Archive for November, 2008
If Tobacco is a Product Which Can be Sold Legally Then Why Can it not be Advertised?
I believe that tobacco advertisement should be legalized given the fact that first it is not illegal to manufacture tobacco. Second, it is not illegal to sell or distribute tobacco and third it is also not illegal to consume it so why should it be illegal to advertise it? after all it is not as if those who used to advertise tobacco were promoting the sell of heroin or other illegal substances.
Most countries have laws that band tobacco advertising of all kinds; not only from television but all other sources that include magazines, billboards, etc. however what is the reason for such laws? The answer most governments give is that tobacco is hazardous to one’s health not only to those who consume it but those who are around the consumer as they will inhale what is known as “second hand smoke” which some claim is even more harmful then the one the smoker is inhaling. I however ask if this is the case then why only ban tobacco from being advertised? Why not ban it all together?
Of course there are those that will say that tobacco should not be made illegal because it does not kill or at least not as quickly as do the above mentioned narcotics and it is with intent of having people smoke less that advertising should be banned. This sounds logical; at least in theory but as is often the case what works on paper does not always work in practice as many years ago the government of Norway banned all kinds of tobacco advertisement only to discover that neither the amount of people smoking nor the amount of cigarettes being consumed decreased. It was in shook contrast that the opposite occurred as consumption of tobacco tripled rather then decreased.
One of the observations I however have made about advertisement based on what I have seen is that it does not determine weather or not people consume a certain product by this I mean that those who are willing to smoke cigarettes will do so like those who are willing to drink alcohol and it is not the advertisement that leads them to do so but other factors such as society and its customs. I in a perhaps odd example believe that if the act of suicide were to be advertised the number of people committing it or attempting to do so would not increase. Poland for instance had an episode not long ago where its government banned all forms of advertisement connected to alcohol to find out like the Norwegian government did with tobacco that the number of people drinking did not decrease and neither did the amount of alcohol being consumed.
With regards to advertisement I once wondered why was it that some companies like Coca-Cola advertise spending millions of dollars a year in doing so in the form of not only television commercials, billboards and even sponsoring sporting events like the World Cup which must cost them a huge deal of money? If one thinks about it what could be the reason Coca-cola who no offense to anybody who is religious is about as well known a name as is the name of Jesus Christ, to continue to advertise?
So it is not to gain fame that companies like Coca-Cola advertise nor is it to keep it as those who are very young are not even in need of commercials to become aware of the existence of this company as they merely need to leave their homes and look about them in stores or their friends’ homes which are more then likely to have this product. Coca-Cola unlike other companies with huge names such as Ford, Sony, or IBM does not introduce new products on the market as their product has remained unchanged for the last 100 years or so. It was with this in mind that I asked a friend of mine who worked in advertisement why if there name was one that was so famous as to be on the same level with God’s did they need to advertise? It was my question that was met with a simple answer that if companies like Coca-Cola or Pepsi did not advertise they would have to pay more in the way of taxes being that they can deduct their cost of advertising from their taxes and given that paying more taxes gives these companies nothing in return they opt to advertise.
It was this logic that put in my mind the notion that reached the conclusion that this perhaps is the real reason tobacco companies are not allowed to advertise and again the health issue is a smoke screen. If tobacco companies are not allowed to advertise that means they can not deduct the cost of advertising from their taxes and therefore would have to pay more of them. This in my opinion is the real reason why governments have banned tobacco advertisement and not the so called “health issue” because if that were the real cause then they would have made tobacco illegal as they have done with cocaine and other narcotics.
As for adverting, it in and of itself does not determine weather or not people consume certain products such as alcohol or cigarettes or chocolate for that matter but it does help determine what brand people choose. For instance those who smoke will do so regardless of advertisement or lack of which as the case in Norway and other countries have shown but what advertising can sway is what brand they will smoke or what brand of Cola they will drink. If Cola-Cola and Pepsi have huge names in the carbonated soft drink industry well the name Marlboro is just as big in the tobacco industry and just as Coca-Cola does not need to be advertised as just about everybody consumes this product neither does Marlboro. Naturally there are those who do not consume either Coca-Cola or Marlboro but those who do not refrain not form lack of knowledge of the brand but because their tastes lean in another direction which not even advertising can change. This being the case as who does not know Marlboro as it even turns out that all people need see are the colors “red and white” and their imagination will automatically associate them to the Marlboro brand as is the example given by Formula One cars.
Lack of being able to advertise for Marlboro also does not present a problem in another form and that is that when they can not advertise neither can other tobacco companies. This meaning that none of them will be allowed to challenge the Marlboro name or even grow to represent serious competition to it which has already been established through the years in the mind of the consumer. This compiled with two more factors should guarantee Marlboro its place as the top selling brand worldwide for a long time to come. One of them being that marketing studies have shown that the average consumer will tend to buy products he or she is already familiar with which in the case of most smokers is Marlboro. The second one being the also accepted reality that cigarette smokers are the most loyal consumers of all.
By: Gianni Truvianni
About the Author:
Most countries have laws that band tobacco advertising of all kinds; not only from television but all other sources that include magazines, billboards, etc. however what is the reason for such laws? The answer most governments give is that tobacco is hazardous to one’s health not only to those who consume it but those who are around the consumer as they will inhale what is known as “second hand smoke” which some claim is even more harmful then the one the smoker is inhaling. I however ask if this is the case then why only ban tobacco from being advertised? Why not ban it all together?
Of course there are those that will say that tobacco should not be made illegal because it does not kill or at least not as quickly as do the above mentioned narcotics and it is with intent of having people smoke less that advertising should be banned. This sounds logical; at least in theory but as is often the case what works on paper does not always work in practice as many years ago the government of Norway banned all kinds of tobacco advertisement only to discover that neither the amount of people smoking nor the amount of cigarettes being consumed decreased. It was in shook contrast that the opposite occurred as consumption of tobacco tripled rather then decreased.
