Should Advertising & Marketing Documents be Tackled by Translation Providers or Advertising Agencies
Nowadays, we do business and conduct important communication globally by using effective platforms that are crucial for all people to understand each other. As we all know that many people speak different languages, there might be issues.
It is true there is a global language that many people acknowledge to use, however, there are still some or perhaps many people that prefer to speak and conduct conversations using their own language. This is why the world needs translation services.
In a situation like conducting business or marketing in a foreign country, language and culture are essentially linked together, and thus, it is necessary that the accurate message should be delivered to the right audience. Translation documents, such as marketing and advertising, should be done by professionals both in languages and in the field of business advertising.
But, what really is the difference between marketing and advertising? Who are the right professionals that are suitable to perform advertising translation and create good marketing results translation agencies or advertising companies?
Most often people confuse the difference between marketing and advertising; both of these subjects are important, but they are actually different. Advertising is a step of the marketing process; it usually involves the process of developing strategies for the publicity of the products of the business, such as the placement of ads in radio, television, newspapers, magazines and any other effective media outlets. On the other hand, marketing is the systematic planning, implementation and control of business activities in order to secure advantageous result for the business, both to the sellers and buyers of the product.
So, how can clients secure the accuracy and efficiency of their translated advertisement and marketing documents?
Specialized translation services are essential in every language translation providers; for one, they allow clients to have trust and engage business with them, and they prevent translators from making mistakes when translating from one language to another as well.
Advertisement and marketing documents are both integral tools for every business company. Usually, the first priority of reputable and professional translation agencies is to produce a perfect copy or accurate translation of the original document. Just like any professional language translation providers, some advertising agencies might also be able to produce good advertisement and marketing documents. However, when it comes to marketing and advertising documents, translation is only one part of the solution, most especially if the campaign advertisement is intended to people who speak different languages and come from different cultures.
In addition, therefore, marketing and advertising translation documents also need localization, and thus, when business companies enter foreign markets, it is necessary that your products are approaching the target audience in the best possible manner. Thus, language translation agencies are helpful and efficient in producing accurate translation documents for your marketing and advertising communication in order to fit in the international market and be successful.
By advertising we refer to any promotion activity whose primary objective is to drive sales of the product or service. Besides sales, the objective of an advertising activity is to create buzz about the product and to keep the customers informed about its presence in the market place through various ways. Some advertising activities are time bound while most of the ads are not time bound and are available to customers for a longer period of time.
Whether it is a print ad or broadcast ad, what is important is to provide valuable brand information to the customers by the advertiser. For this, it is important to study the various factors which are required to launch the ad campaign. An advertising medium is considered one of the significant factors of a brand promotion activity. Let us find out how, through the following paragraphs.
What is an Advertising medium?
An advertising medium is any kind of media or tool through which the ad message of a particular brand or service is delivered to the potential customers. An advertising medium plays one of the most important roles in an overall brand promotion activity. Whether it is a print ad, broadcast ad or an outdoor ad display, the medium is what is important to transmit the brand message on the customers. Effective delivery of brand message is important for any ad campaign for which the advertising media plays an important role.
What are the various advertising mediums?
A list of advertising mediums of brands include the following-
-Print media such as newspaper ads, magazine ads, flyers, brochures, pamphlets etc.
-Broadcast media such as television, radio, internet
-Internet and mobile media
-Outdoor media such as billboards, digital signages, posters, kiosks, lamp post, moving vehicles etc.
As mentioned above, the effectiveness of an advertising campaign depends upon the advertising media to a great extent. So, advertisers should select the right advertising medium to launch his promotion campaign so that it provides the desired results.
Market research should forecast the impact of an eventual advertising campaign. It is a preliminary strategy providing various indicators regarding the most efficient way to approach the advertising process and to consider selling and developing strategies within private or public companies. Regardless of the quality and creativity standards in advertising, a TV commercial or an online campaign cannot be truly efficient if the audience has no interest in the advertised product or service. Market research values a wide spectrum of indicators which gradually narrow a targeted audience. The process has its starting point in generalized information such as demographic information and can identify and interpret even financial data for a particular category of prospective consumers.
