An illustration must be clear, easy understahttp://www.blogger.com/img/blank.gifndable and also acceptable. It should be relevant to the message which is be published by the firm. The illustrations must be attractive enough for the betterment of the company and it should show the real situation in a right manner for the viewer.
The fund available for advertising is an important factor influencing the selection of media. Advertisers can select a media that his advertising budget permits. Selection of a media, which is beyond the capacity of advertiser, will hamper the growth of the company. Hence the situation of media selection should be properly handled during the advertising process.
Measurement of advertising effectiveness is a very difficult process. This is because of the inability to identify the result of any particular advertisement from the result of the campaign; the desire to create a good image for the product and company rather than increasing sales at the initial stage and; and non-availability of reliable information. Though there are difficulties in measuring the effectiveness of advertising most advertisers use different methods of testing the effectiveness of advertising.
Advertisers may create a website containing banners relating to his product. The advertiser will also pay for the appearance of such banners to the host website. The customer who is interested in a particular advertisement may access the website of the advertiser through link facility available in the website.
Coupon is that part of the advertisement which is intended for the convenience of the prospective customer in communicating with the advertiser. The coupon must contain the name and full postal address of the firm followed by the offer. The offer should be brief and clear. There should be space for name and address of the prospective customer. The usual shape of the coupon is triangular or rectangular.
The illustration refers to the pictures given in an advertisement in the form of painting, drawing, photo, etc. It attracts the attention of the buyers and creates the desire to buy a particular product or service. It reveals the character, personality and the tone of the advertisement. A good illustration helps to convert visual attention into personal attention by influencing people to read the message.
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A musical advertisement is a different type of technique adopted by an advertiser. The entire message may be sung, jingles may be interspersed throughout the spoken copy and other music may be played. Many producers use consistent musical themes. When it is repeated the listener began to associate the music with the product. This is called musical logotype.