How to design a good advertisement

For an advertisement to be effective and successful, it should catch the readers’ attention, keep the more curious, and lead them to buy that advertisement product or service. Good and catchy advertising involves manipulating the emotions of your customers. Selling is a blatant form of emotional manipulation that involves convincing your customers that they want to buy your product or service, and they want to do it now. You can call it as, an advertisement or promotion or marketing. But whatever you call it, every business depends on words with impact in their advertisement and branding.Advertisement helps you to build a strong brand and expand a strong business branding. Let see, How to design a good advertisement ?

MỤC LỤC A HEADER For an advertisement to be effective and successful, it should catch the readers’ attention, keep the more curious, and lead them to buy that advertisement product or service Good and catchy advertising involves manipulating the emotions of your customers Selling is a blatant form of emotional manipulation that involves convincing your customers that they want to buy your product or service, and they want to it now You can call it as, an advertisement or promotion or marketing But whatever you call it, every business depends on words with impact in their advertisement and branding Advertisement helps you to build a strong brand and expand a strong business branding Let see, How to design a good advertisement ? B CONTENT I Advertising overview I.1 What is advertising ? Characteristics of Advertising What is advertising ? - Advertising is process of developing a paid communication message intended to inform - people about something or to influence them to buy, try or something Advertising is the actor or practice of calling attention to one’s product , service, need … of target customer Characteristics of Advertising: - Tool for market promotion : Advertising - is popular ways and important function of marketing, Advertising is powerful tool for market place too Non-personal or personal : advertising can be non-personal as in the case of TV, radio or newspaper advertisements or highly personal as in the case of social - media and other cookie-based advertisements Paid form : advertising is not free of costs Advertiser, called as sponsor, has to spend money for preparing message, buying media, and monitoring advertising efforts It is the costliest option of market promotion Company has to prepare its - advertising budget to response advertising costs One-way communication : advertising is the one-way communication Message moves from company to customers, from sponsor to audience through different mediums And customer or audiences can not response through advertising - Element of truth : it is unbelievable to say that advertising is truth Almost, facts are exaggerated in advertising However, due to certain legal provisions, the element of truth can be fairly assured I.2 What are the objectives of advertising? To inform: Advertisements are used to increase brand awareness and brand exposure in the target market Informing potential customers about the brand and its products is the first step towards attaining business goals To persuade : Persuading customers to perform a particular task is a prominent objective of advertising The tasks may involve buying or trying the products and services offered, to form a brand image, develop a favourable attitude towards the brand etc To remind : Another objective of advertising is to reinforce the brand message and to reassure the existing and potential customers about the brand vision Advertising helps the brand to maintain top of mind awareness and to avoid competitors stealing the customers This also helps in the word of mouth marketing I.3 Importance of advertising To the customers - Convenience : advertising give useful information about product so customer get to know what suits their requirements and budge The customer can make - decision easily and quickly They don’t have to research more and more Better quality : It is absolutely essential to improve the quality of the product to maintain confidence of the customers and ensure brand loyalty Hence, - advertised goods are usually of good quality Awareness : advertising informs the customers about different product available in the market This knowledge helps customers compare different products and - choose the best product for them Enables comparison : Advertising helps consumers find best product for themselves by facilitating comparison among various products available in the market They are able to compare the prices, qualities and characteristics and pick up the best from among them To the business - Introduce the new product : Advertisement of the new product is necessary so that consumers become aware of the product, its availability, its utility, its - price… So, advertising is important to promote the sale of a new product Attend potential customers : Advertising should emphasize the usefulness of the product, its quality, price advantages, etc., so as to win over the potential buyers - and make them actual buyer and increase sales Product Differentiation: Advertising helps the business to differentiate its product from those of competitors’ and communicate its features and advantages to the - target audience Brand Image: Clever advertising helps the business to form the desired brand image and brand personality in the minds of the customers II Elements of an advertisement II.1 The offer A good advertisement offers readers an immediate benefit or reason to learn more about your product This can be anything from a hot new product to a sale or limited-time discount Your offer is the hook that draws the reader in and it should be the focus on your ad II.2 The headline The ad title offers a short, snappy preview of what the reader will find in your product or your store Your headline explains to the reader the key benefit or offer you are providing In general, headlines are the largest part of the advertisement A good headline keeps a potential customer reading; a weak headline will make the customer pass over II.3 Image A ad includes one or two striking pictures that illustrate your offer If you are offering a free product, your ad should include an attractive photo of the product it can be Any drawing, photograph, illustration, chart or other graphic that is designed to affect the audience in some purposeful way If you are highlighting a hot new product or sale, your image should be of that hot new product II.4 The body The body of your ad includes information about your offer, about your store or product and any other information you want to highlight Keep your body text short and easy-to read Use