When a company wishes to sell or improve the sale of its products or services, it may decide to advertise. Newspapers and magazines carry advertisements, as do billboards, televisions, and radio. Marketing is the wider process of creating a product or service, advertising it, and selling it. Advertising and marketing are vast industries that affect all our lives.

Advertisements use humor and strong images to get our attention. Short, memorable catchphrases called slogans become associated with the product. An advertising campaign often combines posters and television advertisements so that repetition ensures people remember the product.

A company’s marketing strategy includes market research, product development, publicity, advertising, and point of sale displays. The marketing department researches the products people want, and works with other departments to make sure that products meet the customer’s needs and expectations.

The purpose of market research is to find out what sort of people is likely to buy a product, and what will make them buy one product rather than another. Researchers get this information from interviews, questionnaires, and government statistics.

Shops use posters and display units to encourage people to buy products. Points of sale displays try to catch the customer’s eye where he or she can buy the product immediately. Shop window displays aim to draw customers into a shop.

Companies use advertising agencies to advise them on their advertising strategy. Advertising agencies conduct market research, plan which forms of media the client’s advertisements should appear in, and finally prepare the clients advertisements.

Story boards:

The first stage of producing a television advertisement is to present a storyboard of idea to the client, showing how the final advertisement will look. A storyboard looks rather like a comic strip, with a series of pictures showing how the action will run. If the client approves the storyboard, production can go ahead.

The advertising agency hires a production team to film the advertisement. This will include a producer, who supervises the rehearsal schedule, and a director, who directs the action when the commercial is being filmed. Once the film has been shot, a sound track is added. The sound track may be a voice-over repeating the product name and a catchy tune called a jingle

Article Posted By : sreevani  On April 29, 2013lView All Articles

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