One of the observations I however have made about advertisement based on what I have seen is that it does not determine weather or not people consume a certain product by this I mean that those who are willing to smoke cigarettes will do so like those who are willing to drink alcohol and it is not the advertisement that leads them to do so but other factors such as society and its customs. I in a perhaps odd example believe that if the act of suicide were to be advertised the number of people committing it or attempting to do so would not increase. Poland for instance had an episode not long ago where its government banned all forms of advertisement connected to alcohol to find out like the Norwegian government did with tobacco that the number of people drinking did not decrease and neither did the amount of alcohol being consumed.
With regards to advertisement I once wondered why was it that some companies like Coca-Cola advertise spending millions of dollars a year in doing so in the form of not only television commercials, billboards and even sponsoring sporting events like the World Cup which must cost them a huge deal of money? If one thinks about it what could be the reason Coca-cola who no offense to anybody who is religious is about as well known a name as is the name of Jesus Christ, to continue to advertise?
So it is not to gain fame that companies like Coca-Cola advertise nor is it to keep it as those who are very young are not even in need of commercials to become aware of the existence of this company as they merely need to leave their homes and look about them in stores or their friends’ homes which are more then likely to have this product. Coca-Cola unlike other companies with huge names such as Ford, Sony, or IBM does not introduce new products on the market as their product has remained unchanged for the last 100 years or so. It was with this in mind that I asked a friend of mine who worked in advertisement why if there name was one that was so famous as to be on the same level with God’s did they need to advertise? It was my question that was met with a simple answer that if companies like Coca-Cola or Pepsi did not advertise they would have to pay more in the way of taxes being that they can deduct their cost of advertising from their taxes and given that paying more taxes gives these companies nothing in return they opt to advertise.
It was this logic that put in my mind the notion that reached the conclusion that this perhaps is the real reason tobacco companies are not allowed to advertise and again the health issue is a smoke screen. If tobacco companies are not allowed to advertise that means they can not deduct the cost of advertising from their taxes and therefore would have to pay more of them. This in my opinion is the real reason why governments have banned tobacco advertisement and not the so called “health issue” because if that were the real cause then they would have made tobacco illegal as they have done with cocaine and other narcotics.
As for adverting, it in and of itself does not determine weather or not people consume certain products such as alcohol or cigarettes or chocolate for that matter but it does help determine what brand people choose. For instance those who smoke will do so regardless of advertisement or lack of which as the case in Norway and other countries have shown but what advertising can sway is what brand they will smoke or what brand of Cola they will drink. If Cola-Cola and Pepsi have huge names in the carbonated soft drink industry well the name Marlboro is just as big in the tobacco industry and just as Coca-Cola does not need to be advertised as just about everybody consumes this product neither does Marlboro. Naturally there are those who do not consume either Coca-Cola or Marlboro but those who do not refrain not form lack of knowledge of the brand but because their tastes lean in another direction which not even advertising can change. This being the case as who does not know Marlboro as it even turns out that all people need see are the colors “red and white” and their imagination will automatically associate them to the Marlboro brand as is the example given by Formula One cars.
Lack of being able to advertise for Marlboro also does not present a problem in another form and that is that when they can not advertise neither can other tobacco companies. This meaning that none of them will be allowed to challenge the Marlboro name or even grow to represent serious competition to it which has already been established through the years in the mind of the consumer. This compiled with two more factors should guarantee Marlboro its place as the top selling brand worldwide for a long time to come. One of them being that marketing studies have shown that the average consumer will tend to buy products he or she is already familiar with which in the case of most smokers is Marlboro. The second one being the also accepted reality that cigarette smokers are the most loyal consumers of all.
By: Gianni Truvianni
About the Author:
My name is Gianni Truvianni, I am an author who writes with the simple aim of sharing his ideas, thoughts and so much more of what I am with those who are interested in perhaps reading something new. As for the details regarding my life I would say that there is nothing that lifts them above the ordinary. I was born in New York City in 1967 on May 21st and am presently living in Warsaw, Poland where I wrote my first book “New York’s Opera Society” now Available on Amazon.
Reason Why Advertising Vs "image" Advertising
Reason Why Advertising vs “Image” Advertising
At the beginning of XXI century, companies take extreme care when formu¬lating and executing sales promotions and advertising campaign. In some emerging markets, advertising efforts can raise eyebrows if companies appear to be exploiting regulatory loopholes and lack of consumer resistance to intrusion. Advertising is defined as any sponsored, paid message that is communicated in a nonpersonal way. Some advertising messages are designed to communicate with persons in a single country or market area. Some advertising campaigns are created for audiences across several country markets such as Europe or Latin America, and can be defined as messages whose art, copy, headlines, photographs, tag lines, and other elements have been developed expressly for their worldwide suitabil¬ity.
Advertising has a great influence on the society as it is often designed to add psychological value to a product or brand, it plays a more important communications role in marketing consumer products than in marketing industrial products. Advertising can control the circulation of ideas about a particular product.
Frequently purchased, low-cost products generally require heavy advertising support to remind consumers about the product. Not surprisingly, consumer products companies top the list of big advertising spenders. IBM, Tesco, M&S just a few of the companies with significant advertising expendi¬tures.
The message of advertisement must be encoded, conveyed via the appropriate channels, and decoded by the customer-receiver. Communication takes place only when meaning is transferred. Three main difficulties can compromise an organization’s attempt to com¬municate with customers: (1) the message may not get through to the intended recipient. This problem may be the result of an advertiser’s lack of knowledge about appropriate media for reaching certain types of audiences. For example, the effectiveness of television.
(2) The message may reach the target audience and may be understood but still
may not induce the recipient to take the action desired by the sender. This could
result from a lack of cultural knowledge about a target audience. (3) The effectiveness of the message can be impaired by “noise” which means external influence such as competitive advertising, other sales personnel, and confusion at the receiving end. These factors can detract from the ultimate effectiveness of the communication.
