article by Linda DiMarco

Today, most advertising strategies on achieving three general goals, such as the Small Business Administration emphasis in the advertising of your company: 1) awareness of a company and its products or services, to stimulate 2) sales directly and “attract competitors ‘customers’, and 3) establish or change the image of a company. In other words, if advertising to inform, persuade, and remind the consumer. With these aims in mind, most companies follow a general process that links in other advertising efforts, the objectives and overall marketing strategy to promote an advertising campaign business.An developed in order to communicate about products, and services to potential customers in the hope to convince to buy these products and services. This strategy, if built in a rational and intelligent, other business considerations (overall budget, efforts to brand awareness) and objectives (public image enhancement, growth in market share) and to reflect. Even if a small company has limited capital and is not spending much money on advertising as a large corporation, it can still develop a very effective advertising campaign. The key is creative and flexible planning, based on a thorough knowledge of the target group of consumers can begin and the ways in which these consumer.STAGES THE STRATEGIA advertising reach a deal to be, must be one of the main objectives of advertising is to generate awareness for the company and its products. As soon as the company’s reputation is established and its products are positioned in the market, the amount of funds used for the advertising decline as the consumer is a kind of loyalty developed over the product. Ideally, the customer base and growing eventually help the company in its efforts to their advertising message to the market carry both through their purchasing actions and statements in the name of the product or process in the abstract rather service.Essential is to develop a positioning statement, “a positioning statement explains how a company’s product (or service) which competitors differ. With this statement, the entrepreneur spiritual goals into concrete plans. In addition, this statement acts as a basis for the development of a proposed sale, which is composed of the elements of the commercial “copy platform.” The platform defines the images, copy and art work that the entrepreneur believes will be the product.With these specific objectives, the following elements of advertising strategy should be considered sold. Target audience, product concept, communications media and advertising are the heart of an advertising strategy and are often called the mixture “creative”. Also, here is what most advertisers stress from the outset clear planning and flexibility. And the key to these goals is the creativity and the ability to adapt to new market trends. A rigid advertising strategy often leads to a loss of market share. Therefore, the essential elements of the promotional strategy in order in a way that allows the message envelope to the target group of consumers mix and offers ample opportunity for consumers to become familiar with advertising message.1. TARGET CONSUMER The target consumer group is a complex combination of people. It includes the person who buys the final product, as well as those which products are bought (but do not buy physical) to decide, and those who purchase the products, how they affect children, spouses and friends. To identify the target consumer group and the forces on each purchase decision, it is important to define on three general criteria in relation to the consumer, as discussed in the Small Business Administration: a demographic – age, gender, income from work. Ethnicity and attitudes hobbies.2 -. During the investigation of consumers’ behavior an advertiser needs to consumer awareness of the company and its competitors, suppliers and the type of service that the consumer uses being investigated, and the types of calls that are convincing to possibly assume the consumer a product of the advertiser or service you give desires and needs chance.3 -. Here is a provider needs to determine the needs of consumers – both in practical terms and in relation to the self-image, etc. – and the kind of pitch / message is to convince consumers that the advertiser’s services or products can meet these needs.2 CONCEPT. PRODUCT The product concept grows out of the guidelines in the crowd “positioning statement.” As the product is positioned in the market dictate the type of values ??is the product, and thus how the target group of consumers, the product will receive. Therefore it is important to remember that no product is right for themselves, but a “bundle of values” is that the consumer must be able to recognize. As in the presentations that emphasize sex contain humor, have romance, science, masculinity, femininity, or if the consumer be able to believe in the product representation.3. MEDIA The communication media is the means by which the advertising for the consumer is transferred in addition to marketing objectives and budgets, properties must be considered the target consumers as an advertiser decides what media to be the kind of media categories from which advertisers can choose between are: .. * Print-particularly newspapers (both weekly and daily) and magazines .* audio – FM and AM radio .* Video – Promotional videos, infomercials .* World Wide Web .* mail .* outdoor advertising – posters, advertising on public transport (taxis and buses). After the choice of medium, that is 1) financially in reach, and 2) reach the target group most likely to need a provider to plan for the dissemination of such advertising. The timing of the media, as defined by Hills, is “the combination of specific times (eg day, week, month) when advertisements are placed in the media vehicles and to target groups.” 4th ADVERTISING MESSAGE An advertising message is reinforced by advertising “or copy platform,” which is a combination of marketing objectives, copy, art and production values ??will be performed. This combination performed best after the target group was analyzed by consumers, the product concept has been established, and advertisers have been selected. At this point the display can be a very specific audience in very specific goals, there are three main areas to look to the advertiser when they try to reach an “advertising platform” should be effectively addressed.? * What are the characteristics of the product * How consumers evaluate the product? What is more likely to persuade them to buy a product? * How to classify its competitors in the eyes of consumers? Are there weaknesses in their positions? What are their strengths? Most consultants recommend the use of an advertising agency to create the artwork and writing the copy. However, many small businesses do not have the initial capital to such an agency to hire, and therefore they need to create their own promotional pieces. In this way, an entrepreneur needs to follow some important guidelines.5 copy. When composing advertising copy it is important to remember that the main objective to provide information about the company and its products and services. The “selling proposition” can act as a role model, advertising that the overall marketing objectives. Many companies use a theme or slogan as the centerpiece of these efforts, highlighting the most important attributes of the company’s products or services in the process. While something must be used to animate the theme … to be careful not to lose the underlying message in the pursuit of memorable advertising. “When writing the copy, direct language (saying exactly what you mean in a positive rather than negative) has been shown to be most effective. The theory here is that if the general public to interpret or decode the message, The message must read, understand and act. When Jerry Fisher observed in the Entrepreneur, “two syllables of phrases like” free book “,” quick help “and” weight management “are the kind of advertisements that do not need to read to be effective. I mean, they are so simple, so that the brain’s thinking are “read” them all delivered in a split second, not the eye are called linear verbiage So try an advertiser to get attention in a world flooded with advertising images, it is useful this message in a blink-way to try public awareness -. whether for a marketing slogan or even a product called “The copy of the contents must be clearly described, according to conventional grammatical guidelines of course an effective headings the reader an idea .. of the central theme of the advertising to get, without that much of the copy to read. An announcement that is “50% off” in black letters not only to read easily, but it is also easy to understand.

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