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Title: Advertising Methods: Understanding & Implementing Key Marketing
Strategies
Author: C. Bailey-Lloyd
Article:
Being the Public Relations' Director for major online websites,
I often find myself brainstorming new and creative ways of
marketing, and making our site not only visitor/client-friendly,
but informative and entertaining as well. While we offer a broad
array of service-oriented resources, I wanted to explain exactly
how successful marketing can lead to maximum, effective
exposure.
After a little research, I discovered quite a few interesting
things about how advertising works. The Nielsen ratings are a
classic example of how marketing techniques are applied. In the
United States, <a href='http://www.nielsenmedia.com'
target='_blank'>Nielsen Media Research</a> provides audience
estimates for all national program sources. For example, during
'Sweeps' week, Nielsen Media Research mails out diaries to
certain households across the country. The diaries are collected
and processed at the end of each time period. In addition,
Nielsen provides many other data services to display viewing
records of television, cable and other multimedia programming.
These viewing data reflect what, when and how often programs are
watched. So, in essence, commercial advertising agencies depend
on Nielsen ratings on what commercials to air, and how to design
commercials to be 'eye candy' to the masses.
The Coca-Cola company made a powerful move in its <a
href='http://www2.coca-cola.com/heritage/cokelore_santa.html'
target='_blank'>Christmas advertising campaign</a> by
integrating Santa Claus in their marketing plans. So powerful,
in fact, that because of its commercials depicting Santa
drinking Coca-Cola from a bottle, spawned consumers to take more
and more bottles of Coca-Cola home with them!
In an even more elaborate move, Toyota Motor Sales recently
cornered the online market with being the only car <a
href='http://www.adweek.com/aw/iq_interactive/article_display.jsp
?vnu_content_id=2096153' target='_blank'>Ad to sponsor Ebay</a>!
During the 1980s, Ms. Clara Peller was recruited to
commercialize <a
href='http://www.tvacres.com/admascots_clarapeller.htm'
target='_blank'>Wendy's "Where's the Beef?"</a> Slogan in
televisions ads everywhere.
But what does this have to do with marketing essentials?
Technically, the viewing and listening public - whether it be
Radio, Cable TV, or the Internet - are diverse information and
entertainment seekers. As consumers, we want a broad selection,
we demand diversity, we expect 'eye candy.' Thus, while most
advertising agencies can only produce and eccentuate the
positive of products and/or services, it all boils down to
viewer-ability.
Clients demand results - and they want them to reflect their
choice in advertising. As both a consumer and marketing
specialist, a skilled advertising firm is able to fully
comprehend the fundamentals of developing successful strategies
in commercial promotion of products and services.
So how does a good advertising firm produce positive results in
a productive marketing campaign? Below are a few, finer points
in proven 'viewer-ability' marketing strategies:
<ol><li>Research & Development - analysis of current marketing
and advertising campaigns</li><li>Strategic Planning and
Implementation</li><li>Media Buys - buying media at discounted
rates and pass savings onto clients</li><li>Copywriting
Services</li><li>Video Production - Informational and
Corporate</li><li>Public Relations</li><li>Website Development
and Promotion</li><li>Direct Mail/Email
Campaigns</li><li>Electronic/Print Advertising</li><li>Brochure
& Graphic Design</li><li>Telemarketing
Consultation</li><li>Market Research</li></ol>
The prime question one should ask himself (or his organization)
is 'What do I want to accomplish?' Experienced ad agencies will
review and analyze what is and isn't working through review of
revenue streams and competition. Specific recommendations are
then made on how to target particular audiences - much like that
of the Nielsen Media Research.
Since the conceptual design and implementation of the World Wide
Web, advertising has taken on a dramatically new persepective,
and is steadily climbing to popular ranks liken to mainstream
media. Undeniably, many Americans are virtually living in the
'net.' Aside from being a vital tool for student research
projects, the Internet has become a vast and ever-expanding
media outlet for entertainment, information, work and
direct-advertising system. By integrating all points of a
strategic marketing campaign, electronic advertising agencies
are able to assist clients with interactive ad campaigns that
help promote exposure to clients (services and/or products).
