Databases Reference
In-Depth Information
5.
Convenience
6.
Dependability
/Quality
7.
Expression
of beauty and style
8.
Economy
/Proit
9.
Bargains
These seem reasonable desires and wants at which to target advertising efforts
and are in line with research in fundamental and basic human needs [
68
].
Advertising types
One can classify advertising into three broad categories: brand advertising, direct
response, and positioning advertising.
Brand advertising.
With brand advertising, the aim is to build a successful and pos-
itive connection between the brand and the consumer. With a successful connection,
the business and associated products and services are known quantities to customers.
This connection has an element of comfort, trust, and attention, which are core ele-
ments of the relationship we try to establish via persuasive communications.
Potpourri
: One of the most successful branding advertising efforts was conducted
by P&G. Owing to its immense advertising budget and lengthy list of retail prod-
ucts, P&G has had a great influence on advertising practice in the United States
and hence, throughout the world.
P&G sponsored and produced a radio program in the 1930s and television
programs in the 1950s designed with no other purpose than to reach the audiences
most likely to buy its products, namely stay-at-home housewives.
Hence, the term “soap opera,” as the advertisements during these shows typi-
cally were for household items like soap.
We see a similar journey on the Internet as businesses work to attract new con-
sumers, meaning venturing out beyond just the pull aspect of sponsored search.
Effective marketing at this point requires a shift from buying advertising space
to developing online locations that attract consumers, including digital assets such
as Web sites about products, programs to foster word of mouth, applications that
customize advertising based on the context and the consumer, and pages on social
networking sites.
Although this shift can be difficult and seem risky, given the lack of metrics for
this type of branding, businesses can gain great exposure online (just like P&G
did on radio and television).
With this exposure, businesses can influence online word of mouth, utilize
tools that track and monitor online conversations about brands [
69
], and then react
or be proactive with the conversation.
Direct response advertising.
With direct-response advertising, one is advertising
to directly sell (without a middleman) a product or service to the consumer, which
can either be an individual or another business. Direct-response advertising is where
