Advertisement is a means through which the producers of a product or service communicate with the public. In business, this usually takes place through social media such as television, newspapers and magazines, press, radio, direct selling, internet, hoarding, contests, mailers, posters, events, colors, sounds, as well as the visual (D.A. & Biel, A.L. 1993). There are advertisement industries that comprises of companies that are in charge of creating advertisements media that contain these ads as well as the a host of personalities like the copy editors, brand managers, visualizers, researchers, executive heads and the designers who make these ads available to the general public. The company, therefore, has to hire an advertising agency to advertise its products (Abrahamson, M. 1983). Therefore, the company has an obligation of briefing the agency on the brand, the ideas and values, the target audience as well as the imagery. The ads, therefore, must be visual to their audiences, good text layout as well as being effectively communicative with the targeted audiences.
The main concept of producing the best ads that sells most is how impressive it is to the targeted audience. This will determine how the targeted audience reacts upon receiving of the ad. Furthermore, this can be connected to the benefits, uniqueness, believability, its importance as well as its compellability to the targeted audience. It has a variety of benefits that come in different forms. These benefits can be either tangible or intangible (Ackoff, R.L. & Sasieni, M.W. 1968).Additionally, they can either be reason-based or emotion-based. In order to acquire these benefits, the ads have to have the qualities that will enable them be the bestselling in the market.
The two pairs of ads are likely to be of greater use in illustrating the qualities that can make an ad to sell most. Upon application of these qualities, there will come the benefits. To enable an ad be of the bestselling type, the qualities must be embraced and accepted. In the first pair, ad A pulled most while in the second pair, ad D pulled most. In the first pair, ad A stands to pull most since it focuses on its very targeted audience, which is the general audience (Adfocus,2001). It is, therefore, has content marketing strategy which intends of building a strong brand hence a better chance of success other than one having a broad strategy not specifying the targeted audience. Secondly, the quality of the first as speaks itself. There can be millions of ads that advertise similar product. Good quality ads will therefore pull most, sell well and bring benefits hence promoting the business of that company. Ad B tends to be vague and confusing. The ad is meant for women although upon close analyzing it, it tends to focus on children other than the intended audience. The information is supposed to target women on matters of food and nutrition. However, it tends to focus of the Capri Sun Drink and the children. This brings about the confusion.
Moreover, the first ad influences the audience. The features or characteristics of health protection can be seen from the ad. This brings a real-life influence of protection bringing about the main intent of the advertisement. There is the value of the advertisement. This can be connected to the quality of the ads. The advertisement vividly has its value that will attract the targeted audience hence pull out (Allan, G. & Skinner, C, 1991).
In the second pair, as stated earlier on, advertisement D pulled out. First and foremost, it attracts attention of the audience. It focuses on the targeted audience without confusion unlike ad C. Ad C is more of selling food instead of bag. This will lead to confusion when read by the audience. Secondly, ad D is precise in content, clear and direct to the intended audience. It shows a comparison with other bags. This will promote the selling of an ad hence more benefits (Backlund, A. 2000).
Qualities that make an ad sell most
One must tell his or her audience something in order to get attention. This can be through personal conversation as well as in mass communication which include advertising. This advertising attention becomes meaningless if it is not directed towards the product one is advertising. Therefore, it brings to attention the sense of flip-and-run reader of the message in the advertisement. An advertisement that draws the audience’s attention directly gives more benefits compared to those that intends to get intention in order to allure the audience to be interested in the product (Cutlip et al, 1994).This can be depicted firstly in the heading of the advertisement. This acts as a summary of the advertisement.
Variation of Getting Attention from Different Audiences and its Importance.
Despite having effects on advertising outcomes in social media, it more important compared to others, especially in situations where the targeted audience is not directly engaged. For instance, when one is held up by a television show up to the point when the next commercial as appears. Here, the attention is more likely to be assured than in a state when the nature of the consumption by the media moves on to the next show. Though this may disappear so fast in case the information does not offer a quick promise or compensation. Therefore, attention tends to be more important to the advertiser with an audience that tends to be looking at the advertisement in that medium as a way that tends to be an interaction forum than a medium with an audience that tends to be viewing the advertisement as part of the viewing, shopping experience or reading. The media platform, therefore, can help themselves through encouraging the advertisers to manage advertising that the audience always like to look at (Day, G.S. & Reibstein, D.J. 1997).