Before the WWII period, David Ogilvy was one of the most well-known persons in advertising industry. His work and ideas of David Ogilvy was influenced by such famous figures as John Caples Claude Hopkins, and Raymond Rubicam. He foresaw new trends in advertising and emphasized the importance of salesman-ship-in-print philosophy before Albert Lasker. He wrote: “You have only 30 seconds [in a TV commercial]. If you grab attention in the first frame with a visual surprise, you stand a better chance of holding the viewer. People screen out a lot of commercials because they open with something dull … ” When you advertise fire-extinguishers, open with the fire.” (Ogilvy 1985, cited “Advertising” 2004).
In the post-war period, two main forms of advertising, “image” and “reason why” advertising appeared. Both types have some advantages and disadvantages. In general, it is possible to say that image and “reason why” advertising are used by the companies to deliver different messages to their target audience.
“Reason why” advertising school combines the features of two different philosophies: “Rational” advertising and “Unique Selling Proposition”. The rationale means that people are motivated and persuaded to buy the products. Obviously, this approach does not take cultural considerations into account. The advertising appeal is the communications approach that relates to the motives of the target audience. For example, ads based on a rational approach depend on logic and speak to the audience’s intellect. Ads using an emotional approach appeal to the heart of the intended audience. In other words, some ads use a knowledge-based appeal whereas others appeal to feelings. Unique Selling Proposition is the promise or claim that captures the reason for buying the product or the benefit that ownership confers.
Because products are frequently at different stages in their life cycle in various national markets, and because of cultural, social, and economic dif¬ferences that exist in those markets, the most effective appeal or selling proposition for a product may vary from market to market. Rosser Reeves, the top account man at Ted Bates and representative of “reson-why” school created a well-known phrase “Unique Selling Proposition”. This took place in the mid of 1950s, and since that time has been widely used by advertising professionals. “Unique Selling Proposition” means that “promoting one key feature and benefit of any brand for years and years and years would cut through the clutter of advertising and build an unassailable position in the consumer’s mind” (unique selling proposition – debunked!, 2003). Today, unique selling proposition method of advertising does not work well.
According to Reeves the aim of this method is “getting a message into the heads of most people at the lowest possible cost” (Rothenberg, 2005). As an example of Reeves successful slogans is “Wonder Bread helps build strong bodies 12 ways,” publicly boasted how one client spent $86.4 million in 10 years “on one piece of my copy.” (cited Rothenberg, 2005).
The audience of “Reason why” advertising is uneducated but not stupid people. For this reason, it appeals to logic of a potential consumer. The gurus of “Reason why” advertising are John E. Powers, John E. Kennedy and Albert Lasker, Claude Hopkins, and Rosser Reeves. “Copy” was the technique created by John E. Kennedy and also called “Salesmanship-In-Print”. “Kennedy’s experience with The Regal Shoe Company, Post Grape Nuts, Postum Coffee, and Dr. Shoop’s Family Medicine Co. proved beyond a shadow of a doubt that he truly had isolated that fundamental concept” (Reason-why advertising, 2005).
To evaluate the response of a “reason-why” advertising campaign quantitative research is used. Also, coupons, samples, advertise sales and measure the response help the company to reach its target audience and increase sales. The armory of communication techniques at the organization’s dis¬posal, which might be used singly or in combination, can be blended together into an effective and persuasive communications mix. Zealotry, which implies, according to Bob Garfield, knowable and formulaic, plays a crucial role in “Reason why” advertising.
In contrast, “image” advertising school is designed to enhance the public’s perception of a company, create goodwill, or announce a major change such as a merger or acquisition. It is based on emotional and aesthetic appeal and ahs an impact on consumers’ imagination. The main figures which played a significant role in “image” advertising school developmentwere Helen Lansdowne Resor, Earnest Elmo Calkins, Theodore MacManus, Bill Bernbach, Mary Wells Lawrence.
Bill Bernbach is considered the “creator” of “image” advertising. According to Bernbach the main concepts of this type include: “1. appeal to the heart instead of the head, reach people through their feelings; 2. Soyez Différent (Be Different), 3. Be Relevant, 4. Advertising is an intrinsic part of the product!, 5. Be Credible!, 6. Advertising is not a science, it’s an art!, 7.Don’t be a follower, be a leader!, 8, 9. Be Provocative and Take a stand. (Top Ten people, 1996).
The good example of image advertising is the Boeing ads which were part of a European print cam¬paign launched in 1997 to enhance Boeing’s image by raising awareness of the num¬ber of jobs the company created locally. Following the merger of Daimler and Chrysler in the fall of 1998, a series of full-page print ads announced the formation of the new company. Global companies frequently utilize image advertising in an effort to present themselves as good corporate citizens in foreign countries.
In contrast to “reason why” advertising “image” advertising can be used “for large, widely known companies, but it’s not a cost-effective technique for smaller companies without widespread name recognition” (Moses, 2005). In his article, Moses explains that “reason why” advertising (he calls it informative) should be used by smaller companies. The ads of this type allow the company to put “specific information about their products and services, the benefits of buying their products and perhaps even a little about the company” (Moses, 2005).
Effective image advertising requires developing different presentations of the product’s appeal or selling proposition. In other words, there can be differences between what one says and how one says it. Many alternatives are available including straight sell, scientific evidence, demonstration, comparison, testimonial, slice of life, animation, fantasy, and dramatization.
John O’Toole defined the big idea as a flash of insight that synthesizes the purpose of the strategy, joins the product benefit with consumer desire in a fresh, involving way, brings the subject to life, and makes the reader or audience stop, look, and listen (McDonald, Christopher, 2003).
Taking into account the information mentioned above and the development of each type it is possible to say that there is no universal type for all products. Today, “reason-why” and “image” advertising are used for promotion different categories of products trying to find the best way to reach their audience. For instance, “reason-why” advertising is usually used for pharmaceuticals, technology and packaged goods campaigns. The responsibility for deciding on the appeal, the selling proposition, and the appropriate execution lies with creative.
