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Article Title: Effective communication with target market
Author / Translator: Mohammad Rezaei
Publish (AD): 2009
Status: full-text
Source: Monthly manage - the nineteenth year - No. 200
Abstract: In our country, despite the religious propaganda has Dyrynhay record, but must acknowledge that Gzshthhay Nhchndan around, people look to the advertising business, not suitable, as it means one would remember the world of capitalism. If this topic, one of the reasons for lack of proper development of the advertising industry to be called a word that is not exorbitant. However, over time, the need for various industries to advertising, every day more apparent, and this causes society to change the mentality is advertising. Currently in Iranian society, advertising One of the first and most essential tools for development of industries considered comes in such a way that is frequently observed that when creating a new business prior to the requirements of providing hardware Advertising Programs compiling it are.

 

Unfortunately, one can see that this sense of absolute need advertising, is not properly answered. The case that industries such as: graphics, IT, filmmaking, calligraphy and ... Mistakenly interpreted as the advertising industry are unaware that this industry, the only tools available on the advertising industry, advertising industry, the core expertise of marketing professionals as a director of other tools and advertising group, form.
Ignoring the core and makes propaganda leader measures that effective marketing programs to suit conditions and industry characteristics are not designed and well executed even expel.
Thus, it seems a major weakness of marketing measures that the country seems to do, certainly no serious use of marketing professionals literally and followed by lack of effective design and implementation of appropriate programs for their ads. Accordingly, this paper has been abbreviated to theory necessary for designing and implementing programs as a tool of propaganda mess advertising industry measures the current situation of the country and move them towards effective advertising, be expressed.
Generally, one of the tools, programs, promotional advertising (Promotional Plans) to be a. Other promotional tools, programs include: personal selling, public relations, sales promotion and direct marketing. In this paper, among the five programs, promotional tools, advertising tools just discussed.
Definition of advertising
Advertising is one of the most common tools for corporate communications Tshvyqknndh guided their customers and communities toward the goal, use it.
Advertising and promotion offered any impersonal idea, product or service is performed by a Tblyghknndh it be chargeable.
Advertise means to deliver the message, to introduce something to others, or something is good or bad Vanmvdkrdn and visual messages and includes speech to promote the idea or product from a source of advertising by channel specific groups or society as a whole and to money paid for it.
In the definition of advertising, advertising industry should be the consumer advertising market to differentiate. Advertising industry as a significant consumer market with advertising different. Firstly advertising industry in comparison with consumer advertising, a small role in communicating with the target market plays. Secondly, the beauty industry advertising and information such as product and rational reasons for buying them is emphasized. (For example, attractive features, competitive advantages and beauty news and product reputation). While advertising on consumer market beauty-related psychological and social needs of consumers reinforces. In addition, target market advertising market in industrial markets abundance much smaller than the consumer advertising market, is targeting.
Prepare and manage an advertising program
Marketing managers when preparing an advertising plan, you must always work with identifying and defining target markets and stimulating the purchaser to begin. When preparing advertising program should take five major decisions. The decision to have five (5M) are known, are:
_ Mission (Mission): Kdamand advertising goals?
_ Money (Money): How much money can be allocated to this work?
_ Message (Message): What message is sent?
_ Media (Media): What means of communication be used?
_ Evaluation (Measurement): How can the results assessed? (Figure 1)

