What makes an Advertising Campaign Fail?

August 18, 2009 – 7:33 am

Why do advertising campaigns fail in spite of the best efforts put in which nullify the hard work and puts advertising money to waste? This is due to ignoring the basic elements of advertising which alone makes the campaign a resounding success.

Elements which should to be included in advertising materials include:

1. Classy Content based on Core Idea: Many ad campaigns fail due to inadequate or too much content that will confuse the targeted customers. You should base your content on only one or two core ideas around which it the ad must be focused. Stay focused on the core idea to communicate well with the customers.
2. Over Emphasis on Price: It is the inherent value of the product that attracts the customers rather than the price factor. Too much emphasis on price without providing tangible benefits to the customers is most likely to be ignored and such ad campaigns are doomed to fail.
3. Inclusion of the customer: The customers must be included in all aspects without stressing too much on the product. The needs and wishes of the customer must be addressed sufficiently in the campaign to increase the affinity and feedback of the customer.
4. Focus on the customer: You must first prepare a database of customers on whom the ad must be targeted. This enables to firmly convey your message to the targeted group without distraction. The ad must be specifically directed towards your real customers rather than attempting to reach out to all classes of customers. You must also know the interests of the customers to be able to communicate with them effectively.
5. Consistency and Repetition: There is no point is conducting a campaign insufficiently which may get lost in the crowded place. The customer must be reached directly and consistently for registering in their minds purposefully.  This requires the ad to be displayed repeatedly to catch the attention of the readers which increases the awareness of your product and brand recall.

All these essential elements of advertising must be included barring which the ad campaign will certainly fail without doubt.

Posted in Advertising | Posted by admin

What Makes a Successful Print Advertising Campaign?

August 11, 2009 – 8:24 am

There is no doubt about the effectiveness of print media to successfully run advertising campaigns globally. This traditional method of advertising is not just the oldest but also the most time trusted way of advertising by any company or individual to establish a brand identity as well as target customers. You too can utilise it to penetrate your market with some planning and strategising. Keep the following points in mind when designing your ad campaign to make it hugely successful.

1. Great Headlines: One of the biggest strengths of print media is the freedom of expression through powerful words. Using compelling headlines are the best way to get noticed. Not only do you arouse curiosity but also compel people to explore further.
2. Focus on Targeted Customers: Be where your market is. Always focus your ads towards your targeted audience without deviating sideways. This would lead you directly to your prospective customers and conveys your message admirably. For this you need to know your targeted customers well in advance by doing your market survey.
3. Perceived Value of the Ad: An ad with value, appeal, or offer is an excellent way to catch their attention.
4. Consistency of the Ad: The consistency of the ad in terms of color, logo, design and content is a MUST. This helps create awareness, while highlighting the brand recall value.
5. Layout of the Ad: Let your ad layout be a direct way to reach out to your audience. Include lower case letters as our eyes are accustomed to them and that tends to get imprinted in our minds more effectively.
6. Feedback: You should always encourage feedbacks from the customers to know how the campaign is faring and their general impression on the campaign regularly.

Including these measures for your successful print campaign could well mean the difference between success and failure.

Posted in Advertising | Posted by admin

What are the different types of Printing?

August 3, 2009 – 7:35 am

Printing has come a long way since the first letter press invented by Gutenberg way back in the fifteenth century. The advances in the printing technology have revolutionised the advertising industry which has found a convenient and effective tool to communicate with their prospects. The dexterity and appeal that can be incorporated into the ad campaigns has increased due to availability of different printing techniques which has also cut down the expenses. We shall now see the different types of printing available which include-

Type # 1: Digital Printing
Digital printing involves printing your electronic file without use of inks or films. These high speed operations enable mass production of ad pamphlets, embossing on ad apparel and plastic relatively easy with considerable savings in cost. They can be customised to suit your particular taste with the end result which is both satisfactory and appealing.

