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: Ad Types The type of ad 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
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