Importance of advertising research for agencies

BYEDITORIAL TEAM
JUNE 28, 2018
ADVERTISING
Advertising research is a detailed study on a particular subject, which leads to a successful and
effective campaign. Advertising research also decides the success of an advertising campaign by
measuring the impact over its audience. The purpose of advertising research is to either
establish a brand image or to improve one. Research also helps in arriving at a creative idea.
A creative advertisement is one that engages the target audience. And what helps in developing
advertisement creative is the advertising research that takes place before its creation. Before
entering the markets, the idea may go through many iterations and improvements until it’s ready
for the market.
 

Why advertising research is

important?
One should conduct a full- fledged advertising research as it helps in
 Developing creativity: when all the information is accessible, a well- formed strategy
could be designed to develop the organization further.
 Improves your position in the field: Advertising research enables a company to find a
suitable time and ways to launch their products.
 Rank your image: Advertising research enables comparisons between organizations.
So it helps a company to know its place in the market compared to others.
 Predicts likely issues: Advertising research predicts forthcoming problems that an
organization might face.
 Monitors progress: It analyzes your organization’s performance.
 Less chances of failures: There is reduced risk of failures if the advertising research is
thorough.
 
 Scope of advertising research
 Increases awareness: Advertising research increases the knowledge about the market,
which helps in building a brand campaign.
 Analyzes changing market: Knowing your customer is very important for any business.
A customer’s attitude is subject to change with the change in market conditions. Advertising
research analyzes these changing attitudes of your customers.
 Public feedback: Advertising research records the feedback of your audience.
 Results: Final campaigns that are created are based on the results of the research.
 

Types of advertising research

Pre-testing advertising research is carried out to test the ads before the launch of the advertising
campaign. Pre-testing research is an important part of the advertising research, as it decides the
key points on which the brand will be built. It factors in preferences of the consumers, public
surveys, and finding out the target audience’s reaction to the brand. The other is the post-testing
advertising research, which is carried out after the launch of the advertising campaign. They get
the feedback of the campaign that they have launched. This helps the company to know how
effective the advertising campaign has been.
 

Pre-testing research
Every process begins with an idea. Turning an idea into reality is not an easy task. It involves a
lot of risks. The more complex the idea, the more is the risk involved. 65% of the ideas and
campaigns fail due to creative issues. You need to ensure that your idea must take a different
route to reach the same destination, i.e. your target audience. The pre-test phase of the
advertising research helps at this point. The pre-test phase includes a detailed study of your
target audience and the brand. This phase will decide if the idea will be accepted or rejected. As
the pre- test advertising research majorly focuses on the target audience, it will help the agency
to figure out the tastes of the public and work accordingly. Pre-testing provides a final opportunity
to check whether the original idea is still coming through, and whether that the ad does resonate
with the intended audience. This helps the agency to optimize their campaigns before they go
into the tedious process of production. As soon as things are approved, the campaign can be run
on various platforms.
Pre-testing includes three test routes, which are:
Concept testing: This route is a major part of the creative plan. This covers effectiveness and
the basic communication concept.
Theme testing: An advertising campaign is based on a subject, which may revolve around
various themes.
Copy research: After a lot of brain storming, the ideas get noted down and are transformed into
a crisp and precise copy.
 
Post-testing research
Communication is a two way process. A communication process gets completed only when the
feedback is received. With the launch of the advertising campaign, one-way communication gets
initiated. However, to complete the whole process, it is important to receive the feedback. And to
gain the feedback, a post-study is followed after the launch of an advertisement. It will measure
the output of the campaign that the agency has created. The effectiveness of the brand
campaign is assessed in the post-testing research. A study is conducted to see if the
advertisement has been successful in creating or increasing awareness about the brand or
service of the client. Ultimately it will determine, if the advertisement has been able to influence
customers or not. Post-testing advertising research helps to monitor the brand’s performance,
including awareness, preference product usages and attitudes. Post- testing research involves a
tracking process.
Tracking can be done in many ways, which are:
Inquiry & Coupon Response: These experiments are conducted in a field. The consumers are
sent an inquiry form related to the brand, which they are asked to fill. The responses describe the
effectiveness of the brand advertisements.
Split-run Tests: This enables comparison testing between two or more ads in the same position,
and publication, with each ad reaching a comparable group of audience.
Recall Tests: The respondents are asked to answer what they have seen, heard or read about
the brands, without allowing them to look at or listen to those ads while answering.
Sales Test Method: This is the direct method where the effectiveness of the brand can be
specified. This is done by directly measuring the sales of the product or service once the
campaign has been initiated.
 
