Businesses want to develop and expand the market, increase market share, you must advertise. Advertising is the fastest way for businesses to reach your target customers. But due to ignorance you will waste money and be inefficient. Traditional advertising is dying, no it’s dead. Technology 4.0 forces you to combine many forms of mixed media, you must distinguish when advertising is an investment? when is advertising cost and what is the purpose of advertising 

Choosing the right advertising partner? To match your target customer segment and fit your capacity budget, your resources are important. I will answer all of your questions above with this article, hope you will find many ideas for your company’s upcoming advertisement. 

Purpose of advertising:

Convince customers to try and love the brand

Convince distributors and sellers to trust the sales effort

Distribution is PUSH, advertising is PULL

Advertising helps build your brand: 

Create brand awareness and make consumers familiar with the brand

Communicating the brand’s image, personality and positioning to consumers

Encourage potential customers to try the product

Build customer loyalty and enhance brand competitiveness

Classification of advertising partners: 

Advertisers

QC service supplier company

Advertising consulting company

The advertiser is the one who needs and spends money on advertising to send messages about the benefits of the brand to consumers.

Advertisers can be:

Manufacturing and trading companies

Product distribution agents

Health, education, law service providers

Social organizations, unions, parties, religions

Government agencies, mass organizations, localities

Famous characters

Printing design company

Company providing outdoor advertising services

Film company and post-production services

Professional photography studios

Company that produces advertising products

Direct marketing company

The company provides market research services

Owner of the media

Other types of companies

Full service agency (Full service agency)

Media service company (Media agency)

Public Relations Agency (Public Relations Agency)

Marketing consultant company

Package advertising agencies: 

This is the type of consulting company that fully implements all advertising services

The difference for QC service providers is that they can advise advertisers on how to use their advertising budget in the most effective way.

Starting to advise on brand development strategy, creative strategy and communication strategy, the package advertising company stands out on behalf of advertisers to fully implement all stages of advertising activities. for maximum efficiency

Mass media companies: 

These are companies specializing in advertising on mass media (newspaper, radio, outdoor, TV …)

Providing services such as media planning and strategy, representing advertisers to negotiate for press space

Monitor the advertising process and analyze and evaluate the information and data obtained after each advertising campaign

Advising advertisers on deploying and using new communication channels

Community relations firms: 

PR is an increasingly important activity in the process of advertising and marketing. PR programs, creative marketing events bring great effect, can completely change the competitive landscape between brands.

PR is also considered the most effective and least expensive marketing activity

Marketing consulting service companies: 

There are 3 main types of services: Direct service, package service, mixed service 

Direct service: 

Advantages :

• Direct relationship, fast

• Service cost savings

Weakness:

-Expense more personnel to monitor and supervise the work

– Lack of professionalism, affecting the effectiveness of advertising

Service Package: 

Advantages:

• Relationships are simpler, lighter

• Get professional, high advertising efficiency

• Get the direction of long-term strategic development

Weakness:

• Indirect relationship => easy to falsify information

• Additional service charges

Mixed services: Due to the fact that advertisers always want to save costs, DVQC is divided into many specific types of services. Only complex DV is assigned to QC consultant

HOW TO HAVE A CREATIVE AND HIGH EFFECTIVE ADVERTISEMENT: 

Effective ads need to meet the requirements outlined in the Creative Requirements. 

Advertising process: 

Analysis of needs 

The tacit truth 

Product information 

Competitor information 

Brand Positioning 

The advertising process: Brand positioning is the guide to all marketing activities around the brand, of which advertising is one of them.

The YCST + brand positioning will be sent to the advertising company to get the ads in line with the advertiser’s marketing orientation.

Creative Requests: 

The YCST is a written guide that outlines the principles, regulations, requirements, and specific goals that an advertisement must achieve.

The YCST is a document that requires and guides advertising agencies to conduct creative work with the highest efficiency.

The YCST has the following elements:

Short and concise

Easy to understand, clear and inspiring

Single-minded – request that the ad only represent a single idea

QC must have a basis to convince viewers

Your must-haves require creativity: 

 What is the purpose of this ad? Why is this QC needed?

 Who are our main customers (Who do we need QC to?)

 What are customers thinking and how do we want them to change their mind after seeing the ad?

 What is the only benefit of the brand that we can cite to convince them?

 What makes them believe what we advertise?

 What elements must be included in the advertisement?

What information to know when creating QC?

Who is primarily responsible for creating this ad?

Clearly define the purpose of advertising: We need to clearly state the market context, competitors and the purpose of this advertising to do? (New product launch, brand image renewal, promotion, other issues to be achieved…)

Clearly define who the customer is : It is necessary to clearly define the target customer that this ad is aimed at. Thoroughly describe their portrait, income level, living environment, how they use the product, their hidden truths (If you don’t have information, you must organize research and research on consumers to identify them). identify key customer groups).

How do we want them to change their minds: In this section, we raise consumers’ thoughts and feelings about the brand ((If there is no information, you must organize consumer research and research)

Next is to state the customer’s reactions under the influence of the advertising that we want (will buy and try the product in a new way, will have a good impression of the brand, will love the brand, will introduce the brand to acquaintances, will buy for acquaintances…)

The only benefit is stated: The content of this section is the benefit taken from the positioning statement. This section will be no longer than one sentence and contain no more than ONE most important BENEFITS. The positioning sentence should be expressed in the language of the consumer. 

The reason they believe: This is the main reason of belief stated in the positioning statement

This section may contain additional statements such as the certification mark of the Institute, the association, etc. or other objective data.

Mandatory elements to show: In this section, the standard regulations on color, size, logo position, mandatory presentation, rhythm, etc.

Information to note: It is information about the process of making and producing advertising such as budget control, special requirements of the type of advertising to be used (QC printed in black). white paper, plain paper, outdoor advertising, QC TV with a lot of time, character voices will have to be recorded differently by domain …).

Who is responsible for performing advertising : This is the process of transferring information from the advertiser to the advertising agency. The most important thing is that the advertising agency must correctly and completely understand all the items stated in the YCST. Therefore, the YCST must be signed by the person responsible for QC implementation and the person performing customer service of the advertising agency.

Above is the entire overview of advertising, the author would like to present the functions, tasks and effective advertising methods for businesses.