In the previous article I discussed the ATL and BTL advertising so you can choose one of them to advertising your business, this time I will discuss the best practice to create effective
ads. Why should you advertising your business effectively? because everyday people receive enormous ads
in all media (newspapers, TV, sms broadcasting, etc.). Many people feel flooded
with ads that overwhelm their lives. Because of saturated, then they will be insusceptible
to advertising and will continue to be resistant against
advertising. So, you need to create effective ads to get people interested and
willing to buy your product.
Now, the question is, what is the fundamental characteristic or indication of effective advertising? Below are the answer.
ads. Why should you advertising your business effectively? because everyday people receive enormous ads
in all media (newspapers, TV, sms broadcasting, etc.). Many people feel flooded
with ads that overwhelm their lives. Because of saturated, then they will be insusceptible
to advertising and will continue to be resistant against
advertising. So, you need to create effective ads to get people interested and
willing to buy your product.
Now, the question is, what is the fundamental characteristic or indication of effective advertising? Below are the answer.
Characteristic features of effective advertising
Get attention
You can calculate carefully, whether your advertising attract
the attention of public or not. When you create an ad, make a good system so
that you can tracking how many people's attention do you get. How can you track
it? If you advertise in the newspaper, do not forget to write something like,
“immediately send your questions via email with the subject: ‘NP-asking”.
If you advertise on the radio, do not forget to say something like,
“immediately send your questions via email with the subject:
‘RD-asking”. And so on. Then you will know from where prospect recognize your product, you just only see the email subject. By this means, you can measure how attracted the
attention of your ads, whether is greater in the newspaper or radio.
the attention of public or not. When you create an ad, make a good system so
that you can tracking how many people's attention do you get. How can you track
it? If you advertise in the newspaper, do not forget to write something like,
“immediately send your questions via email with the subject: ‘NP-asking”.
If you advertise on the radio, do not forget to say something like,
“immediately send your questions via email with the subject:
‘RD-asking”. And so on. Then you will know from where prospect recognize your product, you just only see the email subject. By this means, you can measure how attracted the
attention of your ads, whether is greater in the newspaper or radio.
There is a feedback
This is a step up from the point above. If your ad is
effective, after getting the attention of prospective customers, then surely
they will do the feedback. The first feedback is to ask information on
everything about your product or ask your store location, and so on.
effective, after getting the attention of prospective customers, then surely
they will do the feedback. The first feedback is to ask information on
everything about your product or ask your store location, and so on.
There is an action from potential consumers
This point is a step up from point to two. If you interact
well with potential customers, then the feedback will be turned into action to
buy. You have to fight hard in the second step, so that consumers decide to buy
your product. I've written articles about how to convert prospects into buyers
and buyers into loyal customers. One approach is by irresistible sensational offer,
free samples, enticement copywriting, and others. You can search and look about these in
my other articles.
well with potential customers, then the feedback will be turned into action to
buy. You have to fight hard in the second step, so that consumers decide to buy
your product. I've written articles about how to convert prospects into buyers
and buyers into loyal customers. One approach is by irresistible sensational offer,
free samples, enticement copywriting, and others. You can search and look about these in
my other articles.
Three of the above are a parameter to determine whether we
make the effective advertisement or not.
make the effective advertisement or not.
You spend lots of money to advertise, but people consider it
as junk because they are overwhelmed with thousands of advertisements every
day. So, It is waste your time, effort, and money. You do not want this happen,
right?
as junk because they are overwhelmed with thousands of advertisements every
day. So, It is waste your time, effort, and money. You do not want this happen,
right?
Advertising characteristics
According to Jefkins F (2000) the definition of advertising is impersonal, payable and addressed to the mass-market form of communication.
As stated by Wright R (2000), below are the characteristics of advertising:
1. The substantial content of advertising is information. This information is directed to the target group of people (mass-market).
2. The majority of today's advertising focuses on the advertising of products or services.
3. The majority of advertising are used to promote companies or brands of products.
4. Advertising is a kind of mix consisting of advertising campaigns, PR, public and personal selling process.
The purpose of advertising
As reported by McRury I (2009), advertising is the tool used to increase sales, distribute information or education.
The main function of advertising is to fill the communication needs. An addition to this, the other functions of advertising are:
1. Create awareness about company, brand, product, service.
2. Inform, educate, and implement.
3. Strengthening, reminders, opinions.
4. Persuade and manipulate.
5. Introduction of products.
6. Promotion of other forms of advertising campaign.
7. Support sales of products and services.
OK, now I discussed about best practice advertising your business effectively. In order to get people's attention, you have to make tempting copywriting,
powerful images, color harmony, which will make people stop and read your ad.
Good copywriting is composed of two terms, the first is raise potential
problems that exist in the consumer, and the second is a write the solution of
this problem. Write a sensational offer in the solution of the problem. The
thing to remember is to focus on what is in the hearts of consumers.
powerful images, color harmony, which will make people stop and read your ad.
Good copywriting is composed of two terms, the first is raise potential
problems that exist in the consumer, and the second is a write the solution of
this problem. Write a sensational offer in the solution of the problem. The
thing to remember is to focus on what is in the hearts of consumers.
Once people are interested in your ad, then what else? As I
wrote in an article titled “between marketing and psychology”, in the first stage
people interested in your product emotionally, after that they usually justify
what they are feeling with logic. So, the effective way is combining the
emotional and logical. To get people justify statement in your advertising is to
increase the statistical data to support your product. And also add
testimonials from famous people who have tried your product.
wrote in an article titled “between marketing and psychology”, in the first stage
people interested in your product emotionally, after that they usually justify
what they are feeling with logic. So, the effective way is combining the
emotional and logical. To get people justify statement in your advertising is to
increase the statistical data to support your product. And also add
testimonials from famous people who have tried your product.
Finally, check your ad draft before your ad spread through
various media. Things to be checked is the tagline, phone, email, website,
testimonials, and sentence / picture. Now, you have known about advertising your business best practices. Please implement it and happy creating effective ads.
Related article : Advertising techniques
Top advertising techniques questions answered here
Top advertising techniques questions answered here