Nevertheless, this type of advertising gives lower response with cosmetics, clothing and cigarettes. The visual presentation of an advertisement is more important than logic zealotry-like message. Also, some forms of visual presentation are universally understood. Revlon, for example, has used a French producer to develop television commercials in English and Spanish for use in international markets. These commercials are filmed in Parisian settings but commu¬nicate the universal appeals and specific benefits of Revlon products. By producing its ads in France, Revlon obtains effective television commercials at a much lower cost than it would have paid for commercials produced in the United States.
PepsiCo has used four basic commercials to communicate its advertising themes. The basic setting of young people having fun at a party or on a beach has been adapted to reflect the general physical environment and racial characteristics of North America, South America, Europe, Africa, and Asia. The music in these commercials has also been adapted to suit regional tastes. Other examples of image advertising include Nokia’s pur¬chase of full-page newspaper ads to congratulate Florida for winning the 1997 Sugar Bowl. The ads also mentioned the Nokia Sweepstakes, which featured a million-dollar prize if a contestant could throw a football through an inflated cellular phone at a distance of about ten yards.
Of course, the success of this approach will depend in part on avoiding unintended ambiguity in the ad copy. Then again, in some situations, ad copy must be translated into the local lan¬guage. Translating copy has been the subject of great debate in advertising circles. Advertising slogans often present the most difficult translation problems. The chal¬lenge of encoding and decoding slogans and tag lines in different national and cul¬tural contexts can lead to unintentional errors. Virgin Airlines represents an example of “reason why” advertising. Japanese car marketers create a public relations campaign designed to convince Clinton that new taxes will not bring benefits neither to Japanese exporters nor the USA.
To conclude, half a century experience of advertising prove the fact that both “reason-why” and “image” type of advertising are usefully tools to build the bridge between audience and a marketer. They are used for different products to create temporal and worldly, and an image, powerful and lasting effect.
By: Andrew Sandon
About the Author:
At the beginning of XXI century, companies take extreme care when formu¬lating and executing sales promotions and advertising campaign. In some emerging markets, advertising efforts can raise eyebrows if companies appear to be exploiting regulatory loopholes and lack of consumer resistance to intrusion. Advertising is defined as any sponsored, paid message that is communicated in a nonpersonal way. Some advertising messages are designed to communicate with persons in a single country or market area. Some advertising campaigns are created for audiences across several country markets such as Europe or Latin America, and can be defined as messages whose art, copy, headlines, photographs, tag lines, and other elements have been developed expressly for their worldwide suitabil¬ity.
Advertising has a great influence on the society as it is often designed to add psychological value to a product or brand, it plays a more important communications role in marketing consumer products than in marketing industrial products. Advertising can control the circulation of ideas about a particular product.
Frequently purchased, low-cost products generally require heavy advertising support to remind consumers about the product. Not surprisingly, consumer products companies top the list of big advertising spenders. IBM, Tesco, M&S just a few of the companies with significant advertising expendi¬tures.
The message of advertisement must be encoded, conveyed via the appropriate channels, and decoded by the customer-receiver. Communication takes place only when meaning is transferred. Three main difficulties can compromise an organization’s attempt to com¬municate with customers: (1) the message may not get through to the intended recipient. This problem may be the result of an advertiser’s lack of knowledge about appropriate media for reaching certain types of audiences. For example, the effectiveness of television.
(2) The message may reach the target audience and may be understood but still
may not induce the recipient to take the action desired by the sender. This could
result from a lack of cultural knowledge about a target audience. (3) The effectiveness of the message can be impaired by “noise” which means external influence such as competitive advertising, other sales personnel, and confusion at the receiving end. These factors can detract from the ultimate effectiveness of the communication.
Before the WWII period, David Ogilvy was one of the most well-known persons in advertising industry. His work and ideas of David Ogilvy was influenced by such famous figures as John Caples Claude Hopkins, and Raymond Rubicam. He foresaw new trends in advertising and emphasized the importance of salesman-ship-in-print philosophy before Albert Lasker. He wrote: “You have only 30 seconds [in a TV commercial]. If you grab attention in the first frame with a visual surprise, you stand a better chance of holding the viewer. People screen out a lot of commercials because they open with something dull … ” When you advertise fire-extinguishers, open with the fire.” (Ogilvy 1985, cited “Advertising” 2004).
In the post-war period, two main forms of advertising, “image” and “reason why” advertising appeared. Both types have some advantages and disadvantages. In general, it is possible to say that image and “reason why” advertising are used by the companies to deliver different messages to their target audience.
“Reason why” advertising school combines the features of two different philosophies: “Rational” advertising and “Unique Selling Proposition”. The rationale means that people are motivated and persuaded to buy the products. Obviously, this approach does not take cultural considerations into account. The advertising appeal is the communications approach that relates to the motives of the target audience. For example, ads based on a rational approach depend on logic and speak to the audience’s intellect. Ads using an emotional approach appeal to the heart of the intended audience. In other words, some ads use a knowledge-based appeal whereas others appeal to feelings. Unique Selling Proposition is the promise or claim that captures the reason for buying the product or the benefit that ownership confers.
Because products are frequently at different stages in their life cycle in various national markets, and because of cultural, social, and economic dif¬ferences that exist in those markets, the most effective appeal or selling proposition for a product may vary from market to market. Rosser Reeves, the top account man at Ted Bates and representative of “reson-why” school created a well-known phrase “Unique Selling Proposition”. This took place in the mid of 1950s, and since that time has been widely used by advertising professionals. “Unique Selling Proposition” means that “promoting one key feature and benefit of any brand for years and years and years would cut through the clutter of advertising and build an unassailable position in the consumer’s mind” (unique selling proposition – debunked!, 2003). Today, unique selling proposition method of advertising does not work well.
