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NEED AND FEED

Foundation

www.needandfeed.org

Details of Three
Specific Reasons for
Advertisement

Assignment By
ALI ZULFIKAR ZAHEDI
BBA, PGDPM, MBA, DIP in AD (UK)

YEAR 2008
Details of Three Specific Reasons for Advertisement

All the company or any organisation goes to plan for an advertising there must be some
reason. But it is important to understand that reason must have the meaning. So it is
important also for a company when they go for an advertisement, they have to establish the
meaning behind the reason, and here I will just bring out only for three reasons according
the question:

Some company give regular advertisement in national paper, magazine, media and so on for
a specific reason it seems that, that is not only for selling the product. It is seen that
normally company go for advertisement for their selling product, company corporate image,
public relation, maintaining sales, improving corporate image, change product packaging,
approaching new market price change, special offer, and change dealer and so on. I can list
three of them as below:

• Advertising to Launching a new product or service


• Advertising to Improving the corporate image
• Advertising to remain and increase the existing sales volume

Advertising to Launching a new product or service

For any new product launch to succeed, it must be the right product at the right time with
high visibility, good credentials and clean delivery. The investment in a new product launch
can often be large, the risk substantial, and the price of failure catastrophic. Realities of New
Product Launches in the 21st Century Even the best new products from the most well known
companies don't stand a chance in today's marketplace without valiant launch introductions
and strong promotional continuity, so the product launch message has to be strong, unique,
memorable and useful. It has to be timely, informative and purpose driven. Your
presentation, in all formats, must be qualitative, quantitative and far reaching.
Launching new product is not a game in which mere survival will suffice. It is a process that
includes strategic analysis, detailed planning, methodical execution and ongoing monitoring
and management.

When launching a brand new product on the market, it is very easy to overlook some steps
along the way. Missing some vital steps could mean the difference in thousands of money in
lost or gained profits! If company want to get on the fast track to a highly-profitable product
launch, then here's the fool-proof marketing strategy that has been time tested by
many expert marketers:

Step 1: The Pre-Launch Period-In this period, company want to create a "buzz" for their
product. Company want to get your target market hungry in anticipation for your product.
There a few ways to achieve this: create a simple pre-launch page with a countdown timer,
build a pre-launch sub list, create a pre-launch blog and announce the impending new
product to subscriber list. In this time, some company also want to start gathering joint
venture partners for their project to help release the product.

Step 2: The Launch Period- On the day of release itself, announce the launch to
company subscriber list! By now, company should have created so much desire that they
are just dying to see their sales letter and even buy their product
Step 3: The Post Launch Period-Once the excitement has died down a little, company
send another follow-up that company want to do as much as possible to increase their sales
figures.

The difference between success and failure with a new product launch comes down to the
planning.

One of the popular product launch tool is the use of a blog. Many marketing gurus, use
blogs to drive traffic to their websites ... which leads to an increase in their merchant
account sales. Blogs create an "on-line" open communication between the marketer and the
customer. They engage people in conversation-a novel idea.

They give POWER to the people:


* Power to ask questions.
* Power to give their opinion.
* Power to praise the product.
* Power to suggest new products.
* AND ... the power to drive visitors to company’s website.

The Blog's function is invaluable in launching a new product. When used in conjunction with
other advertising vehicles; radio, newspaper, public appearances, etc it creates frenzy about
the upcoming product launch.

Another popular product launch tool is the words, what are Social Proof words?

Words that trigger a suggested result in a specific community of people: i.e. hobbyist,
investors, etc. words that demonstrate understanding and community awareness.

What are Powerful Testimonial words?

Plain and simple, they are confirming words. Words that shout TRUTH. What other people
say about the product is the ultimate proof. How they used it and how it worked. "This is
what it does" words are very powerful. This adds meaning. A Believable word confirming the
VALUE of a new product.

So in summary, it needs a checklist for the next product launch. That checklist should
include social proof words that the audience associate with. Proving how effective the
product really is can be done with the inclusion of testimonials. The testimonial will remind
the audience what the product does.

