Big impact with a small budget!

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Big impact with a small budget!

Today advertising and marketing is a must to promote and sell any product or service. Powerful advertising plays a major role in achieving this awareness and success. It is the result of detail study, planning and precise execution. This is communication at its best. 

(The writer has more than 20 years experience in advertising and corporate communication. His clients have included big businesses as well as dozens of small businesses. He has worked as a copy-writer, visualizer and media buyer.)

In general terms, advertising is a marketing communication that employs a message to promote or sell a brand, product, service or idea. The purpose of advertising is to inform the consumers about their product and convince customers that a company's services or products are the best, enhance the image of the company, point out and create a need for the products or services, or demonstrate new models or version of established products in the market or announce new products and programs.

The three types of media commonly known are Press media, Television and outdoor media. And now you also have social media, and web media. Then you have two types of advertising - institutional and product or service. Institutional advertising is used to improve or promote a company's or brand image instead of promoting an individual product. Product advertising promotes the product or service to the target market by focusing on the benefits.

Normally there are three main objectives of advertising – to inform about the brand or offering, to persuade to buy or to remind and reinforce the brand message. An advertising strategy is a plan to reach and persuade a customer to buy a product or a service.

Today advertising and marketing is a must to promote and sell any product or service. Powerful advertising plays a major role in achieving this awareness and success. It is the result of detail study, planning and precise execution. This is communication at its best. Great ideas and creative ad campaign don’t just pop up from nowhere; they are built on the key communication ideas and concepts that motivate sales. The end result is the sale for the advertiser. If this is achieved, the ad campaign has clicked and created an impact.

Advertising that increase your sales and profits is the target. To achieve this, a lot of thinking and effort goes into it to get it right. If you begin by understanding motivation, communication and perception, you will be able to produce the kind of advertising you want. Understanding who your target audience is, what your business, product or service can mean to them, and what concept, design, copy messages and media they will respond to is essential. This is called Positioning. It is the foundation for effective and successful advertising.

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The correct decision at the outset will make your advertising more effective. Making the right decision before putting your hard-earned money into the media will add value and make your money stretch farther. And get an enhanced response from the consumer. Here are a few important points to decide before starting out:

*How do I get the best concept, design and copy writing?

*Should I hire experts or professionals or do it myself?

*Which media are right for me?

*How to and where to set my budget?

This will help to work out the ad strategy each time you plan a campaign. And your advertising will have more impact and be consistent because it has been consciously and carefully planned covering all aspects – budget, media and creative ads.

One has three major options for creating and producing your ads and ad campaign. You can hire an advertising agency, or you can lead a team of freelance copy writers, visualisers, designers and other professionals, provided you are familiar with creating ads and media. One should understand the value and effectiveness of the media – Television, radio, newspapers, direct mail, digital, social media and outdoor advertising. Apart from this, Public relations, participating or sponsorship of big events and endorsements too help in a big way to create awareness. Press releases too help to reach out to many people.

Some points to remember:

*Creating an identity – the most important thing you will incorporate in the advertising.

*Positioning for visibility and success.

*Getting started with your ad plans.

*Creating designs with effective copy-writing that appeals, motivates and sells.

If you hire an ad agency, they will take over everything from conceptualization, designing, copy, models, shooting and other things connected with production and work out the budget for the ads and ad campaign, and charge for all their services rendered. Selection of a good ad agency with professionals in all the departments, with good track record, with everything under one roof help to make your advertising campaign creative, effective and result-oriented. Ultimately helps to create awareness and generate sales.

Advertising informs, educates, motivates and generates sales. If your ad campaign does this, you have achieved your purpose of an effective and successful ad campaign. Successful IPL is the result of aggressive advertising and marketing. Take any successful brand in India or abroad, their rise is due an effective and aggressive campaign. You can have a big impact with a small budget!

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MyPost

Adani group firms' gross debt rises to Rs 2.2 trillion

These days one hears a lot about Adani group entering new areas. Recent data shows, the Adani group as one of the most indebted among India's top business groups. Entering new areas and take over are one of the main reasons. The Adani group continues to use debt financing to grow its existing businesses and enter new industries.

The combined gross debt of the group companies reached a new high of Rs 2.22 trillion at the end of March this year, up 42 per cent from Rs 1.57 trillion a year ago, according to data from Capitaline.

As a result, the group’s gross debt-to-equity ratio was at a four-year high of 2.36 at the end of March, up from 2.02 a year ago and a low of 1.98 at the end of FY19.

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