Wright to Holics

The main goal behind planning and executing an advertisement is to increase exposure and sales.   It is crucial to keep in mind while putting an advertisement together that there is a difference between one ad and another, which can critically affect the outcome of your campaign.   As a matter of fact, while a winner advertisement can drastically help increase your sales, wrong advertising can quickly bring your sales down.   The myth that all advertising increases sales one way or another is not true!

When planning to put an advertisement together, concentrate on doing your homework or hire an expert to help you get to the bottom line.   In order to implement successful advertising, it is a requirement to learn as much as you can about the product.   And when you are done learning, learn some more, and maybe a little bit more!  The more you know about your product, the closer you bring yourself to putting together the big idea that would actually generate a successful campaign increasing your sales.   On the other hand, never hesitate to check out the competition – find out what kind of advertising they have been doing and take into consideration the level of success of their campaigns as well.   Furthermore, keep in mind that part of doing your homework includes conducting consumers’ research.   Study how consumers perceive the product, how they feel about it, why it is/isn’t important to them, and mainly what unique attribute they associate with the product.

The next step involves positioning your product.   I have elaborated in my previous article, titled “Positioning – How you can win the battle to your customers’ mind,” about what positioning is and how you would go about positioning.   On a side note though,David Ogilvy, often called The Father of Advertising, simply defines positioning as “what the product does, and who it is for. ”

On the other hand, have a clear specific answer to “what image do you want your product to reflect?”  Believe it or not, products, like us, have personalities based on a combination of elements including name, look, feel, and advertising.    A brand image is a major factor that affects the success or failure of a product in the market place.    So while developing your advertisement, make sure that, while it reflects a consistent brand image, it offers an additional element to enhance your product’s image.

Finally, it is time to come up with the big idea – this is what will get you noticed and get consumers to respond to your call-to-action and buy your product.   Make your product the center of your advertising.   State what is good and unique about your product.   Run the advertisement and if it is a winner, keep running it over and over again!

Courtesy of Manal Richa, The MarCom Network – offering Communications, Branding and Advertising solutions.

At The MarCom Network, we offer marketing and advertising services assisting our clients in reaching their target customers through a spectrum of services including advertising planning, branding, creative collateral designs, and web development. For more information, please contact us at 949-596-4903 or visit us at www. TheMarComNetwork. com