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.
Do you experience working both in small and big organization? What are the advantages and disadvantages between working or managing the small and big business? What about running them, what do you prefer? These questions are usually crossing the minds of each individual in the industry. In this article, we are going to discuss the difference between the two.
Big business referred to large corporations regardless of the number of business under one corporate name. They say that the evolution of technology is base into the size of the business. If one organization has financial strengths and wide business units, the technology has more potential for advancement. The second benefit of big business is when more big business developed in our industry more cost effective transportations produced. The businesspersons and government do not stop producing low cost transportation, most importantly to the purpose of trading products.
Whereas small business defined as the organizations, which is privately owned and generates small amount of transactions with a few number of employees. You can start the operation of small business with a low capital. Small organization has many available low cost marketing strategies such as internet marketing; with internet, you can easily distribute specific function of the organization, other marketing style could be word of mouth, refer a friend, newsletter, brochure and the likes. In small business, management has much closer relationship with their employees and clients maybe for the reasons of the executives are more focus with their business other than those who are operating big businesses.
Of all of the different entities that would encourage you on developing your home business, one might not expect the government to be at the top of that list. But the Government of Canada and many other federal governments around the world has caught onto the home business trend and is now advising people of the different things they should think about when planning a home business operation.
For example, the government talks about the generation of ideas, how to plan for your business, how to secure the capital needed and how to make sure that your productivity is still high in spite of everything else. These are all very real concerns to the average home business worker and for that reason it is definitely a good idea to take the suggestions that anyone might make seriously. The government really has nothing to gain out of people going into home business for themselves, so it is definitely a good source of information since they have all of the statistics in front of them in the form of tax returns, bank records and benefit information.
Tips on Starting a Home-Based Business
Pick a home business idea that interests you, for which you have a talent or expertise, for which there is a need, and which you can afford to finance.
Do your market research. In a home business, as in any business, getting as much information as possible on your customers, competition, suppliers and market area before you start is essential.
Do a complete business plan, including financial planning, before beginning.
Check on and obtain all necessary licenses, permits and registrations for your line of business. This includes checking with your city/town/R.M. to see if it’s legal to operate your business from home.
Have business cards, stationery, brochures, etc., printed by professionals. A polished, professional look is particularly important for home-operated businesses.
Advertise. Scan and target T.V. and radio stations, newspapers, magazines and newsletters geared to your market. Use public and special libraries to access this information. Canadian Advertising Rates and Data (CARD) lists Canadian publications, T.V. and radio stations, and their advertising rates.
Self-market. Go to stores, companies, etc., to market your service or product in person. Be sure to spend some time finding out about your potential customers before you try to “sell” them.
Designate and design a work area that is separate from the mainstream of your home activities.
Install a separate business phone, fax and Internet connections.
Check on any extra insurance needs. Shop around for policies, but make sure that you’re adequately covered.
Make use of free publicity. Send out news releases, present your product or service to a newspaper editor, radio or T.V. producer if applicable.
Don’t overlook management/bookkeeping. Lack of managerial expertise is one of the single highest causes of business failure. Take courses, seek expert advice or hire help, but do learn basic management skills before you start.
Talk to owners of similar businesses outside your market area to get an idea of the potential and status of that line of business.
Join trade associations, business community associations, (i.e., chambers of commerce), business networks or clubs to help establish contacts.
Check both federal and provincial taxation requirements with Canada Revenue Agency and the Provincial Retail Sales Tax Office in the provinces where these are applicable. Find out about allowable deductions for automobile expenses, business meals and entertainment, and home offices expenses for self-employed persons.
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