Suppose you get up really early to travel to work. You are in a perfect sync with the day. You get
ready, have breakfast, hop in your car, turn on the radio and start your journey. You are in a
perfect flow but suddenly get stuck in a traffic jam. You spend one and a half hour stuck in a jam
and finally reach your office another hour late. But your fellow member, who wakes up late, and
starts late, has still managed to reach on time just because he managed to check the traffic on
the way. Bad situation right! This happens when a research is not a part of your plan and this is
how advertising research becomes important for an agency to launch a campaign.
Role of Consumer Behaviour in
Advertising
Marketers need to understand the buying behaviour of consumers while designing their
advertisements for the desired impact. Advertisements play an essential role in creating an image of a
product in the minds of consumers. Advertisements must be catchy and communicate relevant
information to consumers.

Understanding the needs of the consumer is really important when it comes to creating the
right advertisement for the right audience. Remember it is only through advertisements; individuals
are able to connect with your brand.

Identify your target audience. The advertisement in some way must touch the hearts of the end-
users for them to buy the product.

It is really essential to show what the consumers like. Meet your target audience and find out
what they expect from your product and brand on the whole. Do not show anything which might offend
any religious group or community. Make sure the message is relevant and crisp. Overload of
information nullifies the effect and the advertisement might go unnoticed. Don’t try to confuse the
consumers. They will never buy your product. Understand their psychologies well.

The advertisement must show what the product is all about. It should, in a way give some kind of
information about its price, benefits, usage, availability and so on.

Consumers perceive Women Horlics as a health and energy drink which is a must for all working
women as well as expecting mothers for their overall well -being. A Horlics advertisement with a male
model does not make sense as the target audience would never be able to connect with the product.
A lean and inactive office going female drinking Women’s Horlics and thereafter beaming with energy
and confidence would be the ideal concept for the advertisement. Through advertisements, the
company actually tries to win over the confidence of consumers who would not mind spending on their
product.

A Tag Heuer, Omega, Mercedes, I phone advertisement ought to be classy for people to recognize
these products as status symbols. Use expensive props, unique concepts and well known faces for all
premium and exclusive brands.

Advertisements meant for younger people (college goers, young professionals) ought to be colourful
and trendy for them to be able to relate themselves with the product. Serious advertisements do not
go very well with the youngsters. It is essential to understand the mindsets, attitudes and preferences
of target audience.

Advertisements for insurance plans, medical benefits, hospitals ought to be sensible as they convey
much serious information and target a mature segment of individuals altogether.
The time slot of commercials also needs to be taken care of. Advertisements for products meant
for children should ideally be aired during afternoon or early evening hours as this is the time when
they watch maximum television. Understand the lifestyle of your target audience. Prime time
commercials are the ones which are viewed by maximum people.

Choose the right theme for your advertisement. The advertisements ought to create the need among
the consumers for them to buy the product. Commercials ought to give complete information to the
consumers. All tobacco and alcohol commercials must show the warning message.
HOW ADVERTISING AFFECTS BEHAVIOR
Mar 8, 2017, 15:51 PM | Published under Internet Marketing by Mike Tortorice
Most consumers don't go out of their way to find ads (unless they’re remarkably memorable and worth sharing).

The marketing and creative department work together to formulate ads that appeal to an audience’s curiosity. A

good ad will increase sales and brand awareness. For consumers, advertisements are not what consumers

need; however, an ad is a great way for consumers to find out about the products or services they do need.

Understanding the ways in which advertising affects consumer behavior will allow you to create stronger, more

memorable ads.

BRAND AWARENESS
If you were stranded on an island with no signs of human life and decided to open a shop, you’d get no business

because no one would know that it exists. Even if you started a business in a busy city, the only people who

would know about it are friends, family, and the lucky ones who happen to be walking or driving by in the moment

they need exactly what you offer. Bridge the gap between a salesperson and consumer. An advertisement let’s a

consumer know that you exist, and brings your brand to a wider audience. Without any advertising--print,

television, online, etc.--you would have only word-of-mouth to keep you afloat.