According to Reeves the aim of this method is “getting a message into the heads of most people at the lowest possible cost” (Rothenberg, 2005). As an example of Reeves successful slogans is “Wonder Bread helps build strong bodies 12 ways,” publicly boasted how one client spent $86.4 million in 10 years “on one piece of my copy.” (cited Rothenberg, 2005).
The audience of “Reason why” advertising is uneducated but not stupid people. For this reason, it appeals to logic of a potential consumer. The gurus of “Reason why” advertising are John E. Powers, John E. Kennedy and Albert Lasker, Claude Hopkins, and Rosser Reeves. “Copy” was the technique created by John E. Kennedy and also called “Salesmanship-In-Print”. “Kennedy’s experience with The Regal Shoe Company, Post Grape Nuts, Postum Coffee, and Dr. Shoop’s Family Medicine Co. proved beyond a shadow of a doubt that he truly had isolated that fundamental concept” (Reason-why advertising, 2005).
To evaluate the response of a “reason-why” advertising campaign quantitative research is used. Also, coupons, samples, advertise sales and measure the response help the company to reach its target audience and increase sales. The armory of communication techniques at the organization’s dis¬posal, which might be used singly or in combination, can be blended together into an effective and persuasive communications mix. Zealotry, which implies, according to Bob Garfield, knowable and formulaic, plays a crucial role in “Reason why” advertising.
In contrast, “image” advertising school is designed to enhance the public’s perception of a company, create goodwill, or announce a major change such as a merger or acquisition. It is based on emotional and aesthetic appeal and ahs an impact on consumers’ imagination. The main figures which played a significant role in “image” advertising school developmentwere Helen Lansdowne Resor, Earnest Elmo Calkins, Theodore MacManus, Bill Bernbach, Mary Wells Lawrence.
Bill Bernbach is considered the “creator” of “image” advertising. According to Bernbach the main concepts of this type include: “1. appeal to the heart instead of the head, reach people through their feelings; 2. Soyez Différent (Be Different), 3. Be Relevant, 4. Advertising is an intrinsic part of the product!, 5. Be Credible!, 6. Advertising is not a science, it’s an art!, 7.Don’t be a follower, be a leader!, 8, 9. Be Provocative and Take a stand. (Top Ten people, 1996).
The good example of image advertising is the Boeing ads which were part of a European print cam¬paign launched in 1997 to enhance Boeing’s image by raising awareness of the num¬ber of jobs the company created locally. Following the merger of Daimler and Chrysler in the fall of 1998, a series of full-page print ads announced the formation of the new company. Global companies frequently utilize image advertising in an effort to present themselves as good corporate citizens in foreign countries.
In contrast to “reason why” advertising “image” advertising can be used “for large, widely known companies, but it’s not a cost-effective technique for smaller companies without widespread name recognition” (Moses, 2005). In his article, Moses explains that “reason why” advertising (he calls it informative) should be used by smaller companies. The ads of this type allow the company to put “specific information about their products and services, the benefits of buying their products and perhaps even a little about the company” (Moses, 2005).
Effective image advertising requires developing different presentations of the product’s appeal or selling proposition. In other words, there can be differences between what one says and how one says it. Many alternatives are available including straight sell, scientific evidence, demonstration, comparison, testimonial, slice of life, animation, fantasy, and dramatization.
John O’Toole defined the big idea as a flash of insight that synthesizes the purpose of the strategy, joins the product benefit with consumer desire in a fresh, involving way, brings the subject to life, and makes the reader or audience stop, look, and listen (McDonald, Christopher, 2003).
Taking into account the information mentioned above and the development of each type it is possible to say that there is no universal type for all products. Today, “reason-why” and “image” advertising are used for promotion different categories of products trying to find the best way to reach their audience. For instance, “reason-why” advertising is usually used for pharmaceuticals, technology and packaged goods campaigns. The responsibility for deciding on the appeal, the selling proposition, and the appropriate execution lies with creative.
Nevertheless, this type of advertising gives lower response with cosmetics, clothing and cigarettes. The visual presentation of an advertisement is more important than logic zealotry-like message. Also, some forms of visual presentation are universally understood. Revlon, for example, has used a French producer to develop television commercials in English and Spanish for use in international markets. These commercials are filmed in Parisian settings but commu¬nicate the universal appeals and specific benefits of Revlon products. By producing its ads in France, Revlon obtains effective television commercials at a much lower cost than it would have paid for commercials produced in the United States.
PepsiCo has used four basic commercials to communicate its advertising themes. The basic setting of young people having fun at a party or on a beach has been adapted to reflect the general physical environment and racial characteristics of North America, South America, Europe, Africa, and Asia. The music in these commercials has also been adapted to suit regional tastes. Other examples of image advertising include Nokia’s pur¬chase of full-page newspaper ads to congratulate Florida for winning the 1997 Sugar Bowl. The ads also mentioned the Nokia Sweepstakes, which featured a million-dollar prize if a contestant could throw a football through an inflated cellular phone at a distance of about ten yards.
Of course, the success of this approach will depend in part on avoiding unintended ambiguity in the ad copy. Then again, in some situations, ad copy must be translated into the local lan¬guage. Translating copy has been the subject of great debate in advertising circles. Advertising slogans often present the most difficult translation problems. The chal¬lenge of encoding and decoding slogans and tag lines in different national and cul¬tural contexts can lead to unintentional errors. Virgin Airlines represents an example of “reason why” advertising. Japanese car marketers create a public relations campaign designed to convince Clinton that new taxes will not bring benefits neither to Japanese exporters nor the USA.
To conclude, half a century experience of advertising prove the fact that both “reason-why” and “image” type of advertising are usefully tools to build the bridge between audience and a marketer. They are used for different products to create temporal and worldly, and an image, powerful and lasting effect.
By: Andrew Sandon
About the Author:
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Using PPC Advertising For Maximum Web Promotion
Participating in (PPC) pay-per-click advertising has advantages and disadvantages in and of itself. What exactly can PCC advertising do, and how does it work?
