Introduction
The global economy is witnessing dynamic and dynamic change and change, which is becoming clearer day after day. In light of the impact of human thought and culture on these changes, there are many desires and varied ways and means to achieve them, and the need for advertising as a visual, audible or readable means that affect the feelings and ideas and attract attention and create the desire to buy. As well as the work of the latter to earn the consumer and guidance and ensure loyalty to the goods declared a defensive line advanced to the competing goods through its contribution to the acquisition of an appropriate market share and then maintain and increase this share and here does not work alone, but an integrated system of selling efforts Marketing and management.
Advertising is one of the most important information activities indispensable for industrial and commercial economic activities as well as institutions and non-profit organizations, which are indispensable for the declaration of their efforts or will not be able to obtain the social support and material funding necessary for the continuation of its work and performance of its mission.
Advertising is one of the main activities in the field of marketing of goods and services in the current era as part of the communication policy and an important means of transmitting ideas and information to the people in order to change their views and promote them.
General concepts about advertising
Concept and advertising types
First: the concept of advertising
The advertising has a set of definitions, the most important of which is that it is an impersonal and indirect communication of information to the consumer or user through means owned by third parties for a certain fee and disclosure of the identity of the advertiser.
The advertising is an activity which means: All efforts directed at studying the market, designing advertising campaigns, selecting the means of publication and allocating the necessary funds to cover the expenses of this activity and measuring its results
If we look at the Larousse dictionary in the French circle of knowledge, we find that the ad is: a group means used to define public facility commercial or industrial and to convince him of the excellence of its products and instruct him in some way for his need to have known practitioners of the British Association of Advertising Agencies Advertising Association as follows (the ad is a message The most convincing addressed to the most likely customer, whether selling a product or service, smirking Less).
But the most common definition among specialists in this area is what the American Marketing Association (advertising means non-personal to provide ideas or goods or services by a given for a fee paid) According to this definition, the declaration is distinguished from other elements of the promotional mix these characteristics:
– It is an impersonal effort where the advertiser and the consumer audience are contacted indirectly using different means of advertising and thus the announcement of the personal sale made by sales representatives who communicate personally with the public to sell goods and services is different.
– The advertisement pays him a specific wage and this is what distinguishes advertising advertising that is not paid for.
The Advertising is not limited to the presentation and promotion of goods but also the promotion of ideas and services.
The advertisement discloses the identity of the advertiser who pays the price of the advertisement and is considered to be its source and thus different from the publicity in which the source of information is not specified in many cases.
The Advertising consists of the following axes:
Firstly, the advertiser, whether an organization or individual with a service or a commodity that you want to sell and want to advertise and advertised from the point of view of the agency. The client may have a management organization specialized in advertising. The advertising department may be part of the advertisement, To the advertising agency with all the task.
Second: Advertising Agencies An organization that acts on behalf of the advertiser with all or some of the work related to his advertisements. It may be a small organization that has few employees. It may be a large organization that employs hundreds. Whatever the size of the agency, it exercises basic functions that are indispensable in making its client advertisements achieve it. Profits that would not have been realized without the Agency\’s efforts.
Thirdly: means of advertising which represent media for communications
Second: The type of advertising leads to the characteristics of the ad itself. Each type of advertisement has its specific characteristics and characteristics. The most important of these are the following
First: Split the ad according to the target audience of the advertising
(A) A advertising addressed to the final consumer and includes the following:
1. A national advertising may be defined as any advertisement made by a producer producing a commodity destined to the end consumer in order to convince the potential consumer of the benefits and benefits that will accrue from the purchase and use of the commodity.
2. A retail ad is an advertising that aims to attract the consumer to buy from a particular place regardless of the brand he buys. It can be said that the national advertising differs from the retail declaration in four key aspects:
A.Market space covered by each of them: In general, retailers work in a market of small size in terms of geographical area, compared with the product that is announced at the national level.
B. Relationship with the consumer: The distributor in a small market is closer to the consumer and therefore his advertising message is more compatible with the consumer preferences for that message provided by the national advertiser.
C. Expected response: When the advertiser makes the announcement, he expects a direct and immediate response by consumers in his area. The national advertiser hopes to establish a strong and effective relationship with consumers that is expected to occur in the long term.
D – Focus on the price in advertising: When the distributor advertising, it usually focuses on the price aspects in the ads and the national advertiser does not focus on these aspects usually as prices can vary from one region to another within the same market.
Local Advertising When we examine advertisements published in local advertising media, many organizations and businesses, other than retailers, use these means to advertise their activities, such as advertisements by banks to advertise their activities and services. Such ads are outside the scope of the definition of retail ads and hence are preferred to be called local ads.
