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Created with Fabric.js 1.4.5 2. CONTEMPORARY ADVERTISING 3. CREATIVE IDEAS 1.IMC What is Advertising ? 4. WHAT MAKES AN EFFECTIVE ADVERT DO'S DON'TS Integrated marketing communication or IMC is simply the plan of attack businesses have to achieve certain goals in marketing; to do this many methods are used in effective ways. For example this includes paid advertisements on different media, uses of social media, promotion and earned media/PR, if this is done correctly it can positively affect the target audience’s aspect and knowledgeof a brand. American association of advertising agencies define IMC as “ recognizes the value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines advertising, public relations, personal selling and sales promotion and combines them to provide clarity and consistency and maximum communication impact.” IMC SHOULD BE A SYMPHONY When advertising effectively you must go for a certain audience which is most suitable for your product, making an advertisement generic is a very negative ay of advertising as it doesn’t grab any particle audience and there fore isn’t as effective as possible. Also advertisements must be able to send across the message of why their product is beneficial to the audience and why it is better than similar products in the market. It is not enough to have a clever ad a without showing the pros of your product your product is still on the same level as the others, an effective advert should indicate to the audience why their product is better than the rest and why theirs should be used, without doing that the advert looses the amount of impact it has on its audience. dont advertise in the wrong places! adverts should be placed in the correct places so it reaches the right audience or else your ad becomes pointless. this includes the correct time aslwell,for example if your target audience was children under 11, then cartoon channels on tv would be the best place to advertise as they re much more likely to see the advertisement, time also effects how much impact the advert has, if you’re advertising to children on a cartoon channel then 12 o’clock a night would have hardly any impact as not many children would be able to see it. for an advert to be effectiveit must reach its target audience effectively, have an impacting logo, be different to their competitors and there are some general do'sand dont's about how to create an advert Stand out! creating a unite and enjoyable ad will be more effective than the average advert and won't need to be shown so many times.understand your target audience! this is so the adverts can effect a group of people more than ever Done correctly, IMC can be compared to a symphony; each instrument produces a particular sound, and all instruments in unison make beautiful music. For IMC, direct mail could be your tuba, triggered email marketing your cello, online advertising your violin, and social media your horns section. One instrument playing on its own may intrigue a passerby, but all instruments playing in unison draws a paying crowd – that’s if the instruments are in harmony (consistency) and people like the music (relevancy) – and that is IMC.” There are many ways at looking at advertising- as a business, as a creative communication process, a social phenomenon, and a fundamental ingredient of the free-enterprise system.” There are many ways to connect to potential customers by using adverts through many different medias such as; TV, through websites, emails, posters, newspaper ads radio and telephone marketing. TV •Consumers will spend 50% more time with TV than they will with radio, and ten times more than they will reading the newspaper or surfing the Internet•Television works best for advertisers who want to build a longer term solution. Television advertising is, by its nature, a long-term strategy.•TV delivered the highest sales return of any medium; £4.5m per £1m spent RADIO EMAIL ADS NEWSPAPER AD • Radio targets audiences efficiently because different stations attract different listeners – Planet Rock listeners are worlds apart from Classic FM listeners etc• Most radio listeners are engaged in another activity, and this means that advertisers can reach listeners at key “touchpoints” during the day – when they are on the school run, at work, before going out of an evening, and so on.• Research shows that radio, together with cinema, has the lowest level of advertising avoidance. People rarely switch stations and are therefore available to listen to any message that is relevant, creative, intriguing etc • An average issue of a daily or Sunday newspaper reaches more adults than an average half-hour of prime-time television• Newspaper advertising costs less per thousand readers than TV, direct mail and radio advertising.• Newspaper advertising is more trusted than many other forms of advertising Using emails to engage with costumers works quite well, one reason is because it is personal, the customer feels like they’re talking to an actual person not just another webpage or seeing another tv ad, this means that they engage much more. When using emails to advertise there are some things you must do, one is make sure it is easy for them to stop receiving the email. This might seem like a negative thing to do but if the customer is bombarded with emails they don’t want they will have negative feelings towards the company. You must also make sure there are no spelling mistakes or grammar mistakes so the email looks official as if not, the customer will not trust the email or have the impression the company is sloppy. Also make sure you let the customer know that their details won’t be shared so they feel secure, otherwise their business will be lost. Advertisements must be creative! Reason being boring adverts aren’t remembered, the whole point in an advertisement is to keep the product in the potentical customers mind so when the opportunity arises where they
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