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How to Start and Advertise a Construction Business

Step 1.
Choose your advertising goals.
These objectives can be measurable (such as increasing business by 20 percent) or general ideas (such as raising awareness of your construction services).
The more specific you make your goals, the easier it will be for you to create effective advertising and analyze your results.

 

Step 2.

Identify your target market.
This will be the group that most likely will purchase your services.
If you are unsure of who your most common customer is, use a survey to ask clients
who they are and what services they are interested in.
Typical construction target markets include homeowners, businesses, governments and schools.

Step 3.
Create your message. Tailor your advertising to your target market's interests and needs.
For example, if you sell construction services to homeowners, create advertising
that describes how your services solve their remodeling problems or improves their homes.
Focus on the benefits your construction business offers to your customers.

Step 4.
Pick your media. Select from newspapers, magazines, trade journals or websites.
Choose an outlet that has an audience that matches your target market.
Most media companies keep demographic information
that describes their common readers and their preferences.
 For instance, you might choose to advertise in your local newspaper, if you are marketing your construction services to local business owners.

Step 5.
Analyze your response. Include a way to measure the effectiveness of your advertising.
You can do this by using a code that gives the customer a discount or simply
by asking the customer where he heard about your construction business.

 

 

 

 

What is the Art Director?

Art Director

 

Advertising art directors, often referred to as ‘creatives’,

are responsible for producing innovative ideas for advertising campaigns

in all kinds of media, including television, radio, posters, press, direct mail.

Art directors will also work in digital/viral marketing, which is a huge growth area.

A copywriter works alongside an art director to form a ‘creative team’.

Traditionally, the copywriter produces the words to go with the visuals created by the art director. These roles are becoming more blurred now though and it is likely

that both will have an input on the visual and verbal content to produce the right look

and feel for the advertising campaign.

The advertising art director works on the campaign from the beginning

and receives details about the client, product, target audience and required advertising message, which helps to shape the advertising campaign.

 

The roles of advertising art directors vary according to the agency they work for

and the client brief, but typical activities may include meeting with the account management team to discuss the client's requirements, gaining an understanding of the target audience and business that the advert is aimed at, working closely with the copywriter to generate creative ideas and concepts to fulfil the client's brief, meeting with the creative director before presenting ideas to clients, pitching ideas to clients, producing sketches or 'storyboards' (television) or 'roughs' or 'scamps' (print) to communicate ideas to the client, briefing other members of the creative team, commissioning photographers, artists or film-makers to work on projects, visiting and assessing locations for potential shoots, working on location, attending meetings at production houses and with other directors, working in editing suites to oversee the finished product, advising new creatives, reviewing their ‘books’ and managing new teams on placement with the agency.

 

 

 

What is the Copywriter?

Copywriter

 

A copywriter is the person who comes up with the ideas and words (or "copy")

that get an advertising or promotional message across clearly and effectively.

Traditionally, a copywriter's job was to create the text for advertisements,

promotional brochures, and other public relations communications.

As digital media has expanded, copywriters may also focus on writing copy

that promotes a product or a website generally.

Some web writers who produce more general copy that is not ultimately promotional,

however, may be called content writers.

 

Copywriters usually work as part of a team to develop promotional materials designed

to sell a product, service, person, or idea.

It helps to be skilled with language and very familiar with the industry of the product

they are promoting; someone who works for a confectionery company,

for example, should know the terminology and be familiar with the products

made by the company's competitors.

Knowledge of existing ad campaigns, including historic campaigns

produced by an employer, is also useful, as it can help a copywriter

set a new tone or direction while avoiding past mistakes.

 

During a typical project, the copywriter works closely with the client

and other creative team members to generate ideas.

An art director supervises the process and directs the visual side of the campaign.

From those brainstorming sessions comes a working script which will set the tone for the other elements that will set the tone for other modes of information

that may be used in conjunction with the copy, including video, music, narration, and acting.

Considerations that the creative team should keep in mind include the company’s reputation

and mission, the nature of the product, and what kind of message the company wants

to send in its advertising.

A shoe company, for example, might want a quirky, fun advertisement, while a cancer treatment center might prefer more serious copy.

 

 

 

Structure of Advertising Agency

 

There are SIX major departments in any advertising agency. These can be split into other sub-departments, or given various creative names, but the skeleton is the same.

 

Account Services

The account service department comprises account executives, account managers and account directors, and is responsible for liaising with the agency's many clients. This department is the link between the many departments within the agency, and the clients who pay the bills. In the past they were referred to as "the suits," and there have been many battles between the account services department and the creative department. But as most creatives know, a good account services team is essential to a good advertising campaign. A solid creative brief is one of the main duties of account services.

