One of the major and most successful forms of marketing is Advertisement. Therefore, choosing the right and most effective way of advertising is very important. For any form of advertisement there is a cost incurred. So, when you advertise your product or service you are restricted to your Advertising budget. Advertising costs are controllable expenses. Advertising budgets helps at determining and controlling the expense. A thorough research should be conducted before deciding the potential advertisement option suitable for your product or service to gain maximum satisfaction out of your Advertising budget.

There are different types of advertising categories under ‘offline advertising’ and ‘online advertising’. The main mediums of offline advertising are television, newspaper, billboards, radio, posters, etc. Whereas online advertising is when you advertise through Internet. When advertising your business with Internet you can save on your Advertising budget. Choosing right advertising professionals is also equally important. You should see that the advertising option you choose facilitates in cost-saving for your company’s Advertising budget when you advertise online.

When you advertise, you should calculate which advertising option is more effective for your business and which is perfect according to your Advertising budget. Calculating your quality returns including how much is to be re-invested to increase sales is very vital. Internet is one of the fastest growing advertising mediums in the age of emerging technologies. In online advertising you should be aware of the persistent competition and the fast pace at which new products are introduced. Your Advertising budget needs to last the whole assigned period of time. Select the best online advertising option that requires little initial investment. That way you can use the reward from the advertising campaign to pay for more Internet marketing.

Banners are one of the most popular forms of online advertising. They are mainly used for branding and are very effective. Statistics show that on an average, out of 20 viewings at least once the user will definitely click on a banner. Banners are a good way to stand out in the market if the Advertising budget fits the website marketing promotion. To be more effective see that you are the only banner on the page. Cost per click is another form of online advertising it is probably the most commonly use form advertising. Here you will be on the most popular search engine available and this is aimed at bringing out the best result for you. This form of advertisement is costly and needs large investment for your Advertising budget in the long term. To overcome this obstacle it is essential to know the Internet marketing, web site design and search engine optimization theories well and the way they work.

In online advertising, with the help of good website design and effective search engine optimization you can make substantial savings on your Advertising budget in the long term. Therefore, finding the right marketing agency or consultant that provides you with a successful search engine marketing campaign will economize your Advertising budget to a large extent.

Advertising is the heart of every business. The life of a business depends on advertising. Therefore, getting maximum exposure at the minimum possible cost, the Advertising budget should not be dented or compromised.

By: Catherine Kidman

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Content for WordPress

In a job search, your first introduction to an employer is almost always your resume. As such, it is absolutely essential that your resume immediately capture the attention of your reader. But how do you do that? When your resume is sitting on a desk with 475 other resumes, how do you ensure that your resume rises to the top, making the cut to be placed in the “keeper” file rather than the circular file? More importantly, how do you ensure that your resume compels the recipient to actually pick up the phone and call you for an interview?

The solution, of course, is to remember that your resume is a marketing document. It is NOT an autobiography. Your resume is an advertisementan advertisement that is selling YOU as the ideal solution to an employer’s problems.

To achieve this, your resume must present your key skills, qualifications, experiences, and accomplishments in a way that is both convincing and compelling. Your resume must be written to clearly illustrate to the reader that you can meet their needs and help them to achieve their goals, all the while adding value to their organization and delivering a strong return on their investment in hiring you.

One of the most common resume writing mistakes is the development of a responsibilities-focused resume. Job descriptions simply don’t distinguish you from anyone else that does the same or a similar job as you. A resume focused on responsibilities and job descriptions illustrates to the reader how you are ordinary. Instead, your goal is to show the reader how you are EXTRAordinary. To do that, your resume must be focused on achievements and results. Achievement-focused resumes engage readers, essentially painting a picture of how you have added value in the past and thus, helping the reader to envision how you will add value in the future to their organization. By creating the achievement-focused resume, you illustrate your business savvy, your understanding of the bottom line, and your track record for contributing to it.

But, for many people, writing an achievement-focused resume is easier said than done. Are you like so many other people who have trouble identifying exactly what their achievements in the workplace have been? Maybe you have even worried that you don’t have any accomplishments of note to include in your resume. Let me put your mind at ease right now. This simply isn’t true! Every single person has value to add and unique contributions to make.

Rewriting your resume to emphasize achievements and results is almost always the single most impactful improvement you can make. If your resume isn’t generating results, rewriting it to emphasize the past challenges you have faced, the actions you have taken to meet those challenges, and the benefits of those actions, will likely have a dramatic positive impact on your job search results.

