The advertising market in the UAE is very active and aggressive and can make a big difference to your business. The purpose of advertisement is not just to create a brand but to persuade the consumer to recognize it as a brand. If you are thinking of advertising, this column is just for you and will give you a brief idea about advertising and its benefits.
One should ask the following four key questions when planning an advertising campaign:
- What do I want my advertising campaign to accomplish?
- Whom should my advertisements speak to? Whom should I target?
- What should my advertising convey?
- What advertising medium should I use?
Each question can have several answers, depending upon the specific business situation. Explore the full range of possibilities - you may need several advertising strategies for your particular business.
You may want your advertisements to increase awareness of your business, develop the loyalty of your current customers or generate sales; or you may want to give some information to your new/old clients about your product or services, or you may want to go in for a branding exercise. So the most important thing to do is to prioritize your goals. Advertising works best when its developed to meet one goal at a time. Once you determine your desired goals, you can target the right audience at the right time to receive your advertising messages. It is always suggested by advertising gurus that you should always have a specific customer type or group in mind when developing your advertisement.
Ads should be created keeping in mind your target audience and their interests. The purpose is to attract their attention.
Keep the following in mind.
- Attract Attention
- Hold Interest
- Arouse Desire
- Motivate Action
In addition to the "traditional" print and broadcast media, there are dozens of other options for placing your ads -- from kiosks to websites to billboards and so on .The important point to remember here is that you should choose the right medium of advertising. The medium is dependent on who your target audience is. Your choice of media should fit your advertising goals, effectively reach your target(s) and be cost-effective. While the number of people you reach out to is important, equally important is that the right people should see your ad.
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