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Advertising Methods:
Understanding & Implementing
Key
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by: C.
Bailey-Lloyd/LadyCamelot
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Being
the Public Relations' Director for a major,
online holistic journal, I often find myself
brainstorming new and creative ways of
marketing, and making our site not only
visitor/client-friendly, but informative and
entertaining as well. While we offer a broad
array of alternative healing arts' schools, I
wanted to explain exactly how successful
marketing can lead to maximum, effective
exposure.
After a little research, I discovered quite a
few interesting things about how advertising
works. The Nielsen ratings are a classic
example of how marketing techniques are
applied. In the United States,
Nielsen Media
Research provides audience estimates for
all national program sources. For
example, during 'Sweeps' week, Nielsen
Media Research mails out diaries to
certain households across the country.
The diaries are collected and processed
at the end of each time period. In
addition, Nielsen provides many other
data services to display viewing records
of television, cable and other multimedia
programming. These viewing data reflect
what, when and how often programs are
watched. So, in essence, commercial
advertising agencies depend on Nielsen
ratings on what commercials to air, and
how to design commercials to be 'eye
candy' to the masses.
The Coca-Cola company made a powerful move in
its Christmas advertising
campaign by
integrating Santa Claus in their
marketing plans. So powerful, in fact,
that because of its commercials depicting
Santa drinking Coca-Cola from a bottle,
spawned consumers to take more and more
bottles of Coca-Cola home with them!
In an even more elaborate move, Toyota Motor
Sales recently cornered the online market with
being the only car Ad to sponsor
Ebay!
During the 1980s, Ms. Clara Peller was
recruited to commercialize Wendy's "Where's the
Beef?" Slogan in televisions ads
everywhere.
But what does this have to do with marketing
essentials? Technically, the viewing and
listening public - whether it be Radio, Cable
TV, or the Internet - are diverse information
and entertainment seekers. As consumers, we
want a broad selection, we demand diversity, we
expect 'eye candy.' Thus, while most
advertising agencies can only produce and
eccentuate the positive of products and/or
services, it all boils down to
viewer-ability.
Clients demand results - and they want them to
reflect their choice in advertising. As both a
consumer and marketing specialist, a skilled
advertising firm is able to fully comprehend
the fundamentals of developing successful
strategies in commercial promotion of products
and services.
So how does a good advertising firm produce
positive results in a productive marketing
campaign? Below are a few, finer points in
proven 'viewer-ability' marketing
strategies:
1. Research & Development - analysis of
current marketing and advertising campaigns
2. Strategic Planning and Implementation
3. Media Buys - buying media at discounted
rates and pass savings onto clients
4. Copywriting Services
5. Video Production - Informational and
Corporate
6. Public Relations
7. Website Development and Promotion
8. Direct Mail/Email Campaigns
9. Electronic/Print Advertising
10. Brochure & Graphic Design
11. Telemarketing Consultation
12. Market Research
The prime question one should ask himself (or
his organization) is 'What do I want to
accomplish?' Experienced ad agencies will
review and analyze what is and isn't working
through review of revenue streams and
competition. Specific recommendations are then
made on how to target particular audiences -
much like that of the Nielsen Media
Research.
Since the conceptual design and implementation
of the World Wide Web, advertising has taken on
a dramatically new persepective, and is
steadily climbing to popular ranks liken to
mainstream media. Undeniably, many Americans
are virtually living in the 'net.' Aside from
being a vital tool for student research
projects, the Internet has become a vast and
ever-expanding media outlet for entertainment,
information, work and direct-advertising
system. By integrating all points of a
strategic marketing campaign, electronic
advertising agencies are able to assist clients
with interactive ad campaigns that help promote
exposure to clients (services and/or
products).
Realistically, whether we're selling products
or services, we have to realize that exposure
(or eye-candy) is what gains attention. In the
field of advertising, we personally know that
we, as consumers, are smart shoppers. We watch,
listen, learn and investigate.
Before we even decide to invest in a product
or service, we have a pretty good idea of what
we want. For example, if I am interested in
attending a particular school, I will research
the area for schools that meet my criteria.
Hypothetically speaking, let's say there are 5
acupuncture institutions in one state - 2 are
listed, 3 are not. Automatically, my choice of
prospective schools has been narrowed down to
just two. Now, of the 2 educational
organizations, one is 60 miles away and one is
just 10 minutes up the street. Okay, my option
became a bit closer, but what does school A
offer that school B doesn't? Or visa vi? This
is where successful marketing plans come into
action. Understandably, clients must want to
achieve specific goals, so viewer-ability is a
crucial component in becoming the deciding
factor for potential consumers.
Exposure is the key element to promoting
products and/or services. The unique aspect of
Internet advertising is that 1) it's less
expensive, 2.) it reaches individuals
one-on-one, 3) it gains worldwide exposure.
With the boom of Internet advertising, people
are able to attain information at their
fingertips - literally.
Television commercials convey consumer
information to the viewing public. We might see
a Land Cruiser ad, but that doesn't mean we're
going to go run out and buy one right then.
BUT, the notion has been planted in our
heads to take a deeper look at Toyota vehicles.
The same applies to Internet advertising, but
there's a slightly unique difference: Because
the Internet is interactive, we can invest our
money and time instantly should we choose to do
so. But like many wise shoppers, we selectively
peruse our viewable options - But the
notion has been planted in our minds for
further review.
How Do You Sell Yourself? Below is a
list of questions one should ask:
1. Necessity: What is it about my
product ( or service) that makes it essential
to consumers?
2. Consumerability: What sets my
product (or service) aside from other
competitors?
3. Communication: Do I inform my
potential consumers with detailed accuracy?
4. Location: What makes my location
attractive?
5. Amenities: Do I have any to
offer?
6. Accessibility: Is my product (or
service) easily accessible and within
reach?
7. Catch-Phrase: Do I have a memorable
slogan? (e.g., Wendy's "Where's the Beef?")
8. Presentation: Is my product (or
service) being presented in its best light? Can
I improve its viewer-ability?
9. Affordabilty: Is my product (or
service) affordable? Are financing or other
loan options available to consumers?
10. Extra: Do I offer any special tools
(e.g., workshops, guides, etc.) that enhance my
products and/or services?
Overall, marketing your services and/or
products boils down to proficient exposure. The
better the presentation, the more likely
consumers will be receptive. Clients who work
closely with their advertising firms will
attain prolific results. If something is not
adequately working, it is important to review
deficiencies and redefine how to better improve
upon ourselves to attract more productive
exposure. (See: How Do You Sell
Yourself above)
Advertising methods, if understood and
implemented properly, are the vital foundation
to abundant and powerful, commercial exposure.
Knowing, or Knowledge, is still
ultimately the key to success; and the key to
goal achievements.
*To learn how Holistic Junction can help
you promote your products and/or services, feel
free to email membership@holisticjunction.com
today.
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©4/2005 - Advertising Methods: Understanding
& Implementing Key Marketing Strategies
by C. Bailey-Lloyd
aka. LadyCamelot
Public Relations' Director &
Writer
www.holisticjunction.com
www.mediapositiveradio.com
ABOUT THE AUTHOR
C. Bailey-Lloyd
aka. LadyCamelot
Public Relations' Director &
Writer
www.holisticjunction.com
www.mediapositiveradio.com
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