If you, like so many others, are struggling to identify and communicate your achievements, the following 50 questions will help.

1. What is special about the way you do your job?

2. What do you do in a different way or better than other people in the same position as you?

3. What does your employer like about you and/or praise you for?

4. Were there particular areas in which your employer thought you were outstanding?

5. Were you given any special honors, recognition, or awards? What did you do to earn it?

6. What positive things do your performance appraisals have to say about you?

7. When you were hired, was there a lot of competition for the position? Why were you selected?

8. In what ways is each of your past employers better off for having had you work for them?

9. Does your company set goals or objectives for you and have you met or exceeded them? Explain.

10. Have you met any particularly hard-to-accomplish goals? How did you accomplish this?

11. Were you hired to meet a particular challenge or solve a particular problem? What was it, what have you done to meet those expectations, and what have been the outcomes?

12. What was the biggest problem or challenge you were faced with in each position? Did you solve the problem or meet the challenge? How and what were the results?

13. Did you ever have to overcome any adversity or ambiguity to accomplish something important to the company? Explain. How did you do it and what were the results?

14. Have you ever made any suggestions that were implemented? What was the result?

15. What have you done that was innovative? What was the result?

16. Have you helped to influence change in your company? In what way? What was the result?

17. Have you been given any special assignments? Why and what were they?

18. Have you helped your employer increase sales? By what percentage or amount?

19. Have you helped streamline operations in any way? In what way and what was the result?

20. Did you generate new business? By what percentage or amount?

21. Did you bring in new clients? By what percentage or number?

22. Did you build partnerships or affiliations with new organizations? What have been the results?

23. Have you led your company into expanded markets? By what percentage and how did this impact sales?

24. Have you opened new markets for your company? What was the impact?

25. Did you save your company money? How much and under what circumstances?

26. Have you ever developed a new system or process? Was it implemented? If so, what were the results?

27. Did you improve customer relationships in some way? Under what circumstances and what were the results?

28. Have you done anything to increase efficiency? How did you do it and what were the results?

29. Did you meet a particularly aggressive or important deadline? If so, what difference did this make to your company?

30. Have you ever developed procedures to speed repetitive tasks? What were the results?

31. Did you bring a project in under budget? How? How was the money you saved used?

32. Have you ever recommended a new product or program that was implemented? What was the result?

33. Have you ever helped launch a new product or program? What were the results?

34. Have you ever made recommendations to improve a product or program? What were the results?

35. Have you taken the lead on any projects or special initiatives? How successful was the effort?

36. Have you ever taken on any new responsibilities that weren’t part of your job? Did you ask for the new responsibilities or were they assigned to you? Why were you selected?

37. What have you done to increase productivity? By what percentage or amount?

38. Have you improved communications in your company? In what way, with whom, and what was the outcome?

39. Have you ever done anything to increase profits? How did you do it and by how much?

40. Have you helped your employer cut costs in any way? How did you do it and by how much?

41. Have you helped your company grow business in any way? How did you do it, by how much, and what was the result?

42. Were you involved in any negotiations? What was your role? How did this benefit the company?

43. Have you done anything to help control costs? What did you do? What was the impact?

44. Did your work or the results you produced stand out in some way as better than your predecessor? Explain.

45. Did you do something to correct inconsistencies or errors? What was the problem? What did you do? What was the result?

46. Did you accomplish something special for a customer? How was this important for your customer? How was this important for your employer?

47. Do you have a strong record of on-time completion of projects? Explain. How has this benefited your employer?

48. Have you ever done anything to increase cash flow? What did you do? What was the result?

49. Have you led or served on teams whose work had a major impact on the company? Explain. What was the benefit to the company? What was your role on the team?

50. Did you foresee any problems and proactively implement solutions to avert the problem? Explain.

By: Michelle Dumas

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Advertising on the Internet

Any business requires promotion in order to flourish. This is evident from the fact that businesses depend a lot on advertising to reach the desired audience. With all the conventional media backing you, if you still feel that you are missing out the desired audience then it is the ripe time for you to consider website or Internet advertising. Internet advertising has been very useful in generating traffic to websites and in turn help them do more business. When the correct banners and advertisements of your product or service are placed on many websites on the internet, there are chances that many people go through those websites and visit your website. The basics of Internet advertising is all about creating a traffic flow towards your website. Proper efforts made towards Internet advertising will definitely help you in generating traffic towards your website.

