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Unit 6 ADVERTISING

Subliminal advertising should be banned Express your viewpoint

A subliminal message is not intense enough to produce a sensation but has sufficient intensity to influence the behavior and mental processes of one's mind. There are many ways in which a suggestion can be delivered to the audience. When an individual is told to do something, he or she generally thinks about the positive and negative consequences, and then decides whether or not it is a good idea.

How should you plan an advertising campaign?

An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC). Advertising campaigns appear in different media across a specific time frame.

The critical part of making an advertising campaign is determining a campaign theme, as it sets the tone for the individual advertisements and other forms of marketing communications that will be used. The campaign theme is the central message that will be communicated in the promotional activities. Taking on your own advertising campaign is no easy task. You can do it on your own but you should be ready to roll up your sleeves and get to work.

Your Marketing Plan

Nothing can help you identify your goals more than your marketing plan. You learn a lot about your company, your competitors and your long-term goals by creating and following your marketing plan. This is crucial to knowing what type of advertising is best for you.

Create a Plan of Action

Once you have your marketing plan, you must create a plan of action. Your plan of action also gives you crucial info you can use in executing your ad strategy.

Define Your Advertising Budget

How you advertise depends on your ad budget. You need to strategically use your advertising money.

Hunt for Affordable Opportunities

Running your own ad campaign means you have to be your own media director. You've got to find the best ad placement and the most affordable opportunities to fit into your budget

Know Your Target Audience

You can't advertise effectively if you don't hit your target audience. Know who they are before you start creating your ads. If your company sells scooters to seniors, you don't want to invest in cable ads to run on MTV.

Advertise in Appropriate Mediums

Of all the different advertising mediums you can use, you have to be able to use these mediums to your benefit. Spending all of your money on a direct mail campaign when your ad dollars would be better spent on print ads is going to limit how many customers you could've gained. Don't Be Afraid to Hire Freelancers

If you can't turn your advertising over to an agency, still consider hiring a freelance copywriter and/or graphic designer. These professionals know what makes a good advertisement. Many freelancers have worked in advertising agencies so you get the benefit of their expertise. Frequency

Buying space for one radio commercial that airs once at 4:30 in the morning isn't going to get much of a response. You want commercials to have a larger frequency so you can increase your chances of hitting hat target audience.

What is the most reliable source of advertising?

The TV commercial is generally considered the most effective mass-market advertising format and this is reflected by the high prices TV networks charge for commercial airtime during popular TV events. The advantage of using television for advertising is that the advertisement can be shown throughout the country or only in some regions. It can use colour, sound and movement. The time chosen can suit the audience. (prime time) For example, toys can be advertised during children’s programmes.

Product placement appears in plays, film, television series, music videos, video games and books.

Product placement is linked with the inclusion of a brand's logo in shot, or just appearance of a product in shot. This is done without any special mention, it is done so that it looks like a natural part of work. Most movies today contain product placements. So the most common form is movie and television placements and more recently computer and video games.