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Where should you place your advertising?

There are so many advertising mediums. This can be the most confusing step for any brand manager or anyone in business.

Where you place your advertising should be based on a simple principle.

Go where your target audience is most likely to see, read or hear it.

There is no single medium that is good or bad. All will reach an audience.

Simply put, the medium or mediums to use are the ones that fit your advertising objectives reach your target market and fit within your budget.

 

For more information about Jarvis, our work and team – please visit jarvismarketing.com.au

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Ad of the week

Unknown

 

tumblr_m565qrFUiD1rq4b22o1_1280 College for Creative Studies

It’s a serious issue we have all suffered from at sometime in our life!

This week’s ad of the week is a campaign for the College of Creative Studies in the US city of Detroit.

Why do we love it? Nearly all of us are from a creative background, so naturally we think the humour of art being a drug is something that we can all relate to. The message and execution was simple which created a massive buzz all around the world.

Who did it? Advertising agency, Team Detroit

 

For more information about Jarvis, our work and team – please visit jarvismarketing.com.au

 

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What should your advertising say?

Make your offer interesting

Translate the interesting elements into meaningful benefits

State your benefits as believable

Get the prospects attention

Motivate your prospect to take action

Communicate clearly

Measure against you plan

 

Once you have worked all this out hire someone who knows how to write and produce ads to make yours. Not a PR firm. Not a designer. Not a printer. Not a media business. Not the publication. Not the radio or TV station. A marketing and advertising agency that knows what they are doing and have a track record.

 

For more information about Jarvis, our work and team – please visit jarvismarketing.com.au

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Be consistent with your advertising effort

 Whatever your approach, be consistent!

Don’t expect advertising to work instantly. One exposure to a potential customer in a purchasing cycle has little or no effect unless they are absolutely in the market for your product or service.

Build trust with your potential customers by being consistent and continuing to communicate with them through good and tough times. Just like any relationship. The optimum level of exposures to your target market in a purchasing cycle is three.

This is the area where businesses fail the most. They will try something then when it doesn’t work after a short time they will stop. Then months later try something different. This inconsistent approach is confusing to the market so they ignore you.

 

For more information about Jarvis, our work and team – please visit jarvismarketing.com.au

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Independent advice

There are so called advertising experts everywhere. It is one of the only professions where you don’t need some sort of accreditation or licence to operate.

One simple rule applies. Are they independent?

Whatever you do avoid listening to a rep peddling a particular medium. They are being paid to sell that advertising medium so will never offer independent advice.

No amount of razzle-dazzle, flash presentations, graphs, research and spin should convince you of anything.

OBTAIN INDEPENDENT ADVICE – should I repeat that?

 

For more information about Jarvis, our work and team – please visit jarvismarketing.com.au

 

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Creative strategies that lead to good advertising

 The purpose of creative strategy in brand advertising is to position the product.

Correct positioning has more effect on sales than any other step.

Positioning is placing your product uniquely in the customers mind. It is setting the product apart from its competition in the mind of the consumer.

Positioning is the result, strategy is how you get there.

What about brand Image? The image of a brand is the products personality beyond its physical characteristics.

Creative strategy 

  1. Objective
  • Clear statement – the position you wish to occupy in the consumers mind
  • The essence of positioning is sacrifice – you can’t be all things to all people
  1. Target Audience
  • Paint a three-dimensional portrait of the consumer
  • Demographics are a start but go further and describe the consumers’ attitudes, personality, lifestyle etc.
  • Include the competitors we must replace
  • The target market is a key strategic issue. Do research
  1. Promise
  • Search for a promise of benefit to the customer
  • What is the benefit of the product to the consumer?
  • A good strategy always leads to a consumer promise
  • A benefit on which to build the advertising
  1. Support
  • Can you give the customer a reason to believe the promise
  • A reason why can help support a product benefit
  1. Tone and Manner
  • Search for a distinctive tone for the advertising
  • Tone helps build personality
  • Personality helps separate brands from their competition
  • This is the area where brands are built. Make every effort to separate brands from competitors.

For more information about our work or us, visit jarvismarketing.com.au

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