Let's speak about your promotion. Why it works & why it doesn't work lots of the time. There's basic promotion functions, which you must keep in mind. These are the goals that promotion can accomplish for the advertiser: picture goals, sales goals, & positioning goals. They are not mutually exclusive & definitely lots of commercial messages accomplish or try to accomplish over. But for now they will focus on picture goals.
Picture promotion goals are those kind of warm, fuzzy, amorphous ambitions that lots of advertisers have. They need people to feel nice about their business or nice about their company. There is no query that tv is the great picture medium. But keep in mind that those kind of images don't sell a heck of lots of merchandise, so picture promotion needs to be used with great care. The key to doing this sort of promotion is to start by answering the query, who are they trying to influence? Who is the intended recipient of our message?
A company's employees are a frequent target audience for advertisers. If the staff feel better about their company, they are less inclined to do disagreeable things like go on strike, more apt to work harder, & less likely to leave for greener pastures, among other things. That is why you'll often see companies promotion on TV a year or so before their union contract negotiations start. They need to soften up the opposition. They cannot effectively address employees directly with messages about company love, but they can obliquely get the message across through such picture ads on TV.
Legitimate picture advertisers always have a specific & narrow intended audience. These will tend to be companies like financial institutions, public utilities, health care companies, positive manufacturers or others who have specific picture issues. The people they are trying to reach will have some influence on the success or failure-the economic health-of the advertiser's business. The root of addressing an picture need through promotion is not to enhance the image-it's ultimately to affect the bottom line, which can mean either profit or loss.
Sometimes advertisers spend to influence even smaller groups, like government regulators. If you are in of lots of kinds of regulated businesses, like public utilities, insurance, or telecommunications, your ability to make a profit is highly dependent on the attitudes toward you held by the public service commission or insurance commission or other regulatory body that governs your business. That group of,0, or fifteen citizens holds your fate in the palm of their hands.
Finally, there is another audience that picture advertisers sometimes try to influence, but it is that they don't speak about much. In fact, they are usually not even aware of their try to reach them. Lots of times, picture ads are directed at the advertiser's friends & acquaintances! If you are the only bank in town that doesn't promote on TV, you may feel self-conscious at the country club when your peers & competitors are speaking about their TV campaigns. There is some keep-up-with-the-Jones' in business life, .
The danger of all picture promotion is that it doesn't directly influence the sales or other revenues of that company. But it can be profitable when it comes to getting the word out there about your small business.
Picture promotion goals are those kind of warm, fuzzy, amorphous ambitions that lots of advertisers have. They need people to feel nice about their business or nice about their company. There is no query that tv is the great picture medium. But keep in mind that those kind of images don't sell a heck of lots of merchandise, so picture promotion needs to be used with great care. The key to doing this sort of promotion is to start by answering the query, who are they trying to influence? Who is the intended recipient of our message?
A company's employees are a frequent target audience for advertisers. If the staff feel better about their company, they are less inclined to do disagreeable things like go on strike, more apt to work harder, & less likely to leave for greener pastures, among other things. That is why you'll often see companies promotion on TV a year or so before their union contract negotiations start. They need to soften up the opposition. They cannot effectively address employees directly with messages about company love, but they can obliquely get the message across through such picture ads on TV.
Legitimate picture advertisers always have a specific & narrow intended audience. These will tend to be companies like financial institutions, public utilities, health care companies, positive manufacturers or others who have specific picture issues. The people they are trying to reach will have some influence on the success or failure-the economic health-of the advertiser's business. The root of addressing an picture need through promotion is not to enhance the image-it's ultimately to affect the bottom line, which can mean either profit or loss.
Sometimes advertisers spend to influence even smaller groups, like government regulators. If you are in of lots of kinds of regulated businesses, like public utilities, insurance, or telecommunications, your ability to make a profit is highly dependent on the attitudes toward you held by the public service commission or insurance commission or other regulatory body that governs your business. That group of,0, or fifteen citizens holds your fate in the palm of their hands.
Finally, there is another audience that picture advertisers sometimes try to influence, but it is that they don't speak about much. In fact, they are usually not even aware of their try to reach them. Lots of times, picture ads are directed at the advertiser's friends & acquaintances! If you are the only bank in town that doesn't promote on TV, you may feel self-conscious at the country club when your peers & competitors are speaking about their TV campaigns. There is some keep-up-with-the-Jones' in business life, .
The danger of all picture promotion is that it doesn't directly influence the sales or other revenues of that company. But it can be profitable when it comes to getting the word out there about your small business.
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