Advertising portfolio

The core aim of informing is to pass knowledge to customers, rather than persuading them. (ii) Persuading consumers This is a type of adverting that attempts to influence a customer to purchase a particular good or service. It is also the best means to influence first time customers. (iii) Reminding customers to keep on using a product. This entails causing customers to remember the existence of a good or service in the market so that they can take the necessary initiative of purchasing the product or service. (ii) Use of magazines Magazines are periodical publications that contain articles and illustrations, probably of a particular subject that is aimed to a particular group of people. Advertisements that are given to magazines are more descriptive and attractive so as to attract a large pool of readers.

They are less flexible as compared to newspapers. (iii) Use of billboards A billboard is a large outdoor board on which advertisements are shown and are mostly placed on a side of a road. Most customers get a glimpse of a billboard as they travel and thus it is the responsibility of the advertising agency and the business as well to design the advertisement to make it simple and board so as to attract many customers. Radios are only audio and are commonly used by people in rural areas who cannot access televisions. The World Wide Web is an information system on the internet that allows documents to be connected to users by the use of hypertext links. Finally, the social media are websites and apps that enable business organizations to create and share the content of product or service.

Rational and emotional advertising appeals There are two strategies that are commonly used by business organizations in advertising and marketing their products, which include rational and emotional appeals. Rational appeal Rational appeal targets the brain of the customer by the use of logic and reasoning. (e) Product/ service popularity appeal- This kind of appeal points out at the popular traits of a product or service by identifying the number of customers who use that product or those who have changed and began using them. Emotional appeals This is the kind of appeal that helps to reach the audience at different psychological levels. They make the customer feel that there is something special about a product or service and thus they are convinced that the product is something they genuinely need in their daily lives.

Some examples of emotional appeals includes: (a) Emulation: It is where customers emulate the behavior of other customers in terms of buying patterns and other consumption behaviors. (b) Fear: Under this appeal, customers decide to choose a product or service out of fear. This makes them acceptable. Advantage of advertising appeals (a) They attempt to prove the usefulness of a product or service to a customer (b) They appeal to customer emotions thus making them achieve what they desire under their conditions. (c) Advertising appeals increases the sales capacity of an organization thus increasing the profit margins. (d) They appeal to the logic of the consumer, hence influencing the consumer to choose the outcome of his desires. (e) Advertising appeals are considered as the solution to those customers who might are emotional towards the nature of products in the market.

It entails the product usage rate, brand loyalty and brand sensitivity. (d) Geographic segmentation: It is a strategy used by organizations when they serve customers in a particular area. Examples of demographic regions are the urban, suburban rural, international, market density, climate and the terrain of the land. Desired Effects (a) This advertising needs the consumers to know the products that are available in the market. (b) It guides them on their purchasing behavior. This is because it is pointing out at those qualities of a product that are useful to a customer. The consumer is given a wide pool of products to choose from based on his/her interests. Again, this kind of advertising is gender sensitive in such a way that it is trying to fulfill both male and female attributes.