Advertising is an essential pillar in the business world today. It is one of the best ways to increase the stature and awareness of a particular group, organization, product, brand, and many others. The science of advertising deals with the basics of advertising to make an advertising program successful or promote sales. Advertisements are considered the backbone or the nervous system of businesses.
The science of advertising can be defined as the proper planning of an advertisement – considering all possible factors affecting its success. The science of advertising involves;
- Development of an obvious idea to solve a problem
- Discovering alternatives to the solution (Idea)
- Collection of data to select the perfect alternative
The science of advertising is developing and using an approach based on fact-finding to formulate and execute an advertising program. Science is based on a collection of facts after different studies or experiments. A similar approach has been used when planning an advertising program.
The ancient method of advertising was through words of mouth. Merchants and traders would bring all they have to sell to places where plenty of people always converge. They cry aloud to the people the worth and advantages of the products or services.
The advertisement took another turn when symbols and letters were invented. Many were engraved in walls, printed on papers, and other substances. In our world today, we have advertisements in magazines, newspapers, calendars, and so on.
Advertisement has evolved with civilization and has helped to shape our society. These days, celebrities are signed to use a particular product so that followers who adore them will be attracted to that product which is another means of advertising.
Over the years, we have witnessed a series of persuasion using nude pictures or half-naked pictures of ladies to get viewers’ attention. This strategy came from the fact that a more significant percentage of humans are often motivated by what they see.
An average person is exposed to series of advertisements every day through several mediums. They include television, radio, social media platforms, cards, and other mediums. Since there are so many advertising programs today, it should be in our best interest to give a unique solution and make the advertisement stand out. But now, that’s the Science of Advertising.
Stages involved in the science of advertising
There are four stages or phases when engaging in the science of advertising. They are
All scientific programs are based on facts available and those that can be gathered. So, the first phase of the science of advertising is the primary (Preliminary) Investigation. This is the process by which data and information about a particular market, product to be advertised, and the psychology of customers are collected and evaluated.
This information is collected through market identification, product analysis, and consumer psychology research. Market identification is identifying the type of market that an advertisement will be directed or focused. This could be a geographical location that presents the best market for a product, Gender (Male or female) age group with the highest probability of getting a product, Social class (Rich, middle-class, poor). All of these are considered when identifying a suitable market for a product or brand.
Product analysis is the examination of a product to know the class (Luxury product, industrial, or consumer goods) to which the product belongs, the uses or advantages, quality, price, etc. Consumer psychology research is the study of the mind and gestures of consumers towards a product. This can be used to evaluate the percentage of public acceptance. All of these will help to provide the information needed to start an advertising program.
Budgeting and media planning
Budgeting is the allocation of adequate funds to be spent on the advertising program. Many advertising programs do contrary to what advertising science is; by making funds available, their adverts will overshadow competitors advertising alternative products or brands. On the other hand, the science of advertising will make budgeting based on the advertising program’s obvious objectives and targets over time. Excess and inappropriate spending will be reduced to the least minimum.
Media planning is the process that involves selecting suitable media platforms for advertising. In the science of advertising, media platforms should be selected based on:
(1) The size of the market to be used, (2) The effectiveness of alternative platforms in reaching and convincing consumers, (3) The cost of using that platform, and so on.
Implementation of the advertising program
Many advertising programs are executed just for the advertising’s sake without essential planning or research. In the science of advertising, an advertising program is implemented based on the information and research that has been made before the implementation. With this, one can know what works and what doesn’t work, and by the way. One can tweak things to make an advertising program successful.
Evaluation of Results
This is the last stage in the science of advertising. Results are evaluated based on the preplanned expectation as derived from the information gotten from prior research (data). It refers to the evaluation of the performance of an advertising program concerning the advertising plan (i.e., the testing of the effectiveness of an advertising program.)
The number of reached people (audience) and how many sales or convictions are made will be evaluated. This will help in improving future programs.
The advantages of the science of advertising
The advantages of the science of advertising are as follows;
1. Introducing new products
The science of advertising will help to stimulate consumers to a new product. This is because the advertising is based on their psychology, and it will be tough for consumers to ignore.
2. Improving a market
A particular market can be improved with data and information when engaging the science of advertising because all the potentials and flaws will be known.
3. Increased Sales
A Good advertising program done using the science of advertising will bring about more sales, and it would be known things to be reviewed and improved and other markets to be explored.
4. Beating Competitors
One of the best ways to beat rival companies or products is to make a good advertising program. This can only be carried out with the help of the science of advertising. Facts and figures to beat competitors will be presented.
5. Reduced cost of advertising
The science of advertising will help an investor or company reduce the amount used in carrying out an advertising program. Unnecessary spending will be reduced, and spending will be only on obvious objectives, goals, and targeting. With this, funds will be made available for successive advertising programs or other purposes.
6. Choosing the best effective media platform
The science of advertising will help choose the best media platform that will help reach consumers as fast as possible. Many people can be reached in a little while when the best and most appropriate platform is chosen.
7. Proper assessment of an advertising program
The science of advertising gives room for an advertising program to be evaluated. One will be able to know the effectiveness of a program through figures obtained from the program. It will also help know “when to stop and when to continue” with a program to reduce futile spending.
8. Season and timing best for a product
The science of advertising helps to know the best time or Season to execute an advertising program for a product. This will determine the effectiveness of an advertising program. For example, products widely needed in the Rainy Season will not be considered by many for purchase in other seasons. So timing is critical, and the science of advertising will help to know this.
Disadvantages of the science of advertising
1. Extra Cost
When planning an advertising program based on the science of advertising procedures, extra cost will be needed. To carry out the activities needed in obtaining data and information and also in preplanning the advertising program. On the other hand, this cost will likely not surface in the usual cultural way of advertising because before getting information and data, a market survey and other activities won’t be necessary.
2. Consumes time
An advertising program based on the science of advertising procedures will take more time than the usual way we all know about. This Extra time is necessary to gather the required resources and information. But in a scenario where an advertising program needs to be done in a short period, the extra time for the science of advertising will be ignored.
3. Limited Reach
The science of advertising aims to get the right people to see and engage a particular advertising program in a designated period. This might not be necessary if a product or brand is for everyone, irrespective of location, age group, marital status, and some other factors. There will be no reason to do market research and other activities related to the science of advertising.