Important functions of advertising agencies

An advertising agency plans, creates and handles advertisement activities on the behalf of its clients. In some cases, it also handles marketing, branding and sales campaigns. In the modern era, advertising agencies play an important role in creating a brand identity. Let us see the important functions of these agencies.

Account management & acquiring new clients

Within an ad agency, the account manager is responsible for taking all the major decisions related to a particular client. The manager is responsible for negotiating and acquiring new clients. It is the onus of the manager to develop advertising strategies for his clients.

Develop advertising and marketing plan

One of the primary roles of an ad agency is to create advertising and marketing plans specific to client needs. Ad agencies work alongside business objectives and develop engaging advertising and marketing campaigns to grab the attention of customers.

Copywriting and graphic design

Full-service agencies employ copywriters and graphic designers. While the copywriters are responsible to develop catchy taglines, slogans and content, graphic designers are accountable for designing banners, posters and brochures. Copywriting and graphic design play a vital role in advertising.

Market research

To stay competitive, it is important to analyze the market situation. A reputed advertising company employs full-time market researchers to access the situation of the client including competitors. Researchers collect important data related to a campaign.

Media planning and buying

Media planning and buying is an important function of an advertising agency. The agency decides the medium of advertisement. Since it has an extensive knowledge of the pricing and effectiveness of different media platforms, it can decide what is right for the client.

Public relations

In some cases, advertising agencies do public relations for its clients. In the process, it maintains goodwill between its clients and other parties such as customers, vendors, shareholders, etc.

Tracking of results

Ad agencies track results of their advertising campaigns regularly. If a campaign doesn’t generate the required results, it investigates the reasons behind it.

Tips for advertising in local radio stations

As radio has the potential to reach thousands of customers, advertising in local radio stations has several benefits. In this article, we will discuss certain tips for advertising through local stations.

Understand the target audience

To make an ad successful, it is important to understand your target audience. Every radio ad that you develop must cater to a specific audience. Create a profile of your customers based on their age, gender, income and lifestyle. Once you gather the information, share this with the representatives of the station you are willing to advertise. The representatives will use it to make sure your ad is played at the right time.

Know what you are buying

It is important to understand what you are buying. Frequency, reach and cost-per-point are some of the important aspects to consider. Frequency refers to the number of times your audience will hear the ad. Reach describes your target audience and cost-per-point helps you measure the effectiveness of your advertisement. When you are hiring the services of your local station, buy enough spots to ensure that your audience hears your message several times.

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Choose the most appropriate package

To advertise cost-effectively, it is important to choose the most appropriate package. It is not necessary that the package offered to you fit your needs. You can customize every package and ensure that you opt for something that matches your requirements.

Be involved in sponsorships

Consider sponsorships in local radio stations. Many stations offer an opportunity to sponsor weather, news and other such segments. If you sponsor any of them, your company receives additional mention. This gives you a great mileage. Sponsorships help in creating a brand identity.

Radio is one of the most powerful broadcast mediums that make an instant impact. Advertising through radio offers many benefits and you need to be creative in your approach to make the most of it.

Media Buying: Objectives & Benefits

Media buying refers to activities involved in purchasing the best ad spots at the most competitive price. It can be either electronic, web or print media. The principal objective is to ensure that advertisers can deliver the message about their product to a large number of customers at the most effective rate.

Factors affecting media buying

Given below are the factors affecting media buying.

Knowledge of the target audience: To deliver the message with an impact, it is vital to have the knowledge of the target audience. One must know their demographics along with the general behavior to leave a lasting impact.

Analyzing strength and weakness of each medium: Each medium has its own strengths and weaknesses. Therefore, it is vital to analyze them and then select.

Negotiation: Apart from the above factors, negotiation also plays a crucial role in the media buying process. Negotiation with media houses regarding rates is crucial to get a good deal.

Benefits of media buying

Media buying ensures that advertisers reach their target audience within their marketing budgets. By hiring the services of a credible advertising agency, companies can get the best possible return on their investments.

It gives companies an edge over their competitors and helps them understand what the audience wants. However, the process needs proper planning and execution to get the best result.

How Businesses Can Benefit from Print Media

Print is one of the oldest forms of advertising and even after the Internet revolution, it continues to remain relevant in the modern era. There are thousands of newspapers and magazines published around the world that enjoy a credible readership. Print media offer advantages that help companies take their business to the next level. Let us see how enterprises can benefit from print publications.

