The global market has developed up to the extent that, if a company have sufficient potential and competency then it can sell its products all over the world. The only basic requirement in doing so is, making your product available at a particular location and making people aware of your product, and this is true even for local companies.
The
best way to reach out to masses is by advertising. Advertising is any controlled form
of non-personal presentation and promotion of ideas, goods, and services by an identified sponsor
that is used to inform and persuade the selected target markets. In 2016, spending on advertising was estimated at around $570 billion
worldwide. Though there are many different
mediums of advertisements these days, video advertisements are the most popular
and their market is growing steadily. But
this type of advertisements demands a lot of energy and expenditure.
So
it is imperative to analyze the
effectiveness of these advertisements before launching them, otherwise, companies might end up spending a lot of money without gaining any profit from
the advertisement campaigns.
There
is an advertising controlling authority in India named as Advertising Standard
Council of India (ASCI) which ensures the protection of interests of consumers.
There
are a few important points for the
analysis of the effectiveness of video
advertisement.
1)
What is the product/ service &
producer?
There
are many products and services for which advertising and promotion are not allowed, so before deciding the
advertising campaign a company needs to
aware of all rules and regulations.
For
the other products and services, it is
very important for a company that a customer should know who the producer is. Ex.
Philips advertisements show company name
at the starting as well as at the ending of the advertisement.
2)
Who is the target customer? Male/
Female/ Child (with age)
Target
customers are those people who either purchase
or consume the product or those who will influence and initiate the purchasing
process. The needs, wants and likings of each age group and gender are
different and therefore the advertisements need to be different.
3)
What is the message about a product or
shop?
Here
the company needs to mention the unique
selling proposition (USP) of the product
and service that they are providing. This helps the company to elevate itself compared to its competitors.
4)
Which advertising method is used?
(Informative/ Persuasive, Comparison or reminder)
There
are four different types of advertisements. Informative, Persuasive, comparison
and Remainder advertisement. Each type is used for different purposes.
Informative
advertising is used when the company is
introducing a new product or have added some extra features to the existing
product and want customers to know about it and educate, inform and empower
them. Because if customers are not aware of the offerings then there are chances of
failure of the product.
Persuasive
advertising is used when the company wants to
persuade the customer when there are other competitors. Persuasive advertising involves the placement of advertising messages
intended to persuade customers about the benefits of your specific brand.
Comparison advertising compares one brand to another. This type of
advertising is not allowed in India.
Remainder advertising is the type of advertising where the product is
already in the market and the customer is familiar with the product and now the
company wants to keep a product in the mind of the consumer.
So, the aim of the advertisement is very important.
5)
How does it get your attention and how
does the advertisement keep in your mind? (Story/ Music/ Emotion/ Brand
ambassador/ logo/ Message/ Tagline)
Many advertisements are remembered for generations
just because of their outstanding storyline, the wonderful music, emotional
touch, Brand ambassador, logo, Message and a Tagline While making advertisement
these things need to be taken into
consideration.
One can evaluate the advertising effectiveness through Recognition test and Recall test
Recognition test can be done by checking the ability
of a viewer to correctly identify an advertisement that they have been
previously exposed, by converting visual advertisement into audio and then
check.
Recall test can be conducted by showing an
advertisement for a product during a TV
program and asking the viewers whether they recall any advertisements for the
relevant product category.
6)
Interpretation of advertisement
(Positive or negative)
Advertisements should be easy to interpret and should
not make false demonstrations, because the advertisements affect the consumer's
perception of the product and they start
thinking that whatever is shown in the advertisement is true and can be done.
But most of the times it’s not true in reality. For example. The tag line of Red Bull is “Red Bull gives you
wings” or in the other example of Thumps up in which it is shown that the actor
opens the Thumps up a bottle just with
his thumb, which in reality is not possible.
These
are some of the basic points to focus while making the advertisement.
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