 

Account PlanningThis department combines research with strategic thinking. Often a mix of researchers and account managers, the account planning department provides consumer insights, strategic direction, research, focus groups and assists helps keep advertising campaigns on target and on brand. Chris Cowpe described account planning as "…the discipline that brings the consumer into the process of developing advertising. To be truly effective, advertising must be both distinctive and relevant, and planning helps on both counts."

 

CreativeThis is the engine of any advertising agency. It's the lifeblood of the business, because the creative department is responsible for the product. And an ad agency is only as good as the ads the creative department puts out. The roles within the creative department are many and varied, and usually include:

• Copywriters
• Art Directors
• Designers
• Production Artists
• Web Designers
• Associate Creative Directors
• Creative Director(s)

In many agencies, copywriters and art directors are paired up, working as teams. They will also bring in the talents of other designers and production artists as and when the job requires it. Sometimes, traffic is handled by a position within the creative department, although that is usually part of the production department. Everyone within creative services reports to the Creative Director. It is his or her role to steer the creative product, making sure it is on brand, on brief and on time.

 

Finance & Accounts

Money. At the end of the day, that's what ad agencies want. And it's what their clients want, too. At the center of all the money coming into, and going out of, the agency is the finance and accounts department. This department is responsible for handling payment of salaries, benefits, vendor costs, travel, day-to-day business costs and everything else you'd expect from doing business. It's been said that approximately 70% of an ad agency's income pays salary and benefits to employees. However, this figure varies depending on the size and success of the agency in question.

 

Media Buying

It is the function of the media buying department to procure the advertising time and/or space required for a successful advertising campaign. This includes TV and radio time, outdoor (billboards, posters, guerrilla), magazine and newspaper insertions, internet banners and takeovers, and, well, anywhere else an ad can be placed for a fee. This usually involves close collaboration with the creative department who came up with the initial ideas, as well as the client and the kind of exposure they want.This department is usually steered by a media director.

 

Production

Ideas are just ideas until they're made real. This is the job of the production department. During the creative process, the production department will be consulted to talk about the feasibility of executing certain ideas. Once the ad is sold to the client, the creative and account teams will collaborate with production to get the campaign produced on budget. This can be anything from getting original photography or illustration produced, working with printers, hiring typographers and TV directors, and a myriad of other disciplines needed to get an ad campaign published. Production also works closely with the media department, who will supply the specs and deadlines for the jobs.

In small to mid-sized agencies, traffic is also a part of the production department. It is the job of traffic to get each and every job through the various stages of account management, creative development, media buying and production in a set timeframe. Traffic will also ensure that work flows through the agency smoothly, preventing jams that may overwhelm creative teams and lead to very long hours, missed deadlines and problematic client relationships. Traffic keeps the agency's heart beating.

History of Advertising

Egyptians used papyrus to make sales messages and wall posters. Commercial messages and political campaign displays have been found in the ruins of Pompeii and ancient Arabia. Lost and found advertising on papyrus was common in Ancient Greece and Ancient Rome. Wall or rock painting for commercial advertising is another manifestation of an ancient advertising form, which is present to this day in many parts of Asia, Africa, and South America. The tradition of wall painting can be traced back to Indian rock art paintings that date back to 4000 BC. History tells us that Out-of-home advertising and billboards are the oldest forms of advertising.

As the towns and cities of the Middle Ages began to grow, and the general populace was unable to read, signs that today would say cobbler, miller, tailor or blacksmith would use an image associated with their trade such as a boot, a suit, a hat, a clock, a diamond, a horse shoe, a candle or even a bag of flour. Fruits and vegetables were sold in the city square from the backs of carts and wagons and their proprietors used street callers to announce their whereabouts for the convenience of the customers.

As education became an apparent need and reading, as well as printing, developed advertising expanded to include handbills. In the 18th century advertisements started to appear in weekly newspapers in England. These early print advertisements were used mainly to promote books and newspapers, which became increasingly affordable with advances in the printing press; and medicines, which were increasingly sought after as disease ravaged Europe. However, false advertising and so-called "quack" advertisements became a problem, which ushered in the regulation of advertising content.

An 1895 advertisement for a weight gain product.

19th century

As the economy expanded during the 19th century, advertising grew alongside. In the United States, the success of this advertising format eventually led to the growth of mail-order advertising.