In a vastly growing online world, ma and pa shops don’t get by without advertisement in some form. The free

market allows any competitor to set up shop near you, and with large corporations building franchises across the

nation, it’s more important now than ever to you set yourself apart. With a quick Google search, consumers can

quickly compare and contrast one business from the next.

BEHAVIORAL EFFECT OF BRAND AWARENESS

Brand awareness has a neutral effect on consumers. An advertisement’s first job is to let people know that your

product or service is available to them. People who view advertisements find out about your products similarly to

how they find out about current events in the news. At this stage, consumers go from not knowing that your

business exists to gaining awareness of your brand in the case of a future purchase.
CONSUMERS GET THE INFORMATION THEY NEED
Most advertisements will provide consumers with a general idea of product’s features.

In  order for an advertisement to be effective, it must

show enough to raise curiosity. A simple phone number will give them a means of contact in case they have

further questions or want more detailed product information, but an advertisement should at least give consumers

a pretty good idea of what your product, service, or company is all about.

BEHAVIORAL EFFECTS OF FEATURES

The features of your product are analyzed rationally by consumers. A logical listing of features gives consumers

an idea of functionality and works on an intellectual level with the ad viewer. If you’re advertising a vacuum, a

logical feature would be that it cleans dirt from carpet. For a consumer whose vacuum just broke, this analysis of

features might lead them to a store to compare vacuum cleaners. Having an ad showcasing your product will

make your brand seem that much more memorable in the eyes of a consumer.

WEIGHING THE BENEFITS

Most industries are rife with competition. What sets you apart from your competitor is how you do the same thing

differently, and how you advertise that difference. Benefit evaluation is an emotional response. Consumers will

watch your ad and identify how your product can make them happier or improve their life. This is an irrational

consumer response and is the part of an advertisement that can lead consumers to make impulse buys. Again, if

you’re advertising a vacuum, but this time your vacuum not only does what all vacuums do but also has the

added benefit of steam-cleaning, a consumer with a stained carpet will weigh that benefit when comparing it to a

regular vacuum.

REMINDERS AND AD REPETITION

Memory is not perfect. If you make an advertisement and only show it once to an audience, the impulse buyers

might make a hasty decision, but most will not. In most cases, it takes a few times before an ad really sinks in.

Thanks to technological innovation, tracking allows online advertisers to reach the right audience. If you
announce on social media that you’re engaged and change your status on Facebook, you’ll start to see

advertisements for wedding photographers, planners, and all sorts of other wedding-related ads. Eventually,

when the time comes, an ad that has been repeated enough will pop in your head when you need something the

ad offers.

Advertisement is a necessity in this competition-driven market. Understanding how advertisements affect

consumer behavior will help you to build a better ad that addresses each factor. Whether you’re looking to create

television ads, radio ads, digital ads and more,

Media planning 
advertising for a new product. To complete this task, you need to go through the media planning
process. Media planning in advertising is the making of decisions to deliver a message to the
target audience.

The Process
Now that you understand what media planning is, it is time to review the process. The process
includes:

 Market analysis
 Establishing the media objective
 Setting the strategy
 Implementation
 Evaluation and follow-up

Let's look at these steps in more detail.

Market Analysis
Performing a market analysis involves determining who your audience is. The audience is the
number and type of people your advertising targets. The audience can be classified according to
age, sex, income, occupation, etc. Performing this analysis will help you to project costs and
determine the right media for your campaign.

Establishing the Media Objective

The media objective is the goal of the media plan. To establish this objective, you must
determine your goal for reach, frequency, circulation, cost, and penetration. Reach is the amount
of people the message is in front of over a period of time. Frequency is the average number of
times the message is in front of those people. Circulation is used for printed advertisements.
This is the number of prints that are produced and sent out. Cost is broken down into two
different sections: cost per thousand (CPM) and cost per person (CPP). It is important to
understand the cost as you are budgeting. The cost will tell you which form of media is the best
option for your business. Penetration is the number of audience members reached by the
advertising. The company must determine if it wants to take over a market or just reach a certain
group prior to setting the penetration goals and strategies.