One major advantage with Internet advertising is that it is much cheaper if compared to the conventional methods of advertising. With the growing popularity and usage of Internet, the significance of advertising on websites remains unchallenged. With the power and reach of Internet, you will have a huge target market out there that you can use by using Internet advertising techniques. If dealing with online business, advertising online becomes really important and is also very effective. You can use a combination of online advertising methods to get the desired result. For instance, you can place all your online advertisements in a website that has the maximum visitors a day. This is crucial because more visitors will ensure that you get good numbers of visitors to your website and business through the online advertising program.

To start with advertising on the Internet, you can create an advertisement that is attractive and interesting and delivers your message clearly. Make it attractive, as the chances of people clicking are more. The best designs are the ones that use fewer words and fewer images but are simple and thus more effective. The most common form is the banner ads for online advertising. PPC ads can also be another method of profitable advertising online. You have to use the space of the PPC ads effectively to get the maximum result. Use keywords in the ad and make the title and ads attractive. Email marketing can be another effective online advertising method. In case of email marketing, always create the email advertisement with care not to get it labeled as Spam. You can publish a newsletter, to make online advertising for you. If you want to use a newsletter, make it interesting with good content. Send repeatedly after a fixed time with new contents. You can use blog and RSS feed, forums for online advertising. In all of them you have to provide something interesting to the readers to make it effective.

With the increase in the use of internet all around the globe, the internet has become the most important medium of not only trade and commerce but also of advertising and promotions. Online advertising has changed the world of advertising for ever and it would be better for you to make the most from it.

By: Dhiraj Bandurkar

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Website content

Introduction

Comparative advertising takes place when one trader’s business is compared to another trader’s business with reference to their trade mark or trade name. The advertisement usually presents comparisons of price and particular qualities of goods, intended to inform consumers that the second trader’s goods or services are somehow superior. The comparisons are most frequently made to the products or services of a leader in the market.

There are various ways in which a trader can undertake comparative advertising, including:

referring to a competitor by name;

referring to a competitor’s trade mark;

not referring specifically to the competitor by name, but referring to ‘the leading brand’ where consumers will know what that leading brand is; or

stating which products are compatible with those of a competitor and issuing a table listing the serial numbers of each party.

For years there have been a number of questions raised in relation to the legality of comparative advertising and whether it should be permitted. Fair and honest Advertisements did not cause any harm were therefore lawful. This position stemmed from the introduction of Comparative Advertising Directive (EEC) (Council Directive 97/55 amending The Misleading and Comparative Advertising Directive (Council Directive 84/450) (the ‘Directive’) provides guidance as to the boundaries of comparative advertising and provide strict criteria that an advert must meet in order to be lawful.

Comparative advertising and the Directive on Comparative Advertising

Comparative advertising is defined by Article 2 of Directive 84/450 as:

“… any advertising which explicitly or by implication identifies a competitor or goods or services offered by a competitor.”

Furthermore, Article 3 provides a list of criteria where comparative advertising will be allowed:

“ …

(1) it is not misleading … ;

(2) it compares goods or services meeting the same needs or intended for the same purpose;

(3) it objectively compares one or more material, relevant, verifiable and representative features of those goods and services, which may include price;

(4) it does not create confusion in the market place between the advertiser’s trade marks, trade names, other distinguishing marks, goods or services and those of a competitor;

(5) it does not discredit or denigrate the trade marks, trade names, other distinguishing marks, goods, services activities or circumstances of a competitor;

(6) for products with designation of origin, it relates in each case to products with the same designation;

(7) it does not take unfair advantage of the reputation of a trade mark, trade name or other distinguishing marks of a competitor or of the designation of origin of competing products;

(8) it does not present goods or services as imitations or replicas of goods or services bearing a protected trade mark or trade names.”

This list of permitted use is, in comparison, more prescriptive than the provisions laid down in the TMA which simply requires comparative advertising to be in accordance with “honest practices”.

The European Court of Justice (‘ECJ’) considered the issue of comparative advertising in the case of Pippig Augenoptik GmbH & Co KG v Hartlauer Handelsgesellschaft mbH [2003] ECR I-3095. The ECJ considered the impact of comparative advertising and the purpose it served, stating that it was important in assisting consumers in making informed choices. Following the approach taken in Toshiba v Katun [2003] ETMR 296, the court concluded that “ … the conditions required of comparative advertising must be interpreted in the sense most favourable to it.”

