Category: Advertising

For communicating a marketing or advertising message to the masses two major events have to occur – message creation and message dissemination. Media planning companies are concerned with message dissemination. The main aim of the media planning companies is to devise strategies which will make the advertising or marketing message reach to a very pin-pointed segment of consumers. A media planning company has to establish how much of each media category has to be used in dissemination of message.

Media options available

* T.V., Radio
* Digital media
* Social media
* Print media
* Mobile phones
* Outdoor advertising

Media planning decisions

* Which media to use
* When and where to use
* What duration to use
* How often to use

This means that the task of Media planning companies is to strategically use available platforms or channels of media like T.V., Radio, Social media or Newspapers and banners etc and tactically decide the timing of the advertising or marketing campaign as well as how much space it will use in each of the chosen media platforms. Normally the desired duration of a media campaign is communicated by the client to the media planning companies, otherwise it can be suggested by media planning companies also. Last step of media planning involves deciding the frequency with which the media message will be repeated in various media so that the campaigns impact and message retention by consumers can be maximized.

Media planning components

* Target Audience
* Communication goals
* Communication strategies
* Media mix
* Media tactics

Target audience

The Media planning companies start off the media planning process by establishing who the target audience is or can be. It means they have to evolve strategies which not only target the known target audience but also create new potential consumers. The target audience is categorized on the basis of variables like:

* Demographics
* Psychographics
* Generational cohort
* Product or brand usage
* Primary and secondary audience

Demographics Demographics means detailed information about a persons social standing. It includes gender, age, education levels, employment categories, income level, marital status, residence details etc. Social Media Marketing Companies use this information to ascertain the propensity or inclination of demography towards a particular media usage and based upon that try to categorize them into target audience or non-target audience.

Psychographics Psychographics refers to behavioral traits of target demography. It includes their personality, attitudes and beliefs, opinions and personal interests and most importantly their buying decision making tendencies. The Media planning companies try to sub-categorize the target audience on the basis of their psychographics so that media planning strategies can be downloaded with more effectiveness. Media planning companies refer to psychographics as VALS which stands for Values and Lifestyles.

Generational Cohort This categorization of target audience is on the belief that the new generation will be influenced by the choices of previous generations of the household because they were exposed to these choices in their early formative years.

Product or brand users Media planning companies identify the target audience by observing the historical product category or brand consumption levels of a given demography.

Primary and secondary consumers Sometimes the primary target audience do not actually make the buying activity but they influence the secondary target consumer to take the buying decision. For example parents buying toys for children or a big wall TV for old parents room.

Communication goals & strategies

Once the primary task of identifying target audience has been completed, the Media planning companies set their communication goals. This goal tries to quantify the degree of advertising message exposure within the target audience. For example the communication goal for a media plan can be exposing 60% of target audience at least once in a day to the advertisement message, be it on any media platform. Similarly another communication goal can be that the new brand will attain 30% of the market share within 3 months dislodging the present brands. The communication goal is achieved by careful strategizing of:-

* Reach
* Frequency
* Media mix
* Media scheduling

Reach Reach is the exposure of target audience to the advertisement message. Reach can be expressed as a percentage of population. For example, 60% of married women between the age group of 18 and 40. It can also be calculated as accumulation of target audience over a period of time. For example a communication goal can be to increase target audience from 30% to 60% or more. Lastly the reach is expressed as Gross rating point or GRP for the TV media. GRP is the viewership of a TV program expressed in percentage. A GRP of 35 means 35% of target audience with TV are presently watching a particular broadcast.

Frequency Frequency is the measure of repletion of Advertising or marketing message for the target audience over a period of time. Therefore it can also be called ratio of GRP over the reach. Mathematically it is expressed as Frequency = GRP/Reach. If Double GRP is 55 and reach is 35 then frequency will be 1.57. The media planning companies gauge their success by effective frequency criteria. Effective frequency is the minimum number of media exposure for a given media plan. It means how many people saw the Ad once, twice, thrice or n number of times.

Media Mix – Media objectives, budget and properties of media vehicles are the three deciding factors of a media mix strategy by the Media planning companies. The aim is to find the cheapest possible media vehicle to attain the objectives of media plan. The media planning companies may use any of these two media-mix strategies; media concentration or media dispersion. Media Concentration aims at exploiting fewer number of media vehicles whereas the media dispersion strategy tries to use a greater number of media vehicles.

