"Doing business without advertising is same as winking at a girl in the dark, you know what are you doing but no one sees". So “advertising is tool for effective means of giving information to prospective, target consumers or customers”. But we should be careful in using appropriate language otherwise instead of promoting products, it will lead to disaster.
Many of the most memorable ad campaigns tend to be funny. Advertisers use this strategy to attract customers to their products. Audiences like to be entertained, but not pitched. People will pay more attention to a humorous commercial than a factual or serious one, opening themselves up to be influenced. The key to funny advertising is assuring that the humour is appropriate to both product and customer. The balance between funny and obnoxious can often be delicate; and a marketer must be certain before an advertisement is introduced.
The best products to use humorous ads tend to be those for which consumers have to think the least about. Products that are relatively inexpensive, and often consumable, can be represented without providing a lot of facts, and that's where there's room for humor. Candy, food, beverage, tobacco and toys/entertainment related products have proven to benefit the most from humour in their campaigns. One of the most important things to keep in mind is relevance to the product. An example of an extremely successful humorous campaign now being shown in Indian Television is Dabur Hajmola featuring Amitabh Bachchan, a big icon of Indian cinema.
Another point to use humor in advertising is that different things are funny to different people. A commercial that may leave one person gripping their sides from laughter may leave a bad taste in another's mouth. The target market must always be considered. What's funny in a client presentation may not be funny in society. An example a language or a world that may be popular and funny in yound generation may be considered as foul or obscene in elder society. Definitely it will catch attention of viewers the language will be taken as obnoxious and totally unacceptable in a decent family circle. Its bad impact falls on the young minds of children who quick in imitating adults.
Humour in advertising tends to improve brand recognition, but does not improve product recall, message credibility, or buying intentions. In other words, consumers may be familiar with and have good feelings towards the product, but their purchasing decisions will probably not be affected. One of the major keys to a successful humorous campaign is variety. Once a commercial starts to wear out, there's no saving it without some variation on the concept. Humorous campaigns are often expensive because they have to be constantly changed. Advertisers must remember that while making the customers laugh, they have to keep things interesting, because old jokes die along with their products.
Showing posts with label advertising. Show all posts
Showing posts with label advertising. Show all posts
Thursday, July 26, 2007
Good Marketing Pays for Itself
Most companies ask themselves this question: "How much will this advertising cost us?" when they should actually be asking themselves: "How much will it cost not to do this advertising?"
If your company spends $1000 per week on marketing then you could save $1000 per week by not doing any marketing. That is true but it is the simple and shortsighted view of the situation. However, if the revenue generated from that marketing is $1010 you have actually just lost $10 by not doing it. Most times the margin is not that slim. We generally bring in around 10 times what we spend in any given week. That means for every $1000 we spend on marketing we bring in $10,000. If we decided that we were only going to spend half of what we were normally spending we would automatically save half of our budget. That is great but we would likely lose up to half of our weekly sales income. In trying to save half our budget, we actually lost 9 times that amount.
It all comes back to your return on investment (ROI). The money that you spend on your marketing is your investment. The money you bring in on sales is the ROI. That is why your ROI is the most important statistic to consider when trying dividing up your marketing budget. Putting more money into a marketing strategy that has a higher ROI doesn't cost you more money, it makes you more money. Unfortunately many businesses cut their marketing budget first when trying to stay afloat during slow periods. They are actually hastening their downfall.
You have heard it time and time again, "It takes money to make money." It is as true today as it ever has been. You have a good product or service, you run your business well, the only thing that you need is good marketing and that will eventually pay.
Maybe you are still stopped by the big question, "How?" What do you really need to know and how can you actually make it work? Let's start with the "Basic Principles" of promotion.
What is Promotion?
Anything as advertising, public appearances, etc., done to publicize (get the attention or interest of the public) a person, product, event etc.
Why to promote?
The purpose of promotion is to bring in more business and enlarge your customer base. Always try to bring in as much business as you can. It sounds like an obvious thing to say but many people still don't follow this rule. Don't assume any number of new customers will be too much for you to handle. If you have that much business you can always bring on temporary or temp-to-permanent staff to handle the work load.
How do you promote?
There are more ways than you would ever think. Have you ever heard someone say, "I never promote and I am always busy" or "I don't have to promote, all my business comes from word-of-mouth"? They may not be aware of how they're doing it, but I promise you they are promoting somewhere. Maybe they just go around telling everyone they talk to, that they don't promote. (Sounds funny? It's still promoting.) Well here are some ideas you can do "knowingly" to drive in the business. Every action that every member of your staff engages in is promotion. Whether good or bad every action is giving someone an impression of how your company is or does business. Here are a few examples.
If your company spends $1000 per week on marketing then you could save $1000 per week by not doing any marketing. That is true but it is the simple and shortsighted view of the situation. However, if the revenue generated from that marketing is $1010 you have actually just lost $10 by not doing it. Most times the margin is not that slim. We generally bring in around 10 times what we spend in any given week. That means for every $1000 we spend on marketing we bring in $10,000. If we decided that we were only going to spend half of what we were normally spending we would automatically save half of our budget. That is great but we would likely lose up to half of our weekly sales income. In trying to save half our budget, we actually lost 9 times that amount.
It all comes back to your return on investment (ROI). The money that you spend on your marketing is your investment. The money you bring in on sales is the ROI. That is why your ROI is the most important statistic to consider when trying dividing up your marketing budget. Putting more money into a marketing strategy that has a higher ROI doesn't cost you more money, it makes you more money. Unfortunately many businesses cut their marketing budget first when trying to stay afloat during slow periods. They are actually hastening their downfall.
You have heard it time and time again, "It takes money to make money." It is as true today as it ever has been. You have a good product or service, you run your business well, the only thing that you need is good marketing and that will eventually pay.
Maybe you are still stopped by the big question, "How?" What do you really need to know and how can you actually make it work? Let's start with the "Basic Principles" of promotion.
What is Promotion?
Anything as advertising, public appearances, etc., done to publicize (get the attention or interest of the public) a person, product, event etc.
Why to promote?
The purpose of promotion is to bring in more business and enlarge your customer base. Always try to bring in as much business as you can. It sounds like an obvious thing to say but many people still don't follow this rule. Don't assume any number of new customers will be too much for you to handle. If you have that much business you can always bring on temporary or temp-to-permanent staff to handle the work load.
How do you promote?
There are more ways than you would ever think. Have you ever heard someone say, "I never promote and I am always busy" or "I don't have to promote, all my business comes from word-of-mouth"? They may not be aware of how they're doing it, but I promise you they are promoting somewhere. Maybe they just go around telling everyone they talk to, that they don't promote. (Sounds funny? It's still promoting.) Well here are some ideas you can do "knowingly" to drive in the business. Every action that every member of your staff engages in is promotion. Whether good or bad every action is giving someone an impression of how your company is or does business. Here are a few examples.
- Greeting your customers with a smile and professionally is a great way to start.
- Calling your customers after they have had a chance to use your product is a good way to promote that you care about their experiences with your organization. It can also create an opportunity to make more sales.
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