Transcript 3 - What Makes a Good Ad

What Makes a Good Ad?
Advertising
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Goal
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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
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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
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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
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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
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An advertising message that comes
to your home
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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
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Any advertising message that the
consumer receives when not at
home
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e.g. billboards, buses, subways,
transit shelters
Radio
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The “go anywhere” medium
An effective ad uses words and
sounds to gain interest
TV
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Combines words, sounds and
images
An extremely effective medium
Very expensive
Audience is potentially millions
Newspaper
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Have a choice about distribution
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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
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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
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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
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Attracts consumers who are
interested in the company in the
first place
Can convert interest into sales
Banner Ads
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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
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Spamming