In June 1836, French newspaper La Presse was the first to include paid advertising in its pages, allowing it to lower its price, extend its readership and increase its profitability and the formula was soon copied by all titles. Around 1840, Volney B. Palmer established the roots of the modern day advertising agency in Philadelphia. In 1842 Palmer bought large amounts of space in various newspapers at a discounted rate then resold the space at higher rates to advertisers. The actual ad - the copy, layout, and artwork - was still prepared by the company wishing to advertise; in effect, Palmer was a space broker. The situation changed in the late 19th century when the advertising agency of N.W. Ayer & Son was founded. Ayer and Son offered to plan, create, and execute complete advertising campaigns for its customers. By 1900 the advertising agency had become the focal point of creative planning, and advertising was firmly established as a profession. Around the same time, in France, Charles-Louis Havas extended the services of his news agency, Havas to include advertisement brokerage, making it the first French group to organize. At first, agencies were brokers for advertisement space in newspapers. N. W. Ayer & Son was the first full-service agency to assume responsibility for advertising content. N.W. Ayer opened in 1869, and was located in Philadelphia.

A print advertisement for the 1913 issue of the Encyclopædia Britannica

20th century

At the turn of the century, there were few career choices for women in business; however, advertising was one of the few. Since women were responsible for most of the purchasing done in their household, advertisers and agencies recognized the value of women's insight during the creative process. In fact, the first American advertising to use a sexual sell was created by a woman – for a soap product. Although tame by today's standards, the advertisement featured a couple with the message "The skin you love to touch".

Modern advertising was created with the innovative techniques used in tobacco advertising beginning in the 1920s, most significantly with the campaigns of Edward Bernays, which is often considered as the founder of modern, Madison Avenue advertising. The tobacco industries was one of the firsts to make use of mass production, with the introduction of the Bonsack machine to roll cigarettes. The Bonsack machine allowed the production of cigarets for a mass markets, and the tobacco industriy needed to match such an increase in supply with the creation of a demand from the masses through advertising.

Types of Advertising

Virtually any medium can be used for advertising. Any place an "identified" sponsor pays to deliver their message through a medium is advertising.

Television advertising / Music in advertising



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The TV commercial is generally considered the most effective mass-market advertising format, as is reflected by the high prices TV networks charge for commercial airtime during popular TV events. The annual Super Bowl football game in the United States is known as the most prominent advertising event on television. The average cost of a single thirty-second TV spot during this game has reached US$3.5 million (as of 2012). The majority of television commercials feature a song or jingle that listeners soon relate to the product. Virtual advertisements may be inserted into regular television programming through computer graphics. It is typically inserted into otherwise blank backdrops or used to replace local billboards that are not relevant to the remote broadcast audience. More controversially, virtual billboards may be inserted into the background where none exist in real-life. This technique is especially used in televised sporting events. Virtual product placement is also possible.

Infomercials

An infomercial is a long-format television commercial, typically five minutes or longer. The word "infomercial" is a portmanteau of the words "information" & "commercial". The main objective in an infomercial is to create an impulse purchase, so that the consumer sees the presentation and then immediately buys the product through the advertised toll-free telephone number or website. Infomercials describe, display, and often demonstrate products and their features, and commonly have testimonials from consumers and industry professionals.

Radio advertising

Radio advertising is a form of advertising via the medium of radio. Radio advertisements are broadcast as radio waves to the air from a transmitter to an antenna and a thus to a receiving device. Airtime is purchased from a station or network in exchange for airing the commercials. While radio has the limitation of being restricted to sound, proponents of radio advertising often cite this as an advantage. Radio is an expanding medium that can be found not only on air, but also online. According to Arbitron, radio has approximately 241.6 million weekly listeners, or more than 93 percent of the U.S. population.

Online advertising

Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Online ads are delivered by an ad server. Examples of online advertising include contextual ads that appear on search engine results pages, banner ads, in text ads, Rich Media Ads, Social network advertising, online classified advertising, advertising networks and e-mail marketing, including e-mail spam.

Product placements

Covert advertising, also known as guerrilla advertising, is when a product or brand is embedded in entertainment and media. For example, in a film, the main character can use an item or other of a definite brand, as in the movie Minority Report, where Tom Cruise's character John Anderton owns a phone with the Nokia logo clearly written in the top corner, or his watch engraved with the Bulgari logo. Another example of advertising in film is in I, Robot, where main character played by Will Smith mentions his Converse shoes several times, calling them "classics," because the film is set far in the future. I, Robot and Spaceballs also showcase futuristic cars with the Audi and Mercedes-Benz logos clearly displayed on the front of the vehicles. Cadillac chose to advertise in the movie The Matrix Reloaded, which as a result contained many scenes in which Cadillac cars were used. Similarly, product placement for Omega Watches, Ford, VAIO, BMW and Aston Martin cars are featured in recent James Bond films, most notably Casino Royale. In "Fantastic Four: Rise of the Silver Surfer", the main transport vehicle shows a large Dodge logo on the front. Blade Runner includes some of the most obvious product placement; the whole film stops to show a Coca-Cola billboard.

Press advertising

Press advertising describes advertising in a printed medium such as a newspaper, magazine, or trade journal. This encompasses everything from media with a very broad readership base, such as a major national newspaper or magazine, to more narrowly targeted media such as local newspapers and trade journals on very specialized topics. A form of press advertising is classified advertising, which allows private individuals or companies to purchase a small, narrowly targeted ad for a low fee advertising a product or service. Another form of press advertising is the Display Ad, which is a larger ad (can include art) that typically run in an article section of a newspaper.

Billboard advertising



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Billboards are large structures located in public places which display advertisements to passing pedestrians and motorists. Most often, they are located on main roads with a large amount of passing motor and pedestrian traffic; however, they can be placed in any location with large amounts of viewers, such as on mass transit vehicles and in stations, in shopping malls or office buildings, and in stadiums.

 

 

 

Mobile billboard advertising

Mobile billboards are generally vehicle mounted billboards or digital screens. These can be on dedicated vehicles built solely for carrying advertisements along routes preselected by clients, they can also be specially equipped cargo trucks or, in some cases, large banners strewn from planes. The billboards are often lighted; some being backlit, and others employing spotlights. Some billboard displays are static, while others change; for example, continuously or periodically rotating among a set of advertisements. Mobile displays are used for various situations in metropolitan areas throughout the world, including: Target advertising, One-day, and long-term campaigns, Conventions, Sporting events, Store openings and similar promotional events, and Big advertisements from smaller companies.

In-store advertising

In-store advertising is any advertisement placed in a retail store. It includes placement of a product in visible locations in a store, such as at eye level, at the ends of aisles and near checkout counters (aka POP—Point Of Purchase display), eye-catching displays promoting a specific product, and advertisements in such places as shopping carts and in-store video displays.

Coffee cup advertising



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Coffee cup advertising is any advertisement placed upon a coffee cup that is distributed out of an office, café, or drive-through coffee shop. This form of advertising was first popularized in Australia, and has begun growing in popularity in the United States, India, and parts of the Middle East.

 

 

Street advertising

This type of advertising first came to prominence in the UK by Street Advertising Services to create outdoor advertising on street furniture and pavements. Working with products such as Reverse Graffiti, air dancer's and 3D pavement advertising, the media became an affordable and effective tool for getting brand messages out into public spaces.

Sheltered Outdoor Advertising

This type of advertising opens the possibility of combining outdoor with indoor advertisement by placing large mobile, structures in public places on temporary bases. The large outer advertising space exerts a strong pull on the observer, the product is promoted indoor, where the creative decor can intensify the impression.

Celebrity branding

This type of advertising focuses upon using celebrity power, fame, money, popularity to gain recognition for their products and promote specific stores or products. Advertisers often advertise their products, for example, when celebrities share their favorite products or wear clothes by specific brands or designers. Celebrities are often involved in advertising campaigns such as television or print adverts to advertise specific or general products. The use of celebrities to endorse a brand can have its downsides, however. One mistake by a celebrity can be detrimental to the public relations of a brand. For example, following his performance of eight gold medals at the 2008 Olympic Games in Beijing, China, swimmer Michael Phelps' contract with Kellogg's was terminated, as Kellogg's did not want to associate with him after he was photographed smoking marijuana. Celebrities such as Britney Spears have advertised for multiple products including Pepsi, Candies from Kohl's, Twister, NASCAR, Toyota and many more.

What is the Advertising?

Advertising is a form of communication 

for

marketing and used to encourage 

or persuade an audience (viewers, readers or listeners; sometimes a specific group) 

to continue or take some new action. 

Most commonly, the desired result is to drive consumer behavior 

with respect to a commercial offering, although political 

and ideological advertising is also common. 

The purpose of advertising may also be to reassure employees 

or shareholders that a company is viable or successful. 

Advertising messages are usually paid for by sponsors and viewed 

via various traditional media; 

including mass media such as 

newspaper, magazines, television commercial, 

radio advertisement, outdoor advertising or direct mail; 

or new media such as blogs, websites or text messages.