Many factors must be considered while developing an advertising plan. The type of message to be delivered, the audience to be targeted, how they should be targeted, budget, and so on are all determined by the form of the advertisement.
Consider the type of message you want to send from the customer’s point of view. What will astonish and arouse his curiosity. Make a list of what the customer expects from the firm and how doing business with it will benefit him. It should be a goal to retain the attention of the spectator, listener, or reader on the advertisement until the very end. This technique is known as message selection.
After you’ve drawn the outline of the picture, choose lines that will pique the buyer’s curiosity. The message should not be too long, as this will dull the customer. Some advertisers assume that the more material printed, the more effective the message will be. They are frequently concerned about missing out on crucial information. This just serves to lower the effectiveness of the ad, leaving the customer unhappy.
For example, the title of the advertisement should not simply read “We Sell Clothes,” as this is too precise. People’s preferences should be considered, and the headline should be crafted so that the client believes his desires are being met. Seasonal variations should also be considered. For instance, if it’s summer and there are a lot of beaches nearby, the ad’s headline should say “Summer Clothes for Sale” or “Get the Heat Off – Buy Swimwear.” The major point of the commercial should emphasise the importance of switching to summer apparel, such as cotton. It should also address health concerns, such as the fact that cotton cannot be used as swimwear due to the risk of contamination, thus synthetic fabrics are utilised instead. Include some paragraphs about swimwear for those who are overweight.
Advertisements can aid in the generation of traffic, the development of partnerships, and the enhancement of your reputation. If money is tight, the relationship builder should take precedence. Because once a client has a link with a company, they grow to trust it and are less likely to switch to another. According to a poll, keeping existing customers requires 10% fewer resources than acquiring new consumers. If the goal is to increase brand recognition, the strategy should focus on generating traffic.
The marketer must next decide if they want instant or long-term results. A deadline should be set if a quick outcome is desired. Similar to seasonal deals, the customer rushes to take advantage of the deal before it ends. Immediate outcomes are expected in this case. A time-limited advertisement’s disadvantage is that buyers are likely to forget about the product or brand within a short period of time, and it does not leave a lasting impact on their minds.
A effective advertising plan also includes competing against a competitor’s ad. The effectiveness of the message should be compared against the competition’s. It does not imply that the advertiser should use the same method as his competitors; this would be considered mimicry, and the advertiser’s effectiveness would diminish as a result. To outperform the competition, however, the advertisement should be strategically created along a distinct and effective path.
It’s also crucial to include a product description. For example, if a restaurant’s advertisement is intriguing, people will flock to it. If the advertisement is for a computer, however, the results will not be immediate because computers are not purchased every day. The term for this is “purchasing cycle analysis.”
A newsletter is the way to go if you want to have a bigger impact. This mode of information dissemination should be used, however, if the newsletters are distributed to real potential clients. It should only be chosen after thorough investigation, regardless of the budget. Another important point to keep in mind is to always hire a professional advertising or ad writer because not doing so could be more expensive and result in higher losses.
