Types of Advertising Marketers Use

Advertising, Crowdsourcing, Criticisms of Advertising, Corrective Advertising, & Promotions

Advertising is the activity of producing advertisements or marketing communications for products or services. There are three primary types of advertising including product advertising, which focuses on a specific good or service; institutional advertising which is concerned with promoting the activities, personality, or point of view of an organization or company; and corporate advertising which promotes a company as a whole. An advertising campaign is a planned set of advertising initiatives which are used to promote products or services over a period of time.

Consumer-generated Advertising and Crowdsourcing

Consumer generated advertising refers to the online consumers use of comments, opinions, discussions and other forms of media used to convey messages concerning products and services. This type of advertising is important because social media is a growing activity and more consumers look to these forms of advertising to make judgments about products. Crowd sourcing is the practice of outsourcing marketing activities to the consumers. For example, having consumers pick the name of a new product or service.

Major Criticisms of Advertising, Corrective Advertising, and Puffery

The major criticism of advertising is that advertising is deceptive. This carries with it a variety of ethical issues in which companies tread the line of legality with claims concerning their products. One major ethical area for advertising is puffery which refers to claims concerning products that are not able to be proven or disproven. This is an ethical concern which can lead to problems for firms when the product proves to be less superior than advertising has promoted it. This type of situation can lead to corrective advertising which attempts to clarify or qualify prior advertising claims.

Steps in Developing An Advertising Campaign, Creative Brief, Appeal, Execution Format, Tonality, and Creative Tactics

Step 1: Understand the Target Audience- researching the consumers interested in the product. Step 2: Establish Message and Budget Objectives Step- The budget will determine the extent and often the structure and format of the campaign. Step 3: Create the Ads- Formulate the ad and the messages. Step 4: Pretest What the Ads Will Say- Test the ads on small groups of consumers to minimize mistakes. Step 5: Choose the Media Type( s) and Media Schedule Step- Choosing the medium for advertising and the times when it will be most effective in reaching the audience. Step 6: Evaluate the Advertising- Obtain feedback and use metrics to determine if the advertising is working.

A creative brief is a plan for a marketing communication program. Advertising appeal refers to the central idea or theme of an advertising message. The execution format is the basic structure of the advertising message such as a demonstration, testimonial, etc… Tonality describes the mood of the message that is being transmitted such as comical or dramatic. Creative tactics is the use of animation, art, music and other forms of creative solutions that augment advertisements. All advertisements are inclusive of these different forms of these elements of marketing. For example, all commercials have a tone and an execution format. Most commercials have some form of creative tactics such as animation or just a slogan.

Media Planning, Reach, Frequency, Gross Rating Points

Media planning is the development of advertising strategies and tactics for use in a campaign. Media planners use concepts such as reach and frequency to determine the best times to implement ads. The gross rating points are those points that determine the highest levels of reach and frequency. These factors are measured in budget terms as cost per thousand which is the cost of to deliver a message to 1000 people. The advertising cost is dependent on the frequency of the ads. There are three means of delivering the ads continuous, flighting, and pulsing media schedules. The continuous schedule refers to a campaign that is steady and continuous throughout the year. Flighting is a schedule that is quick and extreme in its appearance followed by periods of no advertising. This is a form of pulsing media which is based on when customers are more likely to desire the product.

Different Types Of Trade Sales Promotions

There are a variety of trade sales promotions that marketers use. The most common is the allowances, discounts, and deals technique. This practice would include rebates and coupons given to customers. Another common form of promotion is point-of-purchase displays. Stores will attract consumers to other products by having displays advertising these other products.

M — commerce

M-commerce refers mostly to commercial transactions being conducted over cellular and mobile devices as for ecommerce all our transaction is conducted via desktop or laptops. Furthermore it refers to the field of marketing, buying, selling, distributing and servicing different products and/or services over the internet.

Relationship and Transactional Selling

Relationship selling is a form of selling where firms develop long-term relationships with consumers. This is different than transactional selling which focuses on immediate sales with no attempt to develop relationships with customers.

The Sales Presentation and Buyer Objections

The objective of the sales presentation is to show the customer how the product or service will add value to the customer. Buyer objections can be overcome by allowing questions and listening to the customer. This primary objective is to build a long-term relationship with the consumer.

Sales Follow-up Importance

The follow-up is vital to the sale because it shows the customer that the company cares about the consumer. This provides the means to the next sale or purchase by the consumer.

References

Solomon, M.; Marshall, G.; Stuart, E. Marketing: Real People,Real Choices. Textbook. 7th edition. Pearson Prentice Hall. 2011. ISBN 978–0–13–217684–2

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