Effective Advertising

Résumé du document

Despite rapid changes in the global environment and competitive landscape, advertising remains as the main marketing communication tool. Advertising cannot be solely creative and original, what is more important is that it should successfully fulfill its functions and achieve the objectives irrelative of whether it is for consumer or a business-to-business product With regard to the information provided in accordance to contemporary market's circumstances, periodicals and websites were utilized along with marketing textbooks.

Extraits

[...] o Advertising company's budget. As it is normally limited, advertisers are facing up with a problem of balance between different medias, apertures, reach and frequency Advertising evaluating- monitoring whether strategy implemented is working or not. For this aims huge variety of methods are implemented. For example, self-completed questionnaires or a phone interviews, along with deep interviews and focus-groups (ALPS, Tess 2005) Differences between B-2-C and B-2-B Advertising Advertising is usually perceived as generally consumer market's tool but actually it is not. [...]

[...] Product differentiation is a source of competitive advantage which the more likely should be sustainable. Preferably the unsatisfied need should be found, to differentiate product in the consumers' minds. It can be achieved through implementing perceptual map[7] Setting marketing targets correlated with those of a company and suitable for consumers. They can be as follow: Create awareness of new product or brand Inform customers of its features and benefits Create positive perception Create preference Persuade customers to buy o Trial o Repeated purchasing o Habit's generation (BENDIXEN, Mike 1992) Provide a recall of a product or brand. [...]

[...] It is essential to decide whether emotional or rational appeal appropriate for providing a message about advertised product. Generally the first is considered to be relevant for low-involvement products and the second for high-involvement to which more information is required to be available to lead to purchasing. Yet to build brand personality emotional tools are preferable even for the second variety of products Shwu-Ing 2001) Media decisions. Factors influencing on media choosing are considered to be as follows: o Peculiarities of consumer groups on which precise advertisement is oriented. [...]

[...] DAGMAR[3] model can be interpreted as logical intensification of prescribed approach. According to it, each stage[4] should be accompanied with corresponding advertising objectives, set independently (PICTON, David & BRODERICK, Amanda 2005, p.724). Although concentration on building defined advertising goals is a step forward to effective commercial's creation, hierarchy remains the narrow place of exact model (Op. cit, p.422). In both prescribed models no attention is given to such advertising functions as making associations and persuading (WELLS, William, MORIARTY, Sandra & BURNETT, John 2006, p.103). [...]

[...] (2004) relationship of cultural values and message strategies in service advertising', Marketing Intelligence & Planning, June, v22 i4 p438-454, ISSN: 0263-4503, DOI: 10.1108 /02634500410542798, viewed 31 March 2006, http://www.emeraldinsight.com/Insight/ViewContentServlet?Filename=/published /emeraldfulltextarticle/pdf/0200220405.pdf WU, Shwu-Ing. (2001) experimental study on the relationship between consumer involvement and advertising effectiveness', Asia Pacific Journal of Marketing and Logistics, March, v13 i1 p43-56, ISSN: 1355-5855, viewed 31 March 2006, http://www.emeraldinsight.com/Insight/ViewContentServlet?Filename=/published /emeraldabstractonlyarticle/pdf/0080130102.pdf Websites The Actimel Challenge, viewed 2 April 2006, http://www.mcca.org.uk/showagencies.aspx?pid=12,0,0&group=&Agencies_ID=161&c asestudy=128 The Danone Actimel success story, viewed 2 April 2006, http://www.business2000.ie/images/pdfs/danone_7th_ed.pdf HUNT, Gail. [...]