The Devices That Play Part in Getting Attention
These include color, size as well as the special treatment that attract the audience attention. Therefore, an increase in size, color addiction by the audience or an introduction of more unusual illustrations cannot be enough. Therefore, such techniques are more successful in getting attention only when they promise the audience the profit of benefit. For instance, from reliable researches, dominant elements such as a big illustration will increase the attention. Thus increased the attention of the intended audience. Secondly, these illustration should be relevant to the product as well as the interest of the reader.
Secondly, time-tested devices can as well get attention. The words or language used such as a cute girl, a friendly cat can capture attention of the audience. Contrarily, issues will come across when this intended attention is gained via devices that are integral to the advertisement hence the affecting the attention. This will lead us to the principle that states that the content of the advertisement is more important to successful rapport with the audience than the physical means of expression. Therefore, what one says and displays that shows the key attention to the audiences. Moreover, the ideas, value suggestion as well as the promise to be received by the audience (Day, G.S. & Reibstein, D.J. 1997). Headlines as well as the illustrations simply are tools that project the value of an advertisement. Such advertisements try to get the general interests, give a general problem as well as recommendations which tends to get the reader’s self-interest by reading through the information trying to get any information of great interest.
In order to attract the interests of your audience, you need the tangible aspects such as the intangible ones such us the emotions and appealing ideas and the physical attributes. When physical attribute of an advertisement does good work in translating audience’s attention into interests which are mechanically easy to read. Such advertisements are logically organized for easy reading and grasping of information by the readers. Additionally, the picture-caption advertisement sets an easy-to-read typefaces with distraction elements cut off.
The ideas that are conveyed through the first elements can either build or preclude interests of the intended audiences who may need to get more details of the message. Some advertisements will clearly demonstrate the benefit of finding out what is good concerning the products to the readers which will fit the readers’ needs. Such advertisements are high in general interest, suggests, promise a story, as well as answering universal problem (Duncan, T. 2001). The main aim is to touch the self-interests of the reader which will make the reader try to get specific information of great interest as well as containing quite believable instructions of the products in the market.
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The major purpose of an ad is to increase the desire to own the product or get the services being advertised. From researches, most of the highly rated advertisements start by building desire in the illustrations, headlines and the introductory part. This is the major purpose of headlines, which are clear. The advertising agencies tend to include everything in the headline. Then planning of the copy under the headline makes the headline more important than drawing attention or get results from the headlines. The copy will, therefore, will reinforce the ideas provided in the headlines. On the other hand, copy reassures the readers the many ways the product will be beneficial to them. This will convince the readers making them think of the more benefits the product has. Headlines bring positive results, illustrations as well as the copy (Adfocus,2001). The key word and idea here is the effects of the first impression brought forth by the headline. The headline should, therefore, be precise, clear, relevant, and unique, wanted benefits and direct to the point. The reader should get if not all in information on the product being advertised. This will achieve positive results from the audience.
Upon publishing an advertisement, an anticipated immediate is normally hoped for even though these action is not expected from advertisements. The reason being, these actions are usually sought in direct response upon the publishing of an advertisement. For instance, in direct sales, the effectiveness of action will be shown by the orders received by the advertiser. Good prospects come in in terms of the inquiries made by the people. In conclusion, advertisements are meant to produce sales at the end.
The Benefits of a Good Ad
This can be summarized when it is said that when the benefits are impressive, there is greater results in advertising. The way an audience will react to an advertisement will be determined by the benefit, uniqueness and believability, how important and how compelling it was to the audience. Benefit has a variety of benefits that come in different forms. These benefits can be either tangible or intangible. Additionally, they can either be reason-based or emotion-based. In order to acquire these benefits, the ads have to have the qualities that will enable them be the bestselling in the market.
