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Advertising
and Promotion (MKT621)
VU
Lesson
41
EFFECT
OF ADVERTISING
OVERVIEW
In
this lecture the students
will be apprised of various important
lessons for success in
the
advertising
profession. Moreover, a conclusion
about the effect of
advertising will be reached
besides
explaining the methods of
prompting awareness. The
students will also be explained
about
the parameters of creating an
advertising design that will have
impact and acceptability.
LESSONS
for SUCCESS
Following
are different cardinal
points as lessons for
success in the profession of
advertising.
·
Work
Hard! Hard work never
killed anybody!
·
Big
Ideas are usually simple
Ideas!
·
Change
is our lifeblood!
·
Tell
the truth, but make truth
fascinating!
·
Tolerate
a Genius!
·
Use
easily understandable
language!
·
No
client ever complained that
his advertising was selling
too much!
·
Admire
people with gentle manners
who treat other people as
human beings!
CONCLUSION
OF EFFECT OF ADVERTISING:
It
has always been a matter of
concern for the advertising
professionals to oversee the
effect of
advertising
as a result of their effort and
the advertising campaign.
Therefore following
conclusions
of the effect of advertising can be a
good guide to understand the
effectiveness.
·
Advertising
works on people just like
you & me ---- not just
on "more gullible" people.
·
More
Ads fail than ones
outstandingly successful. The great
majority ads are mediocre
in
effect.
·
Many a
times, advertising is not sure if it is
working.
·
Many
agencies do not know as to
how or why advertising
works.
HOW
TO PROMPT AWARENESS:
It
should be remember that
every Ad. awareness question
has a PROMPT more
technically
called
a CUE. When you want people
to remember you have to
prompt them with a
retrieval
Cue.
The question is to use Which
Cue?
Should
you use:
1.
Ad execution Cue.
2.
The Brand Cue.
3.
The Category Cue.
Let
us use an example of advertising
use the example of an
advertising for an "ABC"
brand
CHARGE
CARD!
One
can ask three types of
questions:
1.
Execution
Cued: Have you seen an
ad telling about a brand of charge card
where you
receive
an incentive for every 100
Rupees you spend?
2.
Brand
Cued: Have you seen an
Ad recently for ABC charge
card?
3.
Category
Cued: Describe for me any
ads you have seen
for Charge Cards
recently?
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Advertising
and Promotion (MKT621)
VU
BRAND
VS. CATEGORY CUEING
In
order to compare the important
question is which cue is best to
use? The one with
category
cue
or the brand cue!
The
following alternatives are
discussed below:
Category
Cued. Describe for me any
Ads you have seen
for Credit Cards!
·
People
recall & describe what
happened in the Ad.
Brand
Cued. Have you seen
any Ads for ABC card
recently?
·
Here
the Brand is
provided.
PROBLEM
WITH MEDIA OR THE AD
In
order to determine the
larger gaps between the
level of execution Cued Ad awareness
and
the
cumulative Reach indicate whether
there was:
·
A
media schedule problem people are
without the opportunity to
see the Ad
OR
·
An AD
Problem People though had an
opportunity to see it but
failed to notice it or at
least
enough to recognize or recall
it.
In
the following lines the
negatives and positives of Category -
Cueing are discussed to
enable
the
selection of proper "prompt"
for positive results.
NEGATIVES
OF CATEGORY CUEING:
·
Categories
are often difficult to be
defined.
·
At
times it is difficult to use
category - cueing.
POSITIVES
OF CATEGORY CUEING
·
Allows
complete coverage of Ads. for
all brands.
·
Does
not miss out on Ads for
New Brands.
·
Clearly
the easiest to manage from a
questionnaire point of
view
CREATING
DESIGN THAT SELLS
The
most important factor of an
advertisement is that it should
have the desired impact
and
effectiveness
to achieve the objectives of
the advertiser / client. The
main question is?
What
makes a design effective?
·
The
Overall "Look"!
·
Incorporate
necessary "Graphic
Elements".
·
Showcase
the "Selling Copy".
·
Lead
Reader's eye to "Selling
Points".
The
important element in this regard
is:
·
The
Headlines and Illustrations or Photos
which make the Ad stand out in so
many.
PHOTOS
& ILLUSTRATIONS:
Photos
and illustrations create lot of
impact as the viewer of
advertisement is tempted to
focus
the
attention and later on read
the copy to be ready for
action i.e. use /
purchase.
·
Use
photographs or illustrations, but
images should be
interesting.
·
Should
be printed with a true
to-life look .
·
Use
special effects to make them look
soft, extra bold, grainy or
to change their
appearance
in a variety of other
ways.
·
Illustrations
include everything from
drawings to photos.
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