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Tugas Softskill ke-2 (Advertising)
Bisnis
November 18, 2015
The Definition of Advertising
Advertising is how a company encourages people to
buy their products, services or ideas. An advertisement (or "ad" for
short) is anything that draws good attention towards these things. It is
usually designed by an identified sponsor, and performed through a variety of
media. Ads appear on television, as well as radio, newspapers, magazines and as
billboards in streets and cities. They try to get people to buy their products,
by showing them the good rather than bad of their products.
Advertisers influence our identity by making adverts. Many people agree
that they influence our identity and they have a huge impact on our life. They
influence our identity by using things such as techniques, stereotypes and
targeting our audience. Our personal identity is who we are and what things
make us up such as occupation, beliefs, personality, self esteem, lifestyle,
relationships, friends, how we look and what we wear. Advertisers use
techniques to grab people's attention. For example, to make a burger look tasty
in advertising, it may be painted with brown food colours, sprayed with
waterproofing to prevent it from going soggy and sesame seeds may be
super-glued in place. Advertising can bring new customers and more sales for
the business. It can be expensive but can help make a business make more money.
Types of
Advertising
1.
Television
advertising
Television
advertising is one of the most expensive types of advertising; networks charge
large amounts for commercial airtime during popular events.
2.
Infomercials
An
infomercial is a long-format television commercial, typically five minutes or
longer. The word "infomercial" is a portmanteau of the words
"information" and "commercial". The main objective in an
infomercial is to create an impulse purchase, so that the target sees the
presentation and then immediately buys the product through the advertised
toll-free telephone number or website.
3.
Radio
advertising
Radio
advertisements are broadcast as radio waves to the air from a transmitter to an
antenna and a thus to a receiving device.
4.
Online
advertising
Online
advertising is a form of promotion that uses the Internet and World Wide Web
for the expressed purpose of delivering marketing messages to attract
customers. Online ads are delivered by an ad server. Examples of online
advertising include contextual ads that appear on search engine results pages,
banner ads, in pay per click text ads, rich media ads, Social network
advertising, online classified advertising, advertising networks and e-mail
marketing, including e-mail spam.
5.
Billboard
advertising
Billboards
are large structures located in public places which display advertisements to
passing pedestrians and motorists. Most often, they are located on main roads
with a large amount of passing motor and pedestrian traffic; however, they can
be placed in any location with large amounts of viewers, such as on mass
transit vehicles and in stations, in shopping malls or office buildings, and in
stadiums.
And many
more.
How to Make a Good Advertisement
1- Come up with a catchy, snappy
tagline.
2- Avoid the same old.
3- Use a persuasive technique.
4- Know the customer.
5- Find a way to connect the desires of
consumers to what you're advertising.
6- Try to make sure your advertisement
will age well.
7- Make sure all the relevant
information is included.
8- Decide where and when to advertise.
The
Differentces Between Advertising Services and Goods
Marketing
products and services can have many similarities as well as differences. Products
and services benefit from adding trust and name recognition into the marketing
materials, but products can be impulse purchases whereas services need time for
delivery. There are several differences between marketing products and
services, most of which center on relationship building.
Trust
Entrepreneur magazine says in a service-based business, "you are the product." In other words, you have to sell confidence and trust in yourself, and your ability to perform the services as described. When marketing a service, you need to instill trust and confidence in your abilities because instead of receiving a tangible product in exchange for money, the customer receives a promised result.
Entrepreneur magazine says in a service-based business, "you are the product." In other words, you have to sell confidence and trust in yourself, and your ability to perform the services as described. When marketing a service, you need to instill trust and confidence in your abilities because instead of receiving a tangible product in exchange for money, the customer receives a promised result.
Time
Selling a service also means you're selling your time. When you sell a product, there is time invested to create or acquire the product and then it is sold again and again without further time invested. Services by their very nature are time-intensive activities because there is no way to continue providing a service without continuing to invest time performing the service. Time is an important part of marketing a service because if you promise results within a given time frame, you must be certain you're able to deliver while still managing and providing services for others. You must be able to effectively estimate and manage the time needed for providing services to clients.
Selling a service also means you're selling your time. When you sell a product, there is time invested to create or acquire the product and then it is sold again and again without further time invested. Services by their very nature are time-intensive activities because there is no way to continue providing a service without continuing to invest time performing the service. Time is an important part of marketing a service because if you promise results within a given time frame, you must be certain you're able to deliver while still managing and providing services for others. You must be able to effectively estimate and manage the time needed for providing services to clients.
Deliverability
When
you're marketing products, you can give customers a delivery date estimate if
they're ordering online or through the mail, and they can walk out the door
with the product in hand if they buy it in your brick and mortar store.
Services must be created after they're ordered, and delivery times will vary.
The challenge with marketing services is being able to convince customers that
you can and will deliver quality results within a given period of time. Usually
service marketing materials have testimonials and case studies from other
satisfied clients, that work to prove you're able to deliver on the promises in
your marketing materials.
Wants
And Needs
Many
products can be marketed in ways that trigger impulse buying. If someone sees a
pair of shoes, she can suddenly decide to buy them whether they're needed or
not. She may justify the purchase by claiming they needed dress shoes for a
special occasion, but in reality she gave in to a want instead. Services are
rarely impulse buys, but the marketing materials can help buyers justify the
want or need by explaining the benefits the customer will receive from buying
the service. A lawn care service for example, can include convenience and free
time as part of their marketing materials, to persuade buyers to sign up.
Relationships
Marketing
a service-based business relies more on building a relationship than marketing
products does. Some relationship building is done with product
marketing--particularly branding and name recognition--but it's not as
important a part of the overall marketing process for service-based businesses.
When services build up trust and reliability with clients, they gain
relationships that can continue earning them money for years to come.
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