1. Defined mission and purpose
The first step in preparing an advertising program to determine the goals that must be followed. These goals should influence decision making and adherence to the former about the target market, market composition Jaygahyaby marketing elements to be determined. Jaygahyaby strategy combining elements of strategy and marketing, business define the total marketing program, conducted for the advertising is placed.
For advertising, sales and communication objectives can be considered special.
Communication goals include increasing awareness, and Yadavrykrdn convincing current customers and potential customers about product or company. When new products are introduced to the market and to establish the initial demand is very Gahknndh advertising used. When competition increases and the goal is to create demand for choice, used in ads convincing. When the product curve of his life takes its maturity stage and objective about it is that the consumer thinks the product of almost continuous, advertising Yadavryknndh used. (Table 1)
2. Decisions about the advertising budget
After determining the objectives of advertising company, for every one of the products to determine their advertising budgets. The company achieve its sales goals, will donate the necessary funds. But the question is which company can know where they will spend that amount, the amount is correct or not? Although the advertising budget is considered part of current expenses, but the truth is that part of it is inevitable Srmayhgzaryay invisibility is a value which can be goodwill (or brand value) calls.
When determining advertising budget, five special agent should be stored:
Stage of the product _ a lifetime it is: Most of the new products, advertising budget Mytlbnd lot, because they require declared the existence and consumers should also be possible to test it. Brand names missing in the market, usually with less advertising budget (advertising to sales ratio) are supported and support.
_ Market share and consumer base: the brands that high market share allocated to have, a lower percentage of their sales are spent on advertising. Taking market share through increased market size requires more budget allocation to advertising.
_ Competitive and crowded: in the market with many competitors who happens to take up the advertising, promoting a brand to more funding needs to be able to listen to your voice brings.
_ Frequency Advertisement: Visit broadcast messaging to an important influence on brand advertising budget touches.
_ Janshynpzyry product: brand names in the Tbqhkalahayy have many successors, the need for more funding are advertising.
Most of the real world Bvdjhgzary methods used include: Percentage of sales forecasting methods, the methods as possible, the methods of competitive balance / market share, and objective and task method.
Organizations located in the industrial market (B2B) and mainly the task and objective methods as possible to configure advertising budget used to give.
3. Select a propaganda message
Tblyghknndgan preparing an innovative and creative policies, they must process during Chharganhay. These steps include: preparing the message, message selection and implementation and evaluation of messages.

Message Preparation. At this stage about the advertising message (or the main advantage that the brand offers) will make decision.
Response to the following seven questions and some preliminary information needed for preparing advertisements provided by producer puts ads:
1. What supplies and materials and factors used in sex is
2. What good is made?
3. What is Astfadhay?
4. How is the product compared to competitors?
5. What is identified by product catalog?
6. How much is the price of goods?
Seven. Important facts about the potential buyers? (Gender, age and income buyers and influential people in the decision to buy.)
Innovative and creative people, to create advertising possible and practical attractions of different methods are used. Some of these people while talking with consumers, virtual Vasthhay, experts and competitors to Rvmyavrnd induction. Consumers of good sources for providing good ideas are considered among. They feel about the strengths and shortcomings of the existing trade name, a good Srnkhhay puts forward innovative policies.
Some creative people, for the preparation of advertising messages are using a comparable framework. Maloney concluded that buyers from purchasing any goods, one of these four virtues to expect: logical, sensory, social and inner satisfaction.
In particular attraction logical and straightforward product benefits, your product, its features and ... Charged, and the issues and topics suburb areas are avoided.
Advertise with the gravitational attraction unlike logical sense, trying to provoke emotions and motivate individuals to achieve its purpose this way.
Advertise with the social attraction, it is trying to use products with a special social status is linked.
Attractions in advertising with inner satisfaction, try to provide it with a variety of reasons, consumption of consumer satisfaction and desired to satisfaction.
Evaluation and selection of messages: Messages should Tblyghknndh to assess different. A good advertisement is proposed that a unique sales could rely. In this field has been suggested that the messages based on Mtlvbbvdn, Astsnayybvdn and Bavrkrdnybvdn be ranked. Message in the first place should be desirable and interesting to say about the product. Messages should also be something unique about products or considered to index all the brands in its product category do not have. Finally, messages should be incredible and verifiable.