Type # 2: Screen Printing and Vinyl Banner
This is cost effective with zero maintenance costs with long lasting nature that is used globally with great results. However you have to prepare artwork before commencement of work which may take time to get the approval of the clients.

Type # 3: Engraving
This method is ideal for printing business stationary in which the letters are raised by application of heat which produces a distinctive appeal. You can feel the letters printed on the business cards and office stationary.

Type # 4: Reprographics
This is a pure copying service in which all your documents can be copied into as many copies as required. These machines are useful for offices where quite a number of documents are handled everyday.

Type # 5: Offset lithography
This has revolutionised the printing industry and has enabled the process of large volumes easier. The cost of production is drastically reduced as it requires no ink or films and the set up time is minimal.

Type # 6: Flexography
This is suitable for printing on packaging products like price labels, cardboard boxes, plastic bottles and cartons useful in sales activities.

The flexibility and the skill available in the printing industry have made the task of advertising easier which can be used effectively to capture the hearts of your customers.

Posted in Advertising | Posted by admin

What are Mobile Billboards

July 27, 2009 – 7:57 am

Billboards are one of the oldest and effective mediums of outdoor advertising. The traditional billboards have been around for more than half a century and are mostly stationed on the freeways, in shopping arcades and other people/audience popular places. Most traditional billboards used PVC vinyl sheets earlier before they were declared as toxic materials. Since then the billboard industry has started to use a type of recyclable plastic called polyethylene. This new billboard printing material is lightweight vis-à-vis PVC flex vinyl and installing it is much easier and it is safer. It is non-toxic in nature and produces a small carbon footprint. In the last couple of decades, newer versions of billboards have been created and are being used and one of them is the mobile billboard.

The mobile billboards have been in existence since the 1990’s just after large format digital inkjet printing was introduced. These printers made possible printing billboard graphics on a large banner. The large banners were then mounted on either side of a 10′ x 20′ panel, which was installed on some flat bed trucks. These trucks were being used only for display of mobile billboards and were driven to locations where visibility of these advertisements will be higher. So these mobile billboards were parked in different places from movie theaters to supermarkets, highways, freeways, near city centers, entertainment areas etc.

By 1997, the mobile billboards became popular amongst many big and small advertisers. Targeting smaller companies, mobile billboards were made cost effective and local advertisers can even rent them today. This is cost effective advertising because you will not only get the billboard but also the truck, which you can park anywhere you want for a stipulated period of time. The use of intelligent LED technology ensures that your mobile billboards can be even parked in the night to increase visibility of your ads.

Posted in Advertising | Posted by admin

Top Advertising Techniques for Print

July 13, 2009 – 8:38 am

Print advertising is the most reliable and time tested method of advertising for all individuals and companies. However you need to take certain precautions and use techniques while advertising that will help to achieve higher response rates from your targeted customers. Here we shall give out a few techniques that must be included in your advertising campaign for absolute success.

1. Compelling Headlines: It is essential to have compelling headlines in your ad to grab the attention of the readers while advertising in the print media. This enables to clearly to hog the limelight while distinguishing your ad from the many advertisements present in the same newspaper or magazine. Compelling headlines arouse the curiosity in the readers and sets the ball rolling in favor of exploring deep into the ad. As most of the readers would be hard pressed for time, the first positive reaction is vital to elicit further response from them.
2. Irresistible Offers: You need to include irresistible offers like great savings, discounts and limited edition offers in your ad copy which are hard to ignore and one that calls for action from the audience. This must include value for money for your readers who like to invest their money prudently. The customer needs and applications can be embedded into the product to elicit the right response from the readers.
3. Focus on the relevant customers: The ad should be specifically directed towards your relevant customers. All your prospective customers must be identified well before the commencement of advertising for targeting them effectively.
4. Use of Photographs: All the photographs in your ad must be highlighted by smart captioning which remains in the minds of the readers well and increases the brand recall.
5. Allow Feedback: Your customers must be allowed to send their feedback immaterial of their purchase of goods. They should be also be provided the means to respond to your ad by opening lines of communication like phone, fax and internet either to get clarifications or queries on the product.

