Advertising

Advertising

Advertising is an important element of the marketing communications mix. in other words advertising directs a message at large numbers of people with a single communication. Advertising is quick relative to other elements of the marketing communications mix (for example personal selling, where an entire sales force would need to be briefed - or even recruited). Therefore an advertiser has the opportunity to communicate with all (or many of) its target audience simultaneously.

Planning for advertising

Advertising agencies and their clients plan for advertising. Any plan should address the following stages:
• Who is the potential TARGET AUDIENCE of the advert?
• WHAT do I wish to communicate to this target audience?
• Why is this message so IMPORTANT to them?
• What is the BEST MEDIUM for this message to take (see some of the possible media above)?
• What would be the most appropriate TIMING?
• What RESOURCES will the advertising campaign need?

There are two key categories of advertising, namely 'above-the-line' and 'below-the-line.' The definitions owe a lot to the historical development of advertising agencies and how they charge for their services. In a nutshell, 'above-the-line' is any work done involving media where a commission is taken by an advertising agency, and 'below-the-line' is work done for a client where a standard charge replaces commission. So TV advertising is 'above-the-line' since an agency would book commercial time on behalf of a client, but placing an advert in a series of local newspapers is 'below-the-line,' because newspapers tend to apply their own costing approach where no commission is taken by the agency i.e. instead the agency charges the client a transparent fee.

Below the Line Advertising

Below the line (BTL) is an Advertising technique. It uses less conventional methods than the usual specific channels of advertising to promote products, services, etc. than ATL strategy. it typically focuses on direct means of communication
below the line focuses on opportunities to reach the audience on a one-to-one basis (eg mailing to a database or attending a career expo).

There are numerous forms of below the line advertising that do not involve the purchase of space and time in the media. This does not mean that they are cost free. So we need to monitor them and their effectiveness in exactly the same was as we would if we were paying for advertising space. Few small businesses do this. So, be different. Monitor the effectiveness of what we are doing and spending. It will pay off.
the various methods that can be used.

· Corporate image
· Displays, printed material, exhibitions and trade fairs
· Special promotions
· Sponsorship
· Personalised mail shots