When advertising products and services, business are becoming very discerning about the methods used. The high rates of placing ads in print and on television are forcing businesses to do so. However, there is a quickly growing technique which businesses can utilize to bring their services closer to the people–Internet Marketing.
Pay-Per-Click advertising is advancing in acceptance in the internet marketing community. In this method that is utilized in search engine marketing, you must pay a fee each time an ad is clicked on your website. A bidding process is the method by which placement happens. The top spot in the search engines will be granted to the top bidder for those keywords/phrases. To optimize the number of clicks, be sure your ad copy is highly effective.
Here are the benefits of PPC advertising:
1. You don’t have to know a lot about computers and technology to take advantage of this type of advertising campaign.
2. You can see results almost immediately, often after just a few days.
3. Your site is not required to conform to SEO regulations.
4. Even if you do not top the pages of different search engines, you still have options. The option to select PCC advertising is still there.
5. Any search engine can be used.
6.Any keyword is acceptable.
Pay-Per-Click advertising also has its downside:
1. You must make monthly payments to the search engine you have selected.
2. Every click your site receives incurs a charge. Sometimes pranksters playing jokes on search engines, or the competition will visit. These people are wasting your advertising dollars.
3. Monthly payment is required to prevent removal of your website from paid listings.
4. Because this advertising is difficult to manage long-term, it can only be used for a short time.
5. Since pay-per-click advertising is proven to be expensive over long periods of time, this should be ended after each ad campaign.
But what exactly does PPC advertising do to generate traffic, leads, and sales?
Traffic that is Pre-Qualified.
Everyone who visits your website is, by definition, already qualified as a consumer or purchaser of your product. PPC advertising brings customer traffic to you at a lower cost.
Instant Exposure and Immediate Profits
Pay-Per-Click search engines help you to meet your goals quickly. They can have your website up and running in a matter of hours, and this means the ability to boost sales more quickly.
Consistent Top Listings
Follow these rules and guidelines to have your site at the top of the sponsored search results for free. Simply pick out some keywords that apply to your company and place them on your site. After completing this, you are finished.
Advertising using PPC enables advertisers to regulate their customer traffic. Advertisers have found their niche with the intended group and determined their individual price per click. Pay per click advertising networks will target the potential customers for your site by geographic setting, topic and industry. Publisher websites are listed to provide options to place ads.
To assess how the pay per click limit is working for a certain advertiser, tools are provided by the networks. Do the pay per click listings generate sales? Higher bids increase chances of visibility in the search engine. These networks will also provide advertisers with fraud protection. Advertisers can spend less for unnecessary clicks by setting a daily advertising budget, and can assure they stay within their budget by utilizing this set-up.
Keywords and phrases are key factors in PCC advertising. Your success depends on the selection of at least ten “highly specific” keywords. Write the ad creatively, but be straightforward. It is imperative to be honest about your product or service. It’s great if your product delivers what the ad promises — but what if it doesn’t? The clarity of the ad is important to those relying on your ad’s promise. Use very specific language. Listing the price should always be any important detail.
Your bids should be conservative yet appropriate to your market.
A mid-range price is important because if you overbid you will only lose your money and if you underbid your ads run the risk of never showing up. Compare your profit against what you are spending. You should drop your ad campaign if you see no results from it, or are losing money.
Pay-Per-Click advertising will continue to develop more rapidly than any other online advertising technique; more and more advertisers have been using it. Revenues from PPC advertising have risen from $2.6 billion in 2004 to $5.5 billion in 2009, and as a result, cost per click is expected to also rise substantially from $0.29 to $0.36.
A relative newcomer to online marketing, PPC advertising is destined to be around for many years to come. The advantages for advertisers are increased revenues with fewer expenses leading to more savings, higher sales potential, higher return of investment (ROI), and more effective future ad campaigns.
By: Cliff Quinn
About the Author:
When advertising products and services, business are becoming very discerning about the methods used. The high rates of placing ads in print and on television are forcing businesses to do so. However, there is a quickly growing technique which businesses can utilize to bring their services closer to the people–Internet Marketing.
Pay-Per-Click advertising is advancing in acceptance in the internet marketing community. In this method that is utilized in search engine marketing, you must pay a fee each time an ad is clicked on your website. A bidding process is the method by which placement happens. The top spot in the search engines will be granted to the top bidder for those keywords/phrases. To optimize the number of clicks, be sure your ad copy is highly effective.
Here are the benefits of PPC advertising:
1. You don’t have to know a lot about computers and technology to take advantage of this type of advertising campaign.
2. You can see results almost immediately, often after just a few days.
3. Your site is not required to conform to SEO regulations.
4. Even if you do not top the pages of different search engines, you still have options. The option to select PCC advertising is still there.
5. Any search engine can be used.
6.Any keyword is acceptable.
Pay-Per-Click advertising also has its downside:
1. You must make monthly payments to the search engine you have selected.
2. Every click your site receives incurs a charge. Sometimes pranksters playing jokes on search engines, or the competition will visit. These people are wasting your advertising dollars.
3. Monthly payment is required to prevent removal of your website from paid listings.
4. Because this advertising is difficult to manage long-term, it can only be used for a short time.
5. Since pay-per-click advertising is proven to be expensive over long periods of time, this should be ended after each ad campaign.
But what exactly does PPC advertising do to generate traffic, leads, and sales?
Traffic that is Pre-Qualified.
Everyone who visits your website is, by definition, already qualified as a consumer or purchaser of your product. PPC advertising brings customer traffic to you at a lower cost.
Instant Exposure and Immediate Profits
Pay-Per-Click search engines help you to meet your goals quickly. They can have your website up and running in a matter of hours, and this means the ability to boost sales more quickly.
Consistent Top Listings
Follow these rules and guidelines to have your site at the top of the sponsored search results for free. Simply pick out some keywords that apply to your company and place them on your site. After completing this, you are finished.
