Advertising is a combination of art, science, and luck. You can’t create a successful advertising campaign without all three of these elements. You can’t know what will work or fail without testing or experimenting.
The first step in building an effective advertising campaign, whether online or off, is determining your product or service’s unique value proposition. We’ll call this part of the advertising process “creating the product.”
Next, determine the advertising medium the channels through which you’ll reach your target audience. You can make a good living as an advertising professional for offline mediums like newspapers, magazines, cable television, and radio.
Finally, identify the advertising objective what you want to achieve through your advertising campaign. This may be to increase sales, to build brand awareness, to attract new customers, or to improve the customer experience.
Here are three ways to identify your advertising objectives:
- The creative objective seeks to enhance the buyer’s experience through the ad itself.
- Your business objective aims to increase sales by X percentage point.
- Your marketer objective seeks to increase revenue by X percent.
These objectives are the fundamental building blocks of advertising.
Creating the product
Your product is the thing that your customers buy. It is what they value and use. It’s the product that your advertising is trying to sell.
When it comes to creating your product, it’s important to think about what it is and what it can do. It’s also important to think about how it can be used.
Let’s assume you have a new cleaning method that promises to help you get rid of dirt and stains, without damaging your home or furniture.
The product is the method, the cleaning solution, the tool or product that makes the cleaning job possible.
A cleaning product’s product features are its ingredients, its composition, and the way it is used.
The cleaning product’s ingredients are its raw materials. It’s the substances that make it possible for a cleaning method to work.
The cleaning method is the product itself. It’s the tool or method that helps you do the job.
A cleaning product doesn’t have features. Instead, it has a set of features.
A feature is what makes the product unique. It’s the thing that makes it different from other products. It’s what makes a product different from every other product.
Let’s look at an example. Let’s say your product is a cleaning product. In this example, the product is the cleaning method, and the feature is the type of cleaning solution.
The ingredients of the cleaning product, which are the raw materials, are soap, water, and a surfactant.
The composition of the cleaning product is its ingredients’ relative percentages. The cleaning method is the product it’s made from. It’s the tool it’s made from.
Finally, the way the product is used is its use, or how it’s used in the process of cleaning. For example, it may be applied to certain surfaces, like a dirty rug, or it may be used by itself.
The product’s use is the marketing of the product. It’s the way your customers use the product.
For example, your product may be a cleaning method that is applied to a rug. Your customers may take it home, use it, and then apply it to their own home. They may even use it with their own furniture.
You don’t have to create a product as a one-off. Instead, you can create an idea that you can then improve and expand.
This is the first part of the process of creating the product.
Creating the medium
Now let’s think about which medium is best suited for creating your product. In the example above, the medium is the medium of mass communication: newspapers, magazines, and television.
You can also use online advertising to create the product.
With online advertising, you can create your product in a way that you can reach your target audience.
Let’s look at two examples.
Example 1: Newspaper ad
First, let’s look at an example of a newspaper ad.
A newspaper ad is the traditional form of advertising. In a newspaper ad, you write about one of your products. The ad says, “Our product is a cleaning method that is safe for the environment and effective for removing dirt and stains.”
Then, you write about how the cleaning method works. You give the product’s features and use the product itself.
The newspaper ad shows the product’s features: it’s a cleaning method that is safe for the environment and effective for removing dirt. It’s an easy-to-use tool. It’s made from ingredients that are easily available.
When it’s published, you can’t tell whether the ad was successful or not. You can’t test it to see if it works.
The newspaper ad itself does not provide the advertising objective. Instead, it provides the product’s features. The newspaper ad doesn’t tell you, “The ad will increase sales,” “The ad will increase brand awareness,” or “The ad will attract new customers.”
The newspaper ad does not tell you the ad will increase sales by X percentage point. Instead, it tells you that the ad will increase sales by 10 percent.
You can’t test the ad in the newspaper. Instead, the ad’s success depends on the ad itself.
In this ad, the newspaper ad is not the medium for the product. Instead, it’s the medium for the product.
Example 2: TV ad
Let’s look at an example of a TV ad.
A TV ad is a form of traditional advertising. In a TV ad, you write about your product, but you also give the product’s features.
The TV ad features the product’s ingredients, which are the raw materials.
The TV ad gives the product itself: the tool, the product, the method, etc.
The TV ad tells you that the product is made from soap, water, and a surfactant. It tells you that the product is a product that is safe for the environment, and it’s effective for removing dirt and stains.
It tells you that the product is easy to use and that it works.
Let’s take a look at an ad for a soap.
In an ad for a soap, the soap is the product, the method, the tool, the medium, etc.
Over to you
A feature is what makes your product unique. Your product is your unique offering.
A marketing medium is the medium to communicate your product.
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