Comparative advertising and the Trade Marks Act 1994

Section 10(6) of the TMA states:

“Nothing in the preceding provisions of this section shall be construed as preventing the used of a registered trade mark by any person for the purpose of identifying goods or services as those of the proprietor or licensee.

But any such use otherwise than in accordance with honest practices in industrial or commercial matters shall be treated as infringing the registered trade mark if the use without due cause takes unfair advantage of, or is detrimental to, the distinctive character or repute of the trade mark.”

Protection against comparative advertising is provided as long as the registered trade mark is used in relation to the genuine goods or services of the proprietor and that such use accords with honest practice, that is to say is fair and accurate. Where this is not the case, any comparative advertising will be treated as an infringement if it is use which takes advantage of or is detrimental to the distinctive nature or reputation of the registered trade mark.

So how is ‘honesty’ to be judged? The test is an objective one and it is for the trade mark owner to establish on the facts that the advertisement making the comparison was considered dishonest by “members of a reasonable audience” (Barclays Bank plc v RBS Advanta [1996] RPC 307).

In the case of Emaco Ltd and Aktienbolaget Electrolux v Dyson Appliances Ltd [1999] ETMR 903, both manufacturers of vacuum cleaners engaged in advertising campaigns which stated that having undergone independent tests, each product was superior to the other. They then proceeded to sue each other for malicious falsehood and trade mark infringement. The Court dismissed the claims for malicious falsehood but upheld the claims for trade mark infringement upon the basis that the tests conducted were unfair in that they were not done under normal circumstances and both parties had been involved in unfair comparative advertising.

This can be contrasted with the case of British Airways plc v Ryanair Ltd [2001] ETMR 235 where British Airways claimed that Ryanair’s advertisements comparing their prices was misleading as it had stated they were 5 times more expensive. However, the Court dismissed the action stating that even if Ryanair’s advertisement was misleading, it was not materially misleading given that the point they were trying to make, namely that flying with British Airways was a lot more expensive than flying with Ryanair, was still the same. This decision illustrates the permissive approach of the UK courts in dealing with comparative advertising. Although the approach has been criticised, it is in keeping with pro-competition stance the Court has adopted it has had for so many years.

Directive 97/55 has been incorporated into UK law by The Control of Misleading Advertisements (Amendment) Regulations 2000 which inserts a new regulation into the 1998 Regulations. On the face of it, the Directive may appear more restrictive, but the High Court in British Airways plc v Ryanair Ltd held that the Directive does not affect the interpretation of the TMA. However, it is fair to say that the TMA and the Directive are to be read in conjunction with one another and while adhering to “honest practice” under the TMA, an advertisement must also comply with the Directive.

Conclusion

The use of competitors’ trade marks no longer represents a “no-go zone” for businesses competing in the same industry. Provided that the criterion set out in the legislation is adhered to, businesses are able to use other company’s trade marks and trade names to identity the relative merits of their own products and services over those of their competitors.

By: Leigh Ellis

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Content

Advertising is a branch of marketing that is tasked at inducing the public to buy, use or patronize the product or service being provided by the company. It is a call to action in the form of an announcement either visual or text that is usually placed where the potential customers or users of the products or services are located.

There are different types of advertising, you may use one or all of them. Depending on the need of your entity, you may spend depending on the return you expect from advertising.

You will likewise need to test your advertisements to ensure that you are only using the advertising medium that will be beneficial to your product or service.

The different types of advertising

Paid Advertisements

Print Advertisement, usually in broadsheets, magazines and newsletters.

Radio Advertisements

Television advertisements

Billboard advertising

Less costly advertisements

Word of mouth advertising, existing clients or customers who are happy with your product or service usually invite their friends to try the product. This is the cheapest form of advertising. It is one of the most effective forms of advertising and is very profitable.

Online advertisements, usually advertising in the internet is cheaper as compared with traditional advertisements. The cost is usually only time and internet connection. Of course, this is if you only advertise through text or articles that will induce customers to buy your products.

Some larger products manufacturers on the internet endeavor to use affiliates to promote their products or services. In this case, you will need to pay them commissions. This is manageable because you can enter many forms of affiliate programs either pay-per-click, or pay-per-sale.

While you will need to advertise your products or services, there are other more effective promotional campaigns you can do to ensure that customers will come craving for your products.

Advertising is only one part of the marketing pie, do not think that because you are spending hugely on advertisement, you can seatback and wait for the buyers to come in. This is not going to happen. The competition is very stiff; you have to offer the public something perceived to be greater than the value they will need to pay for your products or services. This is the most effective marketing strategy you can ever endeavor to take.

