An effective logo design needs to be original, striking, and easily recognizable to your target market. It should also fit in with your company’s brand message. A logo can be abstract or literal but it must be able to set your company apart from its competitors. A logo of professional quality might need the expertise of a logo designer.
The Process Unfolds
Designing an effective logo is a far from simple task which needs considerable coordination between your marketing team and designer. You need to have a clear concept of the brand and an understanding of your consumers which you have to convey to the designer. The logo design process will consist of framing the concept, preparing initial sketches, freezing on a logo concept, and finalizing the format and theme colors.
What Reactions could be Determined By
Designing a logo requires a fair amount of knowledge of the psychology of your target market. People react differently to colors, fonts, the general format, and layout. Reactions could be determined by age, color, cultural differences, reactions to symbols, or personal emotions. Knowing what would appeal to your market will help significantly with a quality and sharp logo design.
Here are a few points to keep in mind when working on your logo design.
Convey your concepts from the start. Make sure you and your logo designers are on the same page. You have to translate your concepts and needs to the designer right from the outset so both of you think on parallel lines. One of the best ways of getting your ideas across to the designer is to show samples which appeal to you. This will cut out a lot of guesswork.
Explain your business. Very often designers are left in the dark with very sketchy information. They are forced to read your mind and translate your ideas into an effective logo design. Treat your designer like your doctor. The more you tell him the better his diagnosis.
Detail your feedback. When the designer feels your needs have been understood, he/she will submit sample designs. If you like something, say so and give your reasons. It’s the same with samples you don’t like. Make your criticisms constructive. It will help the designer to zero in on what you are looking for.
Patience and Determination
These are a few steps which will take away much of the frustration, and help you get nearer a logo design which works for your company. It will certainly help the designer understand you better and cut out a whole heap of trial and error. With some patience and mutual cooperation you should soon fabricate just the right logo design you are looking for.
Advertising surrounds us. It is part and parcel or our existence which we take for granted. Wherever we go we see advertising, be it on hoardings or buildings, magazines and newspapers, shops and restaurants or on television and at the movies. In fact if you live in an urban area there is scarcely an area you can turn toward where you won’t be struck by an advertisement of some sort.
The Main Objective
The primary purpose of advertising is to publicize a company, product, concept, or service. There are many different advertising formats to choose from to build brand awareness and enhance product sales.
Before you can decide what advertising platform is right for your company you must define your target audience. Obviously your target would be the specific group which would use or buy your product. You target audience could be defined by demographics such as gender, age, education, and income level. If you were to advertise at a venue where such a group is focused, it is called target marketing, a key to effective advertising.
The Print Media
The print media enables you to reach a target audience of a specific customer profile. The print media includes brochures, magazines, and newspapers. Advertisements in this media comprises of text and graphics. Newspaper and magazine publishers have detailed demographic information about their readers which enables marketers to customize their advertisements to appeal to this specific audience.
Broadcast advertising is radio, TV, and internet messages. The conventional broadcast ad is the commercial shown before a movie or during a break in a television program. Product placement advertising is a subtle form of promoting a product where you highlight it by its presence, so in effect the product promotes itself. Product advertising is when you have to pay for a character in a program to use your product. Product advertising is a powerful tool because if a hero/heroine uses the product it implies acceptance and certification. Words or text are not required in product advertising because the message is implicit. For example, in a TV program or movie, if the hero eats or drinks a particular product it works as an endorsement. A classic example is in American Idol where Coca Cola cups are prominently displayed on the judges’ table. Product advertising is also known as covert advertising.
Internet promotion is arguably the most recent and most powerful advertising medium. Take flash advertising as an annoying example. This is when advertisements flash on your computer screen and can be difficult to close. Annoying yes, but they’ve made their point.
Outdoor advertising uses hoardings, signage, and billboards. Outdoor signage also uses promotional messages on cars, buses, trailers, boats, and even planes. Outdoor advertising is particularly evident in places like stadiums at popular sporting events, where an advertisement receives high visibility.
