Advert message and target group

Advertising Message

An Advertising message purpose is to convey a message  to a target audience in order to convince them to purchase a product or service, investigate the brand further, and make the audience remember the brand name.

Structure

The Appeal - This refers to the underlying idea which should gain Attention of the Receiver - it can be emotional, fearful, sexual and humours

Value Proposition - this part will describe what benefits has the product or how it can help consumers in their life. It also contains the reason why the target Group should buy it

Slogan - helps that the ad stays in mind of the target Group, it should also distinguish from competitors, it is a word or a Phrase which is repeated through all media channels

Hook- is a statement, image, video, or other type of media that grabs the audience's Attention

http://www.knowthis.com/managing-the-advertising-campaign/advertising-message-structure

http://www.wisegeek.com/what-is-an-advertising-message.htm

Selecting Media for Message Delivery

After determining Budget and objectives of the ad, marketers are thinking through which media channels the message should be delivered.  The choice of media outlets guides the type of message that can be created and how frequently the message will be delivered.

http://www.knowthis.com/managing-the-advertising-campaign/selecting-media-for-message-delivery

Testing

Before a campaign will be really launched marketers normally test the Advertising message. Normally the message will be shown to the potential target Group which should provide Feedback. The most effective strategy is to conduct focus groups where several advertising messages are presented. After this the Response from the audience will be measured.

http://www.knowthis.com/managing-the-advertising-campaign/advertising-message-testing

 

 

Creating an effective Advertising message

Common ground: The best advertising campaigns focus on finding common ground with the consumer. BEfore selling some products to your customers you have to build trust with your would-be- consumer. Think about some similarities your Company and the consumer have and build the ad around them.


Fulfill a Need: Consumers would rather buy things they "Need" than they "want". Therefore you have to establish a Need in your consumers mind with your Advertising message.

Offer a solution: While creating the message you should also establish a Problem for the consumer and of course offer directly the best solution for him in one ad. Normally the solution is the product or the Service

Clear Benefit:  By focusing on the direct benefit that your consumer will receive by purchasing your product or service, you are creating a powerful message in his mind

http://smallbusiness.chron.com/effective-advertising-messages-10751.html

Social media

What is social media ?

Some notes about Social media:

Social media has become a Primary tool for higher Levels of fan Engagement, directly driving lead Generation through interaction and Content sharing that is especially relevant to media companies.
- Johni Fischer, CEO, Loopa

Social Media, Social Web or also called Web 2.0 make it easy for People to create and publish Content, to share ideas, to vote on them and to recommend things to other. Customers share trough Social web their own experiences with brands, products and Services to provide a more credible view.


Examples:

yelp.com- Rating Restaurants, Service Providers, Hotels etc.
tripadvisor - Rating Hotels, Airlines, sights
Facebook - has over 900 Million active user; 80% of US companies have a Facebook page
Twitter
Instagram


The social Feedback Cycle

Evans explained the classic purchase funnel with the social Feedback cycle. Nowadays conumser search for digital word of mouth to make smart choices.

How to implement social media strategy?

Evans says that Engagement of the Stakeholders and customers on the social web is important. This means that stakeholders and customers become participants instead of Viewers. Engagement means that your customers are willing to talk to you and as well about you. Engagement is really fundamental to succesful  social Marketing. Customers have taken a personal interest in what you are bringing to the market.


The Engagement Process
Evans describes the Engagement process as activities in which the customers, stakeholders and employees get connected with Company.

Consumption, as used in the context of social media, means downloading, reading, watching or listening to digital Content of the Company.

Curation is the act of sorting and filtering, Rating, reviewing and commenting. Curation make Content more useful to others. Reviews become truly important when they can be placed into the interest of the Person reading them. Reviews are likely to be more useful and as a result a better informed consumer and better  future Review which leads to better future decisions and increases future satisafaction.