Setting the Strategy

Now that you understand who you are marketing to and how much it will cost you, you will
need to make a decision about what type of media you will use. Some options include Internet,
television, radio, newspaper, consumer and business publications, and interactive media
platforms. Which option reaches the largest audience? How often will it reach the audience?
Does it fit in your budget?

Implementation
Now you have a plan. Now it's time to set it in motion. This is when you buy media. Media
buying is the purchasing of the space in the selected media. This involves committing to the
media provider, submitting the ad, and paying the bill. This is the exciting part. You see all your
hard work come together.
Evaluation and Follow-up
After everything is said and done, it is time to see how successful your media plan was. To do
so, you need to follow-up and evaluate the results. Ask yourself, 'Did we meet media objectives?
How successful were the strategies?' The success of this media plan will determine future media
plans.
Advantages and Disadvantages of Various Advertising Mediums
APRIL 8, 2013 BY LYVE ALEXIS PLESHETTE 40 COMMENTS

If you are ready to get the word out about your business, one of the steps that you
need to do is to select the right advertising medium where you will promote your
small business.

For a small business, every dollar is precious. Small businesses do not advertise for
the sake of advertising. Instead, they want to get the most return for their investment.
Your advertising campaign should translate to greater sales, more profits and
healthier bottom line.

While there are a number of venues where you can promote your business, you
need to ask three important questions:

 Where are my target buyers?

 What is the best medium to reach them?
 Can I afford to launch an effective campaign using this medium?

An important step to developing your sales and marketing plan is to select the right
media to send out your message. There are no hard-and-fast rules as to which
media is better. The right media for one business may be wrong for another.
 
>> RELATED: The Truth about the Different Types of Advertising
 
Below are the relative advantages and disadvantages of the various advertising
medium used by small businesses:
Pay Per Click Advertising (Search Engines)

As the Web becomes a must-use daily medium today, pay per click (PPC)
advertising has grown by leaps and bounds. PPC advertisement is a form of
advertising where ads are run and shown in search engines (including their partner
sites). PPC ads allow advertisers to pay for visitors on mostly cost per click basis,
though some options for cost per impressions are available as well.

Advantages of Pay Per Click Advertising

 Pay only for results (clicks)

 Ability to select where your ads will be shown, giving a better chance to reach target
audiences
 Can generate immediate visibility, as ads go live immediately
 Ads can be easily modified, adjusted even deleted instantaneously depending on the
results
 Allows for quick, easy tracking of the effectiveness of the campaign allowing you to
better analyze the return on your investments (ROI)

Disadvantages  of Pay Per Click Advertising

 Broad match, the default option where the ad is shown and automatically matched
against a broad array of related queries, can result in ads that are irrelevant to the
intended search.
 Bid price inflation as more advertisers compete for the keywords and bid the prices
up for the terms
 Bidding war could also result where competitors can bid a higher amount than your
bid, lowering the position of the ad and decreasing its visibility
 Click through fraud where users maliciously click on the adverts, from disgruntled
competitors to website owners who earns from ads shown on their pages
 Requires constant monitoring; otherwise, outsource to a PPC management company
which in turn will increase the cost of your advertising campaign

For more information, read the following:

 PPC vs. SEO: And The Winner is….

  How to Choose a Pay-Per-Click Firm That Turns Clicks into Clients
 Top Tips To Pay-Per-Click Search Engine Success!
 Pay Per Click Marketing: 6 Tips for Making Effective Use of Video in Your PPC Ads
 Pay-Per-Click Marketing – Better Quality Score Means Increased Profits

Social Media Advertising

As Web has evolved into a medium that fosters social connection, social media has
experienced an astounding growth in the last few years. Social media consists of
both social networking sites and social bookmarking sites and includes blogs, video
sharing sites such as Youtube, microblogging platform Twitter, Facebook, LinkedIn,
Stumbleupon and the like.

