Any good suggestions on what makes for effective advertising?

I am taking a principles of marketing class and am putting together a marketing plan for an inventor. I want to include not only places to advertising but give him suggestions to make his advertisements effective.

Ten Rules for More Effective Advertising

Leahy's Law states that if a thing is done wrong often enough, it becomes right, and as a result, volume becomes a defense to error. When advertising fails to sway consumers, most advertisers follow Leahy's Law by increasing the frequency of the advertising hoping that more of what is not working will somehow work when consumers are subjected to more of the same.

Use the following 10 simple rules to evaluate the advertising you encounter. You may be disappointed, but don't be surprised when you discover that most advertising fails to follow any of the rules.

1. Does the ad tell a simple story, not just convey information?

A good story has a beginning where a sympathetic character encounters a complicating situation, a middle where the character confronts and attempts to resolve the situation, and an end where the outcome is revealed. A good story does not interpret or explain the action in the story for the audience. Instead, a good story allows each member of the audience to interpret the story as he or she understands the action. This is why people find good stories so appealing and why they find advertising that simply conveys information so boring.

2. Does the ad make the desired call to action a part of the story?

A good story that is very entertaining but does not make a direct connection between the desired call to action - the purpose of the ad - and the story is just a very entertaining story. The whole point of the story in advertising is to effectively deliver the desired call to action. If the audience does not clearly understand the desired call to action after seeing the ad, then there is no point in running the ad. Contrary to popular belief, having an entertaining story and clearly delivering the desired call to action are not mutually exclusive.

3. Does the ad use basic emotional appeals?

Experiences that trigger our emotions are saved and consolidated in lasting memory because the emotions generated by the experiences signal our brains that the experiences are important to remember. There are eight basic, universal emotions - joy, surprise, anticipation, acceptance, fear, anger, sadness, and disgust. Successful appeals to these basic emotions consolidate stories and the desired calls to action in the lasting memories of audiences. An added bonus is that successful emotional appeals limit the number of exposures required for audiences to understand, learn, and respond to the calls to action - people may only need to see emotionally compelling scenes once and they will remember those scenes for a lifetime.

4. Does the ad use easy arguments?

"Jumping to conclusions" literally gave our ancestors an advantage even when the conclusions that made them jump were wrong because delaying actions to review information could have deadly consequences. Easy arguments are the conclusions people reach using inferences without a careful review of available information. Find and use easy arguments that work because it is almost impossible to succeed when working against them.

5. Does the ad show, and not tell?

"Seeing is believing" and "actions speak louder than words" are two common sayings that reflect a bias and preference for demonstrated behavior. This is especially true when interests may not be the same. Assume audiences are skeptical about any advertising and design advertising that shows and does not tell.

6. Does the ad use symbolic language and images that relate to the senses?

People prefer symbolic language and images that relate to the senses. People are far less receptive and responsive to language and images that relate to concepts. Life is experienced through the senses and using symbolic language and images that express what people feel, see, hear, smell, or taste are easier for people to understand, even when used to describe abstract concepts. The language and images used in advertising should "make sense" to the audience.

7. Does the ad match what viewers see with what they hear?

People expect and prefer coordinated audio and visual messages because those messages are easier to process and understand. Audio and visual messages that are out-of-sync may gain attention, but audiences find them uncomfortable.

8. Does the ad stay with a scene long enough for impact?

People have limited mental processing capacities. Quick cuts to different scenes require people to devote more of their limited resources to following the cuts and less resources to processing each scene. It takes people between eight and ten seconds to process and produce a lasting emotional response to a scene. Camera movement or different camera angles of the same scene can engage people through their orienting responses while providing enough time for them to process the scene.

9. Does the ad let powerful video speak for itself?

Again, the processing capacity of our brains is limited and words may get in the way of emotionally-powerful visual images. When powerful visual images dominate - when "a picture is worth a thousand words" - be quiet and let the images do the talking.

10. Does the ad use identifiable music?

Music can be a rapidly-identified cue for the recall of emotional responses remembered from previous advertising. Making the same music an identifiable aspect of all advertising signals the audience to pay attention for more important content.

When I look at ads, I like to see a catchy slogan, color, and benefit of product to me. Pictures are also good to have in advertising. The significance of the inventors work should stand out. Overall, be sure to keep it sweet and simple. Good Luck on your assignment.

Emily makes some very good points. I would also add that being creative in whatever form of advertising is important. Creative can take many shapes. The most common, and arguably the most effective is humor. (Just watch the Superbowl) However, it's not limited to JUST humor. If it something that requires a more serious tone, think about advertising in the first person, as opposed to telling us why it's good, have someone talk about how it's helped them. Or, show an example of how it helps people. (Think about those Onstar commercials)

Here's an example: Let's say you are running a "help wanted" ad campaign about wanting to hire people to work for your company. You can spout numbers, and benefits all day. And most people will tune it out. But, if it's someone saying, "I came to work here because I was looking for something better", people will relate to that. Why? Because everyone is looking for something better. It's human nature.

Sell the image, and the feeling. Don't sell stats, and dry facts. Nothing quenches your thirst like water, but they sell an ocean of Gatorade every year, because people want to feel like an athlete.

And one rule of advertising that sinks new companies, is what Emily touched upon. DON'T LIE. Bad word of mouth, travels faster than any television, or radio signal.

Emily is right.

Creative is over-rated - some of the most valuable ads of all times are blatant rip-off's that consist of nothing but words on a page.

Two thoughts:
1) Does the inventor have the resources (time, personal inclination, cash) to market this thing effectively? As an honest person, your best answer might be "find a licensing or JV partner and focus on what you're best at"
2) Read "Scientific Advertising" by Hopkins.

any add thats memorable,it doesen't matter if it's funny stupid informative,stpid,just so it stays on your prospective customers mind

You must have a classy presentation, and it must have a catchy slogan that is short and sticks in the persons head, like a dagger. Good Luck!

Well these are my suggestions:
1. Identify your audience
You have to know who would most likely want, need, or enjoy the product. For example you would never advertise a men's shaver to women, nor would you advertise a bouncy ball to adults (unless in both cases it related back to the target audience i.e. as a gift). This will help you come up with an advertising plan and also help plan where and when ads will be displayed. For example if you were attempting to market a child's toy you would most likely advertise on a children's television network, or put up ads or fliers near a school or playground to attract attention from children, and from the parents (who are the actual buyers)
2. Find the products strong points
A product will only be successful with advertising if it attracts attention. A good example is the ad campaign for Motorola Razor phones. They are a unique build of phone and come with feature specifically aimed at a younger generation. This is stressed in their commercials and ads. Thus it is a very successful campaign. If the product is a new invention it must be promoted as something "new and innovative". If it is a newer model of something else it must be promoted as "newer and better". These ideas can help you, not only make new customers, but also keep old ones with new products. Also, never mention faults or show weakness of the product, but also never lie about it's strengths. This is the famous crime of infomercials. They say a product is strong enough to cut cans and when the customer receives it they are nowhere near that strong. This causes sales to soar at first, and then fall flat. Make sure that it is an accurate representation that merely doesn't mention weaknesses.

I believe that these two points would help make for a very effective advertising campaign if used properly.

Enter Your Message or Comment

User Name:
User Email:
Post a comment:

Archive: Forum -Forum -Finance - Links - 1 - 2 - RSS - All RSS Feeds
The Causes and the Results. 0.054
Copyright (c) 2011 Financial Crisis Thursday, May 17, 2012 - Terms of use - Privacy Policy