Advertising and Media Questions

The following are the factors to be considered before deciding the target audience for any advertisements:

•       Age


•       Working class (professionals)


•       Non working class (Retired/Home makers)


•       Socio economic status


•       Region specific


•       Religion/community etc. 

Today, internet plays a pivotal role in both B2B and B2C space. Internet advertising helps the company to reach a large target audience in a small budget and also is easily measurable. It’s highly effective in creating and increasing brand awareness on a whole for any product/service.

The following are the various ways to measure the effectiveness of online advertising:

•      Downloading of brochures/contact forms


•      Completing a transaction on Shopping cart section of the website


•      Subscription to newsletter/webinars


•      Online enquiry about the product/service through company’s email address


•      Google analytics


•      Web analytics  

I would do the following if I run out of ideas for a new ad:

       - Word of mouth marketing

       - Direct marketing

       - Public opinions survey

       - Trade show/exhibition promotion etc.  

It depends on the following factors:

•        Reach


•        Geographical spread


•        Nature of target audience/clusters


•        Previous successful track records


•        Low budget; high returns etc. 

Deceptive Ad :

Deceptive advertising is also known as “False Advertising”. It is one form of advertising that will equip consumers with false and misleading information.

Unfair Ad :

Unfair advertising is very dangerous to consumers that involve legal binding. 

When there is an occurrence of public policy and consumer rights violation in an advertising message, then it is coined as “Unfair advertising”.  

An advertisement campaign must comprise of the following:

      - A solid marketing plan

      - Advertising budget

      - Media buying and planning

      - Choosing the right target audience

      - Selection of relevant advertising medium

      - Consistency in campaign theme 

      - Frequency 

The main purpose in measuring the effectiveness of any advertising campaigns is to evaluate its effect on the sales and also brand recall factor. The mathematical equation for measuring the effectiveness of an advertising campaign is:

Advertising campaign effectiveness = Revenue + Return on investment (ROI)

There are various ways to measure the effectiveness of advertising campaigns:

         - Conducting a survey after the campaign ends

         - Proportionate increase in the sales of that particular product/service

         - More customers calling to a toll-free and prescribed lines

         - Redemption of coupons and vouchers

         - Increased footfalls in the store to purchase product/service

         - Increased click on the company’s website  

Advertising is defined as a paid form of communication that reaches the target audience through mass media to provide product/service and brand related information.