? Accounts Receivable Conversion!Because of 9/11 and the fact that billions of dollars in checks were stranded on the ground when the airplanes were all grounded, Congress passed a law that went into affect in Oct 2004 that would allow for image conversion of checks for companies and banks. Your company's AR Dept can now image the checks and send them
Advertising is just one method or strategy in an integrated marketing plan. While it’s important to communicate a consistent message to consumers through the various pieces of your integrated marketing plan, advertising typically is very time sensitive and very specific in the message that’s being delivered. Two clear examples of advertising are an ad in the phone book (promoting a solution to an immediate need or problem) and a newspaper circular for a department store’s weekend sale (also promoting a solution to an immediate need or problem).
Here are a few basic questions we would ask before designing an ad:
What do you want to accomplish with this ad? Knowing what you want to accomplish will drive the ad’s content and visual image. It will also determine what type of ad is created and what medium is used for it.
Who are you trying to reach with this ad and is this the best way to reach them? Different market segments prefer different ethods of getting information, so the best way to reach one won’t be the best way to reach another. For example, if your target market is young people in Generation Y, a newspaper ad is not the best way to reach them since, as a group, they generally don’t read the newspaper.
Who exactly is your target market and what are their demographics and psychographics?Demographics are basics like gender, geography, age, ethnicity, and income. Psychographics are how they think, behave, and make choices. For example, some segments are driven to select some products or services by price and other products or services by emotional issues such as exclusiveness.
All advertising should be tracked to see if you’re accomplishing your objectives. It may be worthwhile to run the same basic ad with a few minor changes (in ABC newspaper using one headline and in XYZ newspaper using a different headline). Develop a way to track responses and see which one gets better results. Unfortunately, advertising isn’t an exact science.
Any advertisement should accomplish four things:
Gain ATTENTION
Generate INTEREST
Promote DESIRE
Drive ACTION
People are bombarded with messages every day. Yours has to get the person’s attention to allow their brain to focus and process the information. Although we may walk out to the kitchen for a snack during a commercial, our brains are still picking up the audio from that commercial and the information is registering in our heads. The advertiser has gotten our attention on a very basic level.
An advertisement must either generate interest or capitalize on a potential customer’s existing interest in the product or service. A commercial for a new car is a good example of how this works.
A commercial comes on for a new
Have you used Yahoo!’s new local-search function? If you haven’t, you owe it to yourself to check it out. They’ve upgraded it with fantastic features geared to make searching for local businesses and services a breeze. Some of these features include user recommendations and reviews of businesses, real-time updates on local event information, and the ability to search for businesses, events, and more within specific neighborhoods rather than forcing the user to wade through the search results for an entire city. In addition, the search engine company has also upgraded its mapping capabilities.Users also have the option to receive updated search information via RSS – Rich Site Summary, otherwise known as Really Simple Syndication – feeds. This particula
Who are you trying to reach with this ad and is this the best way to reach them? Different market segments prefer different ethods of getting information, so the best way to reach one won’t be the best way to reach another. For example, if your target market is young people in Generation Y, a newspaper ad is not the best way to reach them since, as a group, they generally don’t read the newspaper.
Who exactly is your target market and what are their demographics and psychographics?Demographics are basics like gender, geography, age, ethnicity, and income. Psychographics are how they think, behave, and make choices. For example, some segments are driven to select some products or services by price and other products or services by emotional issues such as exclusiveness.
All advertising should be tracked to see if you’re accomplishing your objectives. It may be worthwhile to run the same basic ad with a few minor changes (in ABC newspaper using one headline and in XYZ newspaper using a different headline). Develop a way to track responses and see which one gets better results. Unfortunately, advertising isn’t an exact science.
Any advertisement should accomplish four things:
Gain ATTENTION
Generate INTEREST
Promote DESIRE
Drive ACTION
People are bombarded with messages every day. Yours has to get the person’s attention to allow their brain to focus and process the information. Although we may walk out to the kitchen for a snack during a commercial, our brains are still picking up the audio from that commercial and the information is registering in our heads. The advertiser has gotten our attention on a very basic level.
An advertisement must either generate interest or capitalize on a potential customer’s existing interest in the product or service. A commercial for a new car is a good example of how this works.