4. Cooperative Advertising There are some producers who have a great interest in the advertising effort of the distributors of their products, especially when the producers distribute special products. In this case, the national advertiser does not want to face the problem of knowing the stores advertised, Performed by the product.
B – Advertising of Business The business declaration includes the following types:
1.Commercial advertising is the advertisement directed by the producer to retailers for the purpose of purchasing a larger quantity of products. :
2. Industrial Advertising This type is done by manufacturers of industrial products and want to see their products sold to other producers directly to exempt them from thinking about the development and management of some retailers as an intermediary between them and of course the personal sale is more important in the sale of such products than in The condition of the products sold to the final consumer.
3 – Agricultural Advertising This type of Advertising aims at addressing the agricultural sector and informing them of the benefits that accrue to them due to the use of some grains or some fertilizer for soil.
4. Professional or Art Advertising Professionals such as doctors, lawyers, architectural architects and others are not allowed to advertise their services to attract clients, but in the recent period these professionals have been allowed to advertise their services.
Advertising effectiveness and terms of success
First, evaluating the effectiveness of advertising Advertising is one of the means of moving demand. In very rare cases it can be the only way to move the demand during a certain period of time and this fact indicates the difficulty of evaluating the effectiveness of the advertisement. The advertising efforts are often accompanied by a change in the price of the item or channels Distribution, or other promotional efforts as well as ad impressions of competitors. Regardless of these difficulties, it can be used as advertisement to measure advertising effectiveness research before and after its publication.
A – Research before the announcement
1. This survey list method is the simplest and cheapest way to measure the effectiveness of an ad. The advertiser displays the ad to be judged by an individual or a group of individuals who evaluate the ad according to a number of factors given weight according to their importance. .
2. Test the jury in this method, ask the consumer group calendar advertisement and be calendar based on the basis of comparing two or more ads and varied calendar from its simplest form (I like or do not like) to evaluate advertising on the basis of factors and then evaluate ads according to their importance or rates. This method is improved by survey. It is fast and accurate. However, on the other hand, it is concerned that jurors fear that the jury will act as ad experts rather than as consumers and love an advertisement that does not leave an impression simply because they should love it or may love an advertisement that does not leave a strong impression on the consumer.
3 – Cognitive test and recognition test: The advertisement is displayed on a sample of consumers and then ask about the ads they recognized or remember. This test depends on the ability of the consumer to identify the ads he claims to have seen during the test, while in the reminder test: To mention the ads he saw in the advertising medium. B: post-advertising tests
A – Cognition and memory test: This test was previously mentioned. It measures the perception of advertising more than the extent to which the consumer is affected by the advertisement and is subject to the extent of the actual consumer ability to recall and awareness.
B) Concomitant testing: This test is used for radio and television ads where the researcher at the time of the broadcast of the ads contact a sample of housewives and ask whether the TV or radio is open, what kind of program they are watching or listening to and who are the viewers or listeners, Which they saw or heard.
C – Test the sales record: The most important tests and more effective because the last goal of the announcement is to increase sales, but the conduct of such a test is difficult if the company sells several products and uses several ads, and prefer to use this test in cases where the purchase of the item immediately Advertising.
Second: factors affecting the effectiveness of advertising
advertising effectiveness is influenced by a combination of factors:
1. Environment The environment determines the marketing opportunity available and crystallizes the marketing objectives of the organization that the advertisement seeks to achieve. The most important elements of the environment are:
Demographics include population factors in terms of size and composition
The community has an influence on the formation of specific patterns of behavior among its members and the advertisement is interested in studying the social factors and determining the dimensions of interaction among its members and patterns of behavior that have an impact on consumer behavior, which is the main area of concern when planning the advertising activity in addition to the traditions and simulation and affection of the impact on consumer behavior .
C – Economic factors: The effectiveness of the declaration is the need to know the economies of society and the growth and change in the volume of consumption and the tendency to save and consumerism and surplus income
D. Cultural factors: Recent behavioral trends have confirmed that public behavior is influenced by the characteristics of the culture of the society in which they live. Therefore, it is necessary to build on these cultural concepts when planning, designing and producing the advertisement.
Technological factors: The change in means has an impact on production and products and affects the distribution, which helps to develop means of transport and communication methods and thus facilitates the transfer of means of advertising.
Legal factors: Those responsible for advertising should not ignore the laws and regulations governing the practice of advertising and those that regulate life. There are laws that limit misleading, cheating and deceiving the consumer.
2 – Products Whenever the product, service or idea satisfies the consumer\’s needs and is characterized by its quality and applicability of specifications with the tastes and desires of consumers whenever it helps the success of advertising.
3 – Advertising Design Advertising design is an important factor that contributes to the effectiveness of the advertisement or cause failure, although this depends not only on technical talent or creativity in the output, but requires knowledge of psychological methods affect the psychology of consumers and increase the likelihood of positive impact of the Declaration.
