Propaganda seeks to influence a population's ideology and ways of thinking, while advertising focuses on influencing purchasing habits. A good advertisement is promotional in nature, though this promotion can be more or less subtle. To achieve their main objective to increase sales of a certain product or service , effective ads must convince consumers that a certain product or service is better than the competition's.
Advertising employs a variety of resources such as appealing to consumers' emotions, winning their trust with arguments of authority, or using logical reasons to justify the purchase of a product. Remember those lessons about ethos, pathos, and logos from high school? Effective advertising uses these tools all the time. This can be seen in all the campaigns that De Beers has launched over the years in which they convinced people that diamond rings were essential to an engagement.
The most visible side of advertising is undoubtedly creative features like TV spots or social media ads , but behind a campaign there is also a lot of strategy.
Advertising always responds to a specific marketing objective aligned with the global interests of the brand or company. Thus, a strong advertising strategy should be framed within the general marketing plan , l ike in Nike's Just Do It campaign.
In the past, advertising relied on mass media such as radio and television to reach as wide an audience as possible. Every brand has a buyer persona or ideal customer profile they are trying to attract. The more focused your advertising is on a particular audience, the more effective it can be.
The content of your advertising messages should be specially designed to appeal to the feelings and needs of your audience. Ads do not work if they are not trying to appeal to a specific type of person. Advertising campaigns require an investment of time, resources, and of course, money. Generally, the channel issuing the advertisements charges a certain amount in exchange for its dissemination.
A good ad campaign will increase the company's profits, and this should exceed the invested cost. A positive ROI indicates that the advertising campaign has been a success. I'm not saying that if a brand has established equity they can do whatever they want. No, far from it. Brand equity is sacred and is earned for sure. There is a level of trust that is inherent in brand equity. Do you really think someone who was considering buying an appliance made their purchase decision to buy from Sears or not based on that commercial?
Do you really think if someone who watched it then thought 'Well that commercial was terrible. I was going to buy a refrigerator at Sears, but not now. Conversely if your brand does not have the equity of a Sears that does not necessarily mean they need to play it close to the vest.
Heck no. Have fun. Be funny. Use humor. If applicable. Just remember to convey your message so that someone watching it remembers you and your brand first. If they remember the spot too, that's a bonus. This is arguably my favorite commercial of all time.
If not, it's in the top You should instantly recognize it and even after all these years I still remember it AND the product. So the first three seconds are the key to engagement or disengagement. People want to know that people they admire approve of the product or brand. Yet television is still a powerful medium if you find a way to draw in your audience.
To do this, you have to get beyond the style of typical ads and tell a story. Think of the most successful Super Bowl ads. Rather than creating an ad, think of making a short TV program or film. Remember that younger viewers grew up with social media, computer games, and big budget movies so they respond to images more than dry facts about your product.
A good place to go for guidance is YouTube. Look for short videos with high ratings and ask yourself why they work. Instead, you should concentrate on a specific aspect of your business and a specific audience driven by data from other platforms. A tagline can make it easy for people to remember what you do, especially if you add humor or some other way for the audience to connect with it.
Perhaps you can use an icon that represents a particular subject matter to draw a connection. The jingle should rhyme and be less than six or seven words to make it easy to remember. They do this by fast forwarding commercials, watching Netflix, or paying a premium.
The right voice can make or break an ad, and can become a hallmark of your brand. Spend some time thinking about what the personality of your brand is, what voice represents that, and then how that voice will carry your ad, having the desired outcome steer the process. Because television is a visual medium we tend to over-communicate by expressing many concepts in one spot.
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