Advantages of Social Media Advertising

 Social media sites are great for building customer relationship and offers an
incredible reach and the opportunity to connect with customers in an entirely new way
 Offers a wide reach, with its potential for viral marketing
 Traffic generated can be extremely targeted
 Social media tools are relatively inexpensive

Disadvantages  of Social Media Advertising

 Targeting is so low because of the diversity and breadth of audiences, resulting in

low ROI as visitors do not convert
 Visitors mainly go to social media sites to socialize, and are not interested in
advertising
 Traffic is typically in the learning stage of the buying process; hence it is more
important to inform and teach than sell outright
 Social media can be a hard branding tool for small businesses, and it is not easy to
build awareness, create appeal and generate traffic

For more information, read the following:

 Facebook Ads: From Click-Through to Conversion

 SEO or Social Media: Making the Choice
 How to Use Twitter for Your Small Business
 Social Media and Business: Challenges of Small Business Owners
 How to Use Pinterest to Market Your Business

Banner Advertising

Banner advertising is one of the dominant forms of advertising online. It entails the
display of a graphical advertising unit, with the typical size the 468×60 banners.
However, it also includes buttons, leaderboards, popups, popunders, interstitials,
and flash banners. Banner advertising can be run for cost per impression, cost per
click or even cost per action.
Advantages of Banner Advertising

 Prices (CPM and CPC rates) have gone down through the years
 With good placement and design, banner ads can deliver above-industry average
click through rates
 Banner ads are good branding tools
 Easy to track with the available ad serving tools and tracking tools
 Banner ads can bring in targeted traffic interested in your offerings

Disadvantages of Banner Advertising

 Some types of banner advertising — e.g. flashing banners, popups, popunders,

interstitials — are often seen as annoying and highly intrusive
 Growing usage of popup and ad blockers that prevents users from seeing the ads
 Click through rates have significantly declined, due to poor banner design to
accumulated bad experiences of web users
 Oversaturation of banner ads leads to ad blindness

For more information, read the following:

 How to Create Banner Ads that Work

 6 Tips for Surviving the Online Advertising Marketplace
 Online Advertising: Remnant Traffic
 How to Make Your Advertising More Effective and Cost Less
 How to Track Online Marketing ROI Using Cost-per-Action

Direct Mail

Direct mail, often called direct marketing or direct response marketing, is a marketing
technique in which the seller sends marketing messages directly to the buyer. Direct
mail include catalogs or other product literature with ordering opportunities; sales
letters; and sales letters with brochures.

Advantages of Direct Mail Advertising

 Your advertising message is targeted to those most likely to buy your product or
service.
 Marketing message can be personalized, thus helping increase positive response.
 Your message can be as long as is necessary to fully tell your story.
 Effectiveness of response to the campaign can be easily measured.
 You have total control over the presentation of your advertising message.
 Your ad campaign is hidden from your competitors until it’s too late for them to react
 Active involvement – the act of opening the mail and reading it — can be elicited from
the target market.

Disadvantages of Direct Mail

 Some people do not like receiving offers in their mail, and throw them immediately
without even opening the mail.
  Resources need to be allocated in the maintenance of lists, as the success of this
kind of promotional campaign depends on the quality of your mailing list.
 Long lead times are required for creative printing and mailing
 Producing direct mail materials entail the expense of using various professionals –
copywriter, artists, photographers, printers, etc.
 Can be expensive, depending on your target market, quality of your list and size of
the campaign.

For more information, read the following:

 How to Use the 3 Most Common Direct Marketing Measurements

 Direct Marketing: 10 Steps to Preparing Your Data
 Expand Your Business Through Direct Mail Advertising
 Postcard Marketing: How Much Is Too Much?
 Get More Business with Postcards

Newspapers

Newspapers are one of the traditional mediums used by businesses, both big and
small alike, to advertise their businesses.

Advantages of Newspaper Advertising

 Allows you to reach a huge number of people in a given geographic area

 You have the flexibility in deciding the ad size and placement within the newspaper
 Your ad can be as large as necessary to communicate as much of a story as you
care to tell
 Exposure to your ad is not limited; readers can go back to your message again and
again if so desired.
 Free help in creating and producing ad copy is usually available
 Quick turn-around helps your ad reflect the changing market conditions. The ad you
decide to run today can be in your customers’ hands in one to two days.

