Pic.Sell workshop ... Pirates'13

2. Advertising
Summary
What is Advertising ?
Advertising Plan
Advertising Technique
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What is Advertising ?
Advertising : is a form of communication for marketing and used to
encourage or persuade an audience (viewers, readers or listeners;
sometimes a specific group) to continue or take some new action.
Most commonly, the desired result is to drive consumer behavior
with respect to a commercial offering, although political and
ideological advertising is also common
“Advertising is the art of convincing people to spend money
they don’t have for something they don’t need “
Will Rogers

3. What is Advertised ?
- Products & services
- - Companies
- - Countries
- - People
- -Jobs & Schools
- Objectives of Advertising
- Increasing Sales
- Awareness
- Introducting services
- Telling customers about the product
- Media of Advertising
- Online Media ( Facebook , Google , twitter , etc. )
- Offline Media ( T.V , Radio , Banners , Flyers .etc. )

4. Advertising Plan
Is Strategy for how you plan to advertise your business
1- Target Audience
Determine the potential customers of the product. Before you can create an
advertising plan or campaign, you first have to know to whom you are
advertising the product. Identify the potential customer by describing
their :-
A- Demographics ( Age , gender , Job , Income , Hobbies ,etc. )
B – Behaviours
C – Needs & Desire
and how they benefit from using the product.

5. 2- Life Cycle
Determine where your product is in the life cycle. Learn the traits of each stage
of the product life cycle so you can determine which stage of the cycle is
where your product is. Determining the stage helps guide you in what you need
to focus on in your advertising efforts
A- Introduction
If you are just introducing your product, then advertising efforts
generally focus on bringing awareness of the product to customers.
B – Growth Stage
products in the growth stage are performing advertising efforts that sets
its product apart from the competition.
C- Mature Stage
Products in the mature stage use advertising as reminders to buy the
product by offering coupons or special sales to existing customers.
D– Decline Stage
Companies with products in the decline stage generally cut back
spending on advertising.

6. 3- Message
Advertising Message is Guided By Advertising platform
Advertising Platform :the basic issues or selling points that
a company wishes to have included in an advertising campaign
Decide what you want your ads to do. You can drive customers to
your physical business or to your Web site. You can let potential
clients know about a sale. Be specific without being too wordy;
people tend to skim ads, particularly those online. Include a relevant
visual, such as a picture of your store or business logo.
If you're uncertain of how to word your ad, look at ads for similar
businesses and note what you like and don't like.
Before making your advertising platform you should answer 3 questions
1- what are the product’s unique features ?
2- How do consumers evaluate the product ?
3- How do competitors rank in the eyes of the consumer ?

7. 4- Budget
Your budget will heavily dictate the type of advertising in
which you invest. Be careful not to over-invest before you know the type
of return you get on your advertising. Consider investing a small amount
in a few different types of advertising to determine which
ads bring in additional customers or business. Make certain that your
advertising budget doesn't eat into your operating expenses; advertising
can take time to build.
Ideas to consider when setting your budget plan
1- Small businesses commonly spend 1 – 3% of sales on their advertising. For
many companies, like jewelry stores, theaters, and furniture or appliance
stores, the normal expenditure is 4 – 7%.
2- Your advertisement must be large enough to contain all of the
information consumers need to make a contact decision. You must budget
to buy a big enough space.
3- Any money you spend on advertising outside of your trade area is a
complete waste. Ask your customers where they live, etc.
“The Man Who stops advertising to save money Is like the man who stops the
clock to save time “


8. Advertising Technique
AIDA technique
The acronym AIDA stands for Attention, Interest, Desire, Action, and it is one
of the founding principles of most modern-day marketing and advertising.
I it's often said that if your marketing or advertising is missing just one of
the four AIDA steps, it will fail.
While that's not strictly true (a branding or awareness campaign does not
necessarily need the Action step) you need to know about AIDA, and use
it whenever possible. It's a rule you need to learn well before you can
break it

9. A= Attract Attention
this is the part often overlooked by most advertisers today. It's just assumed that
people will find the product or service as interesting as the client does, but
that's rarely the case. so many ads jump straight to Interest, and thus bypass
Attention, that the ad is doomed to failure. An ad can be as clever or as
persuasive as you want, if no one sees it, what's the point?
What Attracts the attention of the customer ?
 Music
 Visuals & Graphics
 Visual Humor
 Loud Sound
 Repetition
I = Interests
Once you've got their attention, you have to keep it. This is actually trickier than
the first step, especially if your product or service is not inherently interesting
to begin with (think of insurance, or banking products).
Things that create interests
- Positive Associations ( Kids , celebrity .. Etc. )
- - Trust Development
- - The Ad. Should be Easy To Read & UnderStand


10. D = Desire
You've grabbed their attention, and you've kept it. Now, it's your job to create
desire. You must turn the story you've told into one that is not only extremely
relevant to the prospect, but also irresistible. Infomercials actually do this very
well, by showing products in dozens of different situations
Example:- "Sure, it's a nice frying pan, but did you know it can also cook a whole
roast chicken, and do sides at the same time? And it can make dessert too, plus
it's easy to clean and takes up no counter space.“
You keep layering on the facts, mixing in come character and persuasiveness,
until the viewer or reader has only one conclusion - "this thing is definitely for
me! In fact, I'm amazed I've been able to live without it for so long!“

11. A=Action
If the consumer is still with you at this point, you have one job left to do. It is, of
course, the most important job, and is often referred to as "closing the sale."
In a courtroom, this would be the final summation from the lawyer. He or she
has already laid out the case, now it's time to seal the deal and convince you
to agree with their argument.
The same is true with selling a product. And once again, infomercials do this well
. After demonstrating the product, and convincing you that you need it, they
close the sale with an amazing offer. This is the Call to Action, They'll start
out with a high price, chop it down again and again until it's a third of the
original price, and then give you a two-for-one deal and free shipping. You're
officially on the hook at that point.
If you fail at step four, if they don't take Action, then you at least want to leave a
lasting and positive impression about your product. That's why doing a great
job with the first three steps is so important.

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