Advertising is effective if done correctly, because there are many different methods of advertising your products or service, you may need to test all of them. When you find the most effective advertisement for your product, you may drop the others but be sure to be active on the internet because advertising on the internet will provide you with unlimited geographical presence.

By: Karl Sultana

About the Author:

Content

Advertisement techniques don’t have to be new to be effective. But the most effective ones in today’s modern environment are interactive, target a narrow market, and get immediate responses.

This article covers five advertisement techniques that meet one or more of the above modern criteria:

•    PR Advertisements

•    Theatre Advertisements

•    Magazine Advertisements

•    Publication Advertisements

•    Cable Television Advertisements

Advertisement Techniques 1: PR Advertisements

PR advertisements are great at building support for your business. Usually a PR advertisement’s purpose isn’t to make a sale, but to build contacts and friends for your business.

The best advertising technique for PR advertising is getting your potential supporters interacting with you and your business. Whether it’s making a telephone call, visiting a Web site or completing a form, interaction enables you to build support for your business and industry.

Advertisement Techniques 2: Theatre Advertisements

Theatre advertisements  work  effectively if it’s possible to get people to take immediate action. You need to reinforce the ad on the screen with a printed promotion like a coupon, to get people to respond immediately.

Advertisement Techniques 3: Magazine Advertisements

Magazine advertisements work well because magazines enable you to target a niche market and design advertisements specifically for people in the market.

With so many magazines, you can always find one that targets your market, if you:

•    use them as a direct approach to get readers to take action.

•    make an offer that requires a quick response,

•    get advertising sale people to design ads that get readers to respond.

Advertisement Techniques 4: Publication Advertisements

Many small business owners overlook publication advertising. Publication advertisements reach target markets well, but isn’t as good at providing interactivity or getting a quick response.

You can run advertisements in everything from programs, to books and professional journals.

Programs offer a targeted market, and earn good will with the organization’s supporters or fans.

If a book is relevant to your product, it can reach your target market effectively. The trick to book advertisements is deciding how to pay:

•    by the number printed,

•    by the number distributed or

•    by size of the ad.

If you are targeting people in a certain profession, advertising in their professional journals can reach your target market. Advertisements in professional journals provide good value because members pay to receive the journals. They are interested in nearly anything that helps them to better succeed in their professions.

Advertisement Techniques 5: Cable Television Advertisements

Cable television advertisements are usually less expensive than regular television advertisements. Many small business owners can afford to use cable television advertising to promote sponsorships, product placements and air sponsor-supplied programming.

Advertisement Techniques: Conclusion

The trick to using all advertisement techniques is to design ads that get attention and encourage target market members to respond quickly by visiting a web site, calling a telephone number, or some other contact method.

And the more interactive, you can make your advertisements, the better.

By: Linda P. Morton

About the Author:

Content

The world of the Internet seems to be expanding by leaps and bounds lately – so much so that you might be thinking about putting up your own Internet Marketing Company so you can compete in this field. But before you start shelling out your hard-earned money to put up that Internet Marketing Company you have been dreaming about, it helps to

find out what the ground rules are first.

First, you really cannot get around the fact that you need pretty extensive awareness, knowledge, and maybe experience in the Information Technology aspect side for your Internet Marketing Company. Why? Simply because IT will dictate the capabilities of your Internet Marketing Company to a significant extent. If you yourself are not an IT person but is passionate about building a powerful Internet Marketing Company, then perhaps it’s time for you to scout around for some top brains in IT to hire as consultants and staff for your Internet Marketing Company.

The Real Business of an Internet Marketing Company

In the world of advertisement, conventional advertising and promotion approaches are no longer the typical newspaper and TV or radio formats. Promotions of goods and services are now more appealing online especially that now that many have access to the web 24/7. Understanding the benefits and challenges of establishing an influential Internet Marketing Company will help you prosper in this online business. So what do you have to do primarily?

1. Hire a Smart IT firm

Artistic and business focused IT professionals can be your best assets during the establishment of your Internet Marketing Company. The reason is in this age of advanced and well-designed websites, your Internet Marketing Company needs to be aggressive in terms of advertising and promotion. Understand that competition is getting tougher, Internet marketing companies and firm need to be more than just the typical ads and design promotion.

