Marketing is the set of all those operations to publicize the company itself and its products.
The advertising business is divided into two parts: the advertising targeted to investors and to the public that (final customer or wholesaler).
As for the first kind of marketing will try to attract investors in your business by showing the company's management, its production and what will the future investment and the prospectus with the projections of sales after the new investment.
Why should a company require new investment from outside?
Usually a company reinvests profits into research and new products, in which case, however, are not sufficient or the holder members are the first to have to reinvest in the company, if they would not bring new capital of their own pockets can turn to new lenders, may be other companies that finance only supply of money and who will control only the advancement of research getting the balance to the sale of all or part of their investments, or, the new investor enters a full-fledged partner in this case will have all the rights a partner depending on the stakes.
Marketing to the final customer is different and uses different techniques.
First of all it is necessary to say that the sale of any product is subject to a market trend. The product is purchased much more when advertising is active, has soared in the beginning, then salt to stabilize and begin the descent.
Pic. 1
The marketing industry must provide that the sale of the product will start its descent (H point, in the example of Pic. 1 is the first column 10 that descends again to 9), but not before not after. Too before you risk that sales data overlap with the previous ones, this causes problems because the data obtained will be incorrect; if they act after sales will decline, and the company will lose profits.
Advertising to end users shall be designed to capture the attention of the listener or sees him and invite him to purchase it.
So, advertising is created to buy the products with different techniques depending on the type of advertising. In print, on radio and television media, on the web, on billboards in the street.
The purpose of advertising is to buy the product, so no advertising will never say "do not buy this product it's sucks!"; will say the opposite, can say so much more frequently in the explicit or latent and not visible.
Advertising on billboards is not to attract the attention on the images to avoid accidents; usually they contain prominently the name of the company and the city, with smaller print the address, what does it involve the company can be added if its name is difficult to understand. This type of advertising is more dedicated to passengers to motorists, in fact are the first that are free to look out while the car travels.
The print advertising aims to hit the eye of the beholder has just turned the corner, the image of the product is usually precedence over words. Certain advertising typically use a sound bite to better remember the name of the product, in some cases you can find at the bottom the site. Sometimes you can find lots of text advertising, the purpose of these advertisements is to appear as articles of the same newspaper (daily, weekly or monthly etc. Etc.). This very often deliberately to mislead the reader and make believe that it is a genuine article and accredit for sure the advertised product; essentially a real scam to the reader.
Advertising on radio means, instead, pointing especially on the words because there is no picture of any kind, the radio spot has to be fast and have all the information on the product and the manufacturer, for some products need to declare the authorization Ministerial advertising, as for prize competitions, in such cases if there was no ministerial approval the competition might be fake or unauthorized all radio commercials are divided timescales ranging from 30 seconds to 50, they are much more frequent than from 30 seconds instead of those from 50, in fact the latter are usually performed by the same speaker during the same radio programs.
Advertising on television has also a timing of 30 seconds; in those thirty seconds you will have to condense all the relevant information needed to understand why those who see the advertising of the product that you are talking about, what the product is and what it is.
The radio and TV advertising are not only the cost of production, from the writers to the actors, as regards those television also sets and costumes, but the greatest impact is the cost of the advertising space. The advertising area has different costs depending on whether advertising is radio or television, and depending on the time in which it is aired or if it is multichannel (only for television).
For radio advertising cost is an average of a few tens of euro per pass radio (usually you take in the block between 20 and 40 radio passages at a time) plus the costs of production which may also arrive to 5.000 €. The night hours are the least expensive, but also have a much reduced, peak times are when people are traveling to the office; there is a reduction during the daytime, but not as late in the evening.
For TV commercials, however, peak times coincide with the pre-news, evening, especially at 20 and between 20.30 and 21.15, before the evening programs, the night time band is the least watched, the band has daytime specific audiences (housewives and students or young people). The cost ranges from 15,000 to € 20,000 for the night time band (50,000 to € 70,000 if the advertising will be synchronized across multiple channels) and € 70,000 in the early evening, for the multi-channel costs are between 240,000 and € 270,000 course to pass television, a television advertising medium is made for at least a week at most ten days. Given the high costs not all opt for television commercials; In fact, the cost of advertising must necessarily fall entirely and should bring new revenues.
Gadgets such as: bags, pens, pencils and so on; with the company name are considered advertising. Some companies opt to include small amounts of product in a week, the publicity in this case is specific for a certain type of audience, women for women's magazines, male to male ones. Not to be confused with advertising for other companies outside the magazine inserting gadgets like, shirts or pants low and poor quality, sometimes by great brands just to attract more audiences in some periods of the year, when usually sales are low or other more cleverly when they reach a circulation increased to increase the revenue of the state to the press (for Italy).
