BASICS OF ADVERTISING AND PROMOTIONS
Basics and Planning
Advertising and promotions is bringing a service to the attention of potential and current customers. Advertising and promotions are best carried out by implementing an advertising and promotions plan. The goals of the plan should depend very much on the overall goals and strategies of the organization, and the results of the marketing analysis, including the positioning statement (these are described more in the topic of Marketing).
The plan usually includes what target markets you want to reach, what features and benefits you want to convey to them, how you will convey it to them (this is often called your advertising campaign), who is responsible to carry the various activities in the plan and how much money is budgeted for this effort. Successful advertising depends very much on knowing the preferred methods and styles of communications of each of the target markets that you want to reach with your ads. A media plan and calendar can be very useful, which specifies what advertising methods are used and when.
For each product or service, carefully consider:
- What target markets are you trying to reach with your ads?
- What would you like each target market to think and perceive about your products (this should be in terms of benefits to them, not you)? Realize that each target market might be different.
- How can you get that target market to think and perceive that, that is, what message do you need to convey?
- What communications media does that target market see or prefer the most? Consider TV, radio, newsletters, classifieds, displays/signs, posters, word of mouth, press releases, direct mail, special events, brochures, neighborhood newsletters, etc.
- What media is most practical for you to use in terms of access and affordability for that target market (the amount spent on advertising is often based on the revenue expected from the product or service, that is, the sales forecast)? Use that preferred media to convey the message(s).
- Who will communicate the messages in the most appropriate media to that target market.
You can often find out a lot about your customers preferences just by conducting some basic market research methods (see the topic Market Research). The following closely related links might be useful in preparation for your planning.
Basic Methods to Get Customer Feedback
Major Methods of Advertising and Promotion
Thought Leaders Then and Now — Ogilvy on Advertising
Advertising Campaign Strategy
Your Advertising Budget
Seven Steps to a Successful Promotional Campaign
5 Reasons Why You Must Advertise
The Social Graph
Understand your Buyers’ Behavior: The Key to Effective Promotion
PREPARATION FOR ADVERTISING AND PROMOTIONS
Writing Your Ad
Before you write your ad, you should know what you want to say.
Positioning: Deciding and Conveying Your Unique Selling Position
Naming and Branding
Share Your Business Success
Four Steps to Make Ads More Effective
How to Use Humor in Advertising
The New Rules of Writing a Memorable Slogan
MAJOR METHODS OF ADVERTISING AND PROMOTIONS
Using Direct Mail
10 Tips for Writing Better Sales Letters
Great Marketing Tactic to Increase Your Conversion Rate
How Direct Mail Marketing Can Work For Your Small Business
Direct Mail Grows In Defiance Of Print Is Dead
2012 Response Rate Report
Email Marketing (Wikipedia)
Email Marketing Tips
Email Marketing Best Practices
Email Marketing Best Practices — Part 2 of 2
Newsletters That Work – Part 1 of 2
Newsletters That Work – Part 2 of 2
How to Write an ebook
Follow the Leader – Chris Brogan
Using Signs and Displays
Using Classified Ads in Newspapers and Magazines
Advertising on Radio and T.V.
Online Advertising and Promotion
Social Networking (Online) for Marketing, Advertising and Promotions
Social networking involves a variety of online tools that can be used by people and organizations to quickly share a great deal of information at very little cost. Many people are now hearing of some of those tools, e.g., Facebook, Twitter, MySpace and Youtube. Experts are asserting that social networking is a must for people and organizations wanting to share information with others — after all, that’s what marketing is all about! For more information, see
Social Networking (Online)