A good advertisement is one which sells the product without drawing attention to itself. Advertising is an expensive tool which is of absolutely no use if it lacks a specific reason and product. So the primary question you have to ask yourself is: Why and what do I want to advertise?
To raise customer awareness, discover your product’s USP (Unique Selling Proposition); something that benefits the customer in a unique way. To increase sales, highlight the value of your product – it needs to have extra benefits (e.g. detergent that lasts longer). To create or maintain company or brand image, to reassure customers, and to counter competition’s advertising.
If you have the answers to the what questions and reasons for some of the why questions, you can fully dedicate yourself to the next stage, i.e. the actual launch of the word.
Today, the media primarily means the mass media. Research has shown that it is one of the most efficient ways of “spreading the word” and thus the most expensive means of advertising. However, even if you have enough money to afford the largest or the glossiest advertisement, or a prime-time commercial, it doesn’t necessarily mean it will be the most efficient way of advertising for you.
First, do your market and media analysis, and investigate the efficiency and profitability of such advertising. Research your target customers and their preferences, and specify the results you want to achieve. This will help you establish a number of guidelines you should stick to.