Ways of Presenting Benefits to Produce Better Results
Name it and Be Specific about it
Specific benefit are the ones that are always successful. Benefits need to be precise, clear and direct to the point on the relevant topic in issue. This will form an impression on the first account by the audience. Therefore, this will make an ad pull most.
Tell what the Big Benefit, Product, will do.
A greater emphasis should be put on the product for the advertisement to be successful. Therefore, the more the emphasis on the product, the more the success. However, there are a lot of disadvantages of using this criterion. One of them is when there are two similar advertisements in the market advertising the same product.
Simplicity of your advertisement.
Make the advertisement clear for the audience to be able to visualize the benefits. Therefore, an advertisement needs to be simple in terms of the language used for the easy visualization by the audience. The simpler an advertisement is, the successful it is. This includes its headlines as well as the copy under it. The consumers will, therefore, be able to read and understand the benefits provided in the advertisement. Upon observing these, an ad will be in a position to pull out (Day, G.S. & Reibstein, D.J. 1997).
Emphasis Should be Thoroughly Done on the Benefits
To put emphasis on the benefits, large space can be preferred to small spaces. The advertisement will be able to tell the readers what it can do for them using the large spaces. Secondly, one can use large spaces to illustrate clearly on the products providing clear and sufficient information. Finally, one can use the large spaces in telling the audience why it is worth buying the product. Large space can be used in the copy and headlines to provide precise information that is a summary of the advertisement.
Obscure no Benefit
Be cute, tricky and catchy when conveying consumer benefits. This will tend to negate the whole idea. When keenly analyzed, it should be realized that its major purpose is to draw the reader’s attention hence the pulling of and advertisement.
Get Personal About the Benefits Without a Purpose.
Impersonal, formal as well as passive phraseology tend to generally be less desirable for mass advertising. Most of the time, experts will advise us to be personal and informal. Contrary to this, being personal will not be a key to interest.
Benefits Are Not Rational
Apart from the tangible benefits of using the product, this is an intangible benefit. This happens when the physical different between the product and its competitor are not easy to distinguish. Therefore, how an advertisement conveys its meaning, either through words and visuals, matters. Therefore, the strongest benefits are those that are conveyed both rationally and emotionally.
The PACT Principles
The Positioning Advertising Copy Testing (PACT) provided advertising policy for US in 1982. It then represented it in its consensus on the good fundamental principles that provided good copy testing system (Duncan, T. & Caywood, C. 1996. These fundamental principles, to-date, still provide a solid foundation for the purpose of understanding what constitutes an effective advertising research as well as assessing copy research solutions. These principles include:
Provision of measurements that are relevant to the objectives of the advertising.
All marketing tools should be used to achieve the objectives of an advertisement, whether product, service or corporation. A copy test for a give advertisement should be designed to provide an assessment that will promote the advertisement’s objectives.
Should be one that requires an agreement on how the outcomes will be useful in advancing test.
One common goal of a copy test is to decide whether or not to run an advertising in the market. This is to specify what “action standards” are before the end results are in.
Provision of better and complete measurements.
This is because inadequate measurements to asses performance of an advertisement. This indicate that advertising is supposed to be judged by the impact it brings on sales. However, marketing sector has challenges that may not support this principle. These include; complexity of marketing as well as the constraints on time limit (Duncan, T. & Everett, S.E. 1993). These will have an adverse effect on the impact advertising has on sales.
Model of human responses to communications
The PACT agency has graded advertising in a different level. In order to be effective, an advertising must have:
. on the eye and ear. This serves as the (RECEPTION)
.on the mind, it must be understood hence (COMPREHENSION)
.in the heard, it has the impression effect hence (RESPONSE)
Consideration of whether there should be more than one exposure of an advertising stimulus (Duncan, T. & Moriarty, S. 1997).
Research shows that learning test material is far higher after two exposures as compared to one. The subsequent exposures tend not to yield effective outcomes like the first two.
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