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 1

B CONTENT 1

I Advertising overview 1

1.1 What is advertising ? Characteristics of Advertising 1

1.2 What are the objectives of advertising? 2

1.3 Importance of advertising 2

II Elements of an advertisement 3

2.1 The offer 3

2.2 The headline 3

2.3 Image 4

2.4 The body 4

2.5 Call to action 4

2.6 Contact information and Store logo 4

III Stages to design a good advertisement 4

3.1 Before design 4

3.1.1 Understanding your audience 4

3.1.2 Identify the competition 6

3.1.3 Describe the current market, Develop a strategy 6

3.2 Writing the advertisement 8

3.2.1 Write attention-grabbing headlines 8

3.2.2 Make advertisement memorable 9

3.2.3 Use a persuasive technique 10

3.2.4 Appeal to the target audience 11

3.2.5 Find a way to connect the desires of consumers to what you’re

advertising 11

3.2.6 Make sure all the relevant information is included ( Contact Info ) 12

3.2.7 Close your statement with calls your readers to action 12

3.3 Designing an advertisement 13

3.3.1 Choose a memorable image 13

3.3.2 Make your advertisement stand out from your competition 13

3.3.3 Design a business logo 13

3.3.4 Find software or a technique to create your advertisement 13

3.4 After design 13

3.4.1 Test an advertisement 14

3.4.2 Choose the best way to advertise based on budget and suitability 14

C CONCLUSION 14

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 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 ?

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 do 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

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 do 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.1.1Understanding 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.1.2Identify 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 ‘<service you provide> + 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 do business Read their reviews You can even do real-world research by going to their stores

Market Research

Some companies hire market researchers and do 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.1.3Describe 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:

1 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

2 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

3 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

4 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

5 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

6 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

7 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

8 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.2.1Write 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 3 out of 10 people to buy, if the headline puts them to sleep, only a fraction of the customers who would have bought