NEED AND FEED
Foundation
www.needandfeed.org
ALI ZULFIKA ZAHEDI BBA, PGDPM, MBA, DIP in AD (UK)
www.needandfeed.org
ali@needandfeed.org
Detailed Explanation of Any Three Types of Advertising Methods
YEAR 2008
Detailed Explanation of Any Three Types of Advertising Methods
Advertising is all about telling others about the company and his product. But with so many advertising medium around, which we need to carefully choose. I comply a simple three method for the above question’s reference and the details of this three method are below: 1. TRADITIONAL METHODS 2. ONLINE OR DIGITAL METHOD 3. NETWORKING AND CLUBS METHODS
TRADITIONAL METHODS Here are the more traditional methods of advertisement. Some of these methods are pretty costly though but if it could be done well, the results can pay off. Traditional methods of advertising is still a more trusted source than online advertising, which means readers are more likely to respond to any advertisement. Print media: Newspaper/Magazine Advertisements or in Yellow pages like directories books. Advertise in the newspapers or magazines can range from five pounds in the classified section to several thousand pounds on the first page. However, this is perhaps the most cost effective advertising for a small business without the big budget. it is important to keep in mind ‘Don’t Advertise on a Left Hand Page’ This has been tested again and again. When anyone read a publication, their eyes are drawn to the right hand page as they flick through, so statistically, more people will see the ad if it’s on the right hand page. Flyers/Brochures: Print out flyers and brochures and distribute them. Very low cost and can be much targeted. But this type of advertisements is usually limited to the retail sector but there are other types of business which can benefit from this. TV/Radio: Other forms of targeted media advertising, and now TV and radio are increasingly used by smaller local businesses, although tight geographical targeting is obviously difficult. Cost of production can be a significant factor. It is pretty sure that quite a few websites advertisements on TV during the last few years. I believe that TV adverts would be more effective that radio advertisements. But of course, there is a price difference. Having said all that, for small businesses, TV and radio advertisements would be out of budget. Outdoor Advertisements: like billboards, Bus Ads, even just an advertisement on own company van. Ranging from several thousand pounds to free (the banner is on company van), it can be quite effective. As example Singapore, it could be seen this type of advertisement is very common and is often practised. Name cards: A very low cost way of advertising. Just drop a name-card at restaurants, cafes and even letterboxes. Give away name-cards whenever possible. However, do not expect great results from this as they are un-targeted and lacks product/service information.
Loose and bound inserts: Inserts, in the form of leaflets, brochures, or other material, are provided by the advertiser to the publication, to be sent out with the magazine or newspaper. You have to produce the materials to be used as inserts which incurs printing costs, and then pay the publication a charge for insertion. There is a big effect from economies of scale. Charges vary according to weight of insert, how many inserts per publication, volume, the narrowness of the circulation profile, and how the publication is itself distributed. Response rates from inserts are almost always lower than direct mail, but inserts are a very flexible and cheap method of distributing an advert to a target audience. Bound-in inserts cost extra, require longer lead-times, and are favoured by some advertisers because they don't fall out and consequently are seen by more of the total readership, which can be two or three times greater than the circulation. Direct Mail: Advertise through the mail. It could be also distributed flyers through the mail as well. Just need to hire someone to go around flats or other estates and slot in the flyers in the letterboxes. However, you have to note that HDB flats now have a secured letterbox in place, which only the mailman can open. Press and Public Relations (PR): often underrated: can be very effective and generally costs nothing more than the time to manage it. Door-to-door leaflet drops: It just need to pay to produce the materials and then to have them delivered. It can be roughly targeted at different postcodes. Display advertising: taking an ad in the editorial sections of magazines or newspapers. If need a direct response, it must have a feature a coupon of some kind. Otherwise display advertising is mostly about image-building and creating awareness. Open days and exhibitions: These actually get to talk to potential customers, but there's a limit to how many people can be targeted and costs can be big. Word of mouth: Personal referral is unsurpassed as an advertising tool. It costs nothing and is the most believable type of 'advertising of them all. Encouraging word of mouth referral is therefore a good reason for sustaining excellent customer service and relations. If your customers are thrilled by the service you give they'll tell their friends. Company can encourage word of mouth referrals through the use of discount vouchers and coupons, loyalty and 'friends and family' schemes; introduce a friend incentive, and any other mechanism that encourages people to spread the word on behalf.
ONLINE METHODS Online and electronic media are fast becoming the most flexible and dynamic advertising methods of all. As people's use of the internet increases, so does the internet's potency as a vehicle for advertising and marketing too. Online advertising is the "in" thing these days and they are here to stay. But in all seriousness, online advertising is probably more cost effective than traditional methods of advertising. I am saying this in general. The cost for online advertising is much lower than that for other forms of advertisements. Online advertising is an important task in any online
business. Promotion of your Product or service to people who browse the Internet for information and problems to solutions can be done using advertising methods. Many methods are available today that can add credibility to any business if done with consistency. Primarily there are two major types of online advertising, free and paid. Paid advertising can show instant results in terms of website visitors, but free methods can take time depending upon which particular method is being used. So which is the best online advertising method? We can give some pointers here so solve this question.   
A method, which is free A method, which shows instant results A method, which can be put to use on demand
Pay Per Click: Pay Per Click (PPC) is getting very popular now as an online advertisement medium. Advertisers only pay if your ads are clicked. These systems are usually targeted and low cost. They are in the forms of text ads, banner ads and so on. However, some PPCs systems is complicated and confusing at times and may not get you the results if you don't implement it properly and eventually waste all your money. But this method is the most effective of all online advertisements if you plan your PPC campaign correctly. Just like Search Engine Optimization, it's all about keywords popularity (not surprising that a lot of Search Engines provide this type of advertising). There are also regional PPCs which is based locally and catered especially to local clients. These are even more targeted and could get you good results. Banner ad: Simple, create a banner and pay someone to put it on their webpage. Costs depend on their popularity and number of visitors. However these types of banner system usually don't have any way to monitor the clicks and are charged a flat rate (per mth or per year). Effectiveness is dependent on the site content so it need to choose a website related to product or service. E-bay/Yahoo or other auctions: .A surprisingly good way to advertise is through Auction sites. These sites are getting more and more popular as net-savy internet users start to make use of auctions to buy and sell their products. Some auction sites like Ebay even allow businesses to "setup shop". In small country like Singapore, it is much easier to meet and transactions can be done in person. Just need to place products on auction sites. But some auction sites also require a small fee to be listed as a trusted seller, if it getting a lot of traffic from auction sites, it is better to go for it. It gives buyers a sense of peace when they bid. The downside for this type of advertisement is that just need to take the time and effort to monitor the auction(s). Online classifieds: Another cheap way to advertise online is through online classifieds. There are a lot of free classified sites for Singapore businesses to advertise their products and services. Usually they only require getting an account (free) and starting posting ads. Some classifieds sites would charge a fee for advertisers to become a "trusted" seller. E-mail Advertising: Another very low cost advertisement medium. Just need to create an advertisement and then just send to customers. But it is important to do opt-in email marketing instead of spamming (sending emails to others who don't want to receive it). It would be getting better results this way. Need to make Ensure that the advertisement has
an option to opt-out as well. Email advertising is all about presentation and how attractive it can be to catch reader's eye, but it need to be sure that the recipient can view the emails properly. It can be also used HTML formatted email advertisements, which can support text and readable by a lot of email clients.
Affiliate Marketing: Affiliate marketing is like asking someone to sell the products/services. Take for example, your site is selling watches, what better way to promote your products than by having a watch hobbist website do it for you? So your product links are in the watch hobbist website (who is now your affiliate) and the visitors are mainly watch hobbists, what do you get? Targeted audience! These watch hobbist will more likely respond well to your advertisement.