Many readers

Magazines and newspapers enjoy a huge readership. A single newspaper or magazine passes through several hands and hence it allows firms to reach a range of audience. Unless it is thrown in the dustbin, there are prospects of its influence on its readers. With proper graphics and images, advertisements in print can captivate the audience.

Catering to specific audience

Each product is different and caters to a particular section of the audience. Print allows companies to place their advertisements in newspapers/magazines catering to the specific section. For example, if a product is for athletes, then it must be placed in a sports magazine.

Flexibility

Flexibility is one of the greatest advantages of print media. Advertisers can choose whether they want to give a full-page, half-page or quarter-page advertisement. Companies can ask for specific placement of their ads. Prices vary as per position and publication. This flexibility gives print a competitive edge over others.

Control over appearance

Companies can control the appearance of their ads in print publications. They can choose the fonts, graphics, typography and the color of reproduction they want. There is less control over them in other media. Visual appearance matters a lot in an advertisement and has a distinct impact on readers.

Long lifespan

Compared to other media, print enjoys a longer lifespan. Newspapers and magazines are treasured for valuable references. There are high chances of the new generation looking at old ads and getting curious to know about the company and its products.

Over the years, print advertisement has undergone a massive change. New technologies have made print ads more effective. Today, every company, big or small, strives to book spaces in major publications.

Print media offer real value to an advertiser who wants to reach audience matching the demographics of the publication. It helps companies to build a brand identity. Many advertising agencies release ads for various newspapers and magazines. Working with these agencies can benefit companies immensely and help them reach their target audience. Advertising using the right media help enterprises gain an edge over their competitors.

What makes a slogan memorable?

A slogan is an integral part of an advertising campaign. It helps the audience connect with the company and is important to build a lasting impact. While some slogans vanish in quick time, others remain etched in the minds of customers for long. The question is what makes a slogan memorable? Why are some slogans memorable while the others are not? Let us find out.

Distinctive and portable

A study by the Cornell University has found out two important characteristics of a memorable catchphrase.  They are:

Distinctive: Distinctive words used in the common sentence structure make a catchphrase worth remembering.

Portable: Portability is another vital aspect of catchy slogans. The lines are composed as general statements and hence they can be easily remembered.

An emotional response

Popular slogans evoke an emotional response. For any firm, it is vital to connect with the audience emotionally. An emotional attachment towards a product helps in generating profitable revenues for the company.

Striking the perfect balance

Effective advertising is all about adapting to the changes in the market. As trends change with time, it is important to present a clear and concise message to the consumers. It is vital to strike a right balance between the message and the trends without being misunderstood or misinterpreted.

Rhyme and alliteration

Most of the catchy and memorable phrases are rhythmic. Rhymes are easy to recollect and hence it is worth using them. On the other hand, alliteration helps slogans achieve an emphatic effect and they are remembered easily.

Devoid of buzzwords

While creating slogans, advertisers must stay away from buzzwords. Customers are hardly impressed with slogans that use fashionable words. Diversity, robust, empowerment, proactive, sea change, etc. are some words that one must avoid. Instead of using these words, companies must say how their brand portrays these qualities in their products and services.

Strong call to action

Memorable slogans have a strong call to action. This can be achieved only if one has a deep understanding of the target audience. While composing slogans, enterprises must figure out how their audience is going to react.

It takes hours and thousands of ideas to come out with a memorable slogan. It is not always necessary that the best ideas will come out from the creative team. Inspiration can come from anywhere and hence enterprises must involve all the employees while developing a slogan. It is important to think out the box to create something worth remembering.

Skateboarding Business — Tips for creating a company logo

A company’s logo is the visual representation of everything that it stands for. A professionally designed corporate logo is an important part of brand identity. A logo gives the first impression of a business and builds loyalty among consumers. With a little thought and creativity, it can graphically express many positive attributes of a firm. Given below are few tips for creating a logo.

Identify the brand                                                             

Before starting, companies must identify their brands. What do they stand for in the market? A logo must reflect the true identity of a brand. Creating a logo without identifying the real meaning of the brand can have disastrous results.

Focus on the message

Enterprises must focus on the message they want to communicate through their logos. Each firm has a distinct message through which it gets identified in the market. The message must reach the target audience through the logo.

Use proper color and graphics

Colors evoke emotions. Hence, it is crucial to choose the right color. Every color has a distinct effect on the consumer. Equally important are the graphics. It requires the right combination of colors and graphics to create a memorable logo.

