Product advertising strategy is an important part of the marketing mix. Its aim is to increase sales by making a product or service known to a wider audience, and by emphasising its positive qualities. A company can advertise in a variety of ways, depending on how much it wishes to spend and the size and type of audience it wishes to target. The different media for advertising include television, radio, newspapers, magazines, the Internet and direct mail. The design and organization of advertising campaigns is usually the job of an advertising agency.
Corporate advertising is not directly concerned with increasing sales of a particular product or service, but more with the brand image, or picture, a company wants to present to the public. Public relations (PR) for companies. Unusual advertising campaigns sometimes get extra publicity for the company by way of media reports about the campaign.
The business community relies on various media to provide news, information and data. The print media (newspapers, books and magazines) supply this in written form through the press (people who write for newspapers and magazines) and publishing companies, which produce them. Radio and television channels of stations produce and distribute audio and audio-visual programmes of broadcasts which cover the main events and developments in business. Recently there has been considerable expansion of multimedia businesses which provide integrated media services containing sound, pictures and text, accessed by audiences around the world through networks such as the Internet.
When the product is ready for sale the system is clear – put on the market and advertise in the way which will be more successful. A TV commercial generally consists of a short film sequence of between 30 and 60 seconds with an accompanying which includes a mixture of live recordings (what people actually say in the commercial), a voice-over (the voice of someone who does not appear on screen) and music and sound effects. Various techniques are used in commercials to convince the viewer of the value of the product of service that is being advertised. One of the most common of these is 'dramatisation' where a short story is developed around the product or service. The original ideas behind a commercial of this type are developed from a scenario, a written document that summarises the action, the atmosphere, the characters and the scene where the sequences of the commercial will be filmed. An artist then produces a storyboard, or series of pictures, to show how the commercial will look.
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About the Author: The author of this article is a publisher in Economics and Politics.