Advertising Ideas and Advertising Tips
Advertising ideas are the province of whoever is in charge of marketing for a company, whether it is the owner of a small company, or the actual head of the marketing department for a larger business. Of course, there are those companies large enough to hire an advertising firm to take care of that detail for them. Central to any advertising campaign is the image that a business wishes to present to the buying public. Some advertising tips include understanding what the company is about and how it is currently being perceived as a start, then understanding the images presented by the competition is next. The method for determining that information is the survey. Surveys of current customers, surveys of employees, and surveys of the general public that test certain attributes of the firm, such as "courtesy," "low prices," "high tech," and so forth. The extent of this kind of survey will depend on the size of the business, and the budget, but even an in-store survey over a set period of time will produce useful information.
Once it is clear how customers and others perceive the business, it will be necessary for the marketing manager to see how that compares with the competition, and how that compares with how the business views itself. If competing businesses are stressing one attribute, low prices, for instance, then going a different direction will help establish a firm's individuality. A company's mission statement should be a factor in deciding what image to portray. That should state what is at the heart of the company's purpose, so combining that with the survey results gives the next advertising campaign its theme. Advertising ideas will spring from that theme.
Depending on the advertising budget, the places where a business can advertise are abundant, and the advertiser could gain valuable advertising tips by paying attention to them. Internet posting is at the top of the list for most businesses, followed by newspapers and magazines. Radio and television are next. One expert says that when placing an ad in a magazine, the advertiser should insist on the ad appearing on a right-hand page. Most people leafing through a magazine do not read left hand pages. Other advertising tips say it is very important to test and measure the publicity so if the campaign is not working, the strategy can be changed.
For those companies with websites, collaboration with the web host can often produce good advertising ideas and phrasing that expresses those ideas most effectively. When placing an advertisement in a newspaper or magazine, the headline (or in the absence of a headline, the first line of text) is the most important. Advertising tips also stress the notion that the message should make the reader feel the piece was written as a personal message, and also should include a call to action. "Take advantage of our low prices...," for instance. For the novice advertiser, it should also be noted that paying the full rates to publications isn't necessary. Most publishers leave haggling room in their prices, so negotiating for a lower rate is acceptable. Also, the marketing manager should not be influenced to choose a particular publication just because that's where the competing companies are placing their ads there. If there is another with wider circulation, or a more targeted audience, the results will likely be better. Getting the word out to people was much harder in Jesus' time. They actually had to travel to their audiences. "And he said unto them, Go ye into all the world, and preach the gospel to every creature." (Mark 16:15)
In the matter of tracking and testing the effectiveness of advertising ideas, there are a couple of ways that can be done. When ads have been placed in a mix of different media types, a separate telephone line can be used for responses to each one, if the business is large enough to have several extensions. In the ads themselves, a specific extension number can be listed for a newspaper advertisement, magazine ad, TV, etc., then tabulate the number of calls responding to each ad. Advertising tips for tracking include the use coupons attached to the newspaper or magazine ad, and at the same time have the customer mention a special offer they heard about on radio or television. Either of these methods will provide solid data to help separate the good advertising ideas from the bad ones.
Effective salesmanship reflects diversity of thought. A company slogan may not change, but the content of the company's web page and other forms of publicizing its products or services should not remain static. Customers and potential customers cease paying attention if the wording remains the same for too long. People want to hear/see something different, even when the advertiser is familiar. "Variety is the spice of life" is no idle cliche when it comes to presenting a company to potential clients or customers. New angles are always appropriate.
Advertising Concept TestingAdvertising concept testing is used to evaluate ad theme concepts and appeals, advertising concepts, pricing, brand concepts, new product concepts and positioning strategy concepts. Companies often use advertising concept testers to help develop an approach to advertising that is effective in today's market. There are a number of important means of testing including online surveys, customer satisfaction assessments and web site evaluations. The important thing is to choose an advertising concept tester who uses qualitative and quantitative methods to evaluate consumer response to your product idea before it comes on the market or to alter current attitudes toward your existing product. Anytime a company wants to sell a product, they must determine the best approach to selling it. Through advertising copywriting and testing, a product can stand on its own in the market through a motto or image it represents. You, as a product inventor or distributor, may be looking for a new way to make something old sweep the market or something new to catch the eyes of potential buyers. The key is to work with a reliable advertising company who knows your market and how to advertise your product effectively.
Advertising concept testing can involve many approaches depending on your product and market. The best companies will collaborate with you to identify the product, advertising, pricing, and branding concepts. Different companies emphasize different aspects of their products. Some companies emphasize the price of their product. The product should appeal to people because it is affordable. Still other companies use brand to sell their product. Because the product bears a quality name in the industry, it's worth the price and the consumer should be buying it. Perhaps the name of the product should be the part that appeals to consumers. Maybe the product name is unusual or the name immediately defines the product, such as "Zap" for a lamp that zaps flying bugs dead. The form of media used is also considered by the concept testing company. Would TV be a better outlet than radio for advertising the product? Do consumers who need this product read billboards? All of these considerations are part of what concept testers do. It is a great deal of work, often more than a product inventor or distributor can handle. This is why it is a good idea to hire a concept testing company.
Questionnaires are a major part of what concept testers do in order to see if a product has a market and what market that would be. The advertising concept testing companies use online surveys, mail surveys and telephone interviews to find out if consumers are interested in certain products and what types of advertising they respond most to. They will also evaluate the product's current advertising campaign and strategies to see what positive changes can be made. Through quantitative concept testing, the testers evaluate the product by presenting it to consumers and having them indicate how much they would like to purchase the product. Through qualitative testing, or concept generation portions of testing, the concept company can find out if the product will actually stand its ground in today's market. This is extremely important because a company can put hundreds of thousands of dollars into a product and watch it flop in the market. This can be a costly loss to distributors large and small.
When choosing the right advertising concept testing company, you need to select one that offers only the best advertising copywriting. Advertising copywriters write professional copy for your website, brochures, scripts, press releases, newsletters and more. Poor writing can make a bad impression on your business should you attempt to write your own copy or not hire a professional copywriter. It is important that all written materials associated with your product or service be grammatically correct with correct spelling. Even if your motto includes slang, the advertising copywriting professionals will make sure that the spelling is not only correct, but that the slogan matches your desired image. Request samples of each companies advertising copywriting before you sign on board for their services.
To find advertising concept testing providers, talk to other industry professionals and ask for their recommendations. It is likely that they can refer you to a company that is known and reputable. If you don't have any recommendations, search the Internet for possible companies and make sure they also offer advertising copywriting. If you would prefer, though, you can select a company exclusively for your copywriting needs. Whatever company you choose, make sure that they have known clientele with good recommendations. In addition, make sure that the product you stand for is good for the customer and that your advertising isn't inaccurate. "The steps of a good man are ordered by the LORD: and he delighteth in his way" (Psalm 37:23). God will bless those who are honest to others.