The Tribune

By Diedre Bastian

Is “word-of-mouth” truly the world’s fastest or best-known marketing approach? Practically any professional businessperson should know how important advertising is, as it can either make or break a business’ reputation – especially if a customer shouts: “Don’t eat at that new restaurant, I got food poisoning and had to take two days off from work.”

While word-of-mouth can be used as a form of advertisement, unfortunately some people are more likely to talk about your business when they are unhappy as opposed to when they are satisfied.

The right announcement can attract good attention just as a bad one can do the opposite.

But let’s agree that human beings are essentially emotional beings; therefore appealing to potential customers only at an intellectual level normally does not always prove to be effective. So by virtue of that perception, this is where the work of a graphic designer comes in.

But before we dive in, let’s define what is advertising and its importance: Essentially, when businesses wish to introduce new products and services, they create awareness through the use of advertising and marketing communication which is used to encourage, persuade, or manipulate an audience (viewers, readers or listeners) to take some action.

And even though there are numerous conduits, advertising existed a long time before the first television or radio commercial was aired. Actually, in the very early days, advertisements were nothing more than verbal exchanges from one person to the next. And did you know that paying people to hold signs on sidewalks was one of the oldest forms of advertising?

But since then decades have spawned new forms of advertisement in the form of television, radio, magazines, newspapers, direct mail, social media, and websites and text messages. Additional channels included; wall paintings, billboards, street components, printed flyers and rack cards, radio, cinema and television adverts, web banners, mobile telephone screens, shopping carts, web popups, skywriting, bus stop benches, human billboards, magazines, newspapers and sides of buses.

There are also: airplane banners, taxicab doors, roof, musical stage shows, disposable diapers, doors of bathroom stalls, shopping cart handles, video, posters, and on the backs of event tickets and supermarket receipts.

At this junction you may ask: How does graphic design help a business? Well, graphic design is synonymous with advertising industries and the psychology behind a successful advert is really to explore how best to appeal to a target audience’s demographics (age, education, gender and income) using effective concepts and techniques:

* Television advertising

The TV commercial is generally considered the most effective mass-market advertising format, as it can reflect as high as $3.5 million TV network charge for airtime (30-second TV spot) during popular TV events; such as the Super Bowl.

* Infomercials

An infomercial meaning “information” and “commercial” is a long-format television commercial, typically five minutes or longer. The main objective is to create an impulse purchase, so that the consumer sees the presentation and immediately buys the product via telephone number or website.

* Radio advertising

Businesses purchase airtime from a station to advertise its (service/business) which can be found not only on air, but also online.

* Online advertising

This form of promotion uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers.

* Covert advertising

This transpires when a product or brand is in a movie. For example, an actor or actress may mention a brand of sunglasses, a bag or shoes in a scene.

* Press advertising

Press advertising describes advertising in a printed medium such as a newspaper, magazine, or trade journal.

* Billboard advertisements

This process uses large billboards located most on main roads with a large amount of traffic, shopping malls office buildings and stadiums.

* Mobile billboards

These are generally vehicles dedicated solely for carrying advertisements or long-term campaigns, conventions, sporting events, store openings and promotional events.

* In-store advertising

In-store advertisements are merchandise placed in visible locations, such as at eye level, at the ends of aisles, near checkout counters or eye-catching displays (aka POP – Point of Purchase display).

* Coffee cup advertising

Coffee cup advertising is any advertisement placed upon a coffee cup.

* Street advertising

This type of advertising creates outdoor advertising on street furniture and pavements.

* Celebrity branding

This style of advertising focuses on celebrity power, fame, money or popularity to gain recognition for products and services. For example: Celebrities wearing clothing by specific brands or designers.

* World Wide Web Advertisement

Business websites are the practice of many companies.

Overall, choosing the right advertisement and design plays a pivotal role in the lifespan of your business’ product or service. However, be mindful that “the mouth” is still a powerful weapon which can have a good or bad influence.

• NB: Columnist welcomes feedback at deedee21bastian@gmail.com

ABOUT COLUMNIST: Ms Bastian is a professionally trained graphic designer/marketing coordinator with qualifications of M.Sc., B.Sc., A.Sc. She has trained at institutions such as: Miami Lakes Technical Centre, Success Training College, College of the Bahamas, Nova Southeastern University, Learning Tree International, Langevine International and Synergy Bahamas