Media scheduling Media planning companies schedule the media campaign in three basic scheduling strategies.

* Continuous scheduling Equal media spendings across media campaign duration
* Flight scheduling Variation scheduling, higher at one time and zero at another.
* Pulse scheduling Combination of upper points. Low and high variations.

Media Tactics Media tactics are employed to optimize reach and effective frequency. For example a high level of reach requirement would mean using more media vehicles. It may mean placing Advertisement in all major newspapers in a week or Advertising on all major TV channels during same time slot of the day or placing online Ad on all pages of a web service like Yahoo for a week. By tactically increasing the frequency, more number of audiences can be exposed using lesser media vehicles. For example media planning companies may decide to bombard only newspapers of a region with daily Ads in prominently visible space with the idea that over a period of time all target audience will be surely expose to it. Same may be the tactic for TV media or online media.

Media planning is the best Advertising tool

The scientific application of media planning is the best Advertising tool a business can have. Even the most creative of advertisement campaign can fall flat on its face if not handled by expert media planning companies. Its a science of consumer behavior and the arithmetic of probabilities, ratio proportions and law of averages. Best part is it works like magic every time !

This is an era where all wants to be well informed about all the subjects. All wants to be well versed about their surroundings. Advertising helps to keep the consumers informed about whatever new products or services are available in the market at their disposal. Advertising is one of the helpful factors in spreading awareness about recently launched products or services that is useful for consumers and potential buyers. It also helps the business as well as the economy to grow and makes the consumer aware of the various choices available to them.

Advertising is very important in the world of competition. It is important for both seller and buyer. Advertising introduces different brands of same product. Advertisement tells about qualities of each brand, and then it is easy decide that which products to buy. Advertisement plays an important role in shaping new consumer culture. In an organization, which is new it is through proper ads that can bring their business in focus. For success of any business, consumers play a dominant role. If the consumers are satisfied then the profit of business is fast, and it can be done through proper advertisement.

All over the world, advertising plays an important role for contributing to economic growth and also individual marketing organizations. However, role of advertising differs. For some organizations, little advertising is enough rest of the work is done by promotion team. While, for small companies advertising may consist on very small scale, such as placing small ads in the classified section of a local newspaper.

However, advertising is among consistent used tools for most organization in order to create customer awareness and well as to increase awareness of potential buyers. It also helps businesses to meet marketing objectives. This includes regularly developing advertising campaigns, which involve a series of decisions for planning, creating, delivering and evaluating an advertising effort.

With increase in Global completion and leadership, organizations require proper promotion of the company, its products and services. At this point, ads can play a vital role. For creating strong partnerships between the leaders of organization and those chosen to run the organization, advertisement is the bridge. The main purpose of business is to sale and earns profit. If the targeting audience is not aware about the organization, how they can trust it. Advertisement creates awareness among the chosen one who runs the organizations. Thus hinting upon the key words in advertisement and proper placing of ads can create difference in business.

Marketing and Advertising for business is done through the means of several tactics, methods and strategies, all include Banners Ads, Television Ads, Radio Broadcast, Promotional Activities, Sending Promotional Gifts and more of the same. All these work in same Promoting one business directly or indirectly.

One of the most recent methods that has emerged as an excellent form of advertising is that of using Promotional Apparel. The term might be pretty self explanatory, but a proper and detailed explanation of the same is in the order. Promotional Apparel is a term that is used to describe the strategies using clothes for promotional purpose.

Let’s study this factor as well as the other factors that are involved in the same.

The Unlimited Benefits of Logoed Apparel

What are the benefits of Promotional Apparel as a Promotional Marketing Idea?

Low Cost Marketing Tool
Other than designing the initial cost of designing the apparel, promotional clothing is a low cost advertising form. It does not require any special form or techniques to be arranged. Your staff will advertise the business and there by promote it Simply by wearing clothing.

Long Term Advertising
The advantage is that it provides for advertising all year through. The other advertising forms for in this section because it become expensive or it require constant innovation.

Visibility Power
Since the entire staff is provided for with similar apparel, they become easily visible to the customers. Therefor, helping them become more easy. In this process, advertising is undertaken. Taking a lunch out during the day means that the logoed Apparel is being used for a wider spectrum.