Mobile media advertising is a comparatively recent form of advertising which is extremely popular today. It refers to advertising on mobile devices such as personal digital assistants (PDAs), media tablets, and smart phones. This form of advertising is seen by viewers when they use games and apps, visit mobile websites or exchange text messages. The marketing techniques used in mobile media campaigns are the same as those used by conventional Internet marketers.
An organization contemplating a mobile media marketing campaign will consider the advertiser’s goals, its target audience and whether this is one part of a larger campaign or a standalone initiative. Other aspects it will consider is the advertiser’s budget, and the best method of evaluating results so that the advertiser could know whether the campaign has been a success or not.
Seeking a Greater Impact
When planning a campaign, the strategy should be focused on the ultimate goal. To illustrate, if enhancing brand awareness is the objective, the advertiser might choose to place ads where they are most prominent, like in games, media tablets, and smart phone apps. The ads could be designed to link to a mobile website which will expose a viewer to more information and provide greater opportunity for the viewer to network with the advertiser.
A Large Variety
There are many different forms of mobile media advertising available to an advertiser. Some of these are mobile display ads, text messaging, in-application, and paid search. Mobile display ads include banner ads, which, while similar to conventional web ads, are simpler and smaller. Text ads could be short messages appended to the end of a message through which readers can select a link or respond to the text ad.
Utilizing Computer Games
Mobile media advertising’s paid search inventory is very similar to a regular Internet paid search. Another type which is popular is ads displayed in games and apps. Developers of the products provide advertising avenues to help defray their cost which enable them to lower the price of their products and augment sales.
There are various methodologies that an advertiser can use to measure a campaign’s success. Direct response and advertisement effectiveness metrics are two such methods to assess the effectiveness of a mobile display media operation. Ad impressions and click through numbers are the best way to measure direct response success. These measurement strategies are also often used to evaluate non-mobile Internet campaigns. It is easier to evaluate direct responses than assess ad effectiveness.
Mobile Web Advertising in all its Glory
An online marketing technique which displays ads only through the web browser of a mobile device is known as mobile web advertising. Shopping for mobile web advertising is not any different to buying ads for mobile websites on a regular computer. But some design restrictions do apply and the ads are essentially cost-per-mile (CPM). Such ads can be used for a variety of purposes such as filling out forms, capturing emails, or generating sales. Mobile marketing does not lend itself to competition because only one ad is displayed at a time. When an ad is displayed, it is exclusive – the only one on the website at the time.
Just by Sight
Online marketing offers a huge choice of methods, but the vast majority of them are for websites which can be viewed on laptops and on desktops. Mobile web advertising is restricted to marketing through websites which can be viewed on mobile devices. Though mobile advertising is primarily linked to the web browser, advertisers have an additional choice with mobile TV and mobile text messaging. However, these ads generate a lower click-through rate which is a measurement of the number of times a consumer sees the ad on his/her mobile device and seeks more information by clicking on it.
The Correlation of Ads and Display Size
An advertiser using mobile web advertising has to buy advertising space no different to conventional Internet advertising. The advertiser has the choice of going through a website owner selling advertising space, or an advertising hub which displays the ad on a network comprising a number of websites. However, with mobile web advertising the advertiser is restricted to a single advertising method – CPM. In this sense the methodology differs from conventional Internet advertising. An advertiser’s payment will be based on a schedule like for example, in blocks of every 1,000 ad impressions. Since ads will be displayed on devices of varying sizes, the advertiser will be required to provide different ads suitable for different display sizes.
Mobile web advertising has many applications. They could invite viewers to a business website to enable them to make purchases, to capture an email address for later mail advertising, or to fill in a form for further action. These allow an advertiser a host of opportunities without reference to what they are selling or what their line of business is.
Just One Ad
Since the number of mobile web users is far less than Internet users, mobile web advertising is less competitive than Internet advertising. Internet advertising is the preferred choice of most advertisers because of its greater penetration. Another disadvantage in mobile web advertising is that it is restricted to only a single banner display at a time. Though with only a single ad at a time the click through rate is likely to be higher.
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