Advertising Mixture of Art and Science Essay

announce allows us to communicate a salient message to a handsome group of consumers faster than any other form of communication. It allows us to truly relate with the consumer it gives us an chance to develop an ongoing relationship between the consumer and a brand. At its best, advertising will create a whiz of urgency for the consumer, aw atomic number 18ness often honest and accurate that there argon products, places, styles or sensibilities that countersign out for action or attention.Advertising is a comp abolishium of all communications that consumer sees, feels, touches, hears, smells, and so on. If they are walking through a store, the packaging on p artistic creationicular product is advertising. If they are at home, the acquit mail they receive in their mailbox, the e-mails and pop-ups on their computers, or the images they see on television are advertising. The discussion on the NASCAR autos or even the t-shirts with every name known to mankind are advertising Adv ertising A Mixture Of Art And Science Advertising is a fine balance between art and science.The science part of it is consuming information, but the true challenge is translating these facts into a relevant strategy, into an original, creative execution, and generating the obligation communication stream. Explanation Advertising is a mix of science and art. Most companies approach marketing problems in the same way we all do a certain level of copy testing, using qualitative and/or quantitative research techniques. That is the science side of it. The art is in the ideas. It s in macrocosm able to see something that others presume t see and to develop creative ideas around it. There s a lot of art to that.There are some fundamental rules which successful advertising must(prenominal) occur. First, ingest to understand the brand which about to take on. Ask questions such as What are its nucleus equities? Who are the brand s consumers? From there, we need to understand the consum ers and observe how that brand fits into their lives and their day-to-day routines. Once we know got that, we can develop a strong, critical consumer acuteness. Then marry that insight with the core equities of the brand.That way the insight becomes brand-centric. After that, provide a strong creative brief that helps the creative understand the brand, the arriers the brand mightiness face, and exactly what it is that the advertising should do. In reviewing the creative s ideas, it is important that keep in mind whether they rightfully deliver on the marketing strategy. We need to set aside our own tastes and put our self in the consumer s shoes, because nine dates out of 10 you aren t the target consumer anyway. Ask, Will this idea connect to the consumer? Once we ve completed the review, take the ideas to the knob. WE get hold of to listen to the client, because its job is to protect the core equities of the brand.The client unavoidably to feel comfortable, but also needs to judge the idea the way you did will it connect? You need to cut through the clutter, engage the consumers, and persuade them to take an action or purchase the product. At the end of the process, we need to get the results and learn from them. If the process worked well, understand what made it successful and keep it going. To succeed in the advertising business, we must be able to see opportunity in the abstract and then, you must steel it real. Advertising is a part art, part science, and perhaps even a greater measure of discipline.If you don t have a disciplined approach to developing a strategic platform, it will be impossible to produce quality material over a long completion of time. The essential maneuver for this type of disciplined approach are many Hiring, training, firing, strategy development, creative development, media development, account service, research how you follow up with your clients on a day to day basis the processes you use within your agency the fisca l discipline you have within your company how you approach developing a real partnership with the client how you approach developing an understanding of their products or services.So, discipline isnt something that s nice if we have time for it it s mandatory. We can t just wing it. In years past, advertising agencies have had the reputations of creation free-thinking, free-wheeling, free-spending bastions of creative largesse where folks think, do and create great things all day long. But anyone who has worked in the business knows that the creative part is the figurative tip of the iceberg It only represents about 10% of what we do.The quietus of the time is spent learning, researching, understanding, and massaging information so that we can actually deliver a message that makes sense and produces results. Conclusion Advertising has been described as something that interrupts someone s attention long enough to be able to sell them something. Fundamentally, you are imposing yours elf intruding upon someone s time and finding a way to connect with a passive mind in a very brief period to help inform or intrigue with something that has value to that person.Thats what advertising is. The art relates to the entertainment qualities, which are there to capture interest. The science is in the ability to understand what you are going to do when you have those two or three seconds of attention. The science involves having an understanding of people and human nature understanding the qualities of a product, a brand, a category, or a specific offering and being able to frame it properly.