Today’s post is about to find out the objectives and rules of an advertising campaign. Let’s view the advertising’s phases with a theoretic eye, in order to give us a scheme and some tips to follow when we will face our next project.
What is advertising?
Advertising is a form of communication, generally for a fee, with whom you represent a customer, the characteristics of a product/service for commercial purposes. The elements that characterize an advertising campaign can be summarized in three:
- it’s a message that is persuasive, for a fee,
- is transmitted from a source identified,
- has a commercial purpose.
Basically an advertising campaign is divided into phases which lead to the purchase of a product by a customer.
The first phase is that in which, somehow, his attention is called by the product: we need to inform him of the existence of the product, to release the shadows, bring to the fore, to make known the characteristics and strengths (phase awareness). The second phase – which passes from ignorance of the product on the market to his knowledge – must be to buy the product at the credibility of its potential audience: the product is valid, the company that produces it is reliable, are clear and its features and notes, for example, conditions of employment (phase of knowledge).
The third phase is one of the most important, the potential client in this moment, knows the product, appreciate the quality, welcomes, but in any case it does not see in it a real need.
During this stage, it will be necessary to try to convince the customer that the product is right for him, and that, for example, other similar products are certainly lower (phase of persuasion).
In the fourth stage we get the customer to want to buy the product, that is, we give the reasons for the actual purchase, passing it, in other words, from a situation of general appreciation of the product to their own desire to do so. The last phase is when the customer actually buys the advertised product (phase of the grounds).
Why do we Advertise?
From the above we can easily deduce that advertising serves to inform, persuade and motivate potential customers (not merely to know something, to inform), but also has a strategic significance for the company’s image in whole or brand the product belongs. It is also clear that, for the role that advertising is to get to potential customers, what is decided in the definition of advertising programs and their contents, expresses a way of being of the company towards its public reference to this aspect, it plays a key role in the complex processes of communication, as we have seen, the company in the performance of their institutional purposes.
However today, we live in what was defined as the information age, literally “dipped” in an endless ocean of messages, which of course, makes it extremely difficult and complex the design of any new communications program.
In particular, is very important choose well our information that must be transmitted trying to “tune” the wavelength of the target audience, identifying the mode of time and place that best are suitable because messages arrive in the determinants most opportune moment and truly be able to involve information that you want to convey to potential customers. And, today more than ever, need to build on a very important factor: the image of the company, the real treasure.
When Advertising is no use
Advertising can be usefully exploited to support, to sell a bad product? No! Advertising is useful, it achieves its goals, sells, only if the products are of good quality. Because this is the goal of each campaign: we invest money to make a good product on the market the best, best in its class, best of all those available to the competition. This should not be confused when ridiculous proposals are welcome from gullible buyers (those who have never seen telesales jewelry, paintings, clocks, low value, advertised as products of the highest quality and offered at very high prices). Here is not the advertising to sell, but the natural inclination of many people to “bite” like fish.
Be a Professional
So before you start a campaign you must act on product quality, a serious professional will never agree to work to promote an invalid product: the consumer might initially believe the lure of a good campaign, but as soon as you notice that the credibility of the product has been misused, certainly would reject future proposals.
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