Third: the conditions of the success of the advertising message that the language of the declaration is easy and clear and far from the ambiguity and complexity and the difficulty of interpretation and that:
Be more accurate and incontrovertible than interpretation.
B – Use the scientific method to identify the consumer or user intended to be announced in terms of culture and social status and habits, behavior and education and financial capabilities and trends to design the advertisement commensurate with the requirements of the advertiser.
(C) The advertised products are of real benefit to the consumer or user and need them
D – take into account the design and output of the message so that the ad can attract the attention of the reader or the user or viewer and interest in the contents and the exclusion and urge him to buy.
E. The message must be trusted by its readers, listeners or viewers
F) Refrain from harming public opinion, whether religious, social or customs, and avoidance of public morals and social norms.
G – The reach of the advertising medium where the ad can reach the largest audience
H – Taking into account honesty and honesty in all that is presented by presenting explicit facts only
Advertising means
Types of advertising media
There are several types of means of advertising, including video, audio and video audio. The delivery of advertising depends on the quality of this method and the regularity of the continuation of its issuance:
1. Acceptance and widespread use by the consumer.
2 – increase in the flexibility of the market and geographical areas, besides the daily newspapers there are many local newspapers.
3 – Newspapers enjoy some of the advantages of communication as a feature of higher classification by the readers also research shows that the printed message leads to the ability to retain information.
4. Cooperative advertising schemes where a group of distributors collaborate and share advertising costs.
2. TV
The main advantages of television are as follows:
1 – the combination of sound and image and this leads to the viewer\’s sense of bringing the world of reality to him. – Public coverage where many families are available.
2. The ability to attract viewers attention, especially if the ad is designed and edited in an interesting way
3. Radio
Features:
– Mass use: This device has become cheap and its size has become easy to carry and move from place to place and may lead to the possibility of hearing the radio anywhere
– The possibility of dealing with a limited sector of consumers because of the presence of local radio stations.
– Speed and flexibility: where the message can be delivered at the time of broadcast live.
– Lower costs: The cost of advertising on radio is lower when compared to the cost of other advertising media.
– Good psychological effect: The results of research indicate that the consumer conviction of the message broadcast is very high and that the resistance to this message is less when compared to television.
4. Magazines
5 – means of external advertising such as posters and banners
Factors that influence the choice of advertising medium
– Objective of the message: If the goal is to reach the largest possible segment of either If the goal is, consumers may be preferable to use television advertising access to the professional photography can be announced cameras in the specialized press.
– Target consumer characteristics: For example, if the vast majority of potential consumers do not read or do not read newspapers, the press release will not achieve its goal in this case.
– The nature of the advertised product: In the case of industrial goods prefer to use specialized magazines, while prefer to use television in the case of consumer products.
Cost: Cost plays an important role in the choice of advertising medium, but it is wrong to consider the cost separately from the cost. The cost of a television advertising campaign may be higher than the cost of a newspaper advertising campaign, but the television ad may reach a much larger number of consumers.
– The requirements of the advertising message: The delivery of the idea of the message to the public may need to use some indicators that may be available in some other means, for example, the message may require the presence of sound, image and movement and here must be used television or cinema to deliver the message .
advertising campaign planning
The concept of advertising campaign and its planning methods
First: The concept of the advertising campaign The advertising campaign is an advertising program aimed at certain categories of current and prospective consumers and seeks to achieve certain communication goals through a set of planned and studied efforts
Or a set of integrated advertising efforts for a particular good or service within a certain period of time that contains multiple ad messages related to a common theme or common idea and directed across multiple media.
Second: advertising campaign planning methods
advertising campaigns are planned in many ways, including:
– The method of continuous plan: This method is to direct the advertising campaign to the public in general throughout the duration of the campaign and appropriate for this method of goods with the general public, which includes all categories of society, which is also used in the case of advertising the name of the organization, focus on the points of sale specific and easy to create A public opinion supporting her and a mental image that is popular with the public.
The split plan method: This method is suitable for companies that adopt a market segment concept and serve more than one market objective at the same time. Therefore, their consumers can be divided into different categories. Each category is then prepared. A number of characteristics are targeted. Each message contains a set of information that differs from the other group according to the nature and characteristics of the target audience.
– The integrated plan method: This method is based on a set of ideas, each of which aims to achieve the goal of the stage and then divide the goal, or part, but in the framework of one goal at the end of the campaign to achieve the general sub-goals so that a set of advertising messages contain all A message on a particular idea is being processed
Steps and stages of campaign planning
advertising campaign planning necessarily involves the following steps:
– Market analysis and data collection.
