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What are the Purposes of Advertisements?

For a given market target, there are six purposes which an advertisement seeks to attain. It is possible to achieve more than one type of objective with one single campaign; but that is both difficult and costly.

Whenever a company seeks to achieve more than one purpose through advertisements, it must make sure that the various purposes are in conformity with its overall marketing strategy. When a company seeks to increase the recognition of a brand name or product as part of its branding policy in marketing, advertisements are the way to go.

Basic purposes of advertisements:

• Awareness;
• Reminder to use;
• Changing belief about the brand;
• To assist salesmen in marketing products;
• Generating direct sales;
• Building the company’s image.

Advertisements create awareness:

One of the most widely accepted purpose of advertisements is to increase the recognition of a brand name or product, or to communicate information about the availability of the product to the public. This is an important objective from many point of view.

First, when a new product enters the market, it does not easily gain the favor of the buyers unless they are well informed about it. That is, an awareness about the product must exist before a favorable attitude toward the brand can be developed. An awareness about the brand is all the more important when several brands compete with each other.

Reminding buyers to use the product:

For discretionary items having an irregular or unusual pattern, an appropriate advertising policy must aim at stimulating the primary demand. To attain this objective, the buyers must be reminded not only to use the product but also to restock it.

Advertising to change belief about brand:

If an attribute is already considered important, buyer will examine the relative strength of different brands with respect to that attribute. Accordingly, the purposes of advertisements are to improve the buyer’s rating with regard to the product advertised vis-a-vis the other competing brands. When the attribute of a product is not peculiar, advertisements are floated to establish the superiority of product over other competing brands.

General purpose of an advertisement is to market a product:

The manufacturer extensively use advertisement for this purpose. Through advertisement, they try to familiarize the customers with their products and tend to promote a favorable attitude toward them before buyers are approached by salesman. That is why, when a salesman approaches a customer, it is relatively easy for him to sell the product.

For example, companies producing machine tools advertise their goods in those trade magazines which are read by their customers. Such advertisements may induce potential customers to purchase the product. At any rate, they create a favorable attitude toward the product so that the salesman may find it easy to canvass support for it.

Some companies assist retailers in arranging window displays and store decorations. This serves a dual purpose: it creates consumer interest and facilitates a favorable reception of the product by the retailer.

Advertisement as a tool to promote direct sales:

In some cases, advertising is used for the purpose of persuading the customer to place an order for the product. Mail order houses through leaflets and catalogs, advertise their products in such a manner that customers are convinced of their value and are tempted to write to the institution to get the product without going to a shopping mall or without going into further details about the product.

Products like books, ready-to-wear garments, slimming machines, toys and sports goods can be profitably sold by direct mail advertisements. Through such advertisements, the company lays stress on price appeal, and uses such slogans as “direct from factory to you.”

Advertisements builds Company’s Image:

The general purpose of advertisements is to build a company’s image. Practically all companies try to build their image through advertisements. Some consider it as the primary objective of advertisement.

For example, Godrej, Lakme, Vimal, VIP have built up an image through advertisement. It is largely assumed that if the company has some image or reputation in the market, it will be easy to sell its product. For example, Vimal’s clothing is very costly; yet it has good sales because of its image.

Selection of Advertising Media:

Advertising is a vehicle through which advertisers communicate their messages to customers to induce them to buy the products or services advertised by them. The following principal advertising media helps to achieve the key purposes of advertisements:

• Press Media;
• Direct mail media;
• Outdoor media;
• Social media;
• Other media;

Though a wide variety of advertising media are available to achieve the above purposes of advertisements, yet selection and use of an appropriate medium of advertisement pose a variety of problems, which cannot be altogether solved by the management media specialist or even by an advertising agency.

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If you know anything about software-as-a-service search engine optimization (SAAS SEO), you know that one of the steps you need to take is including keywords in your content. SaaS marketing hinges on having strong content, and strong content hinges on having the right material. If you still believe in keyword stuffing like digital marketers from the olden days did, forget all that. Here at DemandJump, we recommend:

• 20 keywords for pillars
• 15 keywords for sub-pillars
• 7-8 keywords for supporting blogs

You don’t need dozens of keywords to optimize your content. In fact, many search engines will penalize you for keyword stuffing because it makes your content repetitive and unreadable.

There are several types of keywords that you can include in your content. A combination of all of these will bring you the best results. In this blog, we will give you explanations and examples of each type. But first, you should know exactly where those keywords come from and what those little babies do for your content.

What Is a Keyword in SEO?

A keyword in SEO is a word or phrase that you include in your writing to help your target audience find your content when they conduct an online search. These keywords are what your audience types into search engines. You can often find examples of these when you search for a certain term (which in itself could be considered a keyword). Once results come up, you’ll see related searches or questions in your results that you might be interested in.

When writing content, you can type in a broad word or phrase related to your topic and use those related searches or questions as keywords to include in your piece. However, the problem with this method is that it’s time consuming and doesn’t tell you how popular those searches are. When you use a platform like DemandJump, you can type in a simple word or phrase and generate a list of keywords within minutes that you can use to write your content. And the great thing about these lists is that DemandJump will also tell you where you and your competitors rank for those keywords so that you know where to focus your efforts.

Not all keywords that you find are created equal. Each type has a different function. Ultimately, though, these different functions work together to achieve the same goal: bring traffic to your website and drive conversions.

What Are the 4 Types of Keywords?

There are 4 types of keywords: short-tail, long-tail, questions, and intent targeting keywords. Let’s take a closer look at each of these with some examples to help explain them. For the sake of our examples, we will say that you work for a sporting goods store.

1. Short-tail Keywords: These are keywords that consist of 1-3 words. Because they are so short, they are also much broader than the other types of keywords. You can use short-tail keywords in two different ways: either as the title of your pillar page, since your pillar page is supposed to have 3,000+ words of general information on a broad topic, or included within your text.

For our example, let’s say you find a short-tail keyword “sporting goods.” You can use that keyword as the title of your pillar page. Within that pillar, you could also use other short-tail keywords such as “sporting goods store,” discount sporting goods,” and “online sporting goods.”

2. Long-tail Keywords: These are keywords that include more than three words. They might even be a question or complete sentence. Some of these are great for the titles of sub-pillars or supporting blogs, especially the ones that are more specific than the title of your pillar—but not too specific. For example, you could use “sporting goods for sale,” “national sporting good chains,” or “top sporting goods stores.” Like with short-tail keywords, these can also be used within your text.

3. Questions: These keywords work best for supporting blog titles because they are so specific. You can also use them as headers within your content to help readers navigate through your blog much easier. Some examples of questions that you could use are “What is a sporting goods store,” “What is the average markup on sporting goods,” and “Which sport brand is oldest?”

4. Intent Targeting Keywords: These keywords indicate where your audience is on their buyer journey. There are four types of intent targeting keywords: informational, transactional, commercial, and navigational.

• Informational: People searching these keywords are looking for answers, not to be sold to. If you want to target this audience, use questions or phrases that include who/what/when/where/why/how as well as general phases. For our sporting goods example, your informational keywords list might include “Sports equipment list,” “Importance of sports equipment,” and “What are the trends in the sporting goods industry?”
• Commercial: People searching these keywords are interested in shopping around. Your commercial keywords list might include terms such as “types of baseball bats,” “sporting goods discounts,” or “sporting goods reviews.”
• Transactional: People searching these terms are ready to buy something. To target this audience, your transactional keywords list might include “Sporting goods for sale,” “Where to get the best sporting goods,” or “List of top sporting goods stores.”
• Navigational: People searching these terms know what your business is and want to find it. Use the keywords with your brand name in it when targeting this audience. Examples of keywords from a sporting goods’ navigational keywords list are “Dick’s Sporting Goods,” “Dick’s Sporting Goods coupons,” and “Dick’s Sporting Goods hours.”

How Do You Make a Keyword List? With DemandJump

To save yourself time and energy on hunting down relevant keywords, use DemandJump. We offer Pillar Strategy creation to help you determine which keywords to use as the titles of your content. We also have Content Briefs that give you lists of keywords to use within your content. And after you post your content, you can check how you and your competitors are ranking for different topics using the Keyword Rankings function. Say goodbye to the days of guessing how to rank. Sign up for DemandJump.

Environmental pollution is increasing with each passing year and inflicting grave and irreparable injury to the world. Environmental pollution is of different types namely air, water, soil, noise and light-weight. These cause damage to the living system. How pollution interacts with public health, environmental medicine and the environment has undergone dramatic change. Recent oil spills in the Yellowstone River, Alaska tundra and Enbridge (Wisconsin) demonstrate how pollution can directly and indirectly impact man’s health environmental pollution was not a medical/public health issue nor was it discussed in clinical settings. Since the 1950s, environmental medicine has been discussed more frequently through a greater awareness in public health and preventive medicine; although today, there is now a focus on occupational medicine. Environmental and occupational medicine are however more commonly viewed as an integrated subject, with emphasis given to industrial issues. Certainly, pollution problems have been recognized in the distant past but were more easily mitigated by nature due to the limited complexity of the pollutant, its degradability (e.g. biodegradable organics) and lower industrialization. Health-related effects from environmental pollution have been well known, but were not fully realized until highly notable events like the Donora (Pennsylvania) smog occurrence in 1948 resulting in later public health programs including in their training a discussion of environmental medicine. There has been an increased awareness of how pollution is observed regarding its health impact and attitudes toward public health and environmental medicine. Damage from oil spills will not only influence public health but overall disease rates for years to come. As environmental pollution increases so will the importance of environmental medicine in managing its consequences.