Marketing communication:
Advertising is a
specialized form of communication because in order to satisfy the marketing
function it has to do more than inform. It has to persuade people to complete
the marketing strategy which is designed department believes people are willing
to buy.
Advertising has to influence to choice and buying
decision.
Making Known/Create Brand Image
Advertising is the means
of making known in order to sell i. e. to established brand such as Coke, Surya
and White Horse. It is not necessary to tell who is the producer or the price
of the product. People buy the brand and believe on its quality.
Effective
communication
It is said communication
process would not complete until and unless the receiver respond. In terms of
advertising Communication the direct impact of the message counts. Thai Population and community
Development Associations issued T-shirts bearing a picture of Winston Churchill
giving his famous two-finger V-sign Plus the words 'STOP AT TWO.'
THE VIPS Formula
David Bernstein has
explained the need for directness with his VIPS formula: Visibility, Identity,
Promise and Single mindedness. The AD must be visible, i.e., easily noticed.
Product or service must be
mentioned. The offer (the promise) must be made clearly. To active all this,
the advertisement concentrate on its purpose and not be confusing by trying to
say so many different things.
VALUE OF SIMPLICITY
An AD can be so clever
that all that is remembered is the gimmick or perhaps a very interesting
picture- not the advertiser, the product or the offer.
One of the most brilliant
advertising campaigns was based on the simple saying 'PLAYERS PLEASE' with its
double meaning. It became so popular that most of the customers being
encouraged to use these two words when buy any cigarettes.
Advertisements are not
always studied in detail, but are glance at, seen is passing, or seen on TV or
heard on the radio very briefly. The message must be instant impact.
CHANGING
ATTITUDES
The object of advertising
is usually to change or influence attitudes. It aims to persuade people to buy
product A instead of product B or to promote the habit of continuing to say product
A.
Many products, services
plus causes and social issues, are advertised which would not have been
acceptable or even permissible not many years ago. The prime examples have been
the official campaign to educate people about Family Planning or AIDS and the
commercial campaigns for condoms.
There is also a more
intellectual attitude towards many products and some people are prepared to pay
higher prices for purer, healthier or safer ones.
INDUCING ACTION
It is not just providing
information. It must do so in such an interesting, original, characteristics
and persuasive way that the consumer is urged to take actions.
This action may be to fill
in a coupon, telephone an enquiry or order, go to a shop, or remember the
product next time he or she needs to buy-say- a drink, the Coke.
COMMUNICATION
BARRIERS
If readers/listeners or
viewers misunderstand the advertising message, the campaign is a waste to time
and money. We have to careful not to set up unintentional communication
barriers. We may know what we mean but do other people? We must never assume
that people know what we are talking about and this is where market education
work of PR can help to make communication effective.
Some barriers are as
follow-
·
Social barrier
·
Age barrier
·
Educational barrier
·
Language barrier
·
Vocabulary barrier
·
Political barrier
·
Racial barrier
·
Ethnic barrier
According to Lippmann
other types of communication barriers are
a.
Artificial censorship
b.
Limitation of social contact
c.
Meager(insufficient) time available for paying attention to public
affairs
d.
Difficulty of making a small vocabulary express a big, complicated world
e.
Fear of facing those facts that seem to threaten established routine of
our lives
