Promotion advertising differs significantly from consumer francise-building advertising. The latter is long-term in nature and aimed at giving customers reasons to buy. Promotion advertising is short-term. It pushes for the order by providing incentives, coupons, rebates, premiums and contents.
The usual medium for promotion advertising is print. Some big-budget advertisers use broadcast (radio and television) to get consumers to look for their promotion advertising in their local newspapers.
As a rule, promotion advertising should be specific and should call only for consumer to perform a desired action. Resist including extraneous points in the promotional ad. Focus on a simple call to action.
For example: Your ad copy may ask the readers to (1) Redeem this coupon and save $2, or (2) Buy two packas and get the third one free, or (3) Fill out coupon and enter sweepstakes to winn $100,000, or (4) Buy two of the products and receive a free gift worth $10. Most promotion events are price or added-value oriented campaigns. As such, it is imperative that when writing copy, the ad should appeal more to the wallet than the emotion.
Final point: Do not make your redemption procedure complicated and confusing. Avoid have a more that one time of offer wherein the consumer is forced to use math in order to determine which ones make him/her save more money. Your task is to make it easy for the consumer. Avoid having to make them decide. That's too much work for them.
The usual medium for promotion advertising is print. Some big-budget advertisers use broadcast (radio and television) to get consumers to look for their promotion advertising in their local newspapers.
As a rule, promotion advertising should be specific and should call only for consumer to perform a desired action. Resist including extraneous points in the promotional ad. Focus on a simple call to action.
For example: Your ad copy may ask the readers to (1) Redeem this coupon and save $2, or (2) Buy two packas and get the third one free, or (3) Fill out coupon and enter sweepstakes to winn $100,000, or (4) Buy two of the products and receive a free gift worth $10. Most promotion events are price or added-value oriented campaigns. As such, it is imperative that when writing copy, the ad should appeal more to the wallet than the emotion.
Final point: Do not make your redemption procedure complicated and confusing. Avoid have a more that one time of offer wherein the consumer is forced to use math in order to determine which ones make him/her save more money. Your task is to make it easy for the consumer. Avoid having to make them decide. That's too much work for them.
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