Latest articles and news
Have you ever lived one day without coming across an advertisement ? Most probably, the answer is: NO. Advertising has an enormous impact on consumers and their buying behavior. Therefore, marketers competitively advertise products in multiple ways, and each marketer is trying to hire the most professional agency like Tree Advertising to reach your target audience.
In the past, advertisements used to be hand-written, drawn, and designed on paper. They used to appear in newspapers and street signs. After that, radio, TV and digital advertising followed respectively. Over time, the importance of advertisements has been growing due to the offering of wide range of products, rising competitiveness, the change of people’s awareness, and the diversity of their preferences. Hence, greater efforts and more serious research on users are needed to understand consumer behavior and, consequently, affect buying behavior.
Although there are different ways for researching consumers, common factors should be considered. For example:
1. Demographic factors:
These include age and gender. By knowing consumers’ age and gender, you can use appropriate language and get closer to them. As a result, your target consumers will feel that they are personally addressed.
A typical example: Birell Egypt
A non-alcoholic barely drink that targets men basically. In all its ads, we can notice that it addresses men and uses their jargon, especially on social media networks. This feature applies to both the content of Berill page and followers’ comments.
2. Customers’ interests:
Learning about your customers’ interests (e.g. sports, travel, fashion, photography, etc.) will make it easier for you to choose the best ad design. As a result, customers are expected to be attracted to your product.
Birell Egypt: Again!
The marketing campaign focused on football as the favorite sport of target consumers (men). So, they incorporated football themes in a way that suits the brand and its essential value.
Whether you manage an entrepreneurial or a non-profit business, marketing is the most essential part of your job and it is essential to have a professional marketing agency like Tree Advertising to reach your needed outcomes.
Marketing comes in various, and continually increasing, forms. It has even developed into an umbrella under which tons of separate marketing specializations and tools are subsumed. Examples of such tools include offline marketing (e.g. posters, signs and events), TV and radio advertisements and e-marketing. Each of these marketing tools has its own sub-divisions.
However, video ads are the most prevalent form of marketing, particularly used by major companies and organizations. At the beginning, they used to be shown exclusively on TV channels, but then they spread on video-sharing websites (e.g. YouTube) and social media networks.
A video ad is created by capturing a number of footages in specific internal or external locations, considering special details and specifications. In this article, we will focus on another form of visual advertising, i.e. Motion Graphics.
The question we will answer is: what makes a business owner or a marketing director to use a studio or a motion graphics designer to market his products and services? What are the advantages of Motion Graphics? Do they offer a useful marketing tool?
THE HISTORY OF ANIMATION.. BETWEEN WINSOR MCCAY & WALT DISNEY
Animations have come to life more than 100 years ago. In the past, videos were made manually before the use of computer programs. For the production of one video, thousands of pictures had to be drawn and then compiled to get the required number of frames: 24 frames per second (fps). Motion is caused by a slight rotation of frames, so that objects seem to be moving when shown on a movie projector.
At that time, the task of an animator was to make flat, 2-dimensional drawings of people and objects, without highlighting minute details.
Though Walt Disney gained widespread fame and was regarded by many people as a leader of animations, the sweeping change he brought about to the cinema industry was not absolutely revolutionary. Before Disney, Winsor McCay and John Randolph Bray achieved a remarkable progress in the world of motion picture films.
At the beginning, animations used to lack smooth movement. It was until 1910 that Winsor McCay, the American cartoonist, showed his first animated film “Little Nemo”, followed by “Gertie the Dinosaur”. Thanks to his highly accurate drawings and unprecedented smoothness, McCay had a notable impact on the animations industry.
In 1914, a breakthrough in the animations industry was achieved. John Randolph Bray, the American cartoonist, devised cel animation which was then employed in the production of animated films for a long time. Unlike the traditional way of drawing hundreds of separate frames, this technique was based on creating a complicated set of background drawings and scenes on transparent celluloid sheets, and then laying cartoon characters over them to maintain a moving illusion.
Do you think that only consumers decide to prefer one brand over another or there are hidden factors taking part in making that decision?
Many people think that their buying decision of a product is only a matter of free choice without paying attention to the influence of advertising boards, TV and radio commercials, newspapers, social media ads, and most importantly the influence of the opinions and impressions of others about that product.
How do consumers become convinced of one product over another?
Companies start the process of advertising by identifying the unmet needs of consumers and potential customers and then encouraging them to buy those products by highlighting the aspects which satisfy those needs.
For example, you can notice that chocolate commercials stress how having ‘chocolate’ arouse a feeling of happiness. As a result, this product builds in the minds of consumers a specific image of how to satisfy this need.
Another example is how soft drink commercials stress the desire to end the feeling of thirst by having a soft drink instead of water. So the job of adverting is simply to influence consumers to frequently decide between buying one product over another through direct and indirect methods.
Direct methods tend to point out the advantages of the product and focus on how it can satisfy a particular need or desire. Whereas the target of indirect methods is to influence the behavior of consumers (celebrities are an example of this).