Advertising is a form of communication intended to influence its viewers, readers or listeners to take a certain action.
Olala.com.au’s team is dedicated to create, plan and handling advertising for its customers. We help our customers to:
- determine the objectives type of their advertising
- deciding on the advertising budget
- choosing the media type for advertising
- deciding on media timing
- deciding on geographical media allocation
- evaluating advertising effectiveness
Advertising goals (objective) is a specific communication task and achievement level to be accomplished with a specific audience in a specific period of time. Advertising objectives can be classified according to whether their aim is to inform, persuade or remind.
There are five specific factors to consider when setting the advertising budget: Stage in the product life cycle, Market share and consumer base, Competition and clutter, Advertising frequency and Product substitutability.
The effect of the creativity factor in a campaign can be more important than the number of dollars spent. Only after gaining attention can an ads help to increase the product sale. There are three steps in developing a creative strategy: message generation, message execution and message social responsibility review.
In selecting process of a specific media vehicle, the planner must search for most cost-effective media vehicles within each chosen media type. The media planner relies on media-measurement services that provide estimates of audience size, composition, and media cost. Audience size has several possible measurements:
- Circulation: the number of physical units carrying the advertising
- Audience: the number of people who are exposed to the advertising
- Effective audience: the number of people with the target audience’s characteristics who are exposed to the advertising
- Effective ad-exposed audience: the number of people with the target audience’s characteristics who actually saw the ad.
The scheduling problem refers to decision of how to schedule the advertising in relation to seasonal and business-cycle trends. The business has three options: it can carry its advertising expenditures to follow the seasonal pattern, to oppose the seasonal pattern or to be constant throughout the year.
Advertising for “local buys” is called Area of dominant influence (ADI) or designed marketing area (DMA).
Communication effect (copy testing) seeks to determine whether an ad is communicating effectively. The major method of advertising testing is direct rating: ask consumers to rate alternative ads. These ratings are used to evaluate an ad’s attention, read through, cognitive, affective and behavior strengths.
Olala.com.au brings an outside point of view to solving a company’s advertising problems along with years of experience in ads industry.
