Product Description
Bestselling authors and world-renowned marketing strategists Al and Laura Ries usher in the new era of public relations. Today’s major brands are born with publicity, not advertising. A closer look at the history of the most successful modern brands shows this to be true. In fact, an astonishing number of brands, including Palm, Starbucks, the Body Shop, Wal-Mart, Red Bull and Zara have been built with virtually no advertising. Using in-depth case histories of succe… More >>

The Fall of Advertising and the Rise of PR

The star of the advertisement is the product not the ad itself.
The central idea behind this 9 word sentence is reinstating the importance of the product, which is the ultimate weapon in the client win over war. Rosser Reeves was most remembered for his annoying Anacin advertisement, which was so excruciating for the viewer that the headache medicine’s name was imbedded in his/her mind. In fact the sales of Anacin tripled after this advertisement went on air. Rather than focus on the quality of the advertising, Reeves believed that the product should be the star of the advertisement. Instead of focusing on creating a beautiful and fancy advertisement, the focus should the on imprinting the products name in the prospects mind. 

Finding and USP of the product and propagating it is the name of the game
It is the unique selling proposition (USP) of the product that should be elaborated in the advertisement, so that it is imprinted in the viewers mind. Reeves adopted the use of slogans to ensure that prospects remembered the product along with its USP. The Dettol antiseptic company launched a soap, which was propagated as an anti septic soap. While it is known that all soaps are antiseptic in nature, Dettol managed to create a niche for itself by advertising its USP as being an antiseptic soap. So creating a unique selling proposition for the product and imprinting it in the prospects mind is the trick to effective advertising.

Good advertisements must generate sales in order to be effective
The ultimate idea behind any business related activity is to make profits. Absolutely no energy should be wasted in undertaking any activity that fails to deliver in support of this ultimate goal of profit making. Profits are made when products are sold. Advertising is a marketing strategy that helps draw the attention of possible buyers towards the product. However, if the advertisement is unable to add to the sales and therefore the consequent profits of a venture, then irrespective of the quality of the advertisement, it fails in its aim. There are several noted ads that are remember, honored and awarded for their great creativity, however sadly in all this show, the product seems to be forgotten completely. So while the ads were lovely, they were at the same time useless. Unless the advertisement can compel the prospects to remember the product and maybe even buy it, it is a bad advertisement, no matter how creative the concept behind it maybe.

Repeat sales make the real profits
Marketing is a combination of four Ps, namely ‘Product’, ‘Price’, ‘Placement’ and ‘Promotion’. Most advertisers seem to forget this combination and interpret the meaning of marketing as only ‘promotion’ of the product. It is imperative to understand the logics of business, if one is to develop a coherent advertising strategy. Profits are made when clients return for the product repeatedly. If a soap manufacturer manages to sell one soap to everyone in the vicinity, the business will start a downward trend as soon as the last customer has been attended to. It is only when users of a product buy it once, use it, are satisfied with it and come back repeatedly to purchase it, that a company can grow infinitely. Even in the virtual world, advertising strategies are developed in order to not only lure the prospect once, but have web browsers return to the site often. E bay has earned a reputation for itself, which makes several shoppers return to the site for various products. Similarly there are holiday package providing sites like makemytrip.com that have several clients returning to look for affordable and interesting holiday packages on the site. The success of these sites lies in clients returning to use their services over and over and yet over again.

The product itself and not the advertising is what creates repeated sales
No matter how efficient the product advertisement is, it can only raise the prospects interest in the product and do absolutely no more. A good add that places the product in the right light and focuses on its USP, will only manage to make the prospect pay attention to the product. An interested prospect may buy the product once. From now on it is the quality of the product, its value for money and other such intrinsic attributes that will come into play. The ‘repeat sales’ wealth creating formula can only be executed and implemented by the product. The copywriter can in no way help in adopting or executing this plan. So unless the product is satisfying the customers needs, the buyer will not return to purchase it again, irrespective of how good the advertising strategy of the product is. The best of advertisements cannot make a customer buy a product repeatedly unless the client has been satisfied by the product. Continuing with the Anacin example, the advertisement made people remember the annoying jingle and therefore by default remember the name of the medicine. But, it was on trying the headache pill the users realized how effective it was. This made them return to the product repeatedly. So what the Anacin advertisement did was only imbed the name of the product in the prospects mind. The repeated sales were only created by the pill itself.