NETWORKING AND CLUBS METHODS Networking contacts and introductions is an especially cost-effective marketing method for consumer services and products, and more particularly for business-to-business services. A variety of networking opportunities exist in all sectors and regions, including trades associations, chambers of commerce and trade, networking websites, societies, clubs, breakfasts, lunches, events, and anywhere that potential customers and influencers gather, and the systems within which they communicate and socialise. If we use our imagination. Always to be prepared to speak to others enthusiastically about business - the world is full of potential customers. The good image of an enterprise can be affected by the manner in which the telephone operator attends answers the queries to the customers, how the information is passed to other levels of the enterprise, attitude and behaviour of the workers in the enterprise. All marketing activities, particularly that of salesman, shareholders of the enterprise, and the advertisement departments should be improved, which will in turn be helpful in building a good image of the enterprise. It is therefore for a business enterprise good products as well as better public relations among the workers and, customers will lead the company in a right path. A sustained public relations programme can alone depict the enterprise as a good and useful citizen. Public relationship includes behaviour towards different groups of people with whom the enterprise comes into contact in one way or the other. It is important small as well as large business. The advertising programme should be very efficient that it can convey the importance and role of the enterprise. It should be made clear and should be made known to all connected with selling of the product. A proper plan should be formulated which contains the details for which type of customers it has been developed, appeal to be made to the customers, the cost factor, and the expected results should be prepared. By coordinating the productivity and advertisements, resource wastage can be eliminated. The people who are aimed, can be divided into five groups, these groups of people are the several “publics” in public relation. Consumer Relations: Consumer goodwill perhaps the most important aspect for the development of the enterprise, there cannot be a business without the consumer. Experts say, “It is better to lose sale than to lose a customer”. The enterprise should find what are needs of the customer, how it can meet their demands, and whether the customer is satisfied with product or not. A favourable image must be created about the product of the
enterprise as well as the enterprise itself among the public. The other main aspect is “Selling of the enterprise itself� is just as important selling a product; this is often forgotten by the management of the enterprise. Good image of the enterprise is built up through both actions as well as advertising. The consumer relations activities include proper information regarding the enterprise history, policies, objectives and more particularly what the enterprise has done to the public and more particularly what it has done in social welfare. Dealer relations: Business enterprise which produces large amount of products relies on the dealers who sell their products, so every manufacturer thus wants to motivate his distribution channels to sell more of his own products. Here the manufacturer should view the dealers as customers, rather than mechanical entities for the flow of his products. Thus good dealer relationship can only be promoted if the manufacturer is fair to his dealers in his behaviours. The enterprise should provide the dealer to sell their products by adequately advertising in his areas, it must offer some trade discounts and cash discounts; provide display facilities for the dealers. Employee Relations: The good enterprise has to build up a better relationship between the management and its employers, and there by building up loyalty among the employers and motivate them for higher productivity and better performance. The enterprise should provide career planning for their employees, and reward their work based on merit. Appropriate information about the enterprise should be given to employees. Thus attitude and behaviours of the employees within and outside the enterprise play key role. Shareholder Relations: Shareholder is a person who invested money in the enterprise, so he expects a reasonable return of his money invested in the enterprise. Good shareholder relation cannot be built up if the enterprise is not fair enough to them in the declaration of dividends in particular. The amount of dividend will also have an effect the prices in the market. Thus if an enterprise wishes to improve the shareholders relations, its management can think of many different types of programmes in its public relations activity. Community Relations: Many members of the community are its shareholders, consumers, dealers or employees. Thus previous types of public relation activities are in a sense tied up with each other for building up better community relations. However, it is advisable to find the need of the community and no to force on them something, which they do not want. Thus, community relations activities must be geared to he actual needs needed by the community and should not be just a form of glorification of the company. However it can go still further, by donating to charities, providing educational facilities etc.
NEED AND FEED
Foundation
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