Advertising using PPC enables advertisers to regulate their customer traffic. Advertisers have found their niche with the intended group and determined their individual price per click. Pay per click advertising networks will target the potential customers for your site by geographic setting, topic and industry. Publisher websites are listed to provide options to place ads.
To assess how the pay per click limit is working for a certain advertiser, tools are provided by the networks. Do the pay per click listings generate sales? Higher bids increase chances of visibility in the search engine. These networks will also provide advertisers with fraud protection. Advertisers can spend less for unnecessary clicks by setting a daily advertising budget, and can assure they stay within their budget by utilizing this set-up.
Keywords and phrases are key factors in PCC advertising. Your success depends on the selection of at least ten “highly specific” keywords. Write the ad creatively, but be straightforward. It is imperative to be honest about your product or service. It’s great if your product delivers what the ad promises — but what if it doesn’t? The clarity of the ad is important to those relying on your ad’s promise. Use very specific language. Listing the price should always be any important detail.
Your bids should be conservative yet appropriate to your market.
A mid-range price is important because if you overbid you will only lose your money and if you underbid your ads run the risk of never showing up. Compare your profit against what you are spending. You should drop your ad campaign if you see no results from it, or are losing money.
Pay-Per-Click advertising will continue to develop more rapidly than any other online advertising technique; more and more advertisers have been using it. Revenues from PPC advertising have risen from $2.6 billion in 2004 to $5.5 billion in 2009, and as a result, cost per click is expected to also rise substantially from $0.29 to $0.36.
A relative newcomer to online marketing, PPC advertising is destined to be around for many years to come. The advantages for advertisers are increased revenues with fewer expenses leading to more savings, higher sales potential, higher return of investment (ROI), and more effective future ad campaigns.
By: Cliff Quinn
About the Author:
This is another Article by Cliff Quinn who has recently been awarded ‘Expert’ status from Ezine Articles and I Snare. A FREE Ebook, with a $47 value, can be instantly downloaded from http://cliffquinn.com/blog
Online Advertising – the Choices in the 21st Century
As the fastest growing form of advertising in the 21st Century, Online Advertising has been a constant area of discussion and debate. So, how can this format really work for advertisers in a fast moving climate?
In the mid nineties, Online Advertising was going through its initial stages of development. At that time people were intrigued by the power of the Internet and its capacity to give them a vast amount of information very quickly. As time and technology moved on, so did the advertising designs and the way they captured our attention.
There are many examples of Online Advertising formats and the decision of which ones to choose depends very much on the type of product you want to promote and the kind of message you want to give out. The most popular Online Advertising services include:
Contextual ads on search engine results pages
Banner adverts as standard leader-board, skyscraper or bespoke sized formats
Advertising networks, which includes banners and pay per click targeting
E-mail marketing, including the targeted use of opt-in lists or part of an in-house distribution
Sponsorships, including logo or message branding on content and PDF pages
Directory listings or tailored micro-site pages
Most of the above forms of Online Advertising rely on a certain amount of programming and designing to make the ads run and display in the correct way. There is also no doubt that recent advances in advertising technology has played a major part in the way we react and respond to online business and consumer advertising. However, it seems that technology is moving so fast that even the Online Advertising industry can barely come up with applications and tools that meet those changing technologies. Whichever way you look at it though, one thing remains – even though consumers have a consistent requirement for quick information, they are still making those clicks and filling out request forms online.
If we go back a few years, we’d see that Banner Advertising accounted for over 50% of total Online Advertising revenue. But with the reduction in ad clicks from banner adverts and other traditional online formats, advertisers are now looking for the next big online development that will get people clicking again.
This requirement has fuelled an explosion in the creative development of advertising formats in online media – love them or hate them, they’ll continue to change, will develop into even more sophisticated designs and will be around for a considerable amount of time yet.
So, now that we’ve established that Internet Advertising has evolved way beyond the early days of banner advertising and flashing buttons, how do we get the best value from a media that is constantly changing?
Well, what buyers need to do now is to step back, take a deep breath and make sure that they analyse and research all of the available options before testing different formats. Whatever they do, they must not believe the fly-by-night sites that promise you the earth and tell you that you don’t have to put any work into your Online Advertising. Unless you have a never-ending supply of money, you will have to do some work to make anything happen and it is no different with Online Advertising.
If we look at the more recent online products, one of the success stories of Online Advertising has to be pay per click advertising. A number of providers have developed this as a very cost-effective way of getting clicks to your site, for very little money. For the price of a half page advert in a regional newspaper, you can get a few hundred clicks to your website.
There is still a question mark, in terms of the return on investment value to this format, but there is no doubt that it is ticking all the right boxes when it comes to getting people to visit specific landing pages of a website. If this is all you want to do, then PPC is a must.
Of course, Online Advertising isn’t all about advertising on networks and websites. It also covers email and other electronic formats and this is an area that has enjoyed tremendous growth in the last few years. To reach the inboxes of an opt-in subscriber list is a very attractive means of promotion for a lot of advertisers and this method continues to gain popularity. However, as our overall capacity and enthusiasm for flashy graphics dwindles, publishers of HTML email newsletters and online animations are now toning down their designs across many industry sectors.
As far as allocation and media buying is concerned, it is known that almost one third of Online Advertising will come from incremental spending, but the majority will still come from traditional marketing budgets. This is a sure sign that Online Advertising is now becoming less of an ad-hoc test media and more of an ongoing fundamental requirement.
With the continuing shift from print to online, there is no doubt that this media will continue to grow as the technology and our desire to keep up with new developments grows with it.
By: Andrew Long
About the Author:
In the mid nineties, Online Advertising was going through its initial stages of development. At that time people were intrigued by the power of the Internet and its capacity to give them a vast amount of information very quickly. As time and technology moved on, so did the advertising designs and the way they captured our attention.
