By Cong Li, University of Miami
Because the media panorama evolves during the last few years, specially with the emergence of interactive media and social media, the philosophy of advertisements is considerably altering. such a lot companies detect that the outdated days once they depended on 3 nationwide networks (ABC, NBC, & CBS) and some nationwide newspapers to promote are long past, hence they do not are looking to do standardized ads anymore. lots of them begin to undertake extra individualized ads methods, empowered through net know-how. for example, Amazon greets returning shoppers by way of identify upon logging in and provides a link to product options congruent with their earlier purchases. even supposing a number of expertise businesses resembling Google, fb, and Amazon are displaying good fortune in supplying individualized ads messages to shoppers, this procedure (including either personalization and customization) isn't appropriate for all companies. the matter within the genuine international is that many organizations have no idea what method is the simplest for his or her companies. the aim of this e-book, then, is to stipulate 3 primary concepts of ads: standardized, particular, and individualized. it's going to describe each one method intimately and lay out their solid and undesirable. the significance of gathering patron insights and incorporating these insights into the advertisements message should be highlighted. the ultimate end is that no unmarried approach is really greater than the others. a call of adopting which method has to be in keeping with a scrutiny of the company' proposition and shoppers' expectancies
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Extra info for Effective advertising strategies for your business
The common practice of individualization in the advertising world is to create different messages for each consumer based on his or her demographics (such as gender, age, education background, and so forth) or past behavior (such as past purchases). 32 The effects of individualized communication have been widely tested in many different disciplines such as marketing, communication, public health, psychology, and information science. In an interesting psychological experiment,33 for example, research participants were asked to weigh, measure, and mix several chemical substances in a laboratory.
26 EFFECTIVE ADVERTISING STRATEGIES FOR YOUR BUSINESS It is also important to note that some of a person’s group identities may be passively assigned to (something that he or she is born with such as gender and race), but others may be actively chosen (something that he or she pursues such as a sports club or a hobby). Generally speaking, a consumer’s identification with a group that he or she actively joins tends to be emotionally stronger. Such a group can be formal or informal, and can be organized in a face-to-face manner or in a computer-mediated environment.
Instead, you want to find out a common appeal that most people will be attracted to. From this perspective, the requirement of data accuracy for the standardized strategy is much lower than that for the targeted strategy or individualized strategy. 35 strategy, consumer research and market research are still critical and key consumer insights cannot be neglected in the advertising message production process. Both secondary research and primary research can be used to generate these insights. The main purpose of these research activities is to detect something cool and trendy that a large variety of consumers would appreciate and like.