5 crucial features of advertising!

One of the important strategies of launching an advertising campaign. is decision making. Decision making comprises of such issues like whom to target, which media vehicle to use for the campaign, when to launch the campaign etc. Once the decision making phase is over, the advertising campaign is one the verge of launching in the market. The company which is advertising its brand or service is interested in various aspects of advertising which include frequency, media timing, media impact, reach and longevity.

Frequency from advertising’s point of view refers to the average number of times that an intended customer is exposed to the ad campaign. Companies usually establish frequency goals which vary from one advertising campaign to another. For example, a company might want to expose his ad message at least six times during the campaign. On the other hand in a crowded and competitive market a company might want to provide maximum exposure of his brand to provide repetition since repetition is one of the best methods to increase visibility of the product.

Media timing refers to the time span during which the advertising campaign is live. The time span can range from days to years. Companies have different strategies while framing the media timing to promote their brands. To cite an example some companies run ads for their brands during holiday seasons just to promote season specific products. This tactic of brand promotion comes under seasonal advertising. Various companies also prefer a continuous ad campaign for their brands which last accordingly to their promotion requirement.

Media Impact is again an important aspect of brand advertising. The medium of advertising whether television, radio, newspaper or billboard should provide an effective impact upon the customers. Based upon its products, companies should make an appropriate decision about which media vehicle is going to suit best for which product or brand.

Reach refers to the percentage of customers in the market who are exposed to the advertising campaign.Reach is again an important aspect of advertising to study the impact of the ad upon the customers.

Longevity can be grouped under media timing. How long does the ad survive in the market is again important to study. Depending upon the latest longevity of the ad campaign, a company can devise another promotion campaign.