Disadvantages of Newspaper Advertising

 Ad space can be expensive

 Your ad has to compete against the clutter of other advertisers, including the giants
ads run by supermarkets and department stores as well as the ads of your competitors
 Poor photo reproduction limits creativity
 Newspapers are a price-oriented medium; most ads are for sales
 Expect your ad to have a short shelf life, as newspapers are usually read once and
then discarded.
 You may be paying to send your message to a lot of people who will probably never
be in the market to buy from you.
 Newspapers are a highly visible medium, so your competitors can quickly react to
your prices
 With the increasing popularity of the Internet, newspapers face declining readership
and market penetration. A growing number of readers now skip the print version of the
newspaper (and hence the print ads) and instead read the online version of the
publication.
Magazines

Magazines are a more focused, albeit more expensive, alternative to newspaper

advertising. This medium allows you to reach highly targeted audiences.

Advantages of Magazine Advertising

 Allows for better targeting of audience, as you can choose magazine publications
that cater to your specific audience or whose editorial content specializes in topics of
interest to your audience.
 High reader involvement means that more attention will be paid to your
advertisement
 Better quality paper permits better color reproduction and full-color ads
 The smaller page (generally 8 ½ by 11 inches) permits even small ads to stand out

Disadvantages of Magazine Advertising

 Long lead times mean that you have to make plans weeks or months in advance
 The slower lead time heightens the risk of your ad getting overtaken by events
 There is limited flexibility in terms of ad placement and format.
 Space and ad layout costs are higher

Yellow Pages

There are several forms of Yellow Pages that you can use to promote and advertise
your business. The Web version of Yellow Pages (and its many competitors online)
have been growing by leaps and bounds in recent years, with many foregoing the
traditional Yellow Pages supplied by phone companies. But you can also check out
specialized directories targeted to specific markets (e.g. Hispanic Yellow Pages,
Blacks, etc.); interactive or consumer search databases; Audiotex or talking yellow
pages; Internet directories containing national, local and regional listings; and other
services classified as Yellow Pages.

Advantages of Yellow Page Advertising

 Wide availability, as mostly everyone have Yellow Pages

 Non-intrusive
 Action-oriented, as the audience is actually looking for the ads
 Ads are reasonably inexpensive
 Responses are easily tracked and measured
 Frequency

Disadvantages of Yellow Page Advertising

 The Internet has led to the decline in the usage of the Yellow Pages, as users find
the Web to be an easier, faster and more comprehensive
 Pages can look cluttered, and your ad can easily get lost in the clutter
 Your ad is placed together with all your competitors
 Limited creativity in the ads, given the need to follow a pre-determined format
 Ads slow to reflect market changes
Radio

Advantages of Radio Advertising

 Radio is a universal medium enjoyed by people at one time or another during the
day, at home, at work, and even in the car.
 The vast array of radio program formats offers to efficiently target your advertising
dollars to narrowly defined segments of consumers most likely to respond to your
offer.
 Gives your business personality through the creation of campaigns using sounds and
voices
 Free creative help is often available
 Rates can generally be negotiated
 During the past ten years, radio rates have seen less inflation than those for other
media

Disadvantages of Radio Advertising

 Because radio listeners are spread over many stations, you may have to advertise
simultaneously on several stations to reach your target audience
 Listeners cannot go back to your ads to go over important points
 Ads are an interruption in the entertainment. Because of this, a radio ad may require
multiple exposure to break through the listener’s “tune-out” factor and ensure
message retention
 Radio is a background medium. Most listeners are doing something else while
listening, which means that your ad has to work hard to get their attention

Television

Advantages of Television Advertising

 Television permits you to reach large numbers of people on a national or regional

level in a short period of time
 Independent stations and cable offer new opportunities to pinpoint local audiences
 Television being an image-building and visual medium, it offers the ability to convey
your message with sight, sound and motion

Disadvantages of Television Advertising

 Message is temporary, and may require multiple exposure for the ad to rise above
the clutter
 Ads on network affiliates are concentrated in local news broadcasts and station
breaks
 Preferred ad times are often sold out far in advance
 Limited length of exposure, as most ads are only thirty seconds long or less, which
limits the amount of information you can communicate
 Relatively expensive in terms of creative, production and airtime costs
Telemarketing

Telephone sales, or telemarketing, is an effective system for introducing a company

to a prospect and setting up appointments.

