Companies use many types of advertisements to promote their business products, including displays, radio, direct mail, television, the Internet and billboards. The key is finding the advertising media that best reaches your customers. For example, consumer product companies often use television ads on certain networks that appeal to women, since women are often the primary shoppers in households. Advertisements usually help companies promote their business products by gradually convincing people that they need those products.
Building Awareness
Advertisements help build awareness of both the company and its products. People would not know a particular company offers certain products unless the company advertises them. Advertisements tend to build awareness over time. A company will run its ads in magazines and on television consistently. At first, a smattering of consumers will notice the advertisements. After one month, maybe 10 percent of the market will be aware of a company's product. That percentage of awareness may increase to 15 percent after month two and 20 percent after month three. The ultimate goal of the company will be to make everyone aware of its offer or brand. That way people will think of that particular company when they need the products the company sells.
Attracting Attention
Advertisements help promote business products by getting the consumers' attention. Getting people's attention is usually the first objective of the advertising process, according to marketing expert Dave Dolak. For example, headlines of magazine display ads are designed to attract a certain target customer. A display ad headline such as "Put on 20 pounds of muscle in three months!" would likely appeal to teenage boys or men who want to gain muscle size. Sometimes, companies use noises like bells or songs on television or the radio to get consumers' attention. Once companies have the attention of consumers with their advertisements, they need to offer products that people need or want.
Increasing Desire
Companies will use the body of a display ad or message of a television commercial to gradually build the consumer's desire for a particular product. The best way to build people's desire is by highlighting key benefits. For example, companies that market diet products appeal to people who want to lose weight. However, a company will also have to convince people that its product is superior to competitive products to increase a consumer's desire for it. Sometimes, companies use comparative advertising to convince consumers that their products are superior. "Our plug-in deodorizer lasts a week longer than other brands, according to clinical tests."
Prompting Action
Ultimately, a company's advertisements are designed to prompt action on the part of the consumer. Companies want people to buy their products. For example, a television ad may invite people to send away for a free trial of a skin moisturizing product. People can then place regular orders if they like the product. A magazine display ad may also limit a particular offer to prompt action. "Get an extra chamois free if you order within the next 24 hours." A company may not use any incentives to prompt action. A strong advertising message may be enough to convince consumers to visit their local grocery stores and buy the products.
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