bullet points or subheadings to break up the text Readers want to get the information they need as quickly as possible II.5 Call to action Include a sense of urgency in your ad Don't just tell readers about your product, urge them to take action in order to benefit from your offer Set a time limit and clear, concise instructions for what readers should Call to action statements include words such as: "Buy now to take advantage of this great offer”, "Only the First 50 Customers Receive a Free T-Shirt." II.6 Contact information and Store logo Your ad should include the address and phone number for your store, along with any other information a reader needs to follow through on your call to action Also include a logo for your product to build up brand recognition III Stages to design a good advertisement III.1 Before design III.1.1 Understanding your audience Your business or product may appeal to a broad range of consumers, but for the purpose of advertising, it is usually helpful to think only about a specific subset of this potential audience A single ad cannot appeal to or target every single person - accept this and then consider which consumers are most important for this project The people who are most likely to buy your products or services share certain characteristics The first step toward identifying these prospects is putting together an ideal customer profile, sometimes called a buyer persona This is essentially a detailed description of your target demographic that includes the following characteristics Age: Do your potential customers mostly fit in a millennial age bracket, or are they more often middle-aged? This is important to understand because customers in different age groups will respond differently to how your product is designed and marketed Gender: Depending on the types of products you sell, gender can play a role in how your audience reacts to your messaging Generally speaking, the needs and goals of specific genders are often strikingly different If you promote your business in a way that fails to address these differences, you could end up reducing the effectiveness of your campaigns Income level: Knowing how much disposable income your customers possess should directly influence your marketing strategies Low-income families may be drawn to products or services that help save them money Customers in higher-income brackets, on the other hand, may respond more favorably to marketing that emphasizes luxury and exclusivity Location: Broadly speaking, the buying habits of urban residents often differ from those of people living in rural areas Where people reside and the types of communities they live in influence their purchasing preferences Other key characteristics include marital status, occupation or industry, families with (or without) children, ethnic groups, hobbies, and interests Use your own financial and business data to determine who your ideal customers might be Then use market research to see how your actual customers measure up III.1.2 Identify the competition There are several methods you can use to find them, including through social media and forums, looking through the pages of Google, and market research First Page of Google Search and Bing Perhaps the easiest way to discover the competitors in your area is through doing a Google search for your keyword Most of your customers will search for you through a simple search like ‘ + city name,’ so you might search “painters in atlanta” or “atlanta painters” to start Social Media and Forums Search Facebook, Twitter, Instagram, and Pinterest for your keywords if that makes sense These places will give you a better view of the competitive landscape – and may even be more up fresh than the original search that you did using your original search parameters It’s easy to forget that there have been searches for everything out there and that the answer was most likely recorded on Quora, Reddit, or another similar forum Real World Competitors Of course, you can’t ignore your direct competitors in town You’ll want to pay special attention to these Go to their websites and study how they business Read their reviews You can even real-world research by going to their stores Market Research Some companies hire market researchers and surveys to discover their list of their client’s competitors and where they fit into the ecosystem You can perform your own market research by digging into searches, looking through trade journals, and more, but if you have a lot of competitors then it may be faster to leave it up to the experts III.1.3 Describe the current market, Develop a strategy Describe the current market Consider how your product is currently positioned It is a hot and popular item right now? If so, ask yourself if and how you can distinguish your product from what is already available on the market You should also consider the competitive landscape and the customers who are currently in play Ask yourself the following: Do customers recognize/trust your brand already? Are you hoping to convert people currently using the competition product? Will you target those without a current solution? If your product the only one like this? Develop a strategy Every business or product needs promotion for reaching out to the consumers Advertising strategy is created to fulfill this very purpose The period of an advertising strategymay range from a few months to a year Steps to develop an advertising strategy: Defining the Product or Service – Before developing the plans and strategies for advertising, the product or service offered by the company is clearly defined This means that the position of the product in the market is determined You have to understand the product and its customer base for effectively marketing it to the people at large Understanding the target audience – This is an important step in creating a strategy for advertising Various factors are to be considered for determining the target audience such as demographic factors, psychographic factors, behavioral patterns, etc The advertising plan is created after considering these factors Market research – Once the target market is determined, the next step is to study the market for that particular product Research about the products already available in the market, what problems are faced in getting those products, what does the consumer desire from such products and such other issues Developing a marketing plan – The strategies formed with the help of market research can be put down as the plan of action for marketing the product This means, a marketing plan is created after determining the current trends in the market The marketing plan aims to create a niche of the product so that it stands out among the competition Deciding communication media – The marketing plan is put to action using various channels of communication It is important to choose the right media or a media mix for advertising The choice of the medium is made after considering the target audience and market research Budget - The budget may be determined either before or after creating an advertising strategy It can be based on the resources available to the company If the company has an expensive budget, they can carry out high impact advertising extensively They can create effective advertising strategy without worrying about the finance On the other hand, if the company has limited budget, that alone dictates the advertising strategy Marketing methods – Company can consider from among two types of methods to advertise while creating the strategy They are push method and pull method They can decide to go with either depending on their strategy and objective Modifying advertising strategy - This process does not end on creating and implementing the advertising strategy One has to stay in touch with the trends in marketing and modify the marketing strategy time to time III.2 Writing the advertisement III.2.1 Write attention-grabbing headlines Headlines are so important that a single word can impact a campaign dramatically So why are headlines so important? It’s because they’re the first lines of your copy that customers read They create an initial impression that either draws readers in or pushes them away Even if the rest of the copy is amazing and would convince out of 10 people to buy, if the headline puts them to sleep, only a fraction of the customers who would have bought something will read your copy and make a purchase Your headline should be unique The first thing you want to consider is how to make your headline unique If yours is just like everyone else’s, then your company won’t stand out Your customers won’t have any reason to think you’re different than your competitors, which means they won’t have any reason to buy from you than from someone else Your headline should be ultra-specific In addition to being unique, your headline should be ultra-specific It should provide enough information to let customers know whether or not the offer you’re presenting is interesting to them If your headline isn’t specific enough, customers won’t know whether or not what you’re selling is something they’re interested in Your headline should be convey a sense of urgency When possible, your headline should convey a sense of urgency It should include something that compels readers to continue reading so they don’t miss out This isn’t a rule that can always be used, but when it can, it works really well Your headline should be useful This may be the most important tip of all If your headline isn’t useful and doesn’t convey a benefit, then it may not give people a reason to continue on past the headline People want to know what benefit they’ll receive from reading what you’ve written III.2.2 Make advertisement memorable Make it memorable This may seem easier said than done, but one of the key elements of any successful TV advert is that it is memorable To help you create a memorable advert, you need to take the time to prepare properly, and plan out exactly what you want your advert to achieve Once you have figured out what you want to achieve or what your key message is, then you can work on how you are going to get this message across to your audience in a memorable way • What matters most is how the consumer feels, not what they think If they feel good about your brand, you've done your job • Startling the reader into paying attention is especially useful if you have a lot to say • Know how to walk the line between controversial and entertaining Pushing the limits of good taste to help your ad grab attention is common practice, but don't go too far — you want your product to be recognized on its own merits, not because it was tied to a tasteless advertisement Make them laugh Emotion is a powerful force, and one of the easiest ways to make a memorable, engaging advert is through the use of humour Funny adverts appeal to and engage with the viewer, making them memorable, but that’s not all! If somebody finds an advert amusing, they will be more likely to speak to friends, family, or colleagues to ask if they have also seen it, furthering your overall reach Tug at the heartstrings While humour can help create a memorable advert, this would not be a suitable approach in certain industries – if this is the case, try utilising a different emotion in your advert Many successful businesses have used nostalgia to create a memorable advert By reminding your audience of times gone by, they will instantly relate with the advert, further cementing the advert’s place in their mind Have a clear message 10 It can be all too easy to get caught up in the excitement of making an amazing TV advert and forget to focus on your actual message While you want your advert to be memorable, you want people to remember your business and your message, not just the advert Make sure you include a clear message, and a call to action at the end of the advert, advising the viewer on what they should be doing next III.2.3 Use a persuasive technique The point is to make the consumers feel better about your product than anyone else's For most people, how they feel determines what they buy Here are some tried and true methods that advertisers rely on to make their ads stick [9] These include: Repetition: Getting your product to stick by repeating key elements People often have to hear your name many times before they even know that they heard it (Jingles are one way to this, but can also be annoying) If you go this route, brainstorm a more creative, less obvious repetition technique such as the one that was used in the Budweiser frog commercials (“bud-weis-er-bud-weiser-bud-weis-er”) people think they hate repetition, but they remember and that's half the battle Common sense: Challenging the consumer to think of a good reason why not to purchase a product or service Humor: Making the consumer laugh, thereby making yourself more likeable and memorable This pairs especially well with refreshing honesty Not the most successful business in your class? Advertise that your lines are shorter Exigency: Convincing the customer that time is of the essence Limited-time only offers, fire sales, and the like are the commonest ways to this, but again, avoid meaningless phrases that will slip under your customers’ radar III.2.4 Appeal to the target audience Take note of your target audience's age group, income level, and special interests We should also consider the tone and look of the ad Check in with your audience often to see how they are responding Even if we have created the best ad ever, it won't be effective if it won't appeal to the people buying your product 11 For example: - Kids tend to be over-stimulated, so you will need to grab their attention on - multiple levels, with color, sound, and imagery Young adults appreciate humor and tend to respond to trendiness and peer - influence Adults will be more discerning and respond to quality, sophisticated humor, and value III.2.5 Find a way to connect the desires of consumers to what you’re advertising Check back in with your strategy Make sure you are focusing on the most appealing aspect of your product Why should it entice people? What sets it apart from other similar products? What you like best about it? These can all be good starting points for an advertisement - Ask yourself if our product or event is aspirational Are you selling something that people would buy in order to feel better about their social or economic status? For instance, you might be selling tickets to a benefit gala that is designed to feel elegant and luxurious, even if the ticket price is well below what most wealthy people would be able to pay If you are selling an inspirational product, try to make your advertisement exude an air of - indulgence Determine whether or not our product is for practical means If you are selling something like a vacuum cleaner, designed to perform common tasks or make life easier for the consumer, spin it in a different direction Instead of emphasizing luxury, focus on how the product or event will provide - relaxation and peace of mind to your consumer Is there an unmet desire or need, any frustration in the mind of our consumer, that will create a market for your particular product? Assess the need gap that exists for the product or service III.2.6Make sure all the relevant information is included ( Contact Info ) If your consumer needs to know your location, phone number, or website (or all three) in order to have access to your product, provide this information 12 somewhere in the ad If you're advertising an event, include the location, date, time and ticket price The most important element is what's called a "call to action" What should the consumer immediately after viewing the ad? Be sure to let them know! III.2.7Close your statement with calls your readers to action Whenever you create a piece of content, you likely want to insert a call to action This is true for blog posts, YouTube videos, social media posts, podcast episodes, and more But here are of the most common places you’ll see CTAs online: - Web page buttons - Optin campaign buttons - Anchor texts in blog posts - Buttons or text in emails - Text in social media posts Let’s quickly look at each type III.3 Designing an advertisement III.3.1 Choose a memorable image Simple but unexpected is often the best route to take For example, these stark, colorful silhouette ads that barely even show the iPods they’re peddling couldn’t get much more straightforward, but because they don’t look like any other ads, they are instantly recognizable III.3.2 Make your advertisement stand out from your competition A burger is a burger, but if you let yourself think like that, you’ll never make your sale Use your ad to highlight your product’s advantages over that of your competitors To avoid lawsuits, keep to statements about your product, not theirs For example, this Burger King ad mocks the size of the Big Mac while speaking the literal truth: that is a Big Mac box, after all, leaving McDonald's no legal ground from which to retaliate 13 III.3.3 Design a business logo A picture says a thousand words, and if a logo is effective enough, it can render text unnecessary (the backwards Nike check mark, the Apple bitten apple, the McDonald's arches, the Chevron shell) If you're running a print or television advertisement, try to develop a simple, appealing image that will stick in the minds of viewers III.3.4 Find software or a technique to create your advertisement How you create your ad will depend on which medium you're using to advertise Note that if starting from zero, it takes a long time to acquire skill with a design app, or with design itself In these cases it may be more helpful (and less frustrating) to browse freelance sites like craigslist and designs for design help III.4 After design III.4.1 Test an advertisement This is also an important step in the campaign, maybe the most important of all You need to start analyzing how your audience reacted to your banners and whether or not the entire process was a successful one Besides, quantitative interviews are of an informal nature and may be conducted individually, or in groups from amongst people drawn from a cross section of age, occupations and income levels This data is also important for your future campaigns You will start your future design processes based on your initial results and try to improve them III.4.2 Choose the best way to advertise based on budget and suitability Companies have to choose the best way to advertise based on budget and suitability TV adverts are the most expensive form of advertising, and only larger companies can afford them A radio advert is cheaper to produce, and is often more effective for smaller companies with a limited budget Local radio reaches more people and its message can be more direct Print ads in magazines, newspapers, and on billboards are one of the easiest to reach people Advertising space in local newspapers costs less than in national papers and is often very effective Even big stores place adverts in 14 local papers, although they have larger adverts than the local shops Advertisers spend time selecting the most suitable publication Therefore, that is the best way for companies to advertise suitably C CONCLUSION In conclusion, it takes a lot of time and effort to design a good advertisement Designers have to clearly define advertising purposes, customer-oriented goals, and budget to work out the best products that satisfy customer's demands Besides, it is also necessary to listen to customer feedback on your products, which helps you create more and more high-quality ads This will lead to an increase in revenue and customer loyalty 15 ... is to reinforce the brand message and to reassure the existing and potential customers about the brand vision Advertising helps the brand to maintain top of mind awareness and to avoid competitors... city name,’ so you might search “painters in atlanta” or “atlanta painters” to start Social Media and Forums Search Facebook, Twitter, Instagram, and Pinterest for your keywords if that makes... creating a strategy for advertising Various factors are to be considered for determining the target audience such as demographic factors, psychographic factors, behavioral patterns, etc The advertising