J de los Angeles, in his book Creation "concept, strategies and evaluation, describes the advertising business as a set of tasks with which it aims to promote the acquisition of goods or contracting of services. Appear as two key factors in any publicity work: The task of communicating and the mission of convincing.
Our Community Broadcasters are working jointly established spots, jingles, commercials with an educational film in which we must all create and develop messages, meaning message, the ad itself. Under
this aspect we must find the message (creative concept), make (production of the idea in the script) and materialize (execution and recording.)
In an ideal world, at least for advertisers, the role of advertising creativity is presented in an interesting, attractive and credible benefits of the products they sell.
Our Community Broadcasters try to do it differently. Frequencies donated by the state and a dial-saturated commercial stations, our advertising focus on the values \u200b\u200band educational content, so we promote businesses, not products and so we avoid confrontations with commercial stations. So
we need lots of creativity to succeed in attracting the attention of traders, accustomed to the tendency to mention only the quality of the products they sell.
The reality is that for over 10 years commercial advertising tends to be more similar to each other, not many differences as there are grasped immediately by the competition without assumes no discretion for their own gain publicity. All of this is the fact that most entrepreneurs and traders know absolutely nothing about radio and just listen to the hours, on schedule, has scheduled advertising your business.
Several aspects should be taken into account in our stations:
First: We are not trade and thus the advertising do not work the same way, do not advertise products such as cigarettes, alcohol, gambling, or political advertising and that limits our possibilities and our income.
Second, we give more weight to educational content, prevention and counseling.
Third: We must work to speak the language of the merchant without contradicting our educational mission of customer orientation.
arduous task! Advertising
Our mission then, should make a significant difference. JM
Ricarte, in his book "Creativity and Communication" defines the significant difference as follows:
"Significant difference is the creative features of the marketing communication based on a stimulus that causes the mind of the recipient a significantly different from the competition aims. Its equivalent in Marketing is the competitive advantage. "
Since then say what we mean?
For our broadcast advertising work requires creativity, but above all, get the shoes of the merchant and the public to achieve the balance between them.
Using the voices of our listeners, that others are our customer and the merchant to advertise, is a possibility to guarantee the success of local advertising influenced by participation citizen, who better to say what they want and what they like for a child of the community, an old woman, a farmer and that is our best weapon, because the competition uses voices worked, educated, professional voices no one else recognizes.
course in this process we can not ignore the knowledge necessary to prepare and the widespread need to develop an idea and improve it to terminate the product created.
That'll be speaking in another article.
0 comments:
Post a Comment