Once marketer receives a commitment to buy from a prospect,
his job is just half done!.
Now he has to put together a program that can generate
results, and that is an important responsibility to embrace.
Business owners are unique individuals. They represent about
5% of the population, they have an idea, a vision and they put everything on
the line in pursuit of that vision. If a marketer builds an excellent program
that is aligned with what a business owner wants to accomplish, not only a
marketer succeeds as a professional, but will also have a customer for life.
The
Success mantras
Language
An expert helps the business owners to speak the language of Advertising or they risk wasting
their investment. Only, the correct message can give the expected ROI.
Value
Value is simply “What is in it for the reader of the ad”, it
is a call for action. A good value in campaign is the most effective means of
causing a prospective customer to act”. For e.g 25% Free in the same price.
Impact
The higher the Impact, higher is the success of a promotional
campaign.
Impact is the element of the promotional program that gets
your message noticed. A reader spends an average of 2-3 seconds on every ad. In
that time, marketer has to make sure that the message stands out the rest.
Circulation
Where impact represents how a message affects a reader,
circulation represents which audience the business is trying to target. For e.g
whether it is geographic targeting or demographic targeting. It can also be
based on the cycle of the product/service(slow cycle vs fast cycle)
Consistency
“Advertising is about making and breaking habits”. A
consistent message allows a business to reach the target audience whenever need
arises. In the world of advertising a consistent message unlocks the doors to
response if that message has a good value, impact and the appropriate
circulation
All these elements can be used, keeping in mind the ultimate
goal(s) of the advertiser when designing the ad.
