FZZZZZ! Segmenting and Concepts

The world of advertising is dynamic and has so many moving pieces. It is not as simple as taking a photo of a product and writing "Buy Me" on it. There are so many steps to ensure your advertisement reaches the audience you want it to. We have learned about voice, research, segmenting and developing advertising concepts recently in class.

Voice

Finding the voice of your advertisement is what defines your advertisement and make it unique. It can range from being professional, playful, casual etc. If you think about having a celebrity voice your ad on tv you would get a different effect depending on who you hired to voice it. If you hired someone like Aziz Ansari, a comedian, you would like have jokes and this playful voice to your ad. Now for the same ad if you instead hired Morgan Freeman you would have this deep almost authoritative voice to it. It will come off differently based on who you hire to voice. You will want to take into consideration what customer base you are trying to reach. It may play a part on what the voice of your marketing will look like.

Research

While marketing and advertising can have so many fun and entertaining aspects, there are so many steps which go into the process most people do not see or know exist. Research is a vital part of the process, without it you may find yourself chasing your tail and making no headway. You will gather information on you competitors, your customer base, and your market. If you are well established you will want to find information on your current clients: what products do they buy the most of, when do they purchase and spend the most, etc. This will help you know where to tailor certain advertisements to and what to highlight etc.

Segmenting

This step of the advertising process is creating smaller and more defined groups. For example, these two advertising concepts I made for a fictional energy drink called FZZZZZZ are geared toward two separate segmented groups. The first one was reaching an audience of business men in their early 70s who are focused on moving up in their careers and receiving promotions. The second concept is geared towards women in their early 40s who are interested in home decor/home redecorating. For the women I tried to gear it towards home improvement which can include decor.

Advertising Concepts

Developing advertising concepts may be the most fun part of the job. After doing all of your research and the other steps you are ready to combine your creative mind with all the date and information to create powerful and compelling ads. You will want to make sure you have bring your message to the public in a compelling and clear way and have it be resonate with your target audience. This stage consists of brainstorming sessions and potential collaboration with others, and refining your ideas to create the final product.

As you can see there are so many steps and moving parts within the advertising world. They are all important and all play a crucial part in creating a successful advertisement for your products.