Advertising
is an important
tool in any
marketing
strategy to
promote sales,
communicate
information and
strengthen brand
awareness.
Good advertising
is all about
providing the
right
information to
the right people
through the
right message
using the right
words
.
And
PrimeSiteUK's is your
one shop stop to
help you design
the perfect
advertisement
to:
Promote your
business
Give your
brand a unique
identity
Create
awareness of new
product launches
Improve your
sales
Strengthen
relations with
existing
customers
Build new
relationships
with potential
customers
If you want to
create your own
advertisement,
PrimeSiteUK's tips
for designing
the perfect ad can
guide you
through the
process.
Why advertise?
So why and
what is that you
want to
advertise? Is it
to boost sales,
increase brand
awareness,
announce a new
product or
service, launch
a new business,
or recruit new
hires? The
answer to this
question will
provide a
direction to
planning your
advertising
strategy.
Plan your
advertising
strategy
It
is all about
perfect timing
For your
advertisement to
hit the bull's
eye, the timing
has to be
perfect. If you
sell a seasonal
product, the
best time to
launch your
advertisement is
when its demand
is at the peak.
During peak
selling time of
a particular
product, the
number of
advertisers for
the same product
is also at its
peak. If you
advertise at
this time, your
advertisement
will be one
amongst the
crowd. So it
becomes all the
more imperative
that your
advertisement
should be
powerful enough
to tower above
the rest and
strike the right
chord with the
target group.
Yet, it all
depends on how
you look at it.
There are people
who kick start
their
advertising
campaigns well
ahead of the
season and their
competitors. The
early start
gives the
product the
advantage of
time to create a
conditional
awareness in the
minds of the
people.
Choose the right
media
Advertising
channels can be
broadly
categorised
under three
sections: mass
media such as
radio and TV,
print media such
as newspapers
and the
Internet.
To decide on the
media channel
that suits your
requirements you
will need to
consider factors
such as budget,
target audience
and the
channel's reach
to your targeted
group.
Advertise on the
Internet
The Internet
is one of the
most cost
effective
channels for
advertising both
products and
services. Points
in its favour
include speed,
low costs, and
an instant
global audience
reach. So
powerful is its
reach that
internet
advertising
spend exceeds
TV. Internet
marketing is
also known by
various other
names such as
online marketing
and web
marketing.
Advertise on the
Internet by :
Creating
your own website
Advertising on
other websites
Linking your
website to
online
directories
On your own
website
Your own website
is your most
powerful
marketing and
advertising tool
to promote your
product and push
its sales. You
are not limited
with space
constraints as
is the case with
other media
advertising. You
also have the
advantage of
regularly
updating your
content and
promoting your
latest
offerings. Your
website gives
you the perfect
platform to give
detailed
listings of your
products and
services.
This
is not to say
that you can
write realms on
the subjects.
Web writing is
an art that
should be able
to :
Make an
effective impact
and convey the
right message
that can grab
the readers
attention in the
first five
seconds, build a
rapport, and
leave a positive
and a lasting
impression.
Deliver
market-focused
content that
serves business
and audience
needs.
Attract
customers,
educate target
audience and
push sales.
You can reap the
benefits of
advertising on
your own website
only if people
visit it. To
ensure this, you
will need to
optimize it for
higher page
rankings on
search engines
such as Google,
Yahoo and MSN
and driving
traffic to it.
It is also
important to
provide for easy
navigation and
make your
website
interactive to
expand your
sales pitch.
On other
websites
Browse
through the
websites and you
will notice
numerous banner
advertisements,
pop-up ads and
sponsored ads or
Google ads
posted there.
This method of
advertising is
based on the
simple give and
take philosophy:
You post your
advertisement
and link to your
website on other
people's
websites and
reciprocate the
arrangement by
allowing them to
advertise their
products and
services by link
through
advertisements
on yours.
On online
directories
These online
directories are
more like the
traditional
Yellow Pages
where people
make the
listings of
their products
and services. In
case of online
directories, you
can:
Set up links
to your website
in directory
companies such
as Yell.com and
ThomsonLocal.com.
List in
specialised
directories for
products and
services.
For
example if you
have a
manufacturing
related product
you can list
your website in
specialised
directories such
as Kellysearch.
Advertise in
newspapers and
magazines
Newspapers
and magazines
form the
traditional and
till date, one
of the most
trusted,
channels of
advertisement.
