Essay Example on Advertising
Decision-Making Points on Advertising
Advertising Essay Introduction
Advertising has become an essential part of marketing, and both small businesses and well-known brands are using advertising strategies for several goals about their product or their service to the consumer. In the 21st century, every brand is using advertising, and advertising has become a decision-making point for brand managers because advertising includes a large scale of research, consumer insights, marketing strategies, and creative strategies for the products or services. Therefore, brands agree on long-term or short term contracts with the advertising agencies to examine their brand’s sale problems or examining the brand’s image and create an advertisement for their product or services. In addition, the advertisement is the way of telling the brand message to the consumers. However, there are certain steps before creating an advertisement such as background research, deciding marketing strategies, determining the advertisement’s goal, determining target consumers, and the marketing environment that advertisement will be published on. Moreover, background research is the first step that advertising agencies apply before the campaign. Eventually, all of these variables create a budget for advertising. After all, brand managers should consider the benefits and advantages that advertising will bring to their products or services.
Brands are making decisions on advertising strategies because of several reasons. These reasons are presenting their product or service, gaining a larger market share, creating and continuing a brand image, creating brand awareness, starting a positioning strategy for their product or service, and presenting their promotions (Biehal & Sheinin, 1998). Therefore, all of these reasons become a decision-making point on advertising, and each reason needs explicit research. Moreover, brand managers are deciding on advertising because publishing advertisements become a necessity in the competitive marketplace. However, brands are making decisions on advertising when their sales are going down. In this sense, advertising is helping brands to stay inside of the marketplace. Moreover, brands usually cut the advertising budget when their sales are going down, and this is a wrong perspective for those brands. Advertising campaigns should continue when the sales are going down.
Background research is examining the brand’s history, product or service, brand’s positioning in the marketplace, consumers, and competitions. Background research is essential before starting a campaign, and also evaluates advertisement efficiency. Moreover, without background research, advertisements will be useless. In addition, background research includes finding the problems in the brand and product that which variables affect the sales. Therefore, background research creates a reasonable perspective for the brand and product.
In the 21st century, consumers are exposing lots of advertisements during the daytime, and that makes it hard to get consumer’s attention to the advertisements. Therefore, background research collects the necessary piece of information to get consumer attention to the advertisement. Background research analyzes the piece of information to help the achievement of the brand’s goals for advertising. Therefore, it analyzes both brand positioning and competition’s positioning to decide a strategy for the campaign. Furthermore, these kinds of analyses play a critical role in the decision-making process. Furthermore, a piece of analyzed information is showing the results of the marketplace, brand, and target audience, which helps in the decision-making process.
SWOT analysis is the first step after the background research. SWOT analysis is done for both the brand and the product, and it helps to see the strengths, weaknesses, opportunities, and threats. According to the SWOT analysis and background research results, other decisions are started to make, such as advertising strategy, brief, creative process. Moreover, these decisions aim to achieve advertisement goals.
The marketing environment needs observation before starting the campaign because it is important to observe competitors’ advertising strategies and their market share. In this sense, advertising strategy is shaped with the marketing environment. Moreover, the marketplace has a competitive nature due to the changes in the marketing environment, and competition is increasing every year. Moreover, the reason for more competition in the marketplace is that products or services become similar, and consumer’s desires become different. Therefore, in the 21st century, the best way to keep up with the competition is by using new trends and doing remembered advertisements—moreover, successful background research advantages in the advertisement and also advantages in the competition.
Advertising brief is the document which confirms the understanding between the firm and the advertising agency, and it contains details of the campaign. The brief includes what brand requires from the agency to work on and the brand’s background, objective/purpose, target audience, positioning, promise/benefits, response, execution guidelines and tone of voice, and timing and budget. The brief is a guideline for answering the headlines. Therefore, a campaign is shaped shape with the brief and brief goes to the creative department for the advertisement.
The budget affects campaign continuity because selected marketing environments cost money. For example, publishing an advertisement in primetime needs more budget than publishing an outdoor advertisement. Therefore, the budget is critical for publishing an advertisement. The budget decides the media planning scheduling, such as pulse, flight, and continuity, and a large budget can use three strategies simultaneously. In this sense, using these strategies simultaneously creates an opportunity to respond to competition advertisements in a short time. However, the budget does not always determine the efficiency of the advertisement, and a limited budget can succeed in great efficiency in the advertisement campaign.
Creativity is combining the analyzed piece of information into the advertisement. The creative department starts to work on a brief and creative process that determines the advertisement’s efficiency. A brand manager makes decisions about advertising because they want to present the most creative advertisement for their products that will affect the sales and creative advertisement, which helps deliver the brand message in a remembered way. In addition, creative advertisement combines consumer insight into the advertisement. In other words, creativity affects the brand manager’s decision-making points on advertising for their products or services. Furthermore, without a creative advertisement, background research will be useless, so all variables are connected to each other.
Advertising Essay: Conclusion
To sum up, brands are deciding on advertising due to their needs, and according to their needs, background research is shaped. Background research is critical for marketing strategy, and it examines the brand’s problems with its product or services, or it examines the marketplace that the brand is involved in. Moreover, in the 21st-century, brands do not have another choice than publishing advertisements, brands have to publish advertisements due to competitive marketing environment. Furthermore, brands should consider the benefits of advertising when they are deciding on a budget because the budget shapes the advertising campaign. In addition, brands are deciding on advertising because of creative works that will help them gain a larger market share. In this sense raising sales is an important goal for brands.
Biehal, G. J., & Sheinin, D. A. (1998). Managing the Brand in a Corporate Advertising Environment: A Decision-Making Framework for Brand Managers. Journal of Advertising, 27(2), 99–110. doi: 10.1080/00913367.1998.10673555