Use of these techniques ensures the success of your advertising campaign resourcefully.

Posted in Advertising | Posted by admin

Screen Printed Advertising- A Cheap Alternative

June 22, 2009 – 3:14 pm

Screen printed advertising is preferred by most of the companies and individuals globally due to their cost effective nature. Moreover they have a long lasting nature that cuts down your replacement costs and the recurring costs are minimal. We shall now see why and where screen printed advertising is used and their beneficial features that include-

Method # 1:
Most of the businesses use screen printed promotional items like key chains, pen stands, display boards etc to increase their brand image and awareness. The screen printed materials remain on the surface they are printed for longer duration of time which helps to imprint the brand advertised on them permanently. You can observe all the companies or individuals resorting to this type of advertising in our daily lives.

Method # 2:
Screen printed vinyl banners are effective in displaying the message and logo of the companies from a distance. This enables to catch the attention of all the viewers whether the banners are placed indoors or outdoors. However care must be exercised to use appropriate colors that are colorful and appealing. They are particularly useful to advertise on highways where the traffic is high and the banner when designed innovatively initiates definite reaction from all the viewers. Some vinyl banners are also visible in dark by the use of fluorescent inks that invokes attention at all times of the day.

Method # 3:
Screen printed office stationary and business cards have a lasting appeal on the recipients of those material. You can print with attractive captions that will remain etched in the minds of the viewers and enhances the brand recall. Screen printed advertising boards when mounted on strategic points provide the best return of investment as they remain in pristine condition for long period even under harsh outdoor conditions.

Method # 4:
Screen printed apparel like T-shirts, Hats and Caps are used as freebies for promoting brands and products which provide mobile advertising for the brands and enable the brand to reach out to all classes of customers and penetrate the market effortlessly.

The suitability and dexterity of screen printed advertising can be skillfully used by you to gain maximum mileage for your products.

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Printing 101 - Understanding how Printing works

June 1, 2009 – 8:48 am

Printing has evolved over the last decade and now individuals as well as businesses are slowly moving away from offset printing to digital printing to suffice their different needs. Let us understand how printing really works:

1. Printer: First things first, you will need to choose a good printer who can offer you good quality printing, can offer printing for different mediums like billboards, building wraps, vinyl signage etc. The printer should also be able to guide you through this process and offer you a solution within your budget.
2. Large format: You need to identify whether you need large format printing or small format printing. Large format printing will use Thermal or Piezo technology. Thermal technology will offer you high print speed and cost effect user replaceable print heads. On the other hand Piezo technology offers a gamut of several colors, and has a low maintenance requirement.
3. Material: One of the most important aspects of printing is the material being used. Will you be using papers, which are good for magazine and newspaper or flyer printing? Paper is also available in different GSM and quality. If you are looking to print banners or billboards then you can do the same on cloth or vinyl. Vinyl will cost more than cloth but will be more durable and bring out real life colors.
4. Inks: Inks are important to printing and you will need to choose whether you are using 1-color or multi-color. If you are using multi-color then the cost of printing will be higher depending on the number of prints you will be taking out. But then the advantage is that multiple colors will also make your advertisement stand out as opposed to a single color advertisement.

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Print Advertising vs. Online Advertising – What’s better

May 19, 2009 – 11:50 am

The reach of internet is never in doubt which makes the task of communicating to geographically separated regions easy. Businesses always look for easy communication tools as it is dynamic with ever changing situations. Print media is a traditional and time trusted method of advertising globally which is acknowledged by any advertiser. However online advertising has come to stay with its inherent benefits and people are asking themselves whether to discontinue print ads.  But this is tricky and the answer is not in favor of any particular mode with each one having its own benefits that may not be possible with the other. The following points can help us understand where these two stand when compared to each other.

