The purpose of advertisements is to influence decision-making processes. Advertisements should be able to convince clients or customers to give a particular product or service a shot. That is essentially the core of advertising. So how then do you persuade people to change brands or try a new product?
There are many ways to advertise. Different media can be used to advertise a particular product or service. There is the TV, radio, newspapers, magazines, print posters, giveaways, inserts, etc. There are just so many ways to influence decisions. You just have to be creative and innovative to achieve desired outcomes.
Advertisements, however, entail costs. This is a fact that all business owners should contend with. Businesses have to invest in advertising campaigns to promote their products or services. They have to realize though, that these expenditures can actually be recovered. For instance, if a company invests $500 on poster printing, they should expect two to three times the return on their investments. If you do not achieve this result then something is probably wrong with your advertisement or your product itself.
It is easier to correct advertising flaws than to correct defects in products or services because it is easier to manipulate advertising strategies. You just have to sit down again and discuss with your marketing team the strengths and weaknesses of your print posters and design something with the lessons learned from the previous campaign.
Usually, advertisement strategies come in different styles. We all know that there is the informative kind. This style is straightforward, no nonsense, direct-to-the-point advertisement. The ultimate purpose of this style is to create awareness. This is usually used to introduce a new product or service or for technical products like medical equipment, precision tools, etc.
Persuasive advertising on the other hand, aims to create a following, a preference, if you like, This is the most difficult of all the strategies because it involves a lot of thinking and creativity. Persuasive advertisements usually appeals to the emotion. Seasoned advertisers know that if they can connect with the readers or target audience they will certainly take action.
The last style is what is referred to as reminder advertising. This strategy is aimed at stimulating repeat purchases. This is easy to do if you have brand recognition. Most big companies who have been in the business for quite some time are aware that they should be able to sustain their following.
Regardless of the strategy, businesses just have to remember these two points: 1) the aim of any advertisement is to influence decisions, and 2) advertisements are necessary investments.
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About the author: Janice Jenkins is a writer for a marketing company in Chicago, IL. Mostly into marketing research, Janice started writing articles early 2007 to impart her knowledge to individuals new to the marketing industry.
Author: Janice Jenkins