Implementation of the message: the effectiveness of a message not only to what is said, but how to tell time depends. Logical place some ads in occupying, while some of the ads are to seek an emotional place.
Abdaknndh people should also seek style, audio, and format for the implementation of the message Bartbndy be. These elements must be all the image and offer a coherent message.
Genre: for providing advertising messages, may cross, life Khyalprdazy, musical messages, evidence and confirmation about the product as they should be used.
Tone and song: Artbatgr your ads must follow the proper tone of a song and be.
Words: in this field must follow words were memorable and interesting.
Format: Components of advertising formats, such as size, color and shape of advertising effectiveness and cost affect.
Decision about the media
After selecting the next task Tblyghknndh advertising messages, select advertising media that transmits the message. Factors that exist in this area include: access to the desired frequency and effectiveness and select mainstream media types, media and decision-making about the timing of decisions about the geographical range of media.
_ Access (R): number of individuals or households that an unknown period of time, exposed to a media program are special.
_ Frequency (F): Visit an unknown period of time that a person or a household is faced with the message.
_ Effectiveness (I): a qualitative value times through a media player is.
Any access size, frequency and more effective distribution, the knowledge will be more audience.
_ Total number of broadcast (E): the result of multiplying the average frequency of access. Ie R * F = E. This number, gross viewers or listeners (GRP) has the same name. If a media program to be able to play the average frequency of 3 to 80% of households access to, the media have called GRP program is equal to 240. Now, if other media GRP program is equal to 300, called the program Vzyntr, but this can not Srshknshdn how to access and frequency Vzant to express.
_ Number of times player Rhythmic (WE): The case of multiple access, frequency and effectiveness of the average medium, ie, WE = R * F * I.
When planning the media, this topic is very important that a clear budget in terms of costs, what combination of access, frequency and effectiveness with Srfhtryn is When offered new products, brand names side extension known and well-known brand names, or brands that are rarely bought, or when looking for a company to market is not defined, access has the highest importance. Frequency, when the company finds important competitors face is heavy.
Select from the main types of media: media planning capabilities and the ability to be the main types of media: access, frequency and effectiveness of knowledge is.
Media planners to survey of variables, such as: media habits target audience, product features, messaging and media costs among classes, they select one.
Table (2) to a number of advantages and disadvantages of some of the media is:
Select media for advertising industry, like its selection for consumer advertising is. When used in advertising, media management, which should be mixed uses, to determine. Mixed media, a combination of print media, audio and visual media, direct marketing and electronic media.
Decision about the timing of the media: Tblyghknndh when decisions about the media type selected in timing, with a huge problem and a problem faced is made:
Schedule macro problem: huge scheduling problem requires scheduling decisions about how advertising in relation to seasonal trends and the business cycle is a process.
Timing difficult wisdom: wisdom timing issue involves the allocation of advertising budgets to achieve short periods is the highest effectiveness.
Select the most effective pattern targets associated with the nature of the product, target customers, marketing channels and distribution depends on other factors.
Three methods for the major broadcast advertisements are:
1. Tabulator online: In this method, broadcast advertising model is such that it play a certain period of time, such is done online. The method most (but not necessarily) the goods used to in middle to later stages of their life stage and in their advertising that is done, most aspects of the product recall and is shown.
2. Tabulation Period: In this method, a broadcast advertising time given to non-uniform is performed. Broadcast advertisements this way causes the audience to the message, to gain more knowledge and thus this method is Basrfhtr.
3. Tabulator Seasonal: Seasonal variation and any requirements, sometimes requires the tabulation of seasonal use. There are some goods in some quarters, with sales are high. About this group of commodities, this method should be used.

Evaluate the effectiveness of advertising
With Effects of Advertising and its relationship with the organizations goals can be changes in the advertising budget, the type and content of messages and media and communication channels and even the time and conditions to promote the implementation of action brought, and useful advertising to be more effective than the past.
Good planning and monitoring and control over advertising, the effectiveness depends on the measurement criteria. Most Tblyghknndgan seeking a measure of advertising communication - the potential effect of advertising on awareness, knowledge or preference of target audience. They also want the effect of advertising on sales, including his own gain.
Communication effects of advertising research: The aim of investigating the effect of communication that will determine whether an advertisement makes a way to communicate effectively or not? In this case, the test is called the text ads before the ads can be placed in the media or after that was published or broadcast through radio and television was made.
Pre-test procedure: pre-test advertising is done in three main ways: direct scoring method in which consumers are asked to score propaganda to various advertisements. Score for evaluation of these ads attract attention, how readers, recognition rate of effective and stimulating effects occur and how the behavior of target audiences are used. Although a score above criterion in a real sketchy about the effectiveness of advertising but it indicates that advertising has a greater potential effect.
Tests in the hands of mass consumers are asked to see the ads or to listen to them and however they want to spend time. Then these consumers are asked to try all the ads and its contents because they. Of course, in this case, the interviewer may help them to do, or not. Amount to be advertising it in Khatravry Brjsthbvdn and how much that has been successful to bring the message and the memories Bnshand shows. Objective tests hands, most print advertising is evaluated. In fact, often means to evaluate the effectiveness of print ads used to be. Of course, this method can also be more or less on television to be used.
In laboratory tests to measure physiological reactivity consumers, devices and equipment used. The most important physiological reactions: palpitations, blood pressure, changes in pupil size and Rqkrdn in an advert are confronting. Although the power of attention these indices show an advertisement, but this entry criterion on which to what extent beliefs, intentions or beliefs of target audience were effective, and do not reveal to Nmysaznd.
Inquiry method in situations Vaqytr other methods is done for the implementation stage can be used as propaganda. In this method, two or three advertising for a while, and limited under normal conditions and in selected media are presented. To evaluate Rzhshdh advertising for each of them enclosed Kvpnhayy and magazine readers are asked for any questions about products, advertising or to receive samples are back with Coupons. Coupons with the type of advertising are numbered and receive replies and counting Coupons, coupon advertising, which most have reversed, as advertising is good choice.
Comparison of dual methods rather than a supply of advertising time, any member of the group is shown in both advertising and asked them to be that one of them is more appropriate to choose. When the desired choice propaganda was turned aside by propaganda, advertising is the third release and members are asked to choose appropriate advertising method and continues to finally reach the best advertising.
For Ghlbhkrdn on some environmental factors, previous evaluations of the Journal of artificial or virtual method is used. In this method, Journal magazine with all the characteristics of real houses that they represent a good sample, will be sent. The magazine ads have been presented and the desired respondents are asked to read it as usual, then again later with the interviewer tries to questions of design Back Reload or recall certain advertisements intended to make.

