Direct Marketing Manager – Hotel, Spa and Management Training Centre
Advertising
Advertising is one of the five traditional elements of the 'promotional mix', Direct Marketing, Personal Selling, Public Relations and Sales Promotion being the others. Advertising contains many different elements that include traditional media such as; publications, radio, television, billboards and packaging and the more contemporary online choices of; websites, e-marketing and banner advertising.
Advertising guru William Bernbach once said, 'In advertising, not to be different is virtual suicide', how right he was, which is why the most successful advertisements are often the simplest, clear messages aimed accurately and associated with perfect imagery.
Take the examples shown here, they are different in several ways, from intriguing thought-provoking copy, to a drinks advert that builds a tangible link between a high-performance athlete and the consumer. Messages like these capture the imagination of the consumer and determine that we commit something of what we have seen to our short-term memory. It is especially clear to see why marketing messages and creative design need to work closely together, but advertising is an indiscriminate process so you have to take care that the message does not alienate the very customers you intend to attract.
Publications
Source: Advertising Association, Industry defies gloom. 24.3.11
Available at: www.adassoc.org.uk/aa/
[31 Mar 2011]
In order to generate interest in a product or service, companies must establish a 'relationship' with the customer to continually reinforce what is known about the business. In the briefest of moments; headlines, fonts, colours, copy, tone and images all create an impression for the recipient, so care should be taken to manage advertising messages with a significant amount of continuity. A thorough understanding of precisely what message to convey, and how to convey it is therefore paramount.
To make the most of this you should take time to analyse prevailing market conditions and audience needs, and with the publication of over 1,200 daily and weekly newspapers and 100's of trade and special interest magazines, the breadth of choice can be daunting for many businesses.
However, using established relationships with publishers in the most suitable market sector periodicals and regional newspapers, together with the most appropriate copy and photography, will maximise the chance of engagement.
Packaging
The packaging of goods provides businesses with another means of advertising, and although the physical structure of the packaging material is designed to protect the life of the goods, the subliminal messages that an organisation is able to convey, should not be overlooked.
To stimulate appropriate brand values and organisational personality, packaging can be used to evoke many feelings from: prestige, trust and reliability to humorous, exciting or indulgent. By incorporating some of these subconscious, but effective messages onto blister packs, carton sleeves or boxes, you can enhance the perceived value of the product inside.
If you believe your organisation needs support in formulating your advertising messages, or increasing its exposure, telephone us on 01788 815327, or email us at communications@genesisdm.co.uk.