Keep it flexible and easy

A logo must be flexible and easy on eyes. It is important to note that in this digital age logos appear on multiple devices (smartphones, tablets, etc.) and on the social media. Therefore, they must look good on various backgrounds and must be flexible in size.

Keep it simple

Often in the process of grabbing consumers’ attention, companies tend to make their logos fancy. Customers find it difficult to relate to fancy logos. Hence, they must be kept simple. Designing a simple logo is more time-consuming than a complex one.

Research about competitors

Every company must keep a track of its competitors. Before designing, it must study the logos of its rivals. This study is essential to differentiate. To stand out in the intensely competitive market, it is vital to be unique.

Make the logo readable

The logo aims to make a company’s name stick in the consumers’ mind. Therefore, it is essential to ensure that it is readable. Amid the design works, the name should not get lost.

Once a logo is ready, it is essential to protect it from infringement. Therefore, companies must immediately apply for its trademark from a reliable attorney firm. Once it is legally protected, it can be used anywhere subsequently raising the company’s visibility.

Radio advertising — Tips for producing an effective commercial

Radio has evolved as a popular means of communication. It entertains millions of people around the globe. Because of its massive reach, it is one of the most sought-after advertising mediums. A company can appeal to a range of audience through an effective radio ad. Proper planning and co-ordination are required to produce a successful commercial. Here are some other factors that companies must consider before producing a radio ad.

Knowledge of audience

Every advertiser must have the knowledge of the target audience. Before producing an ad, the advertiser must have a clear understanding of the listeners. Understanding the demographics of the audience, i.e. age, gender, household income, etc. is crucial. It is also vital to understand the audience catered by the station. The sales person of the station has the quantitative and qualitative information about its listeners.

Brainstorm ideas

Successful and effective radio ads are the product of brainstorming several ideas. Enterprises must discuss with their creative team several ideas before finalizing a concept. It is not necessary that the best concept will come from the advertising team. Therefore, one must involve employees and other members of the organization.

Write a solid script

An attention-grabbing script is crucial for successfully producing a radio ad. If listeners do not find the ad interesting, they will immediately switch stations. A straightforward ad would not appeal to listeners. There must be the right mix of emotions and logic in the ad. One must remember that the audience cannot see the ad in a radio. Therefore, to evoke their senses, the commercial must appeal to them emotionally.

Keep it simple

Effective radio advertising is all about keeping it simple. One hardly has a minute to convey the message. Therefore, it is important to keep it simple. Packing too much makes the ad overwhelming and listeners will become disillusioned.

Create something unique

It is important to differentiate. Companies must create something unique that helps them stand out in the crowd. One must not copy ads promoting similar products and services. Customers want something unique and different. Therefore, the ad must entice them through its uniqueness.

Include a powerful call to action

Radio commercials are of no use unless they spur people to act. Therefore, the ad must have a powerful call to action that keeps the listeners hooked and attentive. Advertisers must pay special attention to articulation as it has a large impact on the results.

Important points to brainstorm for your advertising campaign

Brainstorming is one of the fundamental aspects that affect the quality of an advertising campaign. Almost all the advertising campaigns have brainstorming sessions. It is an important session as an ineffective brainstorming process can throw the entire campaign off track. In this article, we will discuss the important points that you need to brainstorm for your campaign.

Objective

Every campaign has an objective. Determine the goal of your campaign. Your goal sets course for other parameters.  Note down the objectives on a piece of paper. Your advertising campaign will not be fruitful unless it has a clear goal.

Target audience

The audience ultimately decides the success or failure of a campaign. Find out the demographics (age, sex, profession, etc.) of your target audience. Know their tastes and preferences and direct your marketing techniques accordingly.

Determine the media

You need to identify the media that will carry your message. Today, most of the advertising campaigns use either the print, electronic or the web media to reach its audience. Some advertisers also use multiple media to convey their message. Each medium is different and hence, choose it wisely.

Work on the slogan

The slogan is one of the most important aspects of advertising. Effective slogans help customers identify your brand and connect with it. The slogan must be simple, yet powerful. Create an effective and robust slogan for your brand.

Product features and benefits

One of the essential points of a successful advertising campaign strategy is the feature of a product. Determine the major benefits your product offers to customers and find out its USP. These features must be highlighted during the campaign.

Information layout

Layout of information is very important. You must make your ad appealing to buyers. Simply displaying few words are enough. Combine it with images, graphics and other elements to make it interesting.