– Define advertising goals
– Define ad allocations
– Develop advertising strategies related to the following aspects
– Select a medium
– Create and define message
– Define the format of ad campaigns
– Schedule the ad campaign in terms of size and frequency
– Implementation of the advertising campaign
– Follow up the advertising campaign and evaluate its results
advertising design and output
The importance of ad design and output
The design and advertising of the advertisement is one of the great tasks that contribute greatly to the success or failure of the advertisement. The design depends not only on artistic talents but also on the adoption of scientific methods and formulas as well as understanding the principles of psychological impact on the behavior of the prospective consumer and highlights its importance as follows:
– Provides an integrated work map of the creative skills and abilities of the team which cooperated in setting goals and creating the advertising idea, as well as editing the text, preparing the artwork, identifying the shapes and spaces and coordinating all the elements in a certain aesthetic form.
– Provides the advertiser with all data and information against which the technical and productive requirements of the advertisement are presented.
– Giving the role to all staff working in the advertising activity to organize the various advertising elements.
Contribute to the achievement of the broad advertising goals declared to be achieved through the ability to draw the attention of the consumer is seeking.
Stages of the Declaration and the requirements of the effective design of
First: Advertising design stages
– Small initial models: These models give a general perception of designs and advertising ideas, and are small in size and do not contain any details but contain only the basic components of the Declaration.
– Approximate models: After approval of one of the small models, the designer proceeds to prepare the drawing of the same size and this model contains most of the required details, such as: elements of the declaration, the final declaration with an explanation of where each element will form the characters of the titles as well as subheadings
– Final form: After the approval of the approximate model submitted to the advertiser redesigned again to be in its final form with the identification of the areas of each element of the declaration accurately and arrange the agreed images and fee drawing and writing addresses and color setting and then sign the advertiser on the form approval.
Second, the effective design requirements
Effective design must have many characteristics and technical requirements including:
– that the design be balanced
-Must division of distances in advertising design in a balanced manner
– The design should allow the reader to see the ease of moving from one part to another simply
– The declaration must appear in all its components as a coherent unit
1. balance and means integrated coordination between the parts and elements of the Declaration. The balance is concerned with the proportional distribution of the elements of the ad so that these elements are distributed within the specific area around the so-called center of 8/5 visual reader. Usually the structure of the ad is divided by an imaginary line into two parts: upper and running and this line passes through the so-called visual center 8/3 the total area and the remaining lower part There are two types of balance in advertising design, namely formal balance and informal balance. The formal balance is achieved when the units are fully equal in both the right and left hemispheres of the ad. In the sense that if a vertical line is drawn, the ad breaks into two long halves. The right units are exactly equal to the left units. The informal balance is achieved by placing the light elements on a point away from the visual center More than heavy metals. This type is characterized by vitality and movement and is used if desired Focus on specific points in the advertising message.
2. Declaration of proportionality and good design must achieve fit in terms of the relationship between the length of the ad, display, and between the length and width of each other constituent elements of the Declaration. Some experts note that the square shape looks repetitive and unobservable as increasing the length of one of the ribs to twice the length of the other rib makes the ratio clear and therefore does not achieve the desired attention.
3. movement designed to control the eye movement and led to the aspects that are intended to focus on and there are some methods that help control eye movement, including:
A – usually attracted to the eyes towards the objects of large size is distinct and therefore, if the designer of the ad to draw the reader\’s eyes to a certain part of it, it makes the large part of the area and distinct from the rest of the parts.
B – can be used to guide the direction of motion of vision, including arrows, fingers pointing in a certain direction,
c – Leaving white spaces in the form of long columns, or occasional breaks or curves between the area of the declaration, Because of the difference in color if the ad contains a picture of a person or face and the advertiser wanted to draw the reader\’s eye on an element of the advertisement, it is better that the element towards Grate the apparent person in the ad.
4. Contradiction in the ad achieves a relative distribution of the ad elements to reflect the relative importance of these elements and the coordination of the ad contents. This can be achieved by changing the ad in terms of format, size, color, direction. 5 – The unit must have a strong and coherent link between the meanings of the title, image, subtitle and detailed message so as to facilitate the intellectual transition of the reader from one element to another.
6. Simplicity of any declaration that only the necessary elements that can not be dispensed does not contain.
7-use images and fees
Conclusion
The right choice for the mix of advertising means contributes to the achievement of creative and diverse, and to provide unique features and create a general impression and strong and influential After selecting the right mix is designed to appropriate advertising message, it is here on the chart to know the needs and benefits achieved by the commodity, And then the budget must be determined and appropriately distributed in order to be able From the coverage of advertising costs, of course, regardless of whether the advertising campaign is subject to careful scientific planning, it is necessary to evaluate progressively before, during and after the campaign .
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