The product quality should not take a back seat to the advertising strategy
When pumping in large amounts of money into your advertising strategy never ignore or compromise on the quality of the product. It is the product that will help you cash in on the major profits that can be generated by repeat sales. Ignoring product performance at the cost of advertising strategy is sure to spell doom for the venture. Since it has been proved that it is the product and not the advertising that causes repeat sales, it is of course crucial that the product be given its due attention.

Repeat sale statistics are like life saving drugs.
Successful business ventures give due attention to maintaining regular and correct ‘repeat sales statistics’ since these send out several signals that are crucial for the business. Repeat sales statistics warn the manufacturer early that the product is not faring well against the competition. Armed with this knowledge, corrective measure may be taken in time so as to pull the product up to mark once more. It is therefore highly advisable that these statistics be maintained month after month and year after year. While almost all commercial ventures understand the importance of advertising, many of them fail to recognize the life saving effects of ‘repeat sale statistics’.

It is an obvious conclusion now that while advertising is essential in today’s day and age of communication and exposure, it should not take away the focus from the product itself. Simply hiring a creative copywriter is not the solution to good and effective advertising. A good copy writer is not one who creates originative ads but one who is able to bring out the USP of the product. It is the USP of the product that will help create a niche for it. Advertising agencies that can use the USP of the product in a magnetic manner to bring the prospect to make the first purchase shall be considered effective. From then on it is the product that will perform. At no given time should the quality of the advertisement awe the viewer to the extent that he/she ignores the product been advertised. So while the temptation to out perform the product is usually difficult to fight off for a copywriter, a good copywriter must at all times keep the product as the prime and only star of the show. The M&M slogan “melt in your mouth” and not your hands, is a classic example of how the product USP was portrayed so as to keep the product as the highlight of the advertisement. Prospects remembered the product and their curiosity was also heightened enough to want to try it out. M&M still rules the market today, and the slogan has also stuck on for decades now. It was the advertisement created by Reeves that got the prospects attention but it was the quality of the product that retained this interest over the years.

The Internet advertising solutions gives a cutting edge performance to brands, over similar products and services available in the market. Anonline advertising agency ensures that brand positioning is done efficiently. Leaving no room for other brands to sabotage the client’s image or capture market share. This practice enables the business organization or advertiser to retain a good position in the market. The advertising is done to make people acquainted to brands. This is why the advertisements are scattered all over the media. The viewers respond to the promotions due to the curiosity generated by ads.

An online advertisement agency does not only run the advertisement campaign but also remains a key associate to plan promotional strategies. Some of the premier online advertising agency consists of market analysts that specialize in advertising and buyer behaviour. This gives rise to an organized approach towards generating business. It is crucial because focusing on sensible utilization of ad spends gives high return on ad spends. Internet is one medium that ensures high ROAS. It is due to the cost effective models and efficient networking of ads, which ensures relevant audience.

An online advertising agency uses various methods to drive relevant response to the advertisements. It considers facts related to publishing websites like keyword analytics, website analytics, metrices, website theme and content. The ads are displayed across the most appropriate web spaces.

In turn, the ads are clicked by people actually looking for such products and services. This gives a high response rate to the ads. Moreover, the advertiser has to pay less in comparison to the responsive leads generated. This makes the solutions of anonline advertising agency useful for business development. As, the business organizations are well conversed in converting the leads into profits.

