From the 17 st century onwards, ads have become the most common tools in marketing, along with the innovations that capitalism has brought to our lives. Social, cultural, psychological and economic effects on people are inevitable.
For these reasons, the agency of advertisers has become more difficult.
Other than what needs to be noticed when advertising, it should be taken care of in a very convincing creative and striking way. Advertising is persuasion. Suasion is an art, not a science. (Bernbach, 1947). Here, he argued that art can cope as a method that can affect both the hearts and minds of people. Consumers are often looking for products and services that are most useful to them.
In the ad, consumers should be talking about the benefits of products and services by creating a high-quality image. These should attract customers.
In the past, the purpose of advertising was to provide information only. However, the world’s rapid spread of information and rapidly changing competition are reflected in the advertising area. Increased competition has always been the biggest factor in the liquidity of the advertising market. And the industry is growing.
The rapid development of technology has changed the understanding of the advertising industry. At first, how the product was introduced has become different from the others and has become a way to attract the customer’s attention.
WHAT IS PROMOTION?
Promotion is one of the elements of the marketing mix. It is a communication process consisting of coordinated activities and conscious plans. Its purpose is to inform and persuade customers. It is carried out under the control of the manufacturer or marketer, to introduce products and products produced by the company.
FEATURES OF PROMOTION
- It is based on the communication cycle, so it is persuasive.
- While its main purpose is to drive sales, attitude and behaviour are important.
- As there are many marketing activities and holding activities, these marketing activities are implemented together and affect each other.
- The product needs planning and planned research to create synergy in categories such as price, and distribution.
- The internal environment of an enterprise is frequently influenced by communication in the external environment rather than by communication.
- This is a competitive factor that is often not price-dependent.
- Marketing channels are appealing to consumers as well as members.
TOOLS FOR ADHESIVE SUBCLUSTER
Tobacco-related activities generally consist of four groups of vehicles: (Tek, Özgül, 2005: 635)
- Advertisement
- Personal Sales
- Public Relations
- Sales Development (Sales Promotion).
WHAT ARE AUDIENCE TOOLS?
Utilizes mass media to promote goods, products, services and ideas in the target market at a specified cost. It is included in the promotion and is one of the 4 Ps (products, prices, distribution, promotion) that make up the marketing mix.
Advertising has become an economic event that has come under criticism from many people today. It was a different perspective, a different discussion, and a different restructuring, but it was still important in the economy. Technological advances, the development of television, the distribution of news and the increase in advertising salaries have increased the importance of advertising.
Advertising is similar to my announcement. It’s often mixed up. The most important difference between them is that in my announcement, message transmission is not with any payment. For example, my announcement is also published in the form of news in newspapers and magazines. Advertising also communicates a certain fee on all vehicles that can be published.
In 1964, the American Marketing Association defined the ad as follows. A non-personal presentation of a product, service or idea by the advertiser, paying the price.(Odabaşı, Oyman, 2005:98)
FEATURES OF ADVERTISING BY RECOGNITION
- In the commercial, it’s obvious who created the ad. It’s even different from propaganda because of its feature. The personal organization running the promotion is unknown.
- It’s a fee. It has the right to control advertisements for the price he paid
- Use different communication tools to communicate their information to consumers.
- The message he wants to deliver may include product service and thought.
ADVERTISING OBJECTIVES
- Advertising aims to provide information about the product and service. The information must be brief and concise. No misleading information should be provided. It should be described in a language that the target audience can easily understand.
- It should affect the consumer without using the indirect route.
- It is intended to have more persuasive power.
- It aims to advertise by following the rules, such as the moral code that provides community order.
- Advertising considers not losing credibility.
- It aims to give consumers a positive view of the business.
- It’s one of the other reasons why they’re always in their memories. (Yükselen, 2014, s.323)
ADVERTISING STRATEGY
This is where the company subconsciously enters. This allows small businesses with low advertising budgets to create effective advertising campaigns when they produce enough ideas. Being flexible and creative in the plan, having the right information about the audience, and the choices made for that audience are key to a good advertising strategy.
The formulation of the advertising strategy meets three key objectives:
- Raise awareness of the company and its products or services
- Increase sales by bringing customers from competitors into our own
- Research work or brand image.
What the company wants is to inform its customers through advertising, persuade them, and remember the firm. This optional advertising strategy has several steps that facilitate the interoperability of the target and other promotional activities and the process of advertising.
KEY OBJECTIVES IN ADVERTISING STRATEGY
If the business is new, the main purpose of the ad is to increase awareness of the product and the company. Advertising costs can be reduced once the business name is established in the industry. Because you will reach the masses who like the company’s products. Then you need to find the product or service somehow. It is difficult for this product to be unique in the industry market where the company is involved. For this purpose, the form of themes, content and narration should be formulated to be the first business that differentiates or adds value from other sectors in the same sector and meets the needs of customers. In this process, flexible plans must be made to keep up with the creativity and new trends in the market.