As we mentioned the various advertisements are diversified by audience, adults, children, women, men, for anyone.
The advertising of adult are usually at times when underage are not awake; then the night. The advertising for children are used in magazines for children and programs for children (eg. The cartoons). Advertisements for men and women are placed in professional journals for one or the other (GQ or Modern Women, for example.) Or representing a man or a woman using the product; products dedicated to all families usually prefer to show rather than a single person, if there are children on the lines representing commercial advertising is more effective and more people are tempted to buy the product, and because usually purchases for the family make them materially women of the family, and because, according to the general perception of people, if there is a child represented the public considers it a safe product and therefore affordable.
For those who create advertising it is necessary to use specific tricks to make the product more palatable; for example, who never buy a food in which the actor (yes, because that is the star of the ad, an actor) makes faces disgusted or the child is not happy with the new shoes or game that uses? Someone would buy a car if he saw the real crush test performed on it? At best, it could be a deterrent to high speed; already, but unfortunately not many cars are sold as safe, but for their speed which of course you can not get in through the city traffic, but you will see lonely roads where you can reach very high speeds, then the shame that you have to use on a common road with the common speed limits and sin well that most people will think of using the car in a race track and not on a common road.
As anyone would dream of buying underwear if he sees a perfect body in advertising, too bad that most women do not have a model body. The same is true for perfumes, appliances, almost no one would buy useful products, sure, but they do feel normal. Basically, the ad exploits your insecurities as a person to make you buy things that many times you do not need either.
You can not create any type advertising, the laws of each state govern points and prevent certain types of advertising, the national telecoms regulator is the one who must ensure that the advertising services are consistent with applicable laws and if they were not in it power block its transmission or publication with the application of a fine. The complete rules it is located for Italy on the site of AGCOM (please view the website of your telecoms regulator in your state).
For example. In Italy it is not granted publicity despise another brand, you can not then say "X is better than Y 'because if there is a product that has a market share of the other much wider publicity of this kind for the brand less known would be devastating this would amount to an unfair advertising and unfair competition. If two products have the same slice of the market (more or less) is a legal disclosure? No. The result would be the same, imagine an advertisement for a food that is used in place of the main ingredient, mud or trash. Or maybe you think of a restaurant that is being held up by another with cockroaches in the food or in the kitchen. Who implements unfair competition usually the product is poorer than the others. Some advertisements today use a make-up masking the brand of the other product in this case is on the edge of legality, but the value of their product is the same level of the previous year. And 'it is forbidden even put beeps masking the sounds with the product brand to denigrate, because anyone could read and understand the sores.
Another prohibition, in Italy, covers the advertising to children; in Italy it is forbidden to advertise directly to children, because it is natural that the child ask the games or whatever they like it or see on the television or on the radio or their favorite magazine, so then the parents feel overwhelmed by "I want this or that "all the time and will have to say" no "many times, what a psychological level for children is a frustration not receive a response and the time is a frustration for the parent because they can not always buy the game that makes him feel a bad parent ; This type of advertising does not create a good social relationship and creates anger and not utility. The correct advertising should be addressed to the parents because they are the holders of education of the child and it is they who decide whether this game is educational for their children; however, in most cases they only see ads targeted to children (remember that the protagonists of advertising are the real product) by masking it all with the presence of a parent happy at the bottom of the screen maybe, but more often than not .
The last notable case, always for Italy, that we will see today in this article is misleading, it says false advertising because advertising does not tell the truth about the quality of its product. I remember a case of almost twenty years ago that was about the female pantyhose advertising seemed indestructible but in fact they were not; advertising had used a different product that is not marketed in stores, the result was locked advertising and fine to the manufacturer.
Some companies are using neuroscience to discover how advertisements affect human thought and then use new techniques and more complex for their own advertising. Some of these ads are also using NLP (Neuro Linguistic Programming) to create advertising. In the second case we can speak of misleading advertising, as companies "programming" language so that your brain picks it up as always right and proper; in this way also programmed your brain into buying the product even if it would not NLP, but we'll talk about in detail in the next article.
In video advertising and in any type of video (including cartoons and music videos) is not permissible to add micro frame, because this science since the 70's has found that the brain also reflects the writing of micro frame and is the equivalent of a plagiarism mental exactly as NLP. Imagine an advert that is inserted micro frame "BUY IT!", The advertising passed many times you would program the brain and would force you to buy it, or imagine a video in which you wrote a micro frame "KILL XY", the damage would be incalculable.
For any advertising you not in accordance with applicable state laws and the regulations of the national telecoms regulator can make complaints and report incorrect or misleading advertising to sponsor that will check your records and in which case, and will if he considers it appropriate.
Rashna