With advertising, this means knowing how target consumers spend their free time, what they prefer to read, where they tend to go online, where they likely work, and even things like what colour t-shirts they like to wear.And while these two concepts are related, there are some critical differences to be aware of when strategies are planned, and decisions are made on how to attract the attention of consumers.Yet how a brand is marketed across all of those medias is very different than how an ad would be presented.While objectives of marketing and advertising often have similar goals (e.g., generating interest, encouraging conversions), there are distinct differences that need to be clarified and explained.
Marketing and Advertising Defined Advertising is defined as the paid, non-personal distribution of a persuasive message with the purpose of promoting products or services to current or potential customers. Advertising focuses on a particular message thats not all that personal in nature. It is a process that includes: Ad placement (newspapers, TV, direct mail, billboards, radio, online) Frequency of ads displayed Tracking of results from ads placed or displayed Marketing is the process of taking goods or services from the concept phase to the point where customers will want to purchase those goods or products from an individual business or brand. Its how a brand communicates to its audience in a way thats more personal beyond trying to sell a particular product or service. Related Article: How To Create Effective Marketing Materials Marketing involves: The Four Ps: product, price, place, and promotion Strategy development and execution Ongoing communications and sustained audience engagement Advertising is one component of the marketing process. In fact, it is the largest marketing-related expense a business will have just behind public relations, which represents another chunk of the marketing pie. As with marketing, advertising also creates awareness; although the primary goal is to influence buying behaviours. The reason why you may prefer Pepsi over Coca-Cola, Pizza Hut over Papa Johns, or Walmart over Target is that of marketing. All of those Super Bowl commercials you remember with fondness are the result of creative advertising efforts. What Is An Advertising Strategy An ad strategy is an overall plan for a particular ad campaign. It encompasses specific tactics designed to meet the goals and objections determined as part of the process of putting together an advertising strategy. It should support the overall marketing strategy, which supports a brands even broader business plan. Advertising Strategy Series Of TacticsTo carry out an ad strategy, a series of tactics will need to be done to present products or services to an audience that may be receptive to whats offered. Advertising and its possible strategies are a subset of marketing and its related strategies. With advertising, it is important to find the right media mix with tactics that may include online advertising, billboards, magazines, TV, radio, and direct mail rather than relying solely on one form of media. An effective ad strategy is also one that includes: Determining the right frequency to ads to avoid spreading the allotted ad budget too thin Selecting the right media mix Using media that targets the primary audienceconsumer group Hitting target demographics repeatedly to keep the featured productsservices visible Related Article: First impressions What Is An Effective Advertising Strategy An effective advertising plan or strategy starts with developing an understanding of where a particular product or service currently stands in the marketing; regarding both perception and market share (demand). An effective ad strategy can be broken down into four steps: 1. Identifying behaviour changes necessary to achieve those goals 3. Selecting the appropriate behavioural strategy (what will likely convince a consumer to make a purchase) 4. Developing creative ideas based on the selected behavioural strategies As with marketing, advertising also involves knowing your target audience.
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