Marketing Management Assignment help on : Advertising

Introduction

Advertising is a paid form of communication with an aim of influencing people to act or think in a particular way. Most of the ads are aimed at persuading the viewers to buys the goods and services that are offered by them (Green, 2012). Advertising is both an instrument as well as a socio cultural institution and the perception is highly dependent on how others view this. But advertising and marketing plays a pivotal role in the better performance of any industry or organisation.

Role of advertisements in integrated promotional strategy

Advertisements along with other promotional messages are highly required for selling both services and products along with any other intention including promotion of causes, marketing political candidates, and also to send a message on how to deal with the societal issues. Integrated promotional strategies now use all sorts of promotional techniques starting with television ads to iPad broadcasts. It can be said that the impact of advertisement on promotional strategies can be divided into different ways (o’Guinn et. al, 2012).

Information and persuasion: target audiences are informed about the features of the brand and the benefits of their product through advertisements. Advertisements are highly capable about revealing the value of the brand to the audience. It helps to make the process of branding easier.

Introduction to New Brands or Brand Extensions: Advertisements play its major role when a new product is introduced into the market. The extension of a brand is also about accepting a new brand in to the new product area. Advertising and integrated promotional strategies attracts the attention of the brands to the audience to the extent that researchers promote the notion of allocating advertisement budget.

Maintenance of brand loyalty: Having loyalty of the consumers is one of the major assets that a firm could ever have. Brand loyalty happens when the customers prefer the products of one firm over many other competitors. Though brand features are responsible for maintenance of brand loyalty. Advertising plays an important role in creation of brand loyalty as they remind the consumers of the tangible and the intangible values.

Creation of image and meaning for a brand: advertisements can be used for creation of a brand that has an inherent quality of fulfilling the needs and wants of a customer. Advertisements help in attracting the customers to various brands. It will also help to link the customer’s social environment to the brand.

Building and Maintaining Brand Loyalty in trade: Advertising and brand promotions also help in gaining trust and cooperation from various wholesalers, retailers, distributors, and brokers. They all tend to promote a brand of their choice when they are given the maximum support.

Contributes revenue and profit generation: Advertisement play an important role in revenue development. The contributions that are made by the advertisements go directly in to revenue generation. Their contribution towards generation is very high and hence cannot be omitted.

Advertisements gains competitive advantage: marketing strategy is one big strategy where in the advertisers can gain competitive advantage in terms of making space in the minds of the customers. Better strategy implementation is the requirement of the time to gain attention and acceptance of the audience along with provision of quality products with a reasonable cost.

Branding and its importance

Branding can be referred to as a shortcut for brand equity. This is a goal that should be pursued for the purpose of gaining long term competitive advantage. It is both a marketing and financial concept that is extremely important for any brand. Branding can be defined as a six step process that is market analysis, brand architecture, a big idea, marketing communication, employee involvement and measurement. When a brand is formed it is not only a logo or a name but a lifetime relationship that a company shares with the customers for ever (Dunn, 2004).

Branding is also about creating an identity and identification and recognition for the product in the market. It is also more that getting a trademark and a logo for a chosen product. The process that is branding also stops competitors from copying the products or any combination of the same contents that were used for the preparation of the same product. Branding also safeguards the product and its business from unlawful activities that are prone to happen to the brand. The good will of the existing products can also be passed on to the other products. This helps in making their already existing good will in favour of their brand. Collection of various kinds of information from the public is also made through branding and people tend to give away honest response to an already established brand. Customer loyalty can be earned die to the product features and brand personality. Ultimately branding can be defined as the way in which a business is done, and assurance for the quality of the product and the perceived personality that others have. It also gives the business and the firm a positive advantage over the suppliers and other dealings that they are involved in.

Creative aspects of advertising

Creativity is at the heart of strategies that formed for advertising. The chances for the advertising campaigns to be successful are high when there is a unique, novel and different advertisement themes that appeals to a target audience. Strategic application of the required an aftermath of receiving most attention, focus on the mechanisms that were undertaken for the creation of the advertisements, and the various processes that are involved. The creative person refers to the various personality trusts of the people who are involved in people that are central to this process. The creative situation is the situation in which the combination of the various ideas is to provide acceptable, workable and practical aspects of a situation. It can be said that there are basic rules that are to be adhered to when creativity process happens. They are that creativity is bound to the level where the products are made relevant to the customers. Should promise delivery of a product of high quality to the customers, and will be product oriented. Formation of a unique advertisement can be said to have undergone the processes of collecting information, thinking process and verification.  Some of the major steps in the creative design process include deciding on advertisement objectives, collection of information about various product, customers and competitor. New ideas are created but specialist and these ideas are later approved by advertising managers and marketing managers. The message format, content, and ad-copy are designed and a lay out testing is done before the advertisement is launched (Trehan & Trehan, 2001).

Ways of working with advertising agencies

A company has various options before choosing and advertisements agency. Some of them include having an in house advertising operation and not choosing an advertising agency, the company can purchase various advertisement services or to take up the option of accomplishing full service agencies and the range of operations they perform are also comparatively high. Some of them include creative services, media services, research services and account management. It is important for the client to confirm on the kind of services that are required by clients. The three methods through which advertisements agencies are compensated are through receiving commissions from media for the aired or printed advertisements. The advertisements agencies can also be compensated through a labour based fee system where in the advertising agencies are compensated for their work like consultants and tax advisors. They can also be paid through outcome or performance based programs. In this program a basic coverage fee can be paid and addition fees are paid on the basis of income generation (Shimp, 2010)

Advertising agencies offer large amounts of creativity and marketing expertise. A few basic factors should be taken care of acquiring a perfect harmony between the ad agency and the client. Setting of clear goals will help the client to define specific measurement of success in terms of new customers, call backs and strict sales. This will also help the clients to evaluate the effectiveness of the ads, the designs, slogans and another part of the campaign. It is highly required to maintain the agency client relationship. Budgets should be set initially with the agency for creation of a favourable working climate. Timelines are too established and should be adhered to on time. There is also a requirement for constant communication with the ad agency (Montgomery, 2009).

Conclusion

Advertisements are extremely important in the 21st century to reach out to the customers. The means through which advertisements can be promoted are not restricted any more to television, radio and newspapers. Integrated promotional techniques when used in the right way set put a way for the product or service manufacturers to reach out to the customers and realise the set goals. Advertisements tend to be extremely effective when the quality of products is not negotiated. Advertisements will bring in sustainable results only of the service or the products that are sold are of extremely high quality. The budget allocation should never be compromised between the marketing efforts and the quality of the products that are sold.

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