Elements of Advertising
Elements of advertising include having a target audience and making an offer as well as placement, timing, staying power, and urgency.[1][2][3] Good advertisements also have visual impact and give an actionable call-to-action to their audience. Advertisements should be tested and analyzed in order to maximize results.[3] To help quantify results a tracking mechanism can be built directly into the ad.[4]
Elements[edit]
The Target[edit]
Identifying who the people are that the advertisement is meant to appeal to is the main focus of an advertisement. Who the audience of the advertisement is determines what is included in the article, what medium is used to to place it, as well the timing of the placement. The target may consist of the people who actually buy the products or services being advertised or people who have the buying power in relation to those people, such as parents buying things for their children.[4] The more closely an advertisement can appeal to a specific group of people, the better results it will bring about.[5]
The Offer[edit]
The offer, also known as the call to action, What a person sees or hears when they see the advertisement effects how they feel in connection to what is being presented and urges them to take action in relation to it. If a person sees a video clip of someone drinking a soda and they look happy then they feel like they will be happy too if they drink one which urges them to go and buy one. The colors that the person sees in the video clip effect them in a certain way. Certain colors can automatically make a person want to take action. Phrases used can make a person feel good about the thought of talking that action.[6]
Placement[edit]
Where an advertisement is going to be placed, also known as the medium, is a critical aspect to consider when creating it. An ad that appears on television needs to look and feel differently than one that appears on a social media platform. It's also important to consider what is trying to be achieved with the ad when choosing it's placement. Digital ads may provide immediate and measurable results, while traditional media can help to promote a brand.[7] Using more than one method placement is better than just one, because people respond differently to each one depending on who they are.[5]
Timing[edit]
Planning the placement of your ad based on when your target market is most likely going to see or hear it is essential for it to be effective, especially if it is expensive to place the ad.[8]
Staying Power[edit]
Sometimes a succession of advertisements will tell the story of a product of service and keep you coming back for more. But, usually it is just one ad with a message and words that have been very well chosen that makes the most impact.[8]
Urgency[edit]
Special promotions in advertisments create urgency to buy the product or services. A holiday sale indicates that you have to buy on that day or within a specified time frame in order to get the sale price. Coupons create an urgency for people not only to use them before the expiration date but also to get rid of the coupon itself.[9]
Types[edit]
Newspaper
Ads can be placed throughout newspapers as banner ads or in the classified section. Ads can be placed in local, state or national newspapers. Using all three types of newspapers typically produces the best results.[10][11]
Magazine
Magazines are geared to reach a specific audience and can therefore reach a specific target effectively. Magazine ads are more expensive than newspaper ads, because they are printed in color on glossy paper. But, they serve a greater geographic area than newspapers and can therefore reach more people. Also, magazines are something that people keep around for a longer time than newspapers which increased the likelihood that they will see your ad.[10][11]
Radio
Advertising on a particular radio station can reach a specific audience, but it can also be expensive. People tend to need to hear an advertisement many times before they'll remember it, therefore running the same ad many times is necessary to be effective. And, running an ad on the radio needs to be paid for. [10][11]
Television
Television advertising can reach a wide range of people while also targeting a very specific type of person. The ability television has to put out video, audio, color and text enables it to reach people's senses of sight and sound in one. This increases the effectiveness of the advertisement. How a product or service works can also be demonstrated which also increases the practicality and effectiveness of it. Advertising in this way can be expensive depending on when the ad is placed and how long it is. Creating the video ad and paying those involved can also be a high cost.[10][11]
Directories
Directories list businesses by name and category. People typically already have their mind made up that they are going to buy something when using a directory they just need to figure out who they want to buy it from. Online directories are more up to date, because making updates to a physical directory must wait until the next edition.[10][11]
Outdoor and Transit
Outdoor advertisements can be anything from a sign by the road to a large billboard. Large billboards can have a big impact on people if they pass by it every day, and can increase the likelihood that they will think of that company first when going to buy a product. However, billboards can only fit a limited amount of information, