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A practical guide to advertising

Source: www.adassoc.org.uk
Topic: Advertising

Sort Desciption: Communication through advertising is by no means easy. .... Trade associations and organisations such as the Advertising Association or BRAD (British Rate ...

Content Inside: PublishedbytheAdvertisingAssociation inassociationwiththeDepartmentofTrade& Industry A practical guide to advertising Contents What is advertising .2 Should you advertise?.4 Knowing your customer .5 Market research options.7 How advertising works.8 Where to advertise.9 Creative advertising.17 Testing your advertising.18 The advertising agency .19 An advertising case study .20 Some final reminders. .22 PublishedbytheAdvertisingAssociation inassociationwiththeDepartmentofTrade& Industry 2 Whatisadvertising? TheInstituteofPractitionersinAdvertising(I PA)thebodywhichrepresentsadvertisingagenci esdefines advertisingas: "Themeansofprovidingthemostpersuasive possiblesellingmessagetotherightprospectsa t thelowestpossiblecost". Inotherwordshavingidentifiedthosecustomers whoseneedsandwantsarebestsatisfiedbyyourpr oductor serviceyouevaluatethemostcosteffectivemeth odofcommunicatingthesebenefitstothemthereb y encouragingthemtopurchasefromyou. Atthisstageitisimportanttoappreciatethatad vertisingdoesnotsimplymeantelevisionradioo rnewspapers. Thereisawiderangeoftechniquesavailableincl uding: Advertisingindirectories Advertisinginmagazines Advertisinginnationalnewspapers(displayorc lassified) Advertisinginregionalorlocalnewspapers Advertisingontelevisionorinthecinema Advertisingoncommercialradio Posteradvertising Directmail Exhibitions Merchandisingandpointofsale Salespromotion Sponsorship AdvertisingthroughtheInternet MobileCommunications Themostsuccessfuladvertisingisthatwhichmos teffectivelycommunicateswithyourcustomers. Sobefore beginninganadvertisingcampaignitisessentia lthatyouunderstandeachoftheabovetechniques inorderthat youcanchoosethosemostappropriatetoyourbusi nessneeds. Whatdoyouwanttosay? Thebasicdisciplinebehindallsalesadvertisin gorpromotionalactivityis marketing.Foranybusinesslargeor smallmarketingcanbesimplydividedintowhatis knownasthe"FourPs': Productnamefunctionperformancepackagingetc . Priceoverheadscompetitiveinfluencespr ...

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