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Author: Francis Lua
There are two types of advertising, general advertising and directional advertising. General advertising means telling the public about your product. You do it in the most appealing way possible in order to attract potential customers to buy your product.
Directional advertising functions once your general advertising is effective. It simply directs prospects who are already aware of your product through your general advertising efforts. Your prospects will need to know what is the name of your company because sometimes this is not so obvious as you have just advertised your brand and not your company. Then they will need to know where they can buy your product from, that is, your address or your branches is applicable. Of course they will need your other contact details such as phone numbers, fax, email address, etc.
There are many online advertising directories in Malaysia. Once you have done your general advertising you may select any one of the many directories available. Some offer free listing while most others charge a small fee.
Now that you see the difference between the two types of advertising and the importance of directional advertising, let us go back to examine why you need to advertise.
Advertising is one of the oldest forms of public announcement and occupies a vital position in an organizations product mix.
According to the American Marketing Association, Chicago, Advertising is any paid form of non personal presentation of ideas, goods and services by an identified sponsor.
To advertise means to inform, seen as the flow of information about a product or service from the seller to the buyer. However, advertising does not end with the flow of information alone. It goes further to influence and persuade people to take a desired action, like placing an order to buy a product.
The consumer market has become highly competitive with a new brand being born almost everyday. Irrespective of the kind of product you are looking for, be it consumer durables like refrigerators, air conditioners, washing machines or fast moving consumer products, FMCG, the number of brands available is truly mind boggling. Naturally it is the prime concern of every marketer to promote their brand as a shade better than the competitors. Advertising comes in handy here.
However, simply informing a customer that a brand exists is not enough. Advertising should be targeted towards the prospective audience in such a way that it forms a positive impact on the customer and in the process creates brand recognition. Marketers generally target advertising campaigns at the groups of customers:
a. First Time Users of a product. Customers who don't use that product category at all. The aim is to convince them to try that product.
b. First Time Users of a brand. Consumers who do not use a particular brand but might be using a competitor brand. The aim here is to convince buyers to switch from the competition product to theirs.
c. Regular users of the brand. Buyers who are using the brand already. The aim is to serve as a reminder of the brand benefits and convince them to continue using it.
d. Launch a new brand into the market.
e. Irrespective of who the ad is targeted at, a firm that plans to spend on advertising, must make sure that advertising campaign creates a positive impression of the brand in the minds of the customer, creates a need in them to try the brand and a commitment to continue using it.
To conclude, make sure your general advertising efforts are well organized before your place your website or listing in any online advertising directories in Malaysia.
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