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Download 3 - What Makes a Good Ad
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What Makes a Good Ad? Advertising Goal A good ad will encourage consumers to remember the product Rules for a Good Ad Attention Interest Desire Action Attract Attention Print Ads A good headline that mentions the brand works well Rarely more than 7 words Broadcast Ads Attract attention using sound, unusual visuals, a celebrity or attractive person Want to hold attention for 60 seconds Gain Interest Print Ads Should be simple and easy to read Consistent font Message should be clear and to the point Broadcast Ads Should try to get to the main message as soon as possible Watch the use of humour Build Desire The sales message should be connected to the visual message Goal is to get the consumer to want your product Useful to set up a problem that your product solves Build Desire continued… Print Ads Build desire with words Broadcast Ads Describe the benefits of the product thoroughly Repeat the brand name often Get Action Always ask for the sale Summarize the reasons to buy Print Ad Want logo, slogan, brand name and contact information in the bottom right-hand corner Print and Broadcast Ads Should repeat a phone number and web address Terminology Advertising The paid-for promotion of a business’s goods and services over a variety of mass media to a target market of consumers Publicity Media information about a business that the business doesn’t pay for Can be positive or negative Types of Advertising Classified according to the type of medium used to carry the message Direct-to-home Out-of-home Radio TV Newspapers Magazines Internet Direct-to-Home An advertising message that comes to your home e.g. flyer or catalogue Consumers do not ask or pay for this type of advertising Ads on the Internet can also fall into this category Out-of-Home Any advertising message that the consumer receives when not at home e.g. billboards, buses, subways, transit shelters Radio The “go anywhere” medium An effective ad uses words and sounds to gain interest TV Combines words, sounds and images An extremely effective medium Very expensive Audience is potentially millions Newspaper Have a choice about distribution Local or national Small companies might choose a local paper Large companies could be local or national Expensive to place a large ad, but inexpensive to place a small ad Magazines Many advantages over newspapers including the use of colour ads and specialty magazines to target specific groups of consumers Also have the ability to target specific demographics e.g. women, new parents, young people, retired persons Internet 3 Types of Internet Advertising Company websites Banner advertising on other websites E-mail advertising Company Website Attracts consumers who are interested in the company in the first place Can convert interest into sales Banner Ads Target consumers on one site and directs them to another E-mail Ads If a consumer subscribes to a specific site and are expecting updates, offers and ads, then this form can be effective Can be annoying to get messages from companies you don’t know Spamming