Yourself you will have to choose the best Internet Marketing company or provider, then create a professional assessment. Get yourself involved during the creation of the firm. Therefore, when dealing with your Internet Marketing Company provider, consider just a user-friendly layout and navigation. Plus, you’ll get an attractive layout with the appropriate use of colors. You should use those schemes intelligently and instinctively; and be able to manipulate content like images and video so that the end product looks good enough to please the client and bring in visitors in droves.

2. Identify a reliable content writer

You have to have people who know how to write content in your Internet Marketing Company. That means getting people who are skilled in language skills, who know how to work with the language and how to pick topics so that they can create unique and original information for your future clients, and who know when to stop writing about one topic category and switch to others when the client needs these.

If you can get people for your Internet Marketing Company who are strong in both IT and writing, that would be a bonus. Also, an Internet Marketing Company needs people who are skilled in other disciplines. For instance, every business needs an accountant to manage the finances of the Internet Marketing Company. If you yourself know how to do simple accounting, that’s a start but there will come a time in the growth of your Internet Marketing Company when you need someone who is really trained in this discipline. Hiring an accountant is a good business decision so you can concentrate on other competencies of your Internet Marketing Company. You may need MIS personnel in addition to your regular Internet Marketing Company techies so that your techies don’t wind up using their precious time managing your IT systems in-house and can concentrate on serving your clients instead.

3. Marketing resource person

Yes, you have your techies and you have your writers, but Marketing is something that is a specialty in itself. If your Internet Marketing Company team of techies and writers seems to be able to cope, you might want to give them opportunities for continuous learning by sending them to marketing seminars. It may cost you a pretty penny, so try sending one representative at a time who will then educate the rest of the staff of your Internet Marketing Company when he returns with a wealth of knowledge.

An Internet Marketing Company has to be competitive so you really need to spend a lot of time, energy and resources trying to find clients who will hire your services. The field is dominated already by quite a lot of players so you have your work hard for you to at least join the growing bandwagon. This is why your Internet Marketing Company has to function like a close-knit fraternity or sorority of like-minded people who work in conjunction with one another. People are people though so expect some clashes to happen at time, but always make sure you develop a strong Internet Marketing Company culture so that your staff is able to iron out any differences before they escalate into bigger problems.

By: Moe Tamani

About the Author:

Advertising – and its association to other concepts

Introduction:

An advertisement as an object and an advertising as a process has lots of contents and players to bring that concept. As an object it is the Ad designer or the agent who has the role to play, while as a process it is the beholder who has the responsibility to accomplish the objective. In between these two there are other players also to play their separate roles. While the whole issue is to manage and explore the benefits, the role of advertising, being used as a marketing tool can’t be ignored. This is an attempt to define what an advertisement is, and how it is related to other objectives.

Definition

Advertising is a process to communicate the desired message of the producer to the customers. In other words it is the process by which the message is being passed to the consumers by proper means of communication. In a well versed form it is one of the marketing mix to promote goods, services, companies and ideas through an identified sponsor. One of the 4P’s of marketing is the promotion strategy. Advertising being a part of promotional mix helps a lot to the marketers to promote their products.

Elements of advertising Process

There are different elements of advertising. Their relevancy depends upon the demand of a particular situation and so can easily move in the priority list to fulfill the need of the situation. As enlisted and shown in the figure depicted above “an advertisement as a product has several elements to be judged (in the process starting from concept to reality) to come as a product to meet the objective of the company”.

The importance of advertising depends upon various factors such as nature of the product, Industry to which it belongs, competition in the market, market intensity, stage of the product or the brand in its life cycle, effect on per capita consumption, customer loyalty, brand credibility and media.

Advertising is a component of marketing mix has a lot to do in the market to meet an objective of the beholder. Being a communication process to put the information about the intended “idea or thought” to the target audience or defined customers in a manner to satisfy the intended need is not an easy task. In a very subjective way it is all to bring the concept into reality to work and meet the intended need. Through advertisement, the beholder tries to put their information into the market for their ready acceptance. The intensity of competition has led a lot of pressure on promoters and advertisers to make a creative, responding and effective advertisement.

The need of the market has created a different role for advertising to play in the area of marketing. For a well established product or brand, advertisement has to just communicate its relevance by transferring the information to the market. But, for a product or an idea which is either in an initiation stage or just to move, advertising has a lot to do in the market for that product. Nature of the product and its stage in its life cycle is also a great determinant of advertising, to be designed and to get figured in the market.