1. DETERMİNE THE AUDIENCE
A target audience is a group that attracts a specific range or multiple groups. The target audience may be people who purchase the products that the company produces, have an idea about purchasing the product, and influence the purchase of the product. Three elements should be identified here in general:
Demography: Age, income, gender, profession and interests
Behaviour: Customer knowledge of the business, products that the customer uses when they need them, and potentially attractive offers to convince customers to use their business products.
2. PRODUCT CONCEPT
The process of determining values and characteristics that differentiate the business from other companies is called the product concept. Determines the value the product represents due to its position in the industry and the perception of the target audience for the product. To prevent the product from becoming a product, it must create a set of values that are appealing to the customer or can match itself in the product.
3. CHOICE OF PARLIAMENT
Ad creatives are selected according to the characteristics of marketing goals, budgets and audiences. Eligible channels for advertising include TV, magazines, radio and mail. They look like days, weeks, months and years.
4. ADVERTISING MESSAGE
Marketing objectives are the sum of visual and text elements in the ad for product features and value. In this case, the three main features are highlighted.
- What is the difference between this product and other products in the same industry?
- How can I persuade customers to buy products?
- What is the impact of competitors on customers?
5. TEXT CONTENT
The purpose of the written content is to inform about products and services or to increase the value and importance of products. Generally speaking, companies will focus on other elements of the ad after they find slogan ideas that include marketing goals and product features and benefits. The product advertisement should be remarkable. However, the value and function of products and services are at the forefront, making the commercial’s share in product sales tangible.
6. ADVERTISING BUDGET
The ad is determined before or after the strategy is formulated. It is important to consider the importance of advertising to the business when creating budgets, the share it will bring to the business after positive results are obtained, and, most importantly, the best budget the business can spare for itself. Small businesses should first set a budget. This way other elements of the ad follow this section. As a result, the business will not face financial difficulties.
Consider the sales rates of the past years when setting the advertising budget. Therefore, even if the ad result is negative, the business will not be affected. Large and high-income companies can also influence future sales, company behaviour and market share analysis.
AD TYPES
It is classified differently than it differs according to the ad criteria.
1. OBJECTIVE – TYPES OF ADVERTISING IN TERMS OF MARKET
Targeted audience advertising where the message is prepared and presented to the other party. it is examined in 3 headings.
ACCORDING TO CONSUMERS
The target audience is completely exhausting. The brand continually performs a work of reminding, commitment and incentives. It provides information on all features, prices, product transportation, and product conditions.
ACCORDING TO THE INTERMEDIARIES
The Retailer-wholesaler style is for the audience. Its purpose is to make sure that the agents buy the products and sell the product they buy easily.
ACCORDING TO MANUFACTURERS
Otherwise known as industrial advertising, for manufacturers, advertising is for businesses that purchase raw materials or semi-products.
2. TYPES OF ADVERTISING FOR GEOGRAPHY
NATIONAL ADVERTISING
Selling products to the consumer, reaching the target audience, etc. to be carried out using a towing strategy.
LOCAL ADVERTISING
Advertisements made by retailers. Applies to local customers.
3. TYPES OF ADVERTISING BY SOURCES
MANUFACTURER:
The aim of the manufacturer’s ad, which is to increase sales, is to influence and promote both the agent and the consumer.
TOOL
Advertisements that do not produce the product, but the retailer, brokerage and wholesaler sell to the relevant audience within the market.
SERVICE
These advertisements produce and sell services instead of products. For example, hospitals, tour companies, and banks.
4. TYPES OF ADS MADE IN TERMS OF THEIR CONTENT
PRODUCT AND SERVICE
Advertisements to communicate the benefits of the product and service to the audience they will address by creating a specific message, such as the price and sale of the service and so on.
CORPORATE
Its purpose is to serve public relations. Establish a relationship between the target audience and the institution. Advertisements tell the consumer that it is a public service organization.
5. TYPES OF ADS IN TERMS OF PAYMENT
INDIVIDUAL
The advertisement is performed by the manufacturer and receiver. Expenses are paid by one business. The ultimate goal is to compete and explain the different aspects of the business.
JOINTLY
Advertisements made by the sharing of the price to be advertised by many businesses. It is divided into two;
1) HORIZONTAL ADS: The set group (the agent vendor) shares the advertising budget.
2) VERTICAL ADVERTISING: The advertising budget is covered by the manufacturer and the tool
REFERENCES
- http://danismend.com/kategori/altkategori/pazarlama-karmasinin-iletisim-halkasi-tutundurma/
- www.hukukmarket.com
- http://acikerisim.deu.edu
- Yükselen, ,(2014) . Pazarlama (İlkeler- yönetim-örnek olaylar)
- Pi dergisi (Temmuz-Agustos-Eylül 2007)
- Tezimsonhali.doc
- reklam.com.tr
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