A commercial comes on for a new
My wife and I were cruising around the antique shops in Twin Falls when I came upon a book published in 1912 by the A.W. Shaw Company, Chicago, New York. The title is How to Write Advertisements that Sell.The book is part of a series of “how to” books and the author or authors are not revealed.The First Chapter of the book has a clever little table that all of you experts probably already know about. I hadn’t seen it before so I was impressed.I’m not allowed to put illustrations in my articles. I’ve put the table on the Internet and you can see it at http://www.secret-cash.com/chart.html.According to the text, the question that must be answered for any advertising campaign is 4-fold:1. What does the buyer want?2. H
All advertising should be tracked to see if you’re accomplishing your objectives. It may be worthwhile to run the same basic ad with a few minor changes (in ABC newspaper using one headline and in XYZ newspaper using a different headline). Develop a way to track responses and see which one gets better results. Unfortunately, advertising isn’t an exact science.
Any advertisement should accomplish four things:
Gain ATTENTION
Generate INTEREST
Promote DESIRE
Drive ACTION
People are bombarded with messages every day. Yours has to get the person’s attention to allow their brain to focus and process the information. Although we may walk out to the kitchen for a snack during a commercial, our brains are still picking up the audio from that commercial and the information is registering in our heads. The advertiser has gotten our attention on a very basic level.
An advertisement must either generate interest or capitalize on a potential customer’s existing interest in the product or service. A commercial for a new car is a good example of how this works.
A commercial comes on for a new
One of the warmest pleasures of life is to gaze at pretty colorful balloons flying in a sunny sky. If you want to translate pure pleasure into profit and make your company name soar above others, advertise with a balloon. The customer will be delighted and your company name will be engraved in his mind. Advertising balloon will be an innovative enthraller for your customers and an easy way for you to reach success.The ads on the radio or television are lost in noise. Most people move onto different channels during commercials. No pleasure is left with newspaper ads or pop ups of Internet. So step out of stoic ad sphere and be innovative, inflate your sphere of customers and profit with a brilliant colorful inflator. The advertisement balloon is generally m
Generate INTEREST
Promote DESIRE
Drive ACTION
People are bombarded with messages every day. Yours has to get the person’s attention to allow their brain to focus and process the information. Although we may walk out to the kitchen for a snack during a commercial, our brains are still picking up the audio from that commercial and the information is registering in our heads. The advertiser has gotten our attention on a very basic level.
An advertisement must either generate interest or capitalize on a potential customer’s existing interest in the product or service. A commercial for a new car is a good example of how this works.
A commercial comes on for a new car and the potential customer finds herself starting to think about how old her current car is, how many miles are on it, and maybe it’s time to consider getting a new one.
Perhaps she’s already been thinking about those things, so she’s already interested in getting a new car. Now when she sees the commercial, perhaps she starts wondering about that specific car. What’s the gas mileage? What’s the safety record? What’s the reliability? What would be the sticker price with the features she wants?
Closely tied to interest is desire and here’s where emotions and other sensory information come into play. You may have gained the attention of the potential customer by running a commercial during the 6pm newscast (you bought that more expensive time slot because you know your target market gets the news this way). She’s in the market for a new car (women make 80% or more of the choices in this product category), so it shouldn’t be too hard to generate interest. Does the commercial help her see herself driving that vehicle? Do you use a woman in her age category, who resembles her in other ways? Is it an attractive vehicle that won’t make her feel older than she is? Does the color appeal to women In her demographic and psychographic categories? If you can answer yes to many or most of those questions, you may have generated some desire for your product.
You’ll never know what made her stop in your showroom (or store, or office) unless your staff is trained to ask questions about her motivation. Most consumers will play down the response to an advertisement because they don’t like to feel they’re influenced by such obvious attempts to get their business, but if you help your staff develop their patience and questioning ability, they can narrow the possible motivators and influences for that customer. This information is incredibly important because advertising decisions should be based on factors that influence customer behavior, not what you guess may work. A particular advertisement may be expensive to develop, but if it fulfills all of the components including driving the customer to the desired action, then that’s money well spent.
In our next issue, we’ll share our thoughts on expanding your marketing -- and perhaps your revenue -- into the 24 / 7 world of the internet.
© 2006 Abiah Designs. Visit http://www.abiahdesigns.com for additional articles and information on building a brand that resonates with your target market and to view their portfolio. Also, visit our BrandReturn blog.
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