The test methods: Tblyghknndgan also want the full implementation of an effective advertising program to measure the overall communication. How you plan on advertising to promote brand awareness to understanding to it, its preference, etc., has been effective? If Tblyghknndh before advertising program Andarh these cases is taken, he can now select a random sample of consumers (the program) effects measured in relation to the implementation of this program. If the company hopes to have knowledge of a brand from 20 percent to 50 percent after a higher and is a successful program it to reach 30 percent, in this case the problem exists. Or that the budget was not enough advertising, or advertising, it does not have the necessary strengths and capabilities, or are operating or other factors is necessary. After a few test methods are described:
Method to test Khatravry, Tblyghknndh to see those magazines or television programs they watch, ask what about the possibility of up to Tblyghknndgan and products they have seen, they remember. Rate that arises from any advertising for, the ability to draw attention to the ads and will show Baqymandn mind.
Criteria method approach, interviewers from the interviewees to questions about the advertising practice sets, such as whether the incredible propaganda, convincing, irrational, imaginary, Atlarsan, realistic, and stupid, or whatever was or not? Also, the interviewees about how they advertise on the influence that the goods are produced or used it to act comes to questions.
Methods of cognitive tests, the audience is asked as if seen or heard advertising to announce. Then those ads seen and heard and want to plan the advertising and content seen, have to remember, Back Reload are. Back Reload Back Reload assistive two forms (in this case, a researcher of advertising signs and symptoms respond to offers. Such as: product name, or a key word or words, propaganda), and Back Reload Ghyrkmky (any assistance from the researcher does not change) is done.

Research of Advertising Sales: determination and diagnosis of advertising on sales is difficult because many factors affect on sales. Should never be compared only with advertising sales before and after it concluded that the difference in sales was due to advertising. Sales may change due to factors such as: state competitors, the intensity required buyers, price conditions, distribution, economic conditions and society is past, or even advertising.
Evaluation of sales promotion products, there are two main methods are:
1. Previous sales related method - Advertising: Companies often give information about sales and advertising expenses in past periods are. Study and by changing the relationship between sales and advertising expenses as well as changes in the former, they can advertise their works during the past achieved. This method, using statistical techniques, the role of advertising sales is estimated. Advertising sales managers Mydanndkh the current period, the result of the transfer plus the current advertising advertising courses in the past. Separation of advertising for the last transition can be developed from statistical models used.
2. The results of experimental studies of sales method: some experimental methods for the two groups of cities are selected. Cities and towns control experiment. The two cities have in terms of population composition and characteristics of the market or industry have similarities and are relatively far apart. Usually for each group, two or three cities are chosen. Product sales in each experimental and control cities for two months to maturity are calculated, then advertising for at least two months and will be implemented in the cities tested. After this period of re-selling the product calculated in all cities, with sales results before the implementation of advertising are compared. If sales in the cities after the experiment to promote the implementation of pre-sale cities is increased, it could be concluded that this increase in sales of advertising has been done.
Conclusion
This paper first real definition of advertising was presented. The planning process was expressed in advertising. To explain the process model used 5M components that determine its mission and objectives, including advertising, compiling the necessary funding for advertising, design of advertising messages, identify appropriate media for the implementation of advertising and ultimately evaluate the effectiveness of advertising.
Advertising effectiveness can be assessed only from the end of an advertising planning cycle into account, because the results of this evaluation plan used in the next, thus advertising around a new plan begins.
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