• Print advertising has got the great advantage of furnishing complete information with all features of the product. Color brochures and hand outs are useful to convey the information required effortlessly. In online advertising we see concise information where space is given priority over matter but its reach and time saving is hard to beat.
• You can send any number of e-mails but it is not equal to a postcard or letter. People always cherish the receipt of letters even from advertisers.
• If you want to target neighborhoods and certain regions important to your product, brochure and post card marketing is ideal to reach out to the customers. This ensures targeting all the customers without leaving out any one. On the other hand all the people in that region may not necessarily use computers daily and your mail message may not be seen at all.
• You can follow up a customer with a colorful brochure that is appealing. Personal contact with brochures is extremely helpful in clinching sales as people recognize the importance given to them.
• Both print and online advertising can be used simultaneously to compliment each other. This is the best method to get the desired results.

The above facts clearly point out they cannot be used exclusively and a combination of them provides the best benefits for your business.

Posted in Advertising | Posted by admin

Make The Most Of Your Advertising Budget With Media Advertising!

May 12, 2009 – 8:26 am

You can make the most of your advertising budget only if you plan it well. In reality, the advertising budget is a controllable expense, which you can increase or decrease depending on your requirement. An advertising budget is basically a means of identifying and controlling the total expense and then accordingly spending it. For example: If you have a FMCG product like wheat or bread, which is something people use almost daily. The best place to advertise them will be near the supermarket or grocery stores. But you can also put ad display in several places where you can expect a family to visit.

The second most important aspect that you will need to decide is what type of outdoor advertising medium you need to use. A printed silt fence or even a fence wrap might not be as appealing as vinyl signage’s and billboards in this case. Building wraps might be an option but mobile billboard advertising can certainly work well. Once you are able to identify these elements, you will need to figure out how many billboards you will need and what would be the most strategic locations. It is always recommended to start with one and depending on the response, you can use more. Hence your advertising budget should be more flexible i.e: you should be able to increase it to a certain point to accommodate different modes of advertising. This will help you to derive maximum benefit from outdoor media advertising and your advertising budget will derive the required ROI.

The most important method of establishing an advertising budget is to identify the percentage of sales. You will have to perceive in advance what percentage of sales will be required in order to cover the expense of the advertising budget. Once you have that it will be easier to define your advertising budget.

Posted in Advertising | Posted by admin

Knowing how to spend your Advertising Budget

April 21, 2009 – 7:46 am

All the companies or individuals provide for advertising budgets to create brand awareness and proportionately increase the sales of the product or service offered to their customers. However it is highly important to know the method of spending advertising budgets fruitfully for the desired results. There should be no quarter for indiscriminate spending of the ad budget without producing any tangible benefits to you. The following factors must be kept in mind while spending advertising budgets for effective results.

Factor # 1:
Prepare a marketing plan consistent with the objectives of your organisation. The advertising plan must only supplement the marketing plan by providing that little bit of assistance in creating an awareness and brand image in the market.

Factor # 2:
You must clearly define and identify your real customers who must be targeted with your advertising campaign. This makes the task of targeting them effortlessly and also does provide the clues to reach them purposefully.

Factor # 3:
You must clearly chart out the unique selling point of your product or service that can be highlighted in your ad campaign. Your strengths and features must be spelt out succinctly in the ad copy for achieving better results. The focus on your core idea helps to penetrate the market and generate interest from the customers.

Factor # 4:
You can select an appropriate media that provides the maximum reach and contact with your customers. The budget to be allocated to each media can be decided based on the forecasted results anticipated from each source and can be changed depending on the results achieved by you.

Factor # 5:
You must time your advertising schedules so that they are visible and seen by your targeted customers. This enables to keep track of your expenditures and the resulting sales that emanate from your advertising scheduling.

Factor #6:
You should always track the response to the advertising campaign for fine tuning it if necessary to get the optimal results.

All these factors help to spend your advertising budget prudently and derive the benefits that accompany the program.

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