The Practice of Corporate Governance is as Important as Social Responsibility
In previous articles, we have seen how CSR is practiced by companies and how the present times with their myriad challenges need companies to be socially and environmentally responsible. In this article, we look at how companies first need to shore up their internal governance mechanisms before turning to the outside world to display their […]
Definition of International Retailing
Ever since International Retailing started getting recognition in the industry, several academicians as well as Industry experts have tried to come up with exact definition. The attempt to define International Retailing raised a legitimate question as to what exactly the retailers were internationalizing. Unless the correct fact was established, there could be no right definition. […]
Electronic Relationship
Introduction The rise of the internet and electronic commerce has changed the way in which customer and company interact with each other. The electronic commerce brings together more consumer and supplier, but it eliminates any form of direct and face to face interactions. For this specific reason electronic relationship are considered a formidable challenge for […]
Business Marketing Models
There are primarily three models in business to business marketing: Business Model 1 – Traditional Local Small Business Model The above model includes small locally operated businesses which are not much organized. Organizations categorized under Traditional local business model still use primitive methods of promoting a particular product or service. Such businesses are generally not […]
Finding and Keeping Customers in Multi Level Marketing (MLM)
Multi Level Marketing is a very interesting concept which makes selling very easy. The fact that anyone and everyone can join the Network marketing business and earn handsome income by selling the products without any investment or risk makes it the most attractive business proposition to people. MLM companies spend a lot of money and […]
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.
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