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Your Advertsing Campaign * Ready For Action ? You are ready for action when armed with knowledge of your industry, market and audience; a media plan and schedule; your product or service's most important benefits; and measurable goals in terms of sales volume, revenue generated, or other criteria. The first step is to establish the theme that identifies your product or service in all of your advertising. The theme of your advertising reflects your special identity or personality, and the particular benefits of your product or service. For example, cosmetics ads almost always rely on a glamorous theme. Many food products opt for healthy, all-American family campaigns. Automobile advertising frequently concentrates on how the car makes you feel about owning or driving it rather than performance attributes. Tag lines reinforce the single most important reason for buying your product or service. "Nothing Runs Like a Deere" (John Deere farm vehicles) conveys performance and endurance with a nice twist on the word "deer." "Ideas at Work" (Black & Decker tools and appliances) again signifies performance, but also reliability and imagination. "How the Smart Money Gets that Way" (Barron's financial publication) clearly connotes prosperity, intelligence, and success. Tomorrow: Comparing Advertising and Public Relations Thanks for reading. See you back here. Suzie Love to read about psychology? Psychologyand Emotional Health Articles Posted: Sunday 17th April 2005, 2:28 AM

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