advertising process , Essays (university) of Communication

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STEPS INVOLVED IN AD PROCESS

1

1. Briefing
2. Knowing the Objective
3. Research;
4. Target Audience;
5. (^) Media Selection;
6. Setting the Budget;
7. Designing and Creating the Ad:
8. Perfection;
9. place and Time of Ad
10. Execution;
11. Performance
12. ..
13. …
14. Identify a target customer
15. Describe your target customer
16. Describe the customer's relationship to your product
17. Identify the competition
18. Describe the current market
19. Develop a strategy
20. (^) Come up with a catchy, snappy tagline.
21. Make it memorable
22. Use a persuasive technique
23. Common sense
24. Humor:
25. Exigency
26. Know the customer

For the development of advertising and to get best results one need to follow the advertising process step by step. The following are the steps involved in the process of advertising: Step 1 – Briefing :

• the advertiser needs to brief about the product or the service which has to be advertised
• this is by doing the SWOT analysis of the company and the product. Step 2 - Knowing the Objective :
• one should first know the objective or the purpose of advertising.
• i.e. what message is to be delivered to the audience? Step 3 - Research ✓ finding out the market behavior,

■ If these steps are followed properly then there has to be a successful beginning for the product in the market. THE WORKFLOW it involves : ✓ (^) the advertisers, ✓ creative agencies, ✓ post-production houses, ✓ media agencies, ✓ Advertising delivery specialists & broadcasters. Different stages of the flow:

1. Identify a target customer
2. Describe your target customer
3. Describe the target customer's relationship to your product
4. Identify the competition
5. (^) Describe the current market
6. Develop a strategy
7. Come up with a catchy, snappy tagline.
8. Make it memorable
9. Use a persuasive technique
10. Common sense
11. Humor:
12. Exigency
13. Know the customer 1. Identify a target customer. Your business or product may appeal to a broad range of consumers, but for the purposes of advertising, it is usually helpful to think only about a specific subset of this potential audience. A single ad cannot appeal to or target every single person - accept this and then consider which consumers are most important for this project. 2. Describe your target customer. Imagine your target customer in your mind's eye. What approximate age or gender are they? Do they live in a major city or a more rural setting? What is their income range? What other products do they use or enjoy? The more rich description your team can create here, the more targeted (and likely the more effective) your ad will be. 3. Describe the target customer's relationship to your product. Once you've described your target consumer's basic lifestyle and demographic information, now consider how that person interacts with your specific product. When will they use it and how often? Will they immediately recognize its benefits/functions or will you have to teach them? 4. Identify the competition. Do other products exist besides yours that perform similar functions? You have hopefully already designed your product with the competition in mind - now consider how your ad might specifically challenge (or complement) your competition's advertising efforts and how they might react to your advertising actions. 5. Describe the current market. Consider how your product is currently positioned - is it new or old? How can you distinguish your product from other, more established products? Do

customers recognize/trust your brand already?Also consider the competitive landscape and the customers who are currently in play. Are you hoping to convert people currently using the competition's product or will you target those without a current solution? Each approach has its own challenges.

6. Develop a strategy. Based on the information you've now compiled about the audience you're trying to reach and how they might view your product, you're now ready to think about an ad strategy. Your strategy should take into account what are commonly known as the 3 C's: Company (you), Customer (them, your target), and Competition.Strategy is a complex topic, but by focusing on the desires, strengths, and possible future actions of the 3 players on the field (yourself, your customer, and your competition), anyone can build a complex strategy over time. 7. Come up with a catchy, snappy tagline. Keep it short and sweet; the average product needs no more than six or seven words. If you say it out loud and it sounds like a mouthful, edit it down. Whatever it is, it should grab the consumer's attention and convince him or her that your product is different from everyone else’s. Consider using:Rhyme – “Do you Yahoo?” Humor – “Dirty mouth? Clean it with Orbit chewing gum!” A play on words – “Every kiss begins with ‘Kay’” Creative imagery – Yellow Pages: “Let your fingers do the walking” Metaphor – “Red Bull gives you wings” Alliteration – “Intel Inside” A personal pledge – Motel 6: “We leave the light on for you” Dry understatement – Carlsberg beer has a big sign in downtown Copenhagen that reads, “Probably the best beer in town”. 8. Make it memorable. Your message needs to be top of mind at the consumer's point of purchase. The second your ad borrows a familiar advertising phrase (for example, “new and improved,” “guaranteed,” or “free gift” — is there any other kind?), it becomes interchangeable with thousands of others. What’s more, listeners are so used to ad clichés that they don’t even hear them anymore. (Just listen to Tom Waits’s Step Right Up to hear how meaningless clichés sound when strung together.)What matters most is how the consumer feels, not what they think. If they feel good about your brand, you've done your job. Startling the reader into paying attention is especially useful if you have a lot to say. For example, this long, environmentally-oriented announcement wouldn’t turn many heads if it weren’t for the unusual, confrontational tagline; if the reader wants to get the joke, she or he has to read more. Know how to walk the line between controversial and entertaining. Pushing the limits of good taste to help your ad grab attention is common practice, but don't go too far — you want your product to be recognized on its own merits, not because it was tied to a tasteless advertisement. 9. Use a persuasive technique. Note that persuasion doesn't really mean "convincing." The point is to make the consumers feel better about your product than anyone else's. For most people, how they feel determines what they buy. Here are some tried and true methods that advertisers rely on to make their ads stick. These include: Repetition : Getting your product to stick by repeating key elements. People often have to hear your name many times before they even know that they heard it (Jingles are one way to do this, but can also be annoying). If you go