Advertising

What do you think of the advertisement above? This is an example of a bad ad. It has no clear call to action or branding and it is too cluttered to be effective.

The ad above is an example of a good ad. It has clear branding (Pedigree); a strong, interesting visual; and a clear call to action (adopt a pet).

Advertising is the activity or profession of producing advertisements for commercial products or services. It is carefully constructed to inform customers of a product or company, persuade them to take action (for example, buy a product), or remind customers to take the action again. It is also placed in very specific locations where the target market will see or hear the ads.

Advertising appeal techniques

There are many appeals that can be used to get your customers to notice your ad. Some of the most effective are:

  • Emotional appeal (needs and fears): Need for something new, need for getting acceptance, fear of accident, fear of getting old.
  • Facts and statistics (use number and proof to convince your customer to buy it).
  • Endorsements (using celebrities to promote a product).
  • Complimenting the customer (for example, Revlon “because you are worth it”).

What to include in an advertisement

There are certain elements that should always be included in an advertisement. These include:

  • Logo
  • Tag line
  • Unique selling proposition (what makes your product unique and better than others)
  • Call to action (inform, persuade, remind)
  • Catchy headline
  • Powerful image

Where to put your advertisement

There are many formats that an advertisement can take. For example, in print alone this includes billboards, magazines, newspapers, and more. The five main ways to advertise your company or product are:

    1. Radio: radio ads, having a radio station broadcast live from your event
    2. TV: commercial, sponsoring a show, celebrity endorsement
    3. Print ad: billboards, magazines, direct mail pieces, newspapers
    4. Social media: FaceBook page, Instagram influencers
    5. Online: your own website, ads on another website, Google analytics

Class activity

Think about how you can best reach the target market you determined after your segmentation lesson and create an advertisement of your choice for your product. Ensure that you don’t do what your competitor is doing and that you incorporate your branding.