(d) Essentials of Good Advertising:
1. A good advertisement must have the
right message communicated through a right media. It must reach the right
people and prospects and that too at the right time and at the right cost.
Right timing of an advertisement is very important.
2. Advertisement must be properly
understood by people and it should ignite their desire to purchase.
3. Advertising requires efficient
planning, organising and effective control.
4. Message creation is called the art of advertising. The message
must capture the attention, arouse interest and ignite the desire to purchase.
5. A good advertising theme stresses,
clearly the differential advantage of the product or service over rivals.
6. The presentation of the message
involves, the choice of words, pictures, symbols, colours, slogan, testimonial
and action.
7. Media are chosen to reach the
desirable segment of the population. Media selection is based on the
communication requirement, emphasis on the prospect, an eye on the competition
and the budget.
8. Advertising campaign can lead the
prospect through the various stages of consumer decision process, such as
a. Awareness,
b. Comprehension,
c. Conviction,
d. Purchase and
e. Repurchase.
9. Sales are influenced not merely by
advertising but by all tools of promotion simultaneously.
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