Product
Advertising
Product advertising communicates the features and benefits of a
product to customers and prospects. Companies use product advertising when they
want to launch new products, announce changes to existing products or increase
sales of those products. Product advertisements must reflect the interests of
the target audience. An advertiser developing a campaign for a food product,
for example, would create messages and select media that appeal to a wide
consumer audience. A campaign for a business product, such as a machine tool,
would use media that appeal to different groups influencing the decision to
buy, including plant managers, production engineers and finance directors.
Corporate
Advertising
Corporate advertising campaigns play an important part in
business-to-business marketing, particularly for companies trying to win a
major sale or contract. Prospects evaluate the company as well as the product
when they are choosing a supplier. They look for suppliers that have the
capability to deliver quality products on time. Corporate advertising helps to
build confidence among customers and prospects by communicating messages about
your company’s capability and resources, your market position and financial
stability.
Direct
Response Advertising
Direct response advertising encourages prospects to register their
details, typically in return for an incentive offer, such as a free gift,
special discount or a copy of a business report for business prospects. The
advertisement includes a response mechanism, such as a reply coupon, telephone
number, email address or website address. The information that you capture from
responses provides leads that your sales force or telemarketing team can follow
up to create news sales opportunities. You can also use direct response
advertising to sell products directly to customers. Include information on the
product, together with a price and contact details for ordering the product.
Financial
Advertising
Financial advertising can help your company attract funds if you
are planning to grow your business or make a major investment. Advertising in
the financial or business sections of newspapers and magazines can raise
awareness of your company among analysts, shareholders, potential investors and
advisers. Publishing financial results, together with important developments,
such as major contracts or new product launches, keeps your audience up to date
with the company’s performance.