Four P’s of marketing and advertising

Product and Advertisement: There are three kinds of products shown in an advertisement. They are General Products, Esteemed or logical products and Competitive Products. To advertise a general product information used in an ad is all the benefits of the product and its appeal to the target audience. For logical products the information to be conveyed through the advertisement is the need or satisfaction level to which the product is designed. For competitive product the comparative appeal is used in an advertisement to promote the product.

Place and Advertisement: To convey information through advertisement place strategy covers culture, age, gender, emotion, demography, geography, society, class of people, Income class to be shown in the advertisement and through that to target the desired audience. By this an advertisement helps to promote the product and to reach the targeted audience.

Price and Advertisement: In an advertisement pricing strategy usually designed to convey the comparative benefits and price structure with the competitive products and to target the desired customers to meet the objective.

Promotion and Advertisement: An advertisement is usually defined as a promotion strategy to promote the intended idea and meet objective. When all the other 3 Ps gets compiled in an advertisement it is the advertisement (a part of the promotional mix) which has to serve the intended need.

Advertising budget and cost

There are different categories of advertising media to be used for advertisement. A company has to go through a thorough search of different available options, budget for advertisement, mass effect of the media and analysis of cost and benefit of the available media to meet the objective. The choice of the option depends upon available options, different objectives subject to the restriction of resources to be used. For example to meet the objective in terms of its effectiveness television advertising is used, for others such as for great branding and reach a large audience magazines are used, while to assist in cornering the market mail order and leaflets are used. By advertising one’s business with internet marketing strategies one can save on his advertising budget and one can run his advertising budget into arrears if he starts up his internet marketing with the wrong advertising company. To opt certain media one has to thoroughly evaluate the objectives, resource constraints, target reach, accessibility and per capita effect.

There are different types of advertising. It covers Television, Newspaper, Magazine, Mailorder, Banners, Cost per click, Google SEO, Weblinx etc. While their effect is respectively, mass effect, budgetary effect, cost justification effect , an easy lead access effect, brand development effect, easy access and lesser cost effect, website promotion effect and in budget advertising effect. The criterion to select an option to advertise is restricted with the purpose, the obligation, the resource constraints and the earlier outcomes of those options.

All the efforts for advertising are to put the information in the market and get the desired objective fulfilled. Though the definition is very subjective the outcomes are a mix of qualitative and quantitative one. Examples of subjective outcome is supporting the branding process, place the informations at the right place, stimulating intention and motivation to buy etc while the measurable outcome is sales growth, increase in per capita consumption etc. The measurement of an outcome of a selected option becomes a base for evaluating the decision of the company or the organization moved up with that decision. While the same outcome, becomes an evaluating parameter for others to use, as to evaluate that available option.

An ad campaign has different issues to meet the target. Its content covers, message, appeal, slogan, words, celebrities, media, kind of satisfaction etc. An ad is a complete justification of the need and the requirement. Though the justification has several grounds to get a trade off among different available options, the need to serve and manage that trade off cant be ignored. It is the resource capacity, which ultimately talks about the whole of the advertisement. The other factors which affects the decision is available options and the need.

Advertisement has an important role in marketing to meet the objective of the beholder. For an organization or the beholder for whom it is designed, for the ad designer, for the sponsors, and for the customers as a whole advertising has different meaning. For the sponsor it is the communication, for the beholder it is the objective, for a customer it the rationale to decide. To serve different needs of the society it is designed and used differently. The significance of advertising cant be ignored as it is the mean to communicate and get the desired result. As a mean to inform and to add to the credibility the strategy behind designing an advertisement and its content, there is a lot of factors to be judged and to comply with. Being an effective marketing tool advertisement is used to meet several needs and hence to fill the gap in the market.

Advertising : Different players their association and role :

Manufacturer/Initiator

1. What?

2. How?

3. Where?

4. To Whom?

5. By Whom?

6. How much?

Ad designer/ Ad agencies

1. What?

2. How?

3. By whom?

4. Where?

Sponsor

1. Where?

2. To whom?

3. When?

4. How?

Customers

1. What?

2. How?

3. Who?

Evaluator

1. Shift in per capita consumption

There are five main players playing with an ad concept to come as a product. They are manufacturer, Ad designer, Sponsor, Customers and the Evaluator. These different persons have different roles in formulating the purpose. As shown in the above picture they are concerned with different parts as to play in this process. Though the start and end point is not restricted but it all depends upon the requirement and available options. To enrich their role they have different role criteria either to be put to initiate the concept or to evaluate the same on different grounds, in an advertisement process, as shown in the below mentioned diagram. The terminology and the contents that have been used to define the roles of each head have the effect of their responsibility, the stage where they have to play or contribute and their part in the whole communication process to lead the concept of advertisement into reality.