Market research is definitely a laborious process because it involves complex procedures such as collecting information, analysis, and interpretation. However, an adequate completion of the entire path results in valid and effective information, which enables advertisers and managers to reduce the failure risks and to prioritize lucratively the major assets of a business in a particular context.
Market research comprises 2 fundamental components, primary and secondary research. Primary research is considered a very dynamic process because marketers are required to collect information, which should later lead professionals to identify consumers’ behavior and profile. Secondary research interprets data that has already been gathered such as statistics on demographic indicators or authorities financial reports. We can easily notice that primary research focuses on prediction, whereas, secondary research focuses on interpretation.
Depending on the outcomes of market research, advertisers will be able to create proficient advertising concepts and to develop them in outstanding ad campaigns.
Billboard advertising is certainly one of the most popular forms of advertising in any form of the business irrespective of the size of the business. Even though this form of advertising came into existence in the early twentieth century, it has gain good popularity in the last three decades only. But, in the last decade it has revolutionized the advertising world.
A billboard is a huge outdoor signboard that is usually made of wood, which is mainly found in places where there will be high traffic such as bigger cities, busy roads, motorways or highways. Billboard is also called a hoarding in normal terms. The main intention of the billboards is to create a long lasting impression on the minds of the pedestrians and the drivers that pass through these highways or roads.
Factors to consider:
However, with the increased popularity of the billboard advertising the number of billboards that appear on the roads has increased quite dramatically in the last few years. So, if you are going for the billboard advertising you should take so many precautions if you really want to make maximum out of your billboard advertising. There are so many factors that you have to consider while deciding the cost that are going to allocate for the billboard advertising:
* You should first find a proper location for your billboard advertisement to be placed. This plays a very crucial part in deciding the success of your campaign. If the location is under great demand, it is certain that you will be charged some huge amount of money.
* The size of the hoarding is the next important factor. If you are placing your hoarding in a place, which is already crowded with other hoardings, then you have to go for a very big sized hoarding. This again involves a few extra bucks.
* If you are spending good amount of money in the hoarding for its size and place then it is advisable to invest as much as possible to get the best quality design and print for that hoarding. You should assign this task to good professionals who have got good experience in doing these types of tasks previously.
So, all the above listed factors will normally contribute to the cost of the billboard advertisement. Apart from this there are other factors like local taxes, price increase due to increased competition and so on. So, the advertising department should a good amount of research and many brainstorming exercises before they decide to stick to a particular style of hoarding.
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Everyone brand indulges in advertising. Some brand advertisers adhere to advertise in a customary way while some brands evolve out from the traditional norms of advertising and try different techniques which are out of the box. In this article, let us discuss about 3 successful techniques of advertising which are used by a wide range of smart advertisers in the brand market.
Technique no.1- Generate a metaphor
A symbolic representation of the key idea of the particular advertising communication is quite helpful. You can use images or statements that are completely different but when placed together provide a new idea. Over here you can play with words or with visuals or both. By creating a metaphor you can represent a characteristic or a feature or a benefit or a service of your brand.
A metaphor can be skillfully used to exemplify the brand’s personality. For instance, branding campaign advertising for a summer talcum powder can use ice cube to denote the idea that the user of the brand will feel a cooling sensation by using that talcum powder.
Technique no. 2- Pledge a benefit
Your brand should provide a compelling benefit that your product can deliver. This is because a benefit is something of value to your target group. Before purchasing your product a question arises in the mind of your customers what can this product do for me? The answer should be a benefit. Your advertising campaign should be able to persuade the target group about the benefit of the brand and how it will bring a difference in their lives.
A good example for a benefit ad- Introducing a summer deo which can actually help you stay fresh round the clock
Technique no. 3- Talk about a problem
Everyone has problems. Some products solve them and for this reason they win the faith of a wide range of customers.
A headline for a shampoo advertising campaign starts with something like this Fed up of dandruff Such headline can easily grab the attention of those customers who have dandruff problems and they would sure watch or stay tuned to the commercial because everyone wants a solution for any problem. Later in the ad the advertiser can gradually explain how those customers can get rid of the dandruff problem by using the brand.