Advantages of Telemarketing

 It provides a venue where you can easily interact with the prospect, answering any
questions or concerns they may have about your product or service.
 It’s easy to prospect and find the right person to talk to.
 It’s cost-effective compared to direct sales.
 Results are highly measurable.
 You can get a lot of information across if your script is properly structured.
 If outsourcing, set-up cost is minimal
 Increased efficiency since you can reach many more prospects by phone than you
can with in-person sales calls.
 A great tool to improve the relationship and maintain contact with existing customers,
as well as to introduce new products to them
 It makes it easy to expand sales territory as the phone allows you to call local,
national and even global prospects.

Disadvantages of Telemarketing

 An increasing number of people have become averse to telemarketing.

 More people are using technology to screen out unwanted callers, particularly
telemarketers
 Government is implementing tougher measures to curb unscrupulous telemarketers
 Lots of businesses use telemarketing.
 If hiring an outside firm to do telemarketing, there is lesser control in the process
given that the people doing the calls are not your employees
 May need to hire a professional to prepare a well-crafted and effective script
 It can be extremely expensive, particularly if the telemarketing is outsourced to an
outside firm
 It is most appropriate for high-ticket retail items or professional services.

Specialty Advertising

This kind of advertising entails the use of imprinted, useful, or decorative products
called advertising specialties, such as key chains, computer mouse, mugs, etc.
These articles are distributed for free; recipients need not purchase or make a
contribution to receive these items.

Advantages of Specialty Advertising

 Flexibility of use
 High selectivity factor as these items can be distributed only to the target market.
 If done well, target audience may decide to keep the items, hence promoting long
retention and constant exposure
 Availability of wide range of inexpensive items that can be purchased at a low price.
 They can create instant awareness.
 They can generate goodwill in receiver
  The items can be used to supplement other promotional efforts and media (e.g.
distributed during trade shows).

Disadvantages of Specialty Advertising

 Targeting your market is difficult.

 This can be an inappropriate medium for some businesses.
 It is difficult to find items that are appropriate for certain businesses
 Longer lead time in developing the message and promotional product
 Possibility of saturation in some items and audiences
 Wrong choice of product or poor creative may cheapen the image of advertiser
Process of advertising
“Mass demand has been created almost entirely through the development of Advertising”

Calvin Coolidge in the New York Public Library.

For the development of advertising and to get best results one need to follow the advertising process
step by step.

The following are the steps involved in the process of advertising:

1. Step 1 - Briefing: the advertiser needs to brief about the product or the service which has to
be advertised and doing the SWOT analysis of the company and the product.
2. Step 2 - Knowing the Objective: one should first know the objective or the purpose of
advertising. i.e. what message is to be delivered to the audience?
3. Step 3 - Research: this step involves finding out the market behavior, knowing the
competitors, what type of advertising they are using, what is the response of the consumers,
availability of the resources needed in the process, etc.
4. Step 4 - Target Audience: the next step is to identify the target consumers most likely to buy
the product. The target should be appropriately identified without any confusion. For e.g. if the
product is a health drink for growing kids, then the target customers will be the parents who
are going to buy it and not the kids who are going to drink it.
5. Step 5 - Media Selection: now that the target audience is identified, one should select an
appropriate media for advertising so that the customers who are to be informed about the
product and are willing to buy are successfully reached.
6. Step 6 - Setting the Budget: then the advertising budget has to be planned so that there is
no short of funds or excess of funds during the process of advertising and also there are no
losses to the company.
7. Step 7 - Designing and Creating the Ad: first the design that is the outline of ad on papers
is made by the copywriters of the agency, then the actual creation of ad is done with help of
the art directors and the creative personnel of the agency.
8. Step 8 - Perfection: then the created ad is re-examined and the ad is redefined to make it
perfect to enter the market.
9. Step 9 - Place and Time of Ad: the next step is to decide where and when the ad will be
shown.

The place will be decided according to the target customers where the ad is most visible
clearly to them. The finalization of time on which the ad will be telecasted or shown on the
selected media will be done by the traffic department of the agency.

10. Step 10 - Execution: finally the advertise is released with perfect creation, perfect placement
and perfect timing in the market.
11. Step 11 - Performance: the last step is to judge the performance of the ad in terms of the
response from the customers, whether they are satisfied with the ad and the product, did the
ad reached all the targeted people, was the advertise capable enough to compete with the
other players, etc. Every point is studied properly and changes are made, if any.
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