Advertising to Improving the corporate image

A corporate brand is an intangible business asset. It's the personification of the


organisation, its products and services. The image and reputation that a brand conveys
attracts new customers and generates loyalty that helps retain existing customers.
Advertising Specialty Products are the best way to build a corporate image and create
brand recall. Whether it is for a short-term goal like sale boosting or long-term goal like
creating a brand image, Advertising Specialty Products are suited for all the tasks. They can
also be used as a medium to motivate or inspire the employees within the organization.
Corporate identities are very important in this competitive world. It is through the corporate
identity that the core values of an organization are identified. It is not only the big
companies that need corporate identity; the small business owner too needs to build a
corporate identity standard. This is because it is through the corporate identity package that
suppliers and the general public identify the company. The best way of getting a corporate
identity makeover is through a corporate identity package that includes business name,
logotype, motto, small business logo and all associated printed material
that all are include in the company’s Advertisement.

All corporate identity’s standard is the professional one. However, one thing common in all
packages is the simplicity. Usually, all large corporations have a simple symbol like Coca-
Cola or Toyota. In corporate identity brand building, quality printing services and paper has
to be used for all stationery of the corporate. This signifies quality in the corporate. Quality
paper may cost more, but the effect it produces in getting a better corporate image identity
covers this cost! Of course, in the makeover of the corporate identity standard,

To make corporate image A Corporate gifts are a great way to advertise company name,
with logo being exposed to all sorts of people out there – the present customers, potential
customers, and those people who just may one day need the services or products that
company offers.

Corporate business gifts come in all shapes and sizes; it’s a good way to make advertising
budget stretch, because they range in price from very inexpensive, to top of the range
classy corporate handouts. Starting at the bottom of the range, These Advertising Specialty
products not only carry company logo or message; they also carry your much-valued brand
name. A high-quality Advertising Specialty Product will carry brand name for many years, in
comparison to a low-grade and cheap product. Nowadays, Advertising Specialty Products
are not only restricted to cups or mugs, but can also be T-shirts, mouse pads, caps,
trousers, pens, sticky notes, it also can be given out pens, pencils, caps, drinks coasters,
sunhats - umbrellas, cooler bags, rucksacks, sports gear, beachwear, bags - these will also
have a long useful life, and won't be put away at the back of the cupboard. Many companies
provide these products at a very reasonable price. They have also started using advanced
technology for printing and engraving logo and message, just to make sure that it never
loses that classy touch.

So, if one of the reasons of company advertising is for building corporate image I could say
easily that not only gift there must be some social involvement work like help the poor,
activity on flood and so on that refer to the company’s development and skills, its wide
range of activity and community involvement work we found.

Advertising To remain and increase the sales volume.

Advertising is mostly an indirect and delicate approach towards persuading consumers to


buy a product, sale displays is a direct and almost open inducement to consumers to
immediately try the product. Advertising normally has long-term objectives like building
brand awareness or building consumer loyalty or repositioning a brand, sale displays
performs an immediate task of increasing current sales. Finally, advertising helps sales by
adding some durable and long-term value to the product, while point of sale displays aid
selling by temporarily changing the existing price-value relationship of the product.

While continuing to use advertising to build long term patronage of the consumer, sale
displays will come handy to give the occasional spurt required to boost up current sales.
Marketing man resort to sale displays to meet several marketing needs such as introducing
new products, overcoming a unique competitive situation, unloading accumulated inventory,
overcoming seasonal slumps, getting new accounts, retrieving lost accounts and for
persuading dealers to buy more/ increase the size of the orders.

People may buy a product or service for a once, but if they do not buy the product for the
second time, the company not really do a good perform of persuasion. Because is unless the
product proves satisfactory and they like it, they will not go for re-buy it.

Even the most popular product will not remain its label of sales unless public is constantly
reminded of its existing, because the competitor coming constant in the new market.
However, there must few products that have never been advertised but the majority
however show a decisive drop in sales when advertising lets up for few months.

If company don't remind their customers that company are still in business they may forget.
Repeat customers are the lifeblood of any business. The effective strategies company can
use to remind their customers that company are still in business and get them to buy over
and over again.
Company can increase repeat purchases by including advertisements of new products and
services that company might offer.

If customer have website the company can ask customers to sign-up to an e-mail update
that tells them when company have made changes the web site. Whenever company update
the web site send them an e-mail to remind them to visit again. If company use this
strategy it's important to update the web site often. Add new content that would be of
interest to customers.

Company could Follow-up with their customers by e-mail, direct mail or by telephone. It's
always important to get their permission to follow-up ahead of time. Company could contact
them and ask them if they were happy with their purchase. Send them online or offline
greeting cards on holidays and birthdays. You could also follow-up with a free gift letting
them know you appreciate their business. You can get repeat business from them if you
include another product offer or back end product with each follow-up.

NEED AND FEED


Foundation

www.needandfeed.org

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