More money for advertising then any business function is lost. This does not mean that the companies do not advertise, but people need to understand how advertising works. There are several ways to characterize the ads, but for our purposes, we make it only to advertising and separate into two different approaches: saturation and emotionally.

One of the things I learned during a long career that makes people leave their business even more dubious sources. Small and medium enterprises are turning mega, to learn their tricks and take their positions if they have something in common – advertising is no exception. As our customers, mainly medium-sized or small, we try to help some of these issues bring into view.

If you’re big enough and enough money available, there are all kinds of marketing initiatives, you can invest, but if you have a limited budget, you need to be smart about marketing and how much do you spend your advertising budget. And instead of the most efficient and cost-effective to spend the money on your site. Yes, you need to attract people to your site, but when once they arrive, they find it fascinating lack of compelling content, then you lost your money. While the tactical approach should be to convey your marketing message?

Saturation advertising

The first approach is the saturation of advertising, as we see on television. Anyone who has spent an evening sitting in front of the TV knows what I’m talking about: the constant repetition of the same ad repeatedly, to the ads annoying irritation. The fact is that no matter what you do to the ads that they avoid eventually penetrate into the head. Even fast forwarding through advertisements on a recorded program works. Saturation of advertising depends on the repetition is no quality, so some of the worst atrocities and / or his stupid commercials still effective.

There are advertisements on TV that large audience with an entertaining and memorable marketing message that reinforces the brand and generate leads, but when push comes to shove, all television advertising is not to repeat quality.

Works saturation advertising works?

Saturation advertising works? The short answer is yes, that, at least for a television audience that he did. Most people believe that it works on others but not them, a phenomenon psychologists call the action from third parties. The fact is, repeat automatically appear credible.

Most people will say they do not pay attention to ads, but lack of attention does not protect you from the influence of repeated messaging. In fact, better, bad publicity if the public does not really attentive and fail if the public had listened attentively. Particular attention lifts all concepts of message, technical issues and performance.

Saturation advertising will work for you?

But the saturation advertising is expensive because it is where big media buys to the required number of repetitions are necessary to get worm his way into the collective consciousness of the audience. It is a tactic that depends Messaging deep pockets and that most companies exclude. Advertising, which depends on the constant repetition does not work on the Web, unless it is simply an existing TV campaign, complete and integrated printing.

By the way the music industry uses the same tactics. The constant repetition of a song, even lower quality, but with a minimum value and a rhythmically repetitive catchy chorus can become a hit when it heard often on radio or television in a music video. And like most advertising saturation is controlled by one who has more money available to purchase public access. The same applies to political advertising. The politicians can with the most incredible absurdities they raised enough money to drown her opposition.

The Web is a communication environment other than television. Where TV and the Web is consistent with the lineup: Your site is not advertising, or at least should not be, if you want to be effective, your site is not the equivalent of program trading, the key to success is the ability , to transform advertising into the content, and content into an unforgettable experience. You have to engage your audience with the same kind of techniques and ignore messaging, which occurs in the programs that you, not the advertising that you try to use.

If you are not your brand, you do not have meaningful, memorable message

If you do not saturate the market with your brand, then you have to find cost more, better to influence your audience. I use the word instead of the brand of product or service, because that is where to start – you have to think the “brand” is not the product / service. What we are talking about is the advertising for the promotion and growth of your company as part of a long-term marketing strategy and not as an advertising display designed to let you know your audience, through a sale or a specific event promotion. Companies that adhere to only one format for the promotion are essentially teaching their customers only buy goods and services, where to sell it, and it is an easy way to make money on a long term basis.

We all know that the popularity of Google AdWords, and we all know how it can be expensive, the keywords that trigger your ad placement access. a wide audience and many courses and many son: Google is essentially based on the same principle as television advertising.

The problem, besides the constant stress is that even if you attract a wide audience original, the audience does not stick long enough to get your brand story if this story is not as interesting and fun than the TV programs they watch . And even if that audience to stay if your site is not maintained sufficiently interesting, they will never return and reduce your chances of being recalled. Unlike television, where the audience is captive advertising, a Web audience is not. Unlike television, where the experience is usually a group decision to display the web, it is not at risk.

For most companies on its website is the best place to advertise and possibly more effective, but people want to go to sites that interest them, and they are in a moment, if not oblige a website check out, and entertain.

Emotional advertising

“People forget what you say, but they remember how you felt.” – Warren Beatty

Everyone likes to himself as a rational, intelligent people, but in truth we are all motivated by the same cable emotional triggers for thought. Our brains are wonderfully shaped bodies that receive the information without us even knowing it, they process information, massage, and produce instinctive reactions to external stimuli. Our survival and dominance as a species depends on capacity. Our brains are not cameras that record has been confiscated, they are tools of interpretation that produce gut feelings. Consequently, successful marketing strategies in the long term depends on an emotional brand association whose basic needs Maslowian.

No matter who you are or what you are doing your competitors undercut your price, add new features and better, or come up with alternative solutions of the highest quality. The business world is with corpses of companies both proud owners of their market covered, until someone came up with something better or cheaper or just different. No one wants a Polaroid camera with digital cameras are in vogue. Once proud and humble Kodak has significantly reduced because as a film company and sell cameras as an easy way to more movies as tools of human creativity. Products and services come and go, but brands are forever, and the grades are defined by their emotions.

The game with the message of good brand can be tricky. We know that motivation that causes people to react when the target is the right trigger to accept for your company’s strategic vision and leadership with respect to your target audience. Knowing your audience sees himself as a rational motivation is not a barrier to trigger emotional motivation. Everything is a question of design of the brand and provide the right framework and implicitly in your advertising and messaging initiatives, especially to your website.

A final word

A society without emotional connotation is a soulless society, and that ultimately by those who stressed the importance of brand advertising and how emotionally understood to be replaced.

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