好广告定义good advertising

This includes evaluating how consumers become aware, what resources they use to learn about products, how do they asses value, what factors are important for actually making a purchase, and what are the feelings after purchase, satisfaction or anxiety?Purpose of Advertising:With a modern, media-driven society combined with multiple formats for mass communication, the influence of advertising is remarkably strong today.Advertising promotes products and services that businesses are tying to sell. However, this is not the sole purpose of advertising. In addition to promoting a product or service, advertising serves multiple functions for the company and brand. These functions help companies achieve the ultimate goal: selling their products or services.InformingThe most obvious purpose of advertising a product is informing. Through advertising, established businesses can announce new and existing products or services they are trying to sell to the public. Likewise, a new company can use advertising to inform the public about its business. Advertising is a strategy used to grab the attention of potential customers. Advertisements use language and communication techniques that appeal to consumers.InfluencingIn some cases, it is not enough to simply inform the consumer about a product. Therefore, influencing the consumer to buy the product or service is another important technique used by companies. By using strategic language or images in an ad, businesses can influence consumers to buy their product. Strategic language and imagery in advertising helps point out the strengths of a product or service, which can influence consumers' purchasing decisions.RemindingAnother function of advertising is to remind consumers about a product or service. There are many brands within a specific product category and consumers may forget about or overlook some brands because there are so many options. By using advertising to remind consumers, companies can establish their product or service in consumers' minds.Adding ValueAdvertising adds value to a brand by influencing consumers to perceive the brand in a certain way. Advertising is influential by nature, therefore, different elements within an ad, such as the text and images, can be positioned in order to add value to the brand. For example, a car advertisement in a magazine may include text that emphasizes the high quality materials and labor used in making the car. This ad achieves the goal of adding value to the brand because it assures the consumers that it is a high-quality car. Advertising plays up the strong points of a product or service, which in turn adds value to the brand.Assisting with Other Company Effort sAnother purpose of advertising is to assist with other company efforts. For example, without advertising, consumers may not hear about special promotions, such as sales and coupons. Advertising also assists salespersons because it educates consumers about the products before they get to the point of purchase. This is advantageous because it allows salespersons to spend more time on making the sale instead of spending time explaining the product to the consumer.Types of Advertising:Print Advertising – Newspapers, Magazines, Brochures, FliersThe print media have always been a popular advertising medium. Advertising products via newspapers or magazines is a common practice. In addition to this, the print media also offers options like promotional brochures and fliers for advertising purposes. Often the newspapers and the magazines sell the advertisingspace according to the area occupied by the advertisement, the position of the advertisement (front page/middle page), as well as the readership of the publications. For instance an advertisement in a relatively new and less popular newspaper would cost far less than placing an advertisement in a popular newspaper with a high readership. The price of print ads also depend on the supplement in which they appear, for example an advertisement in the glossy supplement costs way higher than that in the newspaper supplement which uses a mediocre quality paper.Outdoor Advertising – Billboards, Kiosks, Tradeshows and EventsOutdoor advertising is also a very popular form of advertising, which makes use of several tools and techniques to attract the customers outdoors. The most common examples of outdoor advertising are billboards, kiosks, and also several events and tradeshows organized by the company. The billboard advertising is very popular however has to be really terse and catchy in order to grab the attention of the passers by. The kiosks not only provide an easy outlet for the company products but also make for an effective advertising tool to promote the company’s products. Organizing several events or sponsoring them makes for an excellent advertising opportunity. The company can organize trade fairs, or even exhibitions for advertising their products. If not this, the company can organize several events that are closely associated with their field. For instance a company that manufactures sports utilities can sponsor a sports tournament to advertise its products. Broadcast advertising – Television, Radio and the InternetBroadcast advertising is a very popular advertising medium that constitutes of several branches like television, radio or the Internet. Television advertisements have been very popular ever since they have been introduced. The cost of television advertising often depends on the duration of the advertisement, the time of broadcast (prime time/peak time), and of course the popularity of the television channel on which the advertisement is going to be broadcasted. The radio might have lost its charm owing to the new age media however the radio remains to be the choice of small-scale advertisers. The radio jingles have been very popular advertising media and have a large impact on the audience, which is evident in the fact that many people still remember and enjoy the popular radio jingles.Covert Advertising – Advertising in MoviesCovert advertising is a unique kind of advertising in