Product advertising generates sales and brand loyalty.
Product advertisers have a wide selection of advertising media to use to make their brand the one that turns a shopper into a buyer. Defining the target customer for the product is the first step. The next step is to place the product advertising in the most cost effective media format. Effectiveness can be measured by comparing sales results with and without advertising to set a benchmark. Then, multiple formats can be tested to assess sales results. The results will dictate the best media formats to use in order to achieve product sales goals and objectives.
Broadcast Commercials
Broadcast advertising includes commercials that air on television and radio stations. Products are generally advertised in 30-second or 10-second segments. While the 60-second format is still used in radio, during the 1980s 60-second television commercials just about vanished because of high rates. According to TargetCast TCM, the average cost for a 30-second commercial airing during a prime-time network television show in 2009 was $126,204.
Infomercials
Late night television viewers are quite familiar with the infomercial format used to advertise products. Manufacturers use this concept to sell everything from juicers to vacuum cleaners, exercise equipment and more.
A widely used format is to purchase an entire 30-minute time slot from a television station and feature the product as the star of the show. The show is typically hosted by a presenter who might be a celebrity, the inventor of the product, or a professional product demonstrator. Many infomercials have the look of a television talk show, including an audience and specially designed studio set.
Ex-boxer George Forman and Ron Popeil, marketer, pitchman and inventor of the Popeil Pocket Fisherman have successfully used the infomercial format to advertising products that earn millions of dollars every year.
Online Banner Advertising
Advertisers place banner ads on websites to market their products. Banner ads are typically designed as horizontal or vertical squares or rectangular shapes. The objective of the ad is to include copywriting words that encourage the website visitor to click on the ad and be redirected from the website page they are on to the website page of the product advertised. Banner ads are often placed as advertising on websites that attract the target customer for the product. For example, a company advertising suntan lotion could place a banner ad on a website about vacation travel to Florida or the Caribbean to attract people to visit the website to purchase the suntan lotion.
Point-of-Purchase Advertising
Point-of-Purchase (POS) is a highly effective advertising strategy to generate product sales, because unlike television, print or magazine advertising, POS advertising reaches shoppers when they are in the act of buying. Tactics used include end-of-aisle displays, checkout register displays and on-shelf advertising.
Space for POS product advertising is negotiated with product buyers, store managers and marketing directors at retail stores and usually requires the product manufacturer to meet space guidelines and finance all costs involved. For example, a manufacturer of charcoal would negotiate with the buyers and marketers at grocery store chains to install a display during the sales season for barbecue grilling products used during 4th of July festivities.
