Advertising
Advertising is a focus, planned effort to influence consumers. The goal of advertising is simple. Convince consumers to buy or use the products or services your company provides. However this simple goal is often lost in multi-million dollar ad campaigns and the quest for top billing. Producing a good advertising campaign has little to do with an inflated ad budget. The real focus of great advertising plans is to leverage each piece of advertising material to generate influence.
About Advertising – Advertising has stood the test of time, because it works and always has. Human beings have been advertising their products and services since the beginning of time. Commercial messages, sales pitches, wall posters, and signage have been found in Ancient Egypt, Greece, and Rome. Ads can even be found amongst the ruins of Pompeii. Shockingly, advertisements for services have even been found painted on rocks and cave walls from pre-historic cultures in Asia, Africa, and South America.
Advertising Media – In the last century, advertising has evolved dramatically. Ads are no longer painted on rocks or hung outside of the office door. In the Modern Age, advertisements can be found in every form of media. Magazines, newspapers, and periodicals have been heavily populated with advertisements since the dawn of the industrial revolution. This spread to every facet of our culture including sporting events, fairs, and even schools. Radio and television advertisements quickly filled the airwaves. Now, internet advertising is the basis of most advertising budgets.
Inflated advertizing budgets – This spectrum of advertising media has created a lot of confusion regarding the best strategies. Good advertising plans seek to influence the most consumers possible, using multiple advertising media. However, a great advertising strategy finely tunes the marketing strategy and the chosen media to minimize the cost and still reach the desired volume of consumers.
New Advertising – Developing a new advertising campaign can be one of the most difficult tasks in a small business. The advertisement will require a significant investment; investments in graphic design, content generation, and distributions. Many companies limit their marketing activities to advertising alone, because it consumes such a large portion of their marketing budget. When this is the case, it is even more important that the campaign be well planned and effectively executed.
Advertising Communications – The most important element of any advertising campaign is the message it communicates. Again, the goal of any ad is to persuade the consumer to take action. This goal is more likely to be effective when repeated frequently and in multiple variations. However, if the ads convey contradictory or poorly defined messages, the consumer is unlikely to be persuaded at all. Producing content that is consistent with your brand will ensure that your advertising communications are effective. Further, focusing the color scheme, graphics, white space, and supporting graphical elements of each ad will inspire both conscious and sub-conscious motivations. This extra focus will take any advertising material from good to great.
Score Consulting and Advertising:
Score Consulting has created highly effective advertisements for every media imaginable (excluding rocks and cave art). This broad range of experiences allows us to better assist our customers in identifying the media, budget, and advertising communications strategy that will generate the greatest amount of return for your company. For a full advertising strategy analysis, contact Score Consulting today.