These is
PrimeSiteUK's main
areas of
expertise and
from your home
page you will
find an array of
advertising
opportunities in
various colour
supplements. By
discussing your
requirements
with an
experience
PrimeSiteUK's media
exec, we will be
able ensure your
first foray into
national press
is a successful
one.
Advertise on TV
Of all the
advertising
media, this is
the most costly
especially
channels with a
national reach.
However, you can
get cheaper
packages if you
choose to
advertise on a
large number of
terrestrial and
cable or
satellite TV
channels. This
form of
advertisement is
beneficial if
you have a
localized market
for your
product.
The
communication
channel you
choose to
advertise your
product and
services plays
an important
role in how you
create your
advertisement
and a call to
our offices will
give you a
wealth of advice
and information.
Create the
perfect
advertisement
for the print
media
Frame your
tagline
The most
important part
of an
advertisement is
the tagline; it
defines your
product and
positions it in
the minds of the
consumers. The
tagline can be a
play of words or
any phrase that
can immediately
create an impact
and catch the
imagination of
the targeted
group.
Write your copy
A clean,
concise copy is
what makes an
advertisement
sell. A good
copy should be
able to convey
the main message
of the product
in the minimum
of words.
Successful ad
copy for depends
on the medium
you are
advertising in.
In case of audio
visual channels
the consumer
attention is
divided between
the visuals,
background music
and the words.
But in the case
of print media,
the copy is the
centre of
attraction; it
has to have the
zing to make an
impact. Also, a
creative copy
should be able
to paint a
complete picture
of the product
leaving no scope
for questions in
the consumer's
mind. Use of a
single image can
often negate the
need for lots of
text.
Design your copy
In the
advertising
world packaging
makes all the
difference. An
attractive
design is an
effective tool
to attract
reader
attention. The
design of the
advertisement
should
compliment the
copy. The
messages and
imagery/visuals
should capture
the imagination
of the target
group so that
they are able to
identify the
differentiating
characteristics
of the product
or service being
advertised.
The use of
colours, images,
imagery,
typography and
image symbols
and a powerful
play of words
are what make an
advertisement
stand apart from
the others. A
final note of
caution, don't
say too much and
don't say too
less, just the
right amount to
tickle the
imagination and
keep the
interest alive.
PrimeSiteUK's
maintains
excellent
relations with
the Advertising
Standards
Authority and we
often check on
behalf of
clients to
ensure that copy
is legal,
decent, honest
and truthful.
Get value for
money from your
advertisement
Get the
best from your
advertising by
combining it
with other
marketing
initiatives such
as direct
selling, press
releases, and
special events.
Look before
you leap. Reduce
the risk of your
campaign by
researching and
studying the
advertising
strategies
followed by your
rivals in the
market.
Do a cost
analysis of
various
advertising
media and plan
out your
marketing and
advertising
strategy that
can effectively
communicate your
message to the
audience within
your budget.
Advertisement,
in any form,
involves
repetition over
a period of
time. Discounts
will be offered
for series
advertising.
If you are
advertising in
the print media
make sure that
your
advertisement
has maximum
visibility for
maximum impact.
Monitor your
advertisement
What is good
on paper may not
hold well in the
market. The
ground reality
may throw up
surprises---some
positive and
some not so
positive. So
monitor the
response to your
advertisement
and be prepared
to change the
advertising
strategy in
terms of
re-working the
concept, design
and in some
cases, even the
channel if it is
not reaching
your target
audience.
There are
various methods
available to
monitor the
success of your
advertising
campaign.
You can have a
standard enquiry
form for your
products and
services with
columns asking
which product
the customers
are interested
in and from
where they had
heard about it.
If you have
advertised on
websites, you
can monitor your
campaign through
the clicks your
advertisement
receives and
also on how many
of the clicks
actually
converted into
sales.
It also makes
good business
sense to follow
up any lead that
you get. It may
not get
translated into
sales
immediately but
may have
possibility of a
sale in future.
Study the kind
of sales and
profit margins
of each sale
that is
generated from
the
advertisement.
Respond to your
advertisement
Response to
advertisements,
in most cases,
can be instant.
Once your
campaign hits
the road, you
should have:
The product
and services to
meet customer
demand.
A trained
customer care
system to
provide value
services to the
potential
customers.
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