Following are several types of promotional strategies an Internet advertising agency applies -

SEM – SEM or Search Engine Marketing is a combination of SEO or search engine optimization, PPC or Pay Per Click, link building, website design, development and hosting, on page and off page optimization. Through, SEM techniques anInternet advertising agency helps a site to mount through list of top ten rankings of a search engine.

Email marketing campaign – Email marketing is a direct marketing technique an Internet advertising agency espouses for building customer relations and customer retention. This email marketing strategy helps creating beneficial and personal level of communications with potential customers. Whether to build up new client base to promote or enhancing rapport with existing customers, to describe how your products can make their lives better or inform about new promotional offers, product knowledge – email marketing is irreplaceable.

Blog marketing – When an Internet Advertising Agency is found to use power of web blogs, it is said to use blog marketing techniques. Usually, only one marketing topic or idea can be promoted with blog marketing. These blogs are beneficial being sources of content to use as recommendations, referrals to spread advantage of a product and making it attract its target clients.

Other type of marketing techniques an Internet advertising agency deploys are display ads combining standard banner, flash banner, animated banner, pop ups and pop under, video ads, skyscrapers etc. They also use affliate marketing wherein two entities like publisher and sales people or advertisers and merchants transact to pass traffic to other sites and generate leads and sales etc., share profits on the basis of participation.

This makes the online advertising company a constructive partner in channelizing extensive promotions. There are lot of things that goes into Internet advertising, when there is a need of effective advertising. The online ad agencies have an expertise over the efforts required for quality promotions. From creating banner advertisements to publishing them in an effective way, there are many activities that need a systematic approach. The creative team understands need of the product and develops the advertisements accordingly. The strategists devise the plan to go about encouraging the potential customers ad target audience.

The online advertising company helps the advertisers in reaching their audience. In addition, the ad companies utilize the banner network in the right manner. This enables the organizations to build their brand by translating them over Internet. The wide reach of network and targeting techniques works nicely to draw traffic influx from various locations of the Internet. Moreover, thebanner advertisements have to be quite enticing in appearance. There are lot of advanced technology platforms that are used to generate those eye catching advertisements.

While associating with an online advertising company, the advertisers must keep in mind the services being offered. Not all Internet advertising agencies can stand in the league of premier ones. There are only few, which provide all encompassing solutions and have their own efficient banner network. Zero in only to those, which satisfy your call and where your gut feeling allows you to continue. This has to be done because the advertising, promotions and brand building are activities that cannot be neglected or left in the wrong hands. Select the right ally for giving your business a distinct identity.

Therefore, there is a rise in need of utilizing the banner ads efficiently. This is because the scope of Internet advertising has to be fully exploited with the limited budget. The opportunities must be focused upon for deriving optimum exposure. The banner advertising agency ensures exactly the same thing. Along with it, the experts there emphasize on the thought process involved in branding, as it is directly concerned. The things that cannot be ignored are brand awareness, brand utility, brand promotion, brand positioning, brand image, brand rapport and brand equity.

The strategic promotions have to be given appropriate place for targeting in the precise market. For this purpose, a banner advertising agency helps the advertisers to find the right place. The advertisers can invest their ad spends for constructive advertising in this way. The cost effectiveness enables to generate more response within a set budget allocated for online promotions. The added advantage is the use of technology like central ad server, which displays relevant advertisements to users. The relevant display of ads canalizes the advertising process. In addition, it is also done with the help of banner network.

The publishing part of advertising is also handled by the banner advertising agency. It is not as simple as it seems, as lot of analysis related to keywords, traffic, theme and content goes into strategic placement of ads. It becomes helpful for the advertisers because the relevant and beneficial click through or page impressions keeps the ad spends working feasibly. The banners have to be rotated across the network. It helps in drawing maximum response through exposure to the scattered target audience. The interactive and attractive nature of these ads captivate the visitors and holds them by achieving click through. The smallest to the global business players, everyone can swiftly progress with this edge.