which a product or a particular brand is incorporated in some entertainment and media channels like movies, television shows or even sports. There is no commercial in the entertainment but the brand or the product is subtly( or sometimes evidently) showcased in the entertainment show. Some of the famous examples for this sort of advertising have to be the appearance of brand Nokia which is displayed on Tom Cruise’s phone in the movie Minority Report, or the use of Cadillac cars in the movie Matrix Reloaded.Surrogate Advertising – Advertising IndirectlySurrogate advertising is prominently seen in cases where advertising a particular product is banned by law. Advertisement for products like cigarettes or alcohol which are injurious to heath are prohibited by law in several countries and hence these companies have to come up with several other products that might have the same brand name and indirectly remind people of the cigarettes or beer bottles of the same brand. Common examples include Fosters and Kingfisher beer brands, which are often seen to promote their brand with the help of surrogate advertising.Public Service Advertising – Advertising for Social CausesPublic service advertising is a technique that makes use of advertising as an effective communication medium to convey socially relevant messaged about important matters and social welfare causes like AIDS, energy conservation, political integrity, deforestation, illiteracy, poverty and so on. David Oglivy who is considered to be one of the pioneers of advertising and marketing concepts had reportedly encouraged the use of advertising field for a social cause. Oglivy once said, "Advertising justifies its existence when used in the public interest -it is much too powerful a tool to use solely for commercial purposes.". Today public service advertising has been increasingly used in a non-commercial fashion in several countries across the world in order to promote various social causes. In USA, the radio and television stations are granted on the basis of a fixed amount of Public service advertisements aired by the channel.Celebrity AdvertisingAlthough the audience is getting smarter and smarter and the modern day consumer getting immune to the exaggerated claims made in a majority of advertisements, there exist a section of advertisers that still bank upon celebrities and their popularity for advertising their products. Using celebrities for advertising involves signing up celebrities for advertising campaigns, which consist of all sorts of advertising including, television ads or even print advertisements.Good AdvertisingGood Advertising delivers tangible and sustainable results.developed high-quality creative conceptsIt all starts with insight, ideas and initiative.Good NewsWhile technology changes the marketplace, the economy is changing the needs of our clients, and countless other factors are changing the interests of consumers and the media they use. But one thing ha sn’t changed—natural interest in a compelling story.That’s where Good Advertising comes in. The right story, told the right way, to the right people, at the right time is a Good thing.Good MarketingIn its simplest form, marketing is nothing more than reputation management, and the best companies manage their reputations very carefully. At Good Advertising, we can help you leverage the three building blocks of a Good reputation—differentiation, targeting and consistency across the enterprise—to separate your business from the competition and be seen as uniquely distinctive in the eyes of your clients.Whether you’re targeting your message to the general public or trying to get past the secretary’s desk to reach elusive, high-level C-suite executives, we can bring the right mix of marketing methods to give your company a competitive edge. And we have the experience, the talent and the commitment to help you achieve positive and sustainable results.Our marketing specialists are a critical part of the Good Team, working closely with our creative, IT, media and event professionals to contribute to the overall strength of our clients. That’s how we deliver Good marketing. Good CreativeFor almost 30 years, Good Advertising has developed innovative marketing messages that capture attention and drive results. We can bring you from concept to solution with a fast turnaround and a capacity for highly specialized custom jobs that deliver a competitive edge.Good Advertising creates and develops:• Programs to improv e the quality, awareness and equity of your brand.• Great direct mail, brochures, sell-sheets and other print materials.• Graphics and signage for billboards, banners and trade show booth displays.• Animated presentations and PowerPoint templates.• Web sites with design services that include HTML programming, search engine support and maintenance consultation.• iPhone apps and interactive PDFs.A good advertising will leave a lasting positive impression on the audiences/customers.Good advertising strategy is intended to help a company reach specific goals in terms of market share and specific types of consumers. Identifying that audience and targeting the elements of the campaign to connect with them is vitally important.Unless these aspects are taken into consideration and applied properly, even the most attractive, funniest and most informative advertising strategy will fall short. Advertising is the promotion of a company’s products and services carried out primarily to drive sales of the products and services but also to build a brand identity and communicate changes or new product /services to the customers. Advertising has become an essential element of the corporate world and hence the companies allot a considerable amount of revenues as their advertising budget. There are several reasons for advertising some of which are as follows:•Increasing the sales of the product/service•Creating and maintaining a brand identity or brand image.•Communicating a change in the existing product line.•Introduction of a new product or service.•Increasing the buzz-value of the brand or the company.。