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Successful advertising campaign. (Nike)

Any advertising campaign is a multi-component system including specific aims, media, methods and tools chosen according to the product and target audience.

The conventional approach to making an advertising campaign successful is based on the idea that you must answer three questions: when to advertise, where to advertise and how to advertise.

Frequency of advertising is an important problem to consider. You can’t keep your product or service in the public eye all the time, but even the world-leading brands regularly remind consumers about their goods. So advertising is usually more intense at the product launch, but later the frequency decreases.

The choice of location is vital. If you are a small business working locally, it will be a waste of money for you to pay for TV commercials on national channels, but a nice billboard close to your shop or a showroom will help to attract customers.

The choice of advertising methods depends a lot on your budget, on the product or service itself and, of course, on your creativity.

Having answered all these questions, you will definitely get public attention. But to make your advertising campaign truly outstanding, you should think out of the box like Nike does it. Its approach is to answer at least three more questions. The first is who will be involved. Nike is famous for its strategy to use celebrity athlete endorsement. The second question is to what degree a brand should have nationality. So Nike tries to keep the balance between global and local advertising. And the third question is how truthful your commercial should be. Nike’s principle is “an honesty about sport”, they show only what sportsmen can really do.

Planning advertising campaign.
Well-oriented advertising campaign is the key to success in the promotion of goods and services, so you should in detail consider your advertising campaign. First of all you should research market , define target audience, and create advertising slogan and bright logo to affect on it. There are several methods of advertising and several media. There are newspapers, magazines, radio, TV, yellow pages, billboards or outdoor advertising, direct mail. Every advertising media has advantages and disadvantages. You should choose some suitable methods in accordance with your budget and the type of product.
There are other ways to promote the product. It is coupons, free samples, lottery, different mailshots and souvenirs with the brand. Specialty advertising is a unique way to generate goodwill and put your name on items that people remember.
You can also use celebrities endorsement because it is really effective but expensive way to promote products. Your company may be a sponsor any public events, it’s increase your popularity too. The high quality of the product and inspiring advertising will bring your company the success.

The concept of leadership. Are leaders born or made
A typical definition is that the leader “provides direction and influences others to achieve common goals”. But a chief executive must indeed give ‘direction’ but he must do much more than that. He must create ‘a sense of excitement’ in the organization, and convince staff that he knows where the business is going. Leadership is the ability to influence employees to work toward the achievement of organizational goals. Good leaders are made not born. Good leaders develop through a never ending process of self-study, education, training and experience. Leadership is a process by which a person influences others to accomplish an objective and directs the organization in a way that makes it more cohesive and coherent. Leadership differs in that it makes the followers want to achieve high goals, rather than simply bossing people. There are three basic ways to explain how people become leaders: Trait theory, the Great Events Theory, The Transformational Leadership Theory. In your employees’ eyes, your leadership is everything you do that affects the organization’s objectives and their well being. Respected leaders concentrate on what they are and what they do.



Leadership styles
There are three basic styles of leadership: autocratic, democratic and free rein. No particular style of leadership is best in all situations. Autocratic leaders make all the decisions and then tell employees what must be done and how to do it. An advantage of autocratic leadership is that it allows managers to make decisions quickly because they do not have to consider input from a lot of people. Its major disadvantage is its disregard for the ideas of employees. However, the autocratic style can be very effective when employees are unskilled, untrained, or unmotivated. Democratic leaders allow their employees to get involved in decisions. He presents a decision situation to subordinates and encourages them to express opinions and contribute ideas. Employees who have been involved in decision making generally require less supervision than those not similarly involved. Democratic leadership does slow the decision-making process, however. Free-rein leaders let their employees work without much interference. Such leaders set performance standards and allow subordinates to find their own ways to meet them. The free-rein style of leadership can be a powerful motivator because it shows a great deal of trust and confidence in the employee. The effectiveness of the autocratic, democratic, and free-rein styles depends on several factors: the type of employees, the abilities of the manager and the situation itself The leadership style that is "best" depends on specific circumstances.


Date: 2015-12-24; view: 1028


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