Some Creative Promotional Apparel Ideas

Promotional Apparel has to have the logo of the company on the same. This is the first step in promoting the business using apparel and clothing.
Wearing promotional clothing with promotional caps is one of the most effective idea to promote your business.
It is common human tendency to take up anything that is free of cost. Thus, when you giveaway promotional clothing for free; you are increasing the possibilities of advertising for the same and thereby exposing your business to the outside world.

There are several other creative and effective promotional apparel ideas. It only depends on the way you see them.

Do you know what word-of-mouth marketing is or WOMM? If you dont know, then read this article. You will not only get your answer but you will also know how aerial advertising or airplane banner advertising stands out as the best WOMM today. Given below is some vital information for boosting your business revenue.

A word of mouth means passing of information from person to person. In the past it specifically referred to oral communication between two persons. With the progressing technology, it not only includes oral communication now, but communication through digital media as well.

Word-of-mouth marketing simply means communication between your consumers who praise the quality of your product or services. It includes blogs, viral, grassroots, and social media marketing. With the personal nature of the communication between individuals, the product information shared helps product awareness.

American people are too smart to fall for anything second-rate and creating a word-of-mouth in marketing is not so easy now. In marketing if you are adopting the traditional media i.e. TV, Radio, Newspapers, Magazines, Internet etc it becomes even harder. There is so much on an overload of ads on these medias that people may ignore it or at least would not remember them for long. You need to come up with an extremely unique and stupendous idea to create an impact on the audience. However, if you adopt the most novel, unique and catchy advertising approach i.e. aerial marketing, you can create a word-of-mouth.

Aerial advertising or airplane banner advertising involves towing of your banner to the end of an airplane that flies over the targeted market. When a plane flies over your head with the buzzing sound you will surely look up. The huge banner flying behind it is not a common site.

Aerial Advertising is no doubt a catchy way of presenting your message to the consumers but also to make sure that they remember your ad message, your aerial banner should be memorable, appealing and precise. The aerial advertising company you choose will help you in this regard.

People tend to believe the word-of-mouth from their friends or family more easily rather than the words of a TV model that might be appearing in the ads of two competitor companies at the same time.

Aerial advertising can reach the maximum number of audiences in the shortest possible time. It is so effective yet very inexpensive and any size of business can easily afford it. If you want the viewers to gossip about your brand, choose aerial advertising and see the results yourself!

To stand firmly in the race of competition, industries are trying to their fullest extent. Because of which the marketing and advertising industries are immensely growing. This growth has made companies to recruit not only experienced professionals but also fresher. Advertising industries always look for those candidates who are creative and generate smart ideas. Jobs for fresher in advertising industries are many because companies are always in search of fresh ideas and those who are having out of the box thinking ability. Not only small industries but big organizations also hire fresher in many departments.
An advertising agency plays a major role of serving their clients to connect with their customers by making use of innovative advertising practices. Radio, television, print, and internet are major sources, used by these agencies. The scope and size of advertising agencies differ as per companies. Big and recognized organizations provide advertising jobs in many fields like market research, video production, copy writing, event management, client servicing, television and film, direct marketing etc.
Fresher job vacancies are mostly in the field of direct marketing. Candidates are hired probably as a junior executive or management trainees for client servicing, market research and media research departments. Their task is to search for new business opening, understand needs and expectations of client, selection and finalization of media for advertising and many more.
Entry level openings are many in client servicing department. The candidates must have good command over communication for working in this department because they will be the link between the agency and customer. They have to understand the needs of client and communicate this to the agency and also idea of agency to the client. A fresher must be able to sell the idea and collect right information from the market and for this command over communication is must.
Creative department is the heart of advertising agencies. Rather than experience, candidates stand out by the quality of ideas in this department. Creative group is the team of creative directors, art directors, photographers, scriptwriter, graphic designers and many more. An advertisement copy is created by this department. Candidates who are graduates and have knowledge of Photoshop, fine arts or coral draw with good communication skills are quickly hired by creative department. The number of fresher jobs available in this department but the candidate must be well equipped with the basic skills like creative mind, writing skills and ability to visualize ideas and put them to live. They should be able to stretch themselves and ready to meet deadlines.
Advertising fields are not only related to one area but today many new areas of digital marketing, image management, event management etc. are associated with these agencies. Internet marketing is another field that has bought lots of career openings for fresher in advertising industry. Many specialized advertising courses are today available to get into advertising industry, to develop a good career.