After fulfilling the initial criteria these all have to stick towards different parts of their role within a predefined set to bring advertisement concept to work. The role of these players and the requirement of their role gets judged with the whole issues as defined in the below mentioned figure.

Ad designer/ Ad agencies

1.Message

2.Content

3.Language

4.Media

5.Target audience

6.Slogan

7.Methods

8.Brand association

9.Customer loyalty

10.Brand acceptance

Manufacturer/Initiator

1.Product/Idea

2.Concept

3.Budget

4.Segments

5.Gender

6.Value addition

7.Associated benefits

8.Celebrities

9.Media

10.Language

Sponsor

1.Budget

2.Cost/benefits

3.Media

4.Timimng

5.Target audience

6.Brand loyalty

Customers

1.Brand value

2.Valueaddition

3.Offerings

4.Ad association

5.Need satisfaction

6.Ad message

7. Earlier experience.

Evaluator

1.increase in per capita consumption

2.Customer acceptance

3.Market credibility

Advertising: Evaluation

Now about the product or the theme which get informed through the advertisement has to take the market acceptance. If the requirement of all meets properly the intention of the message gets served with proper acceptance in the market. Being a challenging and required issue of the market all parts of the process have to meet effectively. Based upon the results in terms of sales growth, market acceptance, and credibility as desired initially the advertisement also required to be evaluated in terms of its effectiveness. There are different methods of evaluating advertisement effectiveness. Few of them are rating point (rp) and target rating point (trp). It tries to show the percentage of the universe of the existing base of users/customers that can be reached by the use of each media outlet in a particular moment of time. The difference in these methods is because of the size of the sample and their dimensions. Hence we can put that these methods could be used to make an advertisement to fulfill the segmentation strategy with the more refined method i.e. trp.

To sum up

Advertising has a critical role in marketing. It helps in promoting the product, improves sales growth, puts the information into the market, effects people to initiate the action. Apart from its role for a beholder for whom it is designed it has a great contribution in generating a sector with employment opportunity and by that creating its contribution to the society. The affect, credibility, and the requirement all could be easily measured by its current role in the market and the economy. From both as a need and as a competitive requirement, advertising serves a lot in the market. Being an important marketing tool it servers the need of all the players and by that proves its credibility to contribute towards the needs and objective.

By: Jyotsna

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By: Olivia Andrews

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So, how many times have you tried advertising for your company or product in the formal way as all the advertisers do? What real profit do you get from it? Did that advertisement on some website named “you are the 9999th visitor, you won the prize, click here to claim” work? Surely this is not the case. Now all those old techniques of advertising are dying a slow death. Now there is a new dimension in advertising to catch the attention of your customers.

This is called the Aerial Advertising technique. By this method we advertise your banner over the beaches and city with an airplane. Every one has the chance to see what you are trying to say. This is a time tested and the best way to advertise your product. You will not find any kind of disappointment after advertising from this technique.

Let us do a simple test to calculate how effective an aerial advertising technique can be. Let us assume that there are 100 people on some beach one summer Sunday. You have planned to advertise via aerial advertising this Sunday. So you can easily manipulate that out of 100 people on the beach, 99 will be attracted towards the banner. Those 99 people who have seen your advertisement, in some way or the other will acknowledge your name or your company’s name.

So in this way, aerial advertising is a win win situation… Who is going to waste their time in viewing the ad listed on some website or by reading the ad listed in the pages of the newspaper? Surely no one! What about the people who just change the channel on their TV when the commercial comes on. Try to look away from the plane and ad flying by. So the best way to advertise in this sense comes to aerial advertising. This is not just because it only attracts the viewers but also due to a fact that it really attracts the viewers.

Now I know what you are thinking. What you have in mind is that aerial advertising has to be very costly .One would be very surprised at the low costs involved.

Take a leap of faith and go for it.

Airplane Advertising services are available from many companies that specialize in this type of advertising. The Internet is a good source of information when it comes to choosing aerial advertising services. Arnold Aerial Advertising is one of the many companies that provide such services. Located in New York, Arnold Aerial Advertising provides nationwide service with affordable rates.

By: Michael Arnold

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