 A definite call to action

Decide on a definite call to action. It is important because it tells your consumers on what you want them to do after hearing or listening to your ad. A compelling call to action is important for the success of your campaign.

Ways to tackle competition

Apart from promoting your own brand, you must know ways to tackle competition. Find out about your rivals and strategize ways to compete with them. While it is important to promote your product in a unique manner, it is equally important not to lose sight of your competitors.

You must plan your brainstorming session properly to generate creative and fresh ideas that make your efforts successful.

How to decide on the right budget for your advertising campaign?

While it is easy to set an advertising objective, it is equally difficult to achieve it. Robust advertising campaigns require adequate funds. However, determining the right budget is a tough task. It is even more challenging if you have just established your firm. You can determine your advertising campaign budget through several ways.

Decide the type of media

The type of media you choose — print, electronic or web — determines a major part of the cost of your advertising budget. Each of the above-mentioned medium is different in its own way and is priced accordingly.

Know your target audience

You must know the audience you want to reach. Plan your strategy based on the demographics of your target audience. Compose the profile of your target customers to shape your message. Any campaign is successful only when it reaches its target audience.

Find out about your competitors

While it is vital to stand out in the crowd, it is equally important to find out about your rivals. See how your rivals are advertising. Often the competition determines how much you want to spend. Find out whether your rivals are using print, electronic, web or direct mail for advertising.

Fix a maximum amount you wish to spend

This is particularly useful for firms that have robust cash flows. Determine the maximum amount of money you wish to spend and then divide it. For example, if you want to advertise in the print and electronic media distribute the money according to your need.

Set a small budget initially and then proceed

Do not set a huge budget in the initial stage. It is vital to determine the effectiveness of the advertisement and then set a big budget. You must test the waters before diving. Test the effectiveness of your advertising idea and then set a big budget.

Rely on the judgment

If you are new in the market, rely on your judgment on what the budget should be. Consult a reliable ad agency. Ad agencies will help you plan your campaign at a cost-effective price.

Once you have developed your marketing budget, you need to revisit it time to time and keep it flexible. Even the best advertising campaigns have failed to produce the desired results due to lack of flexibility. Track your return on investment so that you know the effectiveness of your campaign. Compare your tactics and have a plan B, in case the earlier one does not work out. Money spent on advertising is an investment on building up business. You must set clear goals for yourself and set the budget accordingly.

Color in Advertising — How do colors trigger emotions

The color used by a company for branding itself reflects its trustworthiness, quality, commitment and much more. Advertising agency and colors share a deep bond as colors affect emotions. Therefore, companies are choosy about colors they use to market their products. Let us see how various colors trigger emotions among consumers.

Red

Red is one of the most dynamic colors and is the symbol of high energy. It creates excitement among consumers and easily attracts their attention. Human reaction becomes faster and more forceful while viewing red. Because of its vibrancy red stirs up passion. It also provides a sense of warmth, comfort and love.

Orange

Customers associate orange with good values and it gives a feeling of happiness. Though not as overpowering as red, orange, like red, draws attention.  It portrays a friendly energy and is great for call to action.

Green                                                                                                                                 

Advertising color psychology associates green with creativity, peace, harmony and wealth. The color received a boost in the Advertising Company world after the global movement to protect nature. Green is easy on eyes and is used to relax and strike the right balance in a particular design. Companies manufacturing environmentally safe products use it in their advertising campaign.

Blue

To evoke a sense of calmness, spirituality, trust and security firms use blue. Dark shades of blue give a professional feel and are used for designing corporate logos. Light blue gives a more friendly feeling. Blue also stands for stability, productivity and reliability.

Yellow

Yellow is one of the most widely used colors in marketing and advertising. It is associated with energy, hope and laughter. Using yellow in a design makes consumers cheerful and optimistic. It is widely used by food manufacturing companies to give consumers a sense of happiness.

Black

Advertisers use black to symbolize elegance, power, reliability and sophistication. It is an informative color and has a bold and classic effect on customers. Black also signifies professionalism and many technology ads use it.

 

 

Purple

Purple reflects creativity, royalty, luxury and expense. A rich color, it conveys warmth and depth. While a bluish shade of purple creates mystery, a reddish shade highlights creativity.  The color has the power to uplift and calm nerves and people from every age group can relate to it.

Colors have a massive impact on brand recognition. Hence, companies must choose them with utmost care.