Filed under Advertising

Advertising Research

Dr Brian Monger An important function of marketing and advertising research is to gather information needed for the development of the advertising campaign. Prior to campaign development the market is analysed to decide what kinds of things need to be known about the target market for the product.  Research Overview Perhaps little need for advertising … Continue reading

Disciplined Creativity

 Given a basic understanding of our product (including service) and knowledge of our intended media audiences (in terms of both demographics and psychographics), we can focus on the techniques, processes, and skills involved in creating effective advertising messages. First, however, we must have a clear conception of what “creativity” really is.   The creative writer-poet, … Continue reading

Creativity in Advertising

These notes will give you some good ideas about how to develop good creative advertising.  They are as relevent to Internet based advertising (both Push and Pull) as they have been to the older forms of advertising media. A lot is currently made of “Content Marketing“, but CM is going to just get very boring … Continue reading

Writing Copy that Sells

Better Copy Writing In most cases the headline is written first; then the copywriter turns his attention to the body copy.  Although many critics of advertising will claim that copy is dashed off on a typewriter by the copywriter with machine-like ease, this is hardly the case.  Good copy requires careful and painstaking’ thought and … Continue reading

Sense and Sensibility – Perception in Marketing

Sensory Perception in Promotion For marketers, a basic knowledge of the senses can be helpful in many ways.   Advertisers must know how the products being advertised affect all the senses.  Such knowledge often forms the basis for effective campaigns.  Television, radio print and Social media all have their limitations Sensory Adaptation All of our senses … Continue reading

Persuasive Marketing Communication Writing

Your purpose in most Marketing Communication is to help persuade your target audience. Your message may be delivered in one way, a few ways, or many ways. As you work on message content, how-ever, keep in mind the concepts of audience analysis; source credibility; appeal to self-interest; clarity of the message; timing and context; symbols, … Continue reading

Visuals in Advertising

The term visualising is used in two different senses by advertising professionals.  At times they talk of “visualisation” in the broad sense of “Shall we put the idea into words or into pictures?”  At other times they refer to the execution of the “visual” idea – the elements, such as layout, illustrations, colours, and the … Continue reading