Internet and Online Business
Posted by Amitava on 5, Feb 2010
The chore of marketing management, ad design and media selection are often complex because the company may not be able to afford an advertising agency. Even those with budgets large enough to afford an agency may not have as much money as the business would wish to spend on advertising. At the same time, advertising should not be abandoned. Careful and selective use of advertising funding is the most important issue.
Ad design is vital to getting noticed among national ads that are created with large budgets. While a national advertiser can spend a million dollars creating a 30 second spot, a local advertiser may be able to spend only $500. The challenge is to design an ad that speaks clearly and effectively. Under these circumstances, small businesses are tempted to put too much into the ad, trying to present all of the reasons consumers should purchase from them. This type of ad is too cluttered and overwhelms the viewer. A small business manager should develop a creative brief to aid in the development of company advertisements. When business is new, the objective of advertising should be to create awareness. Creating persuasive or reminder ads should wait until there is a higher level of brand or company awareness.
