Added: 07/21/2005 |
Who? Why? And How? of marketing and advertisingWho? Why? And How? Of marketing and advertising.
Designing a successful advertisement, it is important to answer several questions: Who? Why? And How?
In the past, when there was no such great variety of products and services and most of them served meeting the basic needs, there was no problem of the advertising. Nowadays, it takes informing people about the product, its price and the point of sale. The plain advertising is not sufficient due to a great variety of products,. For instance, in those times the housewives were offered just a couple of oil sorts from one or two manufacturers and with a few shops in the neighborhoods. Nowadays, there is plenty of the same products from different manufacturers and many sales points, where you may purchase them. This is the reason why the advertising and selection of the marketing Media are very important.
Giving these facts, the first question to answer is WHO your target consumers are. If you advertise your product to everyone, you, in fact, reach no one. When you address all at once and hope an occasion may bring you the customers, you will have only occasional consumers. At the same time, your goal is to find faithful consumers to your product or brand and to take a defined market segment. It is possible to achieve this goal by only defining the audience likely and able to purchase your product or service. In other words, you need to define your target market.
The next question is WHY. After having defined your target market, you need to find out the motives that may draw people to make a purchase. Since a more civilized society allows its members to meet most of their basic needs, the first reasons for the purchases, become demands and motives.
A demand is a way to meet a need or a wish, chosen by the person, a motive is what drives the person to an action.
These two agents determine the buying behaviour of the consumers. Keeping in mind the motives and demands of the people, allows to create the advertising messages, able to stir up consumers to the appropriate actions. In the meantime, you have to remember that it is impossible to create needs without the demands and motives.
The last question is HOW. How can you carry out your ad message to your target consumers more effectively? It is essential to choose a proper Media, an advertising tool and a trade capability that promises to keep your product in the mind of your customers. Every person selects and interprets the information in such manner, as to create the image of the world with significance and sense. An average American encounters approximately a thousand and a half ad messages daily and really percepts only few of them. In general, people accept the advertisements that offer meeting their needs, the ones that differ from other ads or those, which use strong motivators.
The goal of the advertisement in the modern world is to position the product on the market and to differentiate it from the others, to let it take the top position in the list of high priority products. As a result, the answers to these three questions will be very helpful before you ever start you advertising campaign.
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