To sum up, advertising as a defined tool for brand promotion is open to various other techniques of promoting the brand to its target group.
Outdoor advertising has many forms and it is one of the fastest growing areas of advertising in the last decade. And some of the big companies use bus stop and shelter advertising to get a quick message across to a travelling audience. Advertising and Marketing on bus shelters allow advertisers to reach a large number of people in a short amount of time. Most people waiting at the bus stop do not have anything else to do but wait. And reading an advertisement will help pass the time. A well executed advertisement will catch and hole the eye of someone waiting.
One thing to know though is that this format is all about impact and design. The turnaround from design and production to placement can be very quick and there are always people on hand to help you in this department such as the Best Advertising Agency in your area. This format also has some real advantages over the large outdoor billboard advertising displays you see in the high street or on the side of buildings next to a motorway. Bus Shelter Advertising is highly visible to both pedestrians and vehicles due to curbside position in densely trafficked areas. Theres also great ad impact since passengers have few distractions as they wait in shelters, thus elevating potential for ad readership. The magazine-quality reproduction also provides an appealing showcase.
The first thing you should do is to contact the advertising authority. Most bus shelters are owned by the government but sell ad space through other companies. Contact information for Advertising and Marketing is normally listed on the actual bus shelter. If there is none, contact the citys advertising division. The sales representative will tell you the price of your ad on a bus shelter, along with how large the ad will be, and how long the ad can remain on the bus shelter. They will also give you statistics on how many bus riders will see your ad and if businesses who advertised in the past have had success from using those particular bus shelters.
Next, you need to calculate the cost of executing the advertisement as well as placing the ad in bus shelters. The best advertising agency creates and distributes the ad, while the sales representative for the citys transit authority just provides the space. Make sure the dimensions of the ad will fit the allotted space. It will cost more to advertise in a large populated city where people frequently take public transportation than a small town with few bus stops.
And lastly, pay the sales representative after a contract has been drafted and signed by both parties. An Effective Advertising run is large in size, eye catching and in a highly trafficked area where it is likely to be frequently seen by many people, not just those waiting at the bus stop. The contract should be for at least a few weeks and at numerous bus shelters for maximum visualization.
Every advertising campaign of a brand calls for maximum attention from customers to create an interest on their mind so that they develop a desire to buy that product and finally take to action i.e. buy it. Summed up as the AIDA theory of advertising, every advertiser ensures an effectively deploys his brand promotion campaign through this theory. Though we are already familiar of this theory on the context of conventional mediums of advertising such a television, print or outdoor, for online or digital media, implementing the overall ad campaign by deploying AIDA theory has few variants that are briefly discussed in the following paragraphs.
You have ample options of conveying your brand message through digital media. You can choose from a range of online advertising practices such as Banner advertising, viral marketing, PPC ads, Social Media Advertising. The only concern is to frame your ad message in an interesting manner so that it easily grasps the attention of customers. The more interactive or interesting your ad looks, easier for you to attract your customers attention, so, give your best shots while framing the advertising message of your brand.
Any interesting brand message creates interest on customers mind. They would be curious to know the details about the brand even if they are not ready to buy or adopt it for the time being. If the brand message sounds irresistible, it will further create a desire or likeness to buy and take it home. Therefore, its all upto you, your advertising techniques particularly the final message you convey about your brand- its attractive features or benefits or any striking deal related with it. When a brand message sounds too striking or fascinating, customers are ready to take to action.
Deploying AIDA theory of brand promotion through online advertising has one added advantage. Online ads are mostly interactive. Besides, the rising trend of digital media has made it possible for various brand owners to bridge the communication gap with their potential customers. Anyone who knows how to surf internet can go through the brand message. This global feature of online advertising is yet another asset of launching a promotion campaign through digital media. Social media advertising has also become another raging practice amongst modern brand owners. Most of the brand owners can now communicate directly with their target customers without any mediator between them. All in all, Online Advertising media is poised to grow further in the future.