Quality advertising material and advice.

Advertising is a mechanism for delivering a specific message to a specific group.

We are experienced in advertising for a wide range of businesses and organisations with greatly varying requirements. An owner operator business has different advertising requirements to a local council, for instance.

Our input into an advert is governed by information that we extract during an initial advertising brief. This can form the basis of an on-going advertising campaign across different media, or simply the production of a single one-off advert.

The essential ingredient to all advertising is to minimise cost whilst maximizing effect. Our range of in-house services will create great looking advertising material for minimal cost.

Our services include:

Advertising advice and planning
Copy writing
Graphic design
Photography
Production and print management

We have no affiliations with, and we accept no commissions from, other organisations, so our advice is honest, unbiased, and focused on our client needs. This is the essential difference between ourselves and a newspaper, for instance, that employs 'advertising consultants'.

The anatomy of an advert.

Adverts can be purely brand building, ie there is minimal information about the product, the emphasis being on the pleasure and credibility of owning or using the brand.

Most adverts offer a balance of product information, advantage of ownership, and a graphic element which re-enforces the written message.

The advert below is a current sample of a balance advert.

foco-optik

Archetype Creative was responsible for conceiving the brand name "Foco-Optic" and the product range "Sternenklar", as well as the logo design. Archetype has total creative control on all advertising, branding, and marketing for this company.

Anthony Corke took the photograph and stripped in the night vision picture in photoshop, wrote the heading and the copy. Choosing which sales points to add is important for brevity.

This advert balances advantage and desirability, with fact and visual demonstration.

Archetype Creative also source the products as well as import and distribute the products throughout Australasia.

Planned advertising for maximum effect and minimum expense.

Although there are many different ways to advertise, not every medium will be right for your business.

The steps for successful advertising are:

Evaluating the market position of your product or service.

Why would someone buy your brand instead of another? Is yours product or /service better, cheaper, easier to use, more desirable, more available, bigger, smaller, softer, harder, less calories, etc ? How does it compare to your competitors product or service?

Who is your target market?

Is your product/service suitable for a wide market, or is it a niche market? What is the age, socioeconomic group, ethnicity, location of your market. When would they buy your product or service?

Choosing a suitable medium

Which mediums will reach your target market most cost effectively? Here are a few options:

Yellow Pages, local newspaper, national newspaper, special interest magazines, direct mail, flyer drop, billboard, posters, Internet, trade show, etc.

Choose complimentary mediums to create an advertising mix. A budget must be allocated to each medium and a means of monitoring results. Your budget must be flexible enough to optimise the effectiveness of your advertising mix and to take advantage of arising opportunities.

Designing and producing your advertising material.

Effective advertising design will be focused on delivering a suitable message to your target market. We can write copy and headlines, take photographs, and produce the artwork suitable for the chosen medium. The design work must be usable across all the chosen mediums to ensure that the message is consistent, and recognisable as your brand.

We can handle the placement, printing and delivery of your advertising material so that you can concentrate on other equally important business operations.

Ongoing monitoring

All advertising should be monitored when possible. This is especially true when different mediums are used. The success of your advertising needs to be documented on an ongoing basis so that seasonal trends can be identified and accounted for when ordering stock or setting on new staff.

What may work now may not in five years time, so it is important to evolve with changes within your target market.

We can help you or your staff run a monitoring programme and a client survey.

Say no!

Say no to advertising reps who cold call or telephone you. If you believe that they can offer your business a valuable service, get advice first. Most ad hoc advertising will benefit the publisher more than you.