ADVERTISEMENT AND MARKETING

Advertisement in Media and Marketing



Advertisement in Media and Marketing

Introduction

Advertising is a persuasive communication to target a certain group or groups. The first step is to identify the target audience, since advertising must conform to the characteristics of those who intended message. The more you know about the group, the accurate the message, and more directed means of transmission. Psychographic segmentation intends to simplify the problem by classifying the target audience in terms of lifestyle. This information will link the treatment with the appropriate values that will help create a favourable attitude towards advertising. It assumes that it automatically switches to the corresponding ratio for the brand.

Rossiter and Percy's claim that these four groups reflect differences in knowledge and attitudes:

A new category of users (NPC) has hidden, or passive desire to possess the goods;

Supporters of the brand by Brand on a habit;

Followers of other brands habitually buy goods brands and competitors;

Changing the brand name used technological and economic criteria as a reason for the change mark, but other reasons also cannot exclude.

However, the target audience for the advertising does not necessarily have to consist only of customers, as suggested by this classification. For example, doctors can play the role of "communicator" when promoting drugs sold by prescription, teachers - for books, housewives - for most food consumed by the family. In other cases, (especially those relating to advertising services) the target audience may have their own employees of the firm. McDonald's selects firm for at least three of its audience, franchisers, consumers and workers. The target audience may also be opinion leaders or those that have an impact on others, such as actors or politicians. Even advertising agencies can deal with not only a group of target consumers, trying to, please customers or future customers of their ingenuity! However, to the primary audiences are usually the ones that are in the appropriate market segment. Advertising preferably should be directed to only one audience, as "hard to talk honestly with one audience, while others listen."

Each seller prefers to develop stable consumer preferences, not to depend on middlemen in sales promotions. So, companies that produce medicines, seek to maintain relationships with physicians and health organizations. This led to the fact that companies now advertise their medicines requiring a prescription directly to consumers. As a result, "nicotine patches" (doctor's prescription for weaning people from smoking) were able to increase the market up to $ 800 million.

The problem often lies in defining the target audience, so it helped to choose the way of persuasion and communication channel. It is particularly difficult in industrial markets, because there is not always obvious which group (DPG) take appropriate action. When using personal selling, staff should provide this assistance, provided that they trained to determine those involved in the acquisition, and those who are likely to impact on this process.

In order to establish communication demographic data are usually necessary, but insufficient. In order to engage in advertising, you need to know what the ...