There are many examples of Online Advertising formats and the decision of which ones to choose depends very much on the type of product you want to promote and the kind of message you want to give out. The most popular Online Advertising services include:
Contextual ads on search engine results pages
Banner adverts as standard leader-board, skyscraper or bespoke sized formats
Advertising networks, which includes banners and pay per click targeting
E-mail marketing, including the targeted use of opt-in lists or part of an in-house distribution
Sponsorships, including logo or message branding on content and PDF pages
Directory listings or tailored micro-site pages
Most of the above forms of Online Advertising rely on a certain amount of programming and designing to make the ads run and display in the correct way. There is also no doubt that recent advances in advertising technology has played a major part in the way we react and respond to online business and consumer advertising. However, it seems that technology is moving so fast that even the Online Advertising industry can barely come up with applications and tools that meet those changing technologies. Whichever way you look at it though, one thing remains – even though consumers have a consistent requirement for quick information, they are still making those clicks and filling out request forms online.
If we go back a few years, we’d see that Banner Advertising accounted for over 50% of total Online Advertising revenue. But with the reduction in ad clicks from banner adverts and other traditional online formats, advertisers are now looking for the next big online development that will get people clicking again.
This requirement has fuelled an explosion in the creative development of advertising formats in online media – love them or hate them, they’ll continue to change, will develop into even more sophisticated designs and will be around for a considerable amount of time yet.
So, now that we’ve established that Internet Advertising has evolved way beyond the early days of banner advertising and flashing buttons, how do we get the best value from a media that is constantly changing?
Well, what buyers need to do now is to step back, take a deep breath and make sure that they analyse and research all of the available options before testing different formats. Whatever they do, they must not believe the fly-by-night sites that promise you the earth and tell you that you don’t have to put any work into your Online Advertising. Unless you have a never-ending supply of money, you will have to do some work to make anything happen and it is no different with Online Advertising.
If we look at the more recent online products, one of the success stories of Online Advertising has to be pay per click advertising. A number of providers have developed this as a very cost-effective way of getting clicks to your site, for very little money. For the price of a half page advert in a regional newspaper, you can get a few hundred clicks to your website.
There is still a question mark, in terms of the return on investment value to this format, but there is no doubt that it is ticking all the right boxes when it comes to getting people to visit specific landing pages of a website. If this is all you want to do, then PPC is a must.
Of course, Online Advertising isn’t all about advertising on networks and websites. It also covers email and other electronic formats and this is an area that has enjoyed tremendous growth in the last few years. To reach the inboxes of an opt-in subscriber list is a very attractive means of promotion for a lot of advertisers and this method continues to gain popularity. However, as our overall capacity and enthusiasm for flashy graphics dwindles, publishers of HTML email newsletters and online animations are now toning down their designs across many industry sectors.
As far as allocation and media buying is concerned, it is known that almost one third of Online Advertising will come from incremental spending, but the majority will still come from traditional marketing budgets. This is a sure sign that Online Advertising is now becoming less of an ad-hoc test media and more of an ongoing fundamental requirement.
With the continuing shift from print to online, there is no doubt that this media will continue to grow as the technology and our desire to keep up with new developments grows with it.
By: Andrew Long
About the Author:
Andrew Long is an advertising sales consultant and expert. He runs highly successful UK seminars for website owners at www.selling-advertising.com/seminars.php and also offers advertising related advice for publishers and media owners. A range of other pay per click services are also available at www.myadbase.com/cgi-bin/help.cgi?help_entry_id=120
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Internet Banner Advertisement
All we know banner advertising has dominated the entire World from many years. Earlier everyone was crazy about banner advertising and they invested lot of money ridiculously on banner advertising. But once a time came when banner advertising lost it’s position due to arrival of dot com crash. Now many advertisers think that online banner advertising is the thing of past and does not have place in today’s advertising marketing. But truth is that banner advertising has still place in today’s marketing world.
But don’t think, I am saying luster of banner advertising has came back but now they are getting cheaper day by day and if you know how to utilize them properly I am sure online banner advertising would be a great advertising tool for you and your online business.
Banner advertising has large range of promotional campaigns those vary from cell phone to online survey companies. In fact almost every company that is selling their services through some form of Internet marketing has a banner advertising system set up.
Important thing about online banner advertising is that banner advertising is almost an art form and banner advertising campaigns should be monitored and launched by professionals advertisers. I have seen many companies that have sworn off banner advertising because they had spent thousand of dollars and much time but didn’t get any chance to succeed.
But that does not mean online banner advertising is completely dead and does not provide any benefit in terms of marketing and advertising. If you run a right banner advertising campaign then it can yield mutually beneficial results for the promoter and the product owner. You should follow some rules to run a successful banner campaign in order to make it useful and beneficial.
Very first things you should remember in banner advertising are niche and relevancy. Niche means your website theme and relevancy means banners placed on other company’s website should relevant to your company niche. If you publish banners relevant to your companies niche them I am sure you would get maximum benefit. For this you could join advertising networks that relevant to your website niche and they will ensure that your banners only appear on relevant websites.
Another aspect of banner advertising that you should focus in creation of banners. I have seen many banners those look very dull and are not able to grab the attention of visitors. Many campaigns fail due to unappealing banners because they are not able to express why they are on a web page and what they want to say? So if you are going for banner advertising then make you banners more appealing, good looking and should have some attractive text to grab the attention of visitors. There are also two types of banners that you can employ to promote your product, static and dynamic.
Static banners stay the same for all viewers while dynamic ones display a rotation of images. If you make an effort to create tasteful and effective banners that are placed on optimal venues you will see results. If you can’t do these things themselves then you could join any banner advertising network, which could provide banners according to your needs and niche and they also publish your banners on sites relevant to your niche that provide you good return in short span of time.
There are many online banner advertising companies on the planet but XAPADS is fastest growing advertising network mainly in banner advertising. Advertising cost on XAPADS is almost negligible in comparison to other ad networks. For more information about banner advertising visit XAPADS
By: sachinagg01
About the Author:
sachin aggarwal offering ideas about online banner advertising with the help of htttep://www.xapads.com
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