Added: 07/04/2005 |
Advertising Efficiency: The way it's got to beAdvertising is used to strengthen competitive advantages of products/services. Feel free to advertise but beware of errors! Some entrepreneurs try to increase sales volume promoting separate product (products). Quite on the contrary, it is much more efficient to promote the whole business. That is the core and the main technique of promotion. However, there are some extra criteria showing the effectiveness of advertisement. Take it into account, and the costs of advertising will never surpass its results.
1. Attraction. Successful advertisement draws public attention. There is no customer feedback without perception. Please, note: Advertising sometimes irritates potential consumers and it affects the volume of sales adversely.
2. Visualization. The allure of advertisement depends mostly upon the complex of the text (message) and visual illustration (support). Consumers should grasp the message of an ad immediately and without any distortion. Generally, an average customer needs from 5 up to 10 seconds to understand the sense of the ad and gulp the fly. Otherwise, he will pass by your advertising without any hesitation. Then you are "dead" and all efforts and advertisement costs are in vain.
3. Display of Advantages. Each competitive advantage is the company's heavy artillery unit. Each extra competitive advantage is the chance to drown rivals' ships. The business world is a battlefield, where advertisement is the front line. Use it and display advantages or essential losses (or even bankruptcy) may take you!
4. Focusing. It is supposed that an effective advertisement should contain no more than 1-2 statements about advantages of the products/services. Marketing research shows that the advertising over laden with too much data is badly perceived by consumers. Note: Their perception is your prosperity!
5. Clarity. It is extremely important to rush the message using native language and vocabulary of the target audience. No unfamiliar specific words are allowed! Everything should be clear. Besides, the advertising information needs conclusive and established facts because the ad mission is not only impress customers but also persuade them. Being persuaded once, they will never hesitate.
6. Positivism. Ads should be positive. Otherwise, consumers acquire an aversion to both the product and the offering company itself. Customers simply neglect goods or services which advertising has caused any negative feeling. Each advertiser should keep this into account.
7. Style & Looks. The style of the advertising message should not run counter to the corporate identity. For example, the promotion of products famous for its durability (e.g. auto accumulators) requires emphasizing of this particular competitive advantage. The Company itself should be displayed as solid and stable business unit as well.
P.S. Certainly, before presenting advertising to the public, it is necessary to check up its effectiveness and general impact in certain conditions. Do not be lazy: Preliminary ad testing is a must!
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