For a brand owner to communicate with his target audience and for the same brand owner to drive revenue for his business, advertising is an important tool of marketing. A brand, service or even an idea needs to be advertised so that potential customers come to know about it and consider of adopting it. Verbal Advertising used to be the first ever means adopted by men to promote a particular product or good to potential buyers. The one who has to sell his good would stand at a busiest corner of the market and orally provide details of his good also explaining how it will benefit the buyers. This same norm to some extent still prevails in busy street markets where the sales person stands in front of his showroom and tries to lure customers to his store. Funny and interesting though it seems, such norms are but a vital part of the marketing campaign of the product to generate more awareness amongst TG and of course to drive more sales for the product.
Outdoor Advertising Television Advertising, Radio Advertising, Print Advertising, etc. are some common means of promoting a particular good or service. Modern Advertisers however implement their promotion campaigns through an amalgamation of most of the advertising media vehicles. Advertising tools are much evolved and renovated at present. Change is after all expected everywhere. Matching well with the changing scenarios of brand advertising, new age tools of promotion are widely implemented by advertisers to effectively position their brands in the market place.
Without advertising, it is next to impossible to attract customers to buy his product. So, every brand owner needs to advertise his product or service through a particular advertising channel. It is also true that not all brands are advertised. Some brand owners quietly run their business without advertising their products. However, one should note that customers become more familiarized with those brands that are often advertised. Any kind of business is customer centric. Therefore it is important to attract as many customers as possible through an advertising campaign of the product.
Important inputs of an advertising campaign
An advertising campaign of a brand is made available for customers after implementing various strategies of promotion by the advertiser. Though it seems easy to launch any advertising campaign of a brand, it takes a whole lot of strategies and tactics to communicate the brand message in the form of an advertorial or commercial. In the following paragraphs, let us take a look at few inputs of an advertising campaign-
An affordable budget
Budget plays the most important role while launching an advertising campaign of any brand or service. The affordability of the brand owner helps the advertiser decide the right means and methods of advertising the brand amongst target groups. An advertising campaign is a sort of investment for the brand owner. The advertiser promotes his brand to generate awareness amongst target groups to convince them to buy the product and generate revenue.
An effective channel/medium
Medium or channel plays an important role while launching any advertising campaign of a brand. An effective medium of advertising provides the targeted impact on customers that further forms a unique impression about the brand. The more effective the media channel is, richer the impact on target groups. Therefore, it is a major requisite for any advertiser to launch his ad campaign through an effective ad channel or medium.
A defined target group (s)
Defining and differentiating the right target group is yet another important criterion of an advertising campaign. A brand doesn’t appeal to every customer. The advertiser should therefore define his own target group to whom the brand message can be directed. A demographic survey is most often conducted to sort out the target group of a particular brand. Evaluating the survey report, the advertiser can present the brand message in a targeted manner, inspiring customers to adopt his product or service. A thorough understanding of customers’ behavior is an additional asset for the advertiser to launch his advertising campaign.
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