tugas II advertisement

Shara Fitrialoka

16615518

1SA03

v  definition of advertisement

Advertisements are messages paid for by those who send them and are intended to inform or influence people who receive them.

Definition: Advertising is a means of communication with the users of a product or service. Advertisements are messages paid for by those who send them and are intended to inform or influence people who receive them, as defined by the Advertising Association of the UK.

Description: Advertising is always present, though people may not be aware of it. In today's world, advertising uses every possible media to get its message through. It does this via television, print (newspapers, magazines, journals etc), radio, press, internet, direct selling, hoardings, mailers, contests, sponsorships, posters, clothes, events, colours, sounds, visuals and even people (endorsements).

The advertising industry is made of companies that advertise, agencies that create the advertisements, media that carries the ads, and a host of people like copy editors, visualizers, brand managers, researchers, creative heads and designers who take it the last mile to the customer or receiver. A company that needs to advertise itself and/or its products hires an advertising agency. The company briefs the agency on the brand, its imagery, the ideals and values behind it, the target segments and so on. The agencies convert the ideas and concepts to create the visuals, text, layouts and themes to communicate with the user. After approval from the client, the ads go on air, as per the bookings done by the agency's media buying unit.

v  to make a good advertisement

Here are some tips, tactics and examples of small business advertising; what they’re doing well, plus, what can take their ads up a notch. But first, here’s what you should include in every advertisement:

1.    the logo or business name – If your business’s logo/name doesn’t contain what you do, make sure to clarify that in the ad. For example saying “Klimisch’s Inc Collision Repair” instead of just “Klimisch’s Inc.”

2.    A CTA (call-to-action) with supporting contact information – Say exactly why people should contact your business and what you can do for them. For example “Call us at (415) 000-0000 to save money on home insurance today.”

3.    Additional information about what your business does and how you intend to help your potential customer. Don’t go overboard with copy because you want to make sure they can read it quickly and easily.

4.    Supporting visual elements like a photo or graphics. This can be your logo, a picture of your business, or a graphic related to your business.

Using these elements can make an effective ad, but here are a few additional guidelines to follow:

1.    Hierarchy of information – Choose the information from the above list that’s most important and make it your main element of the ad. Every piece of information in your ad should be weighted according to its importance. It’s hard to read an ad in which everything is the same size.

2.    Less is more – Don’t overwhelm people with information. Keep it as simple as possible while getting the useful information across to the viewer.

3.    Use your space wisely – Don’t use every inch of white space because you can. Leave some “breathing room” so people can digest your message.

4.    Use contrasting colors for fonts and backgrounds to make sure that your copy is readable. The best combo is dark type on a light background because it’s easier to read.

5.    Fonts, fonts, and fonts – Use mostly sans-serif fonts, use different font sizes to differentiate the importance of the copy, however, don’t use too many font types or too many font colors (think one or two max). The biggest font offenders that tend to thoroughly annoy people include comic sans, curlz, and papyrus.

6.    Have at least one other person who isn’t working on your ad read it over to make sure there aren’t spelling errors, incorrect information, or missing information.

v  types of advertisement

Newspaper

Newspaper advertising can promote your business to a wide range of customers. Display advertisements are placed throughout the paper, while classified listings are under subject headings in a specific section.

You may find that a combination of advertising in your state/metropolitan newspaper and your local paper gives you the best results.

Magazine

Advertising in a specialist magazine can reach your target market quickly and easily. Readers (your potential customers) tend to read magazines at their leisure and keep them for longer, giving your advertisement multiple chances to attract attention. Magazines generally serve consumers (by interest group e.g. women) and trade (industry/business type e.g. hospitality).

If your products need to be displayed in colour then glossy advertisements in a magazine can be ideal - although they are generally more expensive than newspaper advertisements.

Magazines do not usually serve a small area such as a specific town. If your target market is only a small percentage of the circulation, then advertising may not be cost-effective.

Radio

Advertising on the radio is a great way to reach your target audience. If your target market listens to a particular station, then regular advertising can attract new customers.

However, sound has its limitations. Listeners can find it difficult to remember what they have heard and sometimes the impact of radio advertising is lost. The best way to overcome this is to repeat your message regularly - which increases your costs significantly. If you cannot afford to play your advertisement regularly, you may find that radio advertising does not generate strong results.

Television

Television has an extensive reach and advertising this way is ideal if you cater to a large market in a large area. Television advertisements have the advantage of sight, sound, movement and colour to persuade a customer to buy from you. They are particularly useful if you need to demonstrate how your product or service works.

Producing a television advertisement and then buying an advertising slot is generally expensive. Advertising is sold in units (e.g. 20, 30, 60 seconds) and costs vary according to:

·         the time slot

·         the television programme

·         whether it is metro or regional

·         if you want to buy spots on multiple networks.

Directories

Directories list businesses by name or category (e.g. Yellow Pages phone directories). Customers who refer to directories have often already made up their mind to buy - they just need to decide who to buy from.

The major advantage of online directories over print directories is that if you change your business name, address or telephone number, you can easily keep it up to date in the directory. You can also add new services or information about your business.

If your target market uses print and online directories, it may be useful to advertise in both, although print directories are being used less.

Outdoor and transit

There are many ways to advertise outside and on-the-go. Outdoor billboards can be signs by the road or hoardings at sport stadiums. Transit advertising can be posters on buses, taxis and bicycles. Large billboards can get your message across with a big impact. If the same customers pass your billboard every day as they travel to work, you are likely to be the first business they think of when they want to buy a product.

Even the largest of billboards usually contain a limited amount of information; otherwise, they can be difficult to read. Including your website address makes it easy for customers to follow up and find out more about your business. Outdoor advertising can be very expensive especially for prime locations and supersite billboards.

Direct mail, catalogues and leaflets

Direct mail means writing to customers directly. The more precise your mailing list or distribution area, the more of your target market you will reach. A direct mail approach is more personal, as you can select your audience and plan the timing to suit your business. A cost effective form of direct mail is to send your newsletters or flyers electronically to an email database. Find out more about direct mail.

Catalogues, brochures and leaflets can also be distributed to your target area. Including a brochure with your direct mail is a great way to give an interested customer more information about your products and services. Learn more about leaflet marketing using letterbox drops and handouts.

Online

Being on the internet can be a cost-effective way to attract new customers. You can reach a global audience at a low cost. Many customers research businesses online before deciding whom to buy from.

A well-designed website can entice customers to buy from you. There are a number of ways you can promote your business online via paid advertising or to improve your search engine rankings. Learn more about doing business online.

Other ways to advertise your business online include promoting your products or services on social media sites, blogs and search engines and other websites that your target audience visits. Find out more about social media.