Effective Advertising

Topics: Marketing, Advertising, Web banner Pages: 9 (2258 words) Published: December 4, 2013


Key Factors of effective advertising

Table of Contents

I. Executive Summary……………………………………………………….3

II. Introduction………………………………………………………………….3

III. General Approach………………………………………………………..4-6

A. Market research……………………………………………………….4

B. Target market………………………………………………………….5

C. Media……………………………………………………………………….6

IV. Specialized Approach……………………………………………………7

A. Internet advertising………………………………………………….7

V. Recommendations………………………………………………………..8

VI. Conclusions…………………………………………………………………..8

VII. Bibliography…………………………………………………………………9

I. Executive Summary

This report defines and explains three advertising factors that make advertising effective:

Market research

Target market

Media

The specialized section deals with Internet advertising and how it makes advertisement effective, as well as the different purposes of Internet advertising, the advantages and the disadvantages of it.

II. Introduction

Advertising is a means of communication with the users of a product or service. Advertisements are messages paid for by those who send them, the advertiser, and are intended to inform or influence people who receive them. Advertising is present everywhere although people may not be aware of it, and it uses every possible media to get its message through, via television, radio, press, internet, mailing, sponsorships etc. In 2010 the United States spending on advertising was estimated at $142.5 billion and $467 billion worldwide.

Advertising effectiveness relates to how well a companies advertising campaign reaches their target audience, and getting the customers reaction that was expected by the company. Effective advertising helps a company build or support the brand image of the company, as well as increase sales and profits by attracting more customers.

This report examines three of the most important factors that contribute to advertising effectiveness, which are: market research, target market and media. In a second part this report will define Internet advertising and it’s relevance in advertisement.

III. General Approach

A. Market research

An important factor that makes advertisement more efficient is market research. Market research is a process that takes a careful look at markets, consumers and the competitive situation and often address one or more of the ‘’4 P’s’’ of marketing; product, price, place and promotion. Market research allows business to gather information about the marketplace to make strategic decisions and prepare a marketing plan.

The first part of marketing research is focused on collecting information from already existing and published secondary research. The advantage of using secondary research for market research includes both cost and time saving. Many secondary information sources are available to advertisers doing strategic research: -Government Organizations

-Trade Associations
-Secondary research suppliers
-Secondary information on the Internet

Primary research is more expensive and time consuming then secondary data because it is research that is collected for the first, for a specific purpose or problem. In other terms primary data is more focused then secondary data. Primary research can be collected through quantitative and qualitative research: In order to understand the reasons of how consumer behave and why, market researcher have to do qualitative studies, which will give them more specifics insights on the product, the market and the customers. Face-to-face interviews and focus group discussion are usually the best way for a company to get accurate and descriptive feedback of customers. When a company develops a new products or a new advertising campaign, qualitative research can be valuable. Quantitative research delivers numerical data such as number of users and purchases,...

Bibliography: Rick Suttle. (2013). Definition of Advertising Effectiveness. Available: http://smallbusiness.chron.com/definition-advertising-effectiveness-23260.html. Last accessed 20th October 2013.
William Wells, Sandra Moriarty, John Burnett, May Lwin (2007). Advertising Principles and Effective IMC Practice. Singapore: Pearson Education.
Gerard J. Tellis (2003). Effective Advertising.: Sage Publications Inc.
Monle Lee, Carla Johnson (2012). Principles of Advertising. Routledge Ltd.
Ko de Ruyter, Norbert Scholl (1998). Positioning qualitative market research: reflections from theory and practice. MCB University Press. pp 7-14.
Denis J. Cahill. (1997). Target marketing and segmentation: valid and useful tools for marketing. Management Decision. 35 (1), 10-13.
Marie-Claude Boudreau, Richard T. Watson. (2006). Internet Advertising strategy alignment.16 (1), 23.
Susan Ward. (2013). Market Research. Available: http://sbinfocanada.about.com/od/marketing/g/marketresearch.htm. Last accessed 20th October 2013.
Susan Ward. (2013). Target Marketing. Available: http://sbinfocanada.about.com/od/marketing/g/targetmarketing.htm. Last accessed 20th October 2013.
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