Before the production of advertising for a product, it is essential to determine the market factors, product characteristics and objectives which comprise the reason and purpose for the advertising to be produced.
The competitive promise which is the most essential in every advertising strategy must be determined and agreed upon before final production of any advertising execution. The promise should be the most emphasized, most repeated element in any execution- – -the promise to be instilled in the minds of consumers. The promise must be a brief statement that promises a benefit the targeted consumers are known to want, and it must be using interesting enticing words not commonly heard from competitors.
Strategic basis for the PROMISE:
- Problem- Precise understanding of the average consumer’s problems. . . . the identified desires, specific hopes, perceived needs. . . . must be realized in advance of creative planning and copy writing.
People- Explain the human realities and characteristics known, the modes and habits, the living patterns and aspirations seen among the consumer target for the product.. Describe the targeted consumer audience with intimate “real life” observations, not merely the researchers’ demographic classifications.
- Product- Define the product to be advertised. Explain what is in it, what each ingredient can do, what the complete formula will do. Specify every characteristic and action without censoring or judging how the facts are to be used in execution. Every perceivable characteristic should be noted for reference. There are many instances where a perceived product “negative” has become an effective motivating “positive” as a result of imaginative interpretation.
- Platform- Define the media in which the advertising will be placed. . . the platform from which the message will be delivered.
- Priority-Define the priority of copy points to be included in the advertising. From the consumer research, and from thoughtful considerations of problem, people and product, the creative groups must be given an efficient priority copy points. An effective execution can be created only with firm, single-minded determination that only the one or two most motivating attributes of the product can be communicated by the advertising.
- Proof-Define the specific beneficial action of any specific ingredient, or of the complete formula, that will impress and convince consumers that the product really does what it promises. Explain any device or demonstration being utilized, giving details of visual and audible effects. Product action is true “reason why” and it is most convincing. To merely identify an ingredient without stating and showing specific action s not “reason why” because it does not prove the product is effective.
- Presentation-Define any known pre-determined executable references that deserves consideration. As copy, storyboards, or layouts are being commenced, it is essential to review and list any previous executions that might be adapted effectively.
Advertising is not only applicable for big businesses. Even small businesses should recognize and appreciate the value of good, well-placed advertising in order to gain competitive advantage.
Most often, small businessmen concentrate their efforts in the traditional way of selling their products and services without worrying themselves on how their products would sell from the customers’ counters or shelves. Even the sales people do not know how the products would eventually reach the hands of end users.
Since products sold by small businessmen are just the same as that of competitors, it is important for their company to highlight a distinctive element about their products or services, then make that unique features or difference known to the public. It is in this situation that advertising would play an important role.
To some extent, there are failures encountered by small businesses when they tried to advertise their products or services. Their failures were the result of the following misunderstanding or misconceptions about the good effects of advertising.
- First, many neglect to research the available media or make a thorough market analysis, and consequently spent their money in the wrong choice of promotional and sales activities.
- Second, many business owners opted to economize expenses by utilizing in-house artworks usually done by themselves which does not relate the right message to encourage customers to buy.
For all the efforts exerted to be effective, small business owners need to fully understand what advertising can accomplish. They need professional help from people experienced in advertising.
It is advisable to employ the services of small but creative advertising entities to assist in the formation of advertising strategies and materials to be used for this purpose.
Advertising plays an important factor to assist the product and sales force towards the success of the business.
Product endorsements are enormously visible through internet, television and other communication facilities. Though millions of cash are spent in the conceptualization, production, publication and/or airtime on a particular product, large amount on return of investment is expected.
More so, if the product endorser (individual, a group of people or a company) is of great influence to the public, the expectation is surely higher. Marketing should, however, be very careful in presenting the true facts about products or services offered. The avoidance of exaggerated claims and a clearer objective of what can reasonably be expected in return for a price are important steps towards the right direction.
There are companies that encountered complaints from customer/s about the effect on using certain products. Customers are motivated to use the products due to the influence brought by the well known personalities (movies, sports enthusiast, etc) without due consideration on the effect of such product. Inefficient information on product features, benefits and proper usage may result to the company being held liable, hence, drop in sales and sometimes end up in court litigations due to customers’ complaints.
Why do a certain products sell more than the competition? It is obviously because of the company’s tract record plus the products are made through modern manufacturing technology acceptable in international standard that they claim through promotions and advertisements.
These companies must always maintain their performance standard at the highest degree. To be more meticulous about the product’s specifications including the smallest details to ensure continuous increase in number of satisfied customers.
