The 3 Main Concepts for an Effective Ad!!
1. TARGET AUDIENCE- Who are you advertising to. Use language that is easily understandable by your audience so they can relate to your product or campaign. Language used by teenagers isn’t going to be effective in an ad campaign for false teeth products!!
2. SHOW THEM YOUR GOODS!!- Present your product or group as being positive, show how your product or group is beneficial, “what does your group or product do that no other does?”
3. ALL ABOUT IMAGE!!- Develop an image that is easily recognisable, something that grabs your attention. Use of colour and logos are important for customers to remember your brand.
Layout
1. Consider the rule of thirds in designing your ad. 1/3 of your ad should be graphic elements (drawing, photograph, etc.) 1/3 of your ad should be written elements (headline, copy body) 1/3 of your ad should be white space, areas of either single colour or none at all.
Symbolism and Fonts
2. Make sure that each of the different elements of the ad support each other. Select a typeface that reflects the target audience, tone and goal of your ad. Think about how the headline and the artwork work together. Will your message be clear for readers who just glance at the ad?
Less is More
3. Don't try to say too much in a print ad. A print ad needs to grab the reader's attention and should communicate one clear idea.
Who are you?
4. Make use of a "visual signature" to present your organization's name. In print ads, readers expect to have the author of the ad included in the message, usually with an address and phone number.
Techniques for advertising
How are you going to get people to notice your advertisement and want to be involved? Depending on your techniques used you can either have people falling over themselves to get your product or completely miss the mark with millions of possible customers!!
Emotional Appeal-Make your audience want or need the product. This can be done by using sympathy, fear, love, etc. in your ad.
Most common appeals under need are:
▪need for something new
▪need for getting acceptance
▪need for not being ignored
▪need for change of old things
▪need for security
▪need to become attractive, etc.
Most common appeals under fear are:
▪fear of accident
▪fear of death
▪fear of being avoided
▪fear of getting sick, fear of getting old, etc.
Bandwagon Advertising:This type of technique involves convincing the customers to join the group of people who have bought this product and be on the winning side. For example a recent Nike Golf ad had the slogan “You are only as good as your last 32 wins”. This would make customers more attracted to the product because it is seen as successful.
Facts and Statistics:Here, advertisers use numbers, proofs, and real examples to show how good their product works. For e.g. “Jiff floor cleaner kills 99.99% germs”, “Colgate is recommended by 70% of the dentists around the world” and the MakePovertyHistory campaign – “One child dies from extreme poverty - every three seconds”.
Unfinished Ads:The advertisers here just play with words by saying that their product works better but they don’t answer ‘how much more’ than their competitor.
Weasel Words: In this technique, the advertisers don’t say that they are the best from the rest, but don’t also deny. E.g. SunsilkHairfall Solution - reduces hairfall. The ad doesn’t say stops hairfall.
Endorsements:The advertisers use celebrities to advertise their products. The celebrities or star endorse the product by telling their own experiences with the product. This can help your product make people feel more important, popular, attractive, etc. by using or being involved with the brand. Popular celebrities and good looking women appearing in make-up product ads can influence people to buy their goods to increase someone’s attractiveness.
Patriotism:These ads show how you can support your country while using their product or service. This can be a global community to feel sympathy or pride for, similar to the MakePovertyHistory campaign – “One child dies from extreme poverty - every three seconds”.
Bribe:This technique is used to bribe the customers with some thing extra if they buy the product using lines like “buy one shirt and get one free”, or “be the member for the club for two years and get 20% off on all services.”
Don’t try to use every technique- you will be doing more harm than good. Keep it simple and your message clear!!