American Express is a global, diversified financial services company headquartered in New York. The company is over 150 years old, founded in 1850. It is best known for its credit card, charge card, and travelers check business, but has numerous ancillary operations that are profit centers. On of the key factors in the improvement of American Express in the market is the continual thrust of its brand. Beginning in the 1960s American Express distinguished itself for two decades with several highly acclaimed campaigns. Advertising Age included two 1970s American Express campaigns (‘‘Do You Know Me?’’ and ‘‘Don’t Leave Home without It’’ featuring Karl Malden) on its list of the ‘‘50 Best Commercials.’’ The 1988 print campaign featuring photos of famous card members by Annie Leibovitz was a finalist for the book Advertising’s Ten Best of the Decade 1980—1990. But in 1990 AT&T Corp. disrupted the general purpose credit card market Continue reading
Advertising Management Concepts
Role and Importance of Advertising
Advertising is part of Marketing. In order to stimulate customer response always the advertisement is a good opportunity for the company to promote. The more people see the product/service, the more they feel like buying it. So many companies rely on advertising these days to boost sales of their products or services, to build a connection with their audience and to create competition with their rival firms. There are different types to gain customer’s awareness like advertising, and promotion, Also there are different places that advertisements can be positioned, using the metro, trams, buses, restaurants and so on The advertising objectives should support main company’s goal and should be discussed with company-client in order to avoid misunderstanding. The advertising roles are based on company’s marketing strategy, like; Increase sales, Increase brand awareness and Supporting other market efforts. Advertising gives companies and businesses the opportunity to build up a brand and Continue reading
Characteristics of a Good Advertisement Copy
The success of advertisement depends very much upon the copy of advertisement. The main aim of the advertisement is to attract the customer and create an urge to possess that product. If the advertisement does not fulfill this objective, the expensive advertisements are useless. Hence, the advertisement copy should be drafted very carefully. The person who drafts the advertisement copy must be thoroughly acquainted with the mental process. He should be imaginative enough to think of words and patterns which would produce the desired effect on the prospective customer. An effective copy of advertisement should posses the following characteristics, qualities or values: Attention Value: An Advertisement copy must attract the attention of the potential consumers. If it fails in this mission, the money and efforts go waste, for everything else follows this. The copy should be drafted, planned and displayed so ingeniously that it may compel even the most casual Continue reading
Factors affecting Advertising Media Selection
The advertising medium refers to the means through which the advertiser can convey his message to audience. Proper selection of the media enables the advertiser to achieve the desired results. Hence, advertising media selection is vital for the success of an advertising campaign. An advertising medium is any object or device that carries the advertising message. It should be capable of accomplishing following three objectives: To reach the largest number of people possible. To gain their attention. To be less expensive. The character of the medium is largely determined on the objective and factual basis such as whether the coverage of the medium should be national, regional or only local. Factors Governing of Advertising Media Selection Selection of a suitable medium for advertising is really a complex problem to the advertiser. There are a number of kinds and classes of media in the modern advertising. Hence, the advertising media selection Continue reading
Different Classifications of Advertising
Advertising intends to persuade an audience (viewers, readers or listeners)to purchase or take some action upon products ,ideals or services. It includes the name of a product or service and how that product or service could benefit the consumer, to persuade a target market to purchase or to consume that particular brand. These advertisements serve to communicate an idea to the public in an attempt to convince them to take certain action, such as encouraging environment friendly behaviors, and even unhealthy behaviors through food consumption etc. To advertise is to draw the public’s attention usually for the purpose of selling products, or services, through the use of various forms of media, such as print or broad cast and notices. Advertising is not only used as a means to promote a company’s products and services and to drive sales but as a means to build a brand identity and communicate changes Continue reading
Magazine Advertising
Magazines published in the latter half of the nineteenth century were targeted towards special interest audiences and carried very little advertising. Most magazines of this time were either literary, or religious in content. Before the advent of radio, magazines were an important advertising medium for many businesses. Magazines are considered as the most specialized of all the advertising media. The magazine industry has often been described as “survival of the discriminating.” The number of magazines has increased steadily to serve the educational, informational, entertainment and other specialized needs of consumers, business and industry. Availability of a wide variety of magazines makes them quite an appealing medium to a very large number of advertisers. Magazine advertising is equally popular among large and small companies. Their high interest readers are usually willing to pay a premium for the magazines. As pointed out earlier, the role of magazines is different in the media Continue reading