Realistically, whether we're selling products or services, we
have to realize that exposure (or eye-candy) is what gains
attention. In the field of advertising, we personally know that
we, as consumers, are smart shoppers. We watch, listen, learn
and investigate.
Before we even decide to invest in a product or service, we have
a pretty good idea of what we want. For example, if I am
interested in attending a particular school, I will research the
area for schools that meet my criteria. Hypothetically speaking,
let's say there are 5 acupuncture institutions in one state - 2
are listed, 3 are not. Automatically, my choice of prospective
schools has been narrowed down to just two. Now, of the 2
educational organizations, one is 60 miles away and one is just
10 minutes up the street. Okay, my option became a bit closer,
but what does school A offer that school B doesn't? Or visa vi?
This is where successful marketing plans come into action.
Understandably, clients must want to achieve specific goals, so
viewer-ability is a crucial component in becoming the deciding
factor for potential consumers.
Exposure is the key element to promoting products and/or
services. The unique aspect of Internet advertising is that 1)
it's less expensive, 2.) it reaches individuals one-on-one, 3)
it gains worldwide exposure. With the boom of Internet
advertising, people are able to attain information at their
fingertips - literally.
Television commercials convey consumer information to the
viewing public. We might see a Land Cruiser ad, but that doesn't
mean we're going to go run out and buy one right then.
<I>BUT</I>, the notion has been planted in our heads to take a
deeper look at Toyota vehicles. The same applies to Internet
advertising, but there's a slightly unique difference: Because
the Internet is interactive, we can invest our money and time
instantly should we choose to do so. But like many wise
shoppers, we selectively peruse our viewable options -
<B>But</B> the notion has been planted in our minds for further
review.
<B>How Do You Sell Yourself?</B> <I>Below is a list of questions
one should ask:</I> <ol><li><B>Necessity:</B> What is it about
my product ( or service) that makes it essential to
consumers?</li><li><B>Consumerability:</B> What sets my product
(or service) aside from other
competitors?</li><li><B>Communication:</B> Do I inform my
potential consumers with detailed
accuracy?</li><li><B>Location:</B> What makes my location
attractive?</li><li><B>Amenities:</B> Do I have any to
offer?</li><li><B>Accessibility:</B> Is my product (or service)
easily accessible and within reach?</li><li><B>Catch-Phrase:</B>
Do I have a memorable slogan? (e.g., Wendy's "Where's the
Beef?")</li><li><B>Presentation:</B> Is my product (or service)
being presented in its best light? Can I improve its
viewer-ability?</li><li> <B>Affordabilty:</B> Is my product (or
service) affordable? Are financing or other loan options
available to consumers?</li><li><B>Extra:</B> Do I offer any
special tools (e.g., workshops, guides, etc.) that enhance my
products and/or services?</li></ol>
Overall, marketing your services and/or products boils down to
proficient exposure. The better the presentation, the more
likely consumers will be receptive. Clients who work closely
with their advertising firms will attain prolific results. If
something is not adequately working, it is important to review
deficiencies and redefine how to better improve upon ourselves
to attract more productive exposure. <I>(See: <B>How Do You Sell
Yourself</B> above)</I>
Advertising methods, if understood and implemented properly, are
the vital foundation to abundant and powerful, commercial
exposure. Knowing, <I>or Knowledge</I>, is still ultimately the
key to success; and the key to goal achievements.
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---------------
©4/2005 - Advertising Methods: Understanding & Implementing Key
Marketing Strategies by C. Bailey-Lloyd
About the author:
C. Bailey-Lloyd is the Public Relations' Director for Media
Positive Communications, Inc. <i>in association with</i> <a
href="http://www.seoadept.com/">SEOAdept.com</a>. Providing
resources for your <a
href="http://www.seoadept.com/glossary/internet_marketing.html">I
nternet Marketing</a> & <a
href="http://www.seoadept.com/glossary/search_engine_marketing.ht
ml">Search Engine Marketing</a> needs.
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