Creation means that the user create something in Connection with the Company by themselves. For example when a Company publishes a photo contest where customers have to upload a Picture with the product of the Company and the best one wins something. People like to share what they are doing.

Collaboration
Blogging is a good example for collaboration.Bloggers often adapt their product based on the Inputs of the audience. A Company can easily Profit from Blogging: taking direct Input from a customer and using it in the design of your product. Nowadays Blogging is so important , every month 1 Million Blogs come online.

How can social media help your Business?

Facebook has 900 Million active users.
77% of consumers said that they interact with a brand via Facebook-.
77% of marketers acquire customers through Facebook
53% of users recommend products in their tweets.
90% of consumers trust peer recommendations. Only 14% trusts advertisment.
63% of businesses using social media Report improved Marketing results.

Source: https://www.youtube.com/watch?v=DYedZth9ArM


81% of B2B companies have accounts on social media site.

Source: https://www.youtube.com/watch?v=yDA864UskXc

Trigger 7: What is a media agency?

"A media agency makes sure a marketing message appeals to consumers, appears in the right place, at the right time and that the advertiser pays the best possible price."

When media agencies were first launched their purpose was to buy media space cheaper and more efficiently than Advertising agencies. Media agencies became a vital source of communication advice and understood very quickly how consumer behavior works.

The understanding what will motivate consumer to Change their behavior and where to appear an ad or message are the most important skills of medica agencies. Media agencies help their Clients to maximise the effectivness of their Marketing message.

Media agencies make a lot of researches to understand the consumers better and which channel the target Group may use and why.

" Media agencies ensure that marketers really understand the behaviour of their consumers; they make sure messages are targeted correctly; they ensure that marketers really understand the potential of the latest technology and that they have access to the latest offerings from key media owners."

Clients also benefit from the scale of media agencies. People working in media agencies know other People from TV, Radio, etc. and can mostly make a better deal.

http://www.mediacom.com/en/what-we-do/our-industry/media-agencies/what-is-a-media-
agency.aspx

Ultimately these types of media work best together but making the hard choices of what to include and what not to include is crucial - especially when budgets are tight.

Owned media: you can control this channel. You can distinguish between fully-owned media like your Website or partially - owned media like your Facebook, Twitter, Instagram fan page. You can extend you brand presence and raise awareness through your Website and fanpages through the whole world wide web.

Earned media: is an old PR term that  meant getting your brand into free media rather than having to pay for it through Advertising. Basically it is word - of - mouth which is created through social media. Like you know you can´t control word -of - mouth , so you have to be able to handle good as well as bad word - of - mouth and react on that.

paid media: Some People are prediction the end of paid media, which would be a Little premature because paid media can guarantee the immediacy and scale.

 

Latest Trends and media Habits

source: https://www.youtube.com/watch?v=4EUcYXcA2YI  by Stanventures a media agency

A survey was taken on 500+ marketers about their goals and expectations on digital marketing. Here is what is working and what is not.

B2B:
41% wants to generate leads
27% to drive sales
17% improve awareness

B2C:
40% drive sales
27% improve awareness
18% generate leads

Marketers investing now 25% of their Budget in online advertising and 75% in offline advertising.
In 2014 50% of Search Marketing was outsourced by the companies compared to 2013.  75% of marketers are planning to spend more Money for moblie apps.

B2B: 1 in 5 have generated Revenue from Social media
B2C: 1 in 3 have generated Revenue from Social media

26% of marketers don´t know which channel delivers the best leads
33% of marketers don´t know which channel generates the most Revenue

In 2014 the most important priority is to increasing and improving brand awareness with 46%.
26% wants to collect, measure and use behavior based data.

The top5 Areas of increased spending are : Data and Analytics, Marketing Automation, E-Mail Marketing, social media Marketing and Content Management

Social Marketing Budget will double over the next 5 years. E-Mails with social sharing button will increase click trough rates by 158%. 67% of 2B Content marketers consider Event Marketing the most effective Marketing strategy.