Creating Responsive Advertisements That Work!

Creating Responsive Advertisements That Work!

Advertising appeals aim to influence the way consumers view themselves and how buying certain products can prove to be beneficial for them. The message conveyed through advertising appeals influences the purchasing decisions of consumers. Keep on reading to know the various different types of advertising appeals that can be seen in the media today.

The most basic of human needs is the need for food, clothing and shelter. Special need for these necessities cannot be created with advertising. However there are certain other products that provide comfort in life and advertising aims to generate demand for these products. Advertising uses appeals as a way of persuading people to buy certain products. Advertising appeals are designed in a way so as to create a positive image of the individuals who use certain products. Advertising agencies and companies use different types of advertising appeals to influence the purchasing decisions of people.

The most important types of advertising appeals include emotional and rational appeals. Emotional appeals are often effective for the youth while rational appeals work well for products directed towards the older generation. Here are just some of the various different kinds of advertising appeals seen in the media today: Read More –

Writing the Advertisement

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    Come up with a catchy, snappy tagline. Keep it short and sweet; the average product needs no more than six or seven words. If you say it out loud and it sounds like a mouthful, edit it down. Whatever it is, it should grab the consumer’s attention and convince him or her that your product is different from everyone else’s. Consider using:

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    Avoid the same old. The key to a good advertisement is being memorable. The second your ad borrows a familiar advertising phrase (for example, “new and improved,” “guaranteed,” or “free gift”––is there any other kind?), it becomes interchangeable with thousands of others. What’s more, listeners are so used to ad clichés that they don’t even hear them anymore. (Just listen to Tom Waits’s Step Right Up to hear how meaningless clichés sound when strung together.)

    • Startling the reader into paying attention is especially useful if you have a lot to say. For example, this long, environmentally-oriented announcement wouldn’t turn many heads if it weren’t for the unusual, confrontational tagline; if the reader wants to get the joke, she or he has to read more.

    • 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.
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    Use a persuasive technique. There are tried and true methods that advertisers rely on to make their ads stick. These include:

    • 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.

    • Repetition: Getting your product to stick by repeating key elements. Jingles are the most obvious way to do this, but unless they’re very good, they’re also the most 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-weis-er-bud-weis-er”).
    • Exigency: Convincing the consumer that time is of the essence. Limited-time only offers, fire sales, and the like are the commonest ways to do this, but again, avoid meaningless phrases that will slip under your customers’ radar.
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    Know thy customer. Even the cleverest ad won’t work if it doesn’t appeal to the target audience. Are you looking for a certain age group? Do you want people with a set income level? Or maybe you’re looking for a population with a special interest? Whatever it is, try to get a clear picture of who your dream consumer is and why he or she would be interested in what you’re advertising.

    • Keep your target consumer in mind when you’re developing the tone and look of your ad. Remember: it needs to appeal to your audience as much as possible and avoid offending or talking down to them. Kids tend to be over-stimulated, meaning you will need to grab their attention on multiple levels (color, sound, 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.
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    Find a way to connect the desires of consumers to what you’re advertising. Think of it this way: the ad should be a bridge between what your dream consumer wants or needs and your product.

    • Brainstorm about what your consumer would want, as well as some of the suggestions below. Don’t edit your ideas immediately, just write them down––you’ll have plenty of time to pick over them later.
    • Ask yourself if your 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 aspirational product, try to make your advertisement exude an air of indulgence.
    • Determine whether or not your product is for practical means. If you’re 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.
    • Focus on the most appealing aspect of your product. Why should it entice people? What sets it apart from other similar products? What do you like best about it? These can all be good starting points for an advertisement.
    • Is there an unmet desire or need, any frustration in the mind of your consumer, that will create a market for your particular product? Assess the need gap that exists for the product or service
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    Try to make sure your advertisement will age well.

    Try to make sure your advertisement will age well.

    Try to make sure your advertisement will age well. You don’t want people looking back at your ad in 10 years and being shocked at its content. For good examples of how common social tropes can look terrible in older ads, search for cigarette or diet pill ads from the 1950s and ’60s.

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    Make sure all the relevant information is included. 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 somewhere in the ad. If you’re advertising an event, include the location, date, time and ticket price.

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    Every egg's dream.

    Decide where and when to advertise. If you’re advertising for an event, start promoting it at least 6 to 8 weeks beforehand if it’s going to accommodate more than 100 people; if it’s less than that, start advertising 3 to 4 weeks ahead. If you’re advertising a product, think about the time of year when people are more apt to buy what you’re selling. For instance, if you’re promoting a vacuum cleaner, it might sell better in the spring, when people are undertaking spring cleaning.

Designing an Advertisement

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    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.

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    Distinguish yourself from your top competitor(s). A burger is 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 McDonalds no legal ground from which to retaliate.

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    Design a business logo (optional). A picture says a thousand words, and if a logo is effective enough, it can render text unnecessary (the backwards Nike checkmark, the Apple bitten apple, the McDonalds 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. Consider these points:

    • Do you already have a logo? If you can, think of fresh and creative ways of re-imagining it.
    • Do you have a commonly-used color scheme to work with? If your brand is instantly recognizable by the colors in the ad or the logo, use this to your advantage. McDonalds, Google, and Coca-Cola are good examples.
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    Find a software or technique creating your advertisement. How you create your ad will depend on which medium you’re using to advertise. Here are some basic suggestions to get you started:

    • If you’re making a small-scale print ad (such as a flyer or magazine advertisement), try using a program such as Adobe InDesign or Photoshop. Or, if you’re looking for a free option, you can use GIMP or Pixlr.
    • If you’re making a video ad, try working with iMovie, Picasa, or Windows Media Player.
    • For an audio ad, you can work with Audacity or iTunes.
    • For a large-scale print ad (such as a banner or billboard), you’ll probably have to contact a print shop to get the work done. Ask which software they recommend using.

Testing an Advertisement

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    Tell customers to ask for someone by name. If customers have the option of calling your establishment in response to an ad, for example, direct them to “ask for Mike.” On another ad, direct them to “ask for Laura.” It doesn’t matter if Mike or Laura even exist; what does matter is that the person taking these calls records how many people ask for whom. This is a free way to track which ads are bringing people in and which aren’t.

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    Direct customers to different URLs on your page. Set up your website to have a different landing page for each ad you’re testing, then track how many people go to which. Again, this is a simple, unobtrusive way to see which strategies draw the most people.

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    Offer coupons in different colors. If couponing is part of your ad strategy, make sure each ad has a different color coupon so that you can tally them separately.

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    Gauge the overall response to your ad. Did sales seem to spike after your ad, or did they drop? Did your ad contribute to the new numbers, or were they due to forces out of your control? Evaluate how well your first effort went and take a lesson for next time.

Thank for the useful above information.

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