As part of his product marketing jobs, plan goes forward and advertisements are written, copy research test the eye appeal and persuasive interest of various ways of telling the product's story. Consumers are asked for their opinions on layouts using photographs, drawings, or cartoons They are also queried as to their feelings on written copy, in which the city treatment may involve a direct appeal or other approach. Results of such tests are then relayed to the creative people, who use the results in making the product seem more desirable. Each advertisement usually built around a central theme, which is probably a promise of some kind, such as a claim of superior quality, longer wear proved in the laboratory, new uses for an old product, and the like. This selling appeal is often expressed in the form of a slogan, used over and over; some become part of the vernacular.
The effectiveness of the advertising campaign depends on how well the appeal is directed to the consumer. It's part of the product marketing manager jobs to check on this objective. It must get attention, arouse interest, create desire, secure relief, and impel action. Such effectiveness is measured after campaign has appeared by the various ratio services. By questioning carefully chosen cross-section of the public, research organization rate the amount of reading, listening, and viewing the advertisements have managed to get. Usually, the research organizations try to measure how many people were attracted to the message and how much of the message they remembered. This kind of research has shown that the most successful advertising sells its products or services for their consumer benefits. Beauty, comfort, convenience, and long life - these are the promises that sell all kinds of products, from furniture to motor cars.
Product employment with good research and surveys will provide a good angle to achieve the target. It's still in the ambit of the product manager jobs to back up this indispensable feasibility studies about the success of the product in the masses. When the research findings are complete, they are turned over to the creative people to be expressed in advertising. The copywriter begins to put down on paper thoughts about how the campaign should look and what it should say. The copywriter shows these initial attempts to the art director and they discuss them. Then the art director with the conformity of the product manager, produces the first sketches of the layouts. Layouts and copy are shown to the creative director and then reviewed by the agency's plans board, composed of senior executives. At this point the rough layouts are put into more finished form, called ''comprehensiveness.'' These are shown again to the product marketing manager , often with a preliminary presentation of the research facts that led to the choice of the content and appearance of this campaign. When the campaign has been approved, it goes to the production department. It is a print campaign, advertisements must be set in type and prepared for the printer. One of the tasks of the product manager jobs is to see to it that the advertising campaign will bring a good impact to the product being endorsed to the public. Hence, he orders the finished art. The art and type proofs or film or other media ready for production are sent directly to publication for printing.
On the other hand, when the product manager opts to create television commercials, the process is different. The TV writer has to think in sequences of words and pictures. The script is turned over to an art director, who sketches the scripted action on a storyboard is ready for the producer, who takes charge of all details, such as set design, props, casting characters, and the whole presentation for television. However, radio commercials differ from those prepared for TV in that they appeal to the ear only. The commercial writer is primarily responsible for the creative work and uses sound effects and music from a recorded library or by live musicians. In dramatic commercials, the words may be read by actors, who have their speeches timed with a stopwatch. Or the commercial message may be read straight by an announcer, in which case the commercial may be written for the announcer's speaking style. It's part of the product management jobs to choose what type of commercial endorsement will give the best shot for the product. Finally, as the product marketing has made the final choice, orders are made. These orders for insertion of advertisements are placed by the media department, which usually delivers a schedule of insertion or air dates to the newspaper or broadcasting station. This department also deals with the people who sell space in magazines and newspapers and time on radio and television networks.
Indeed, advertising campaign and commercial endorsements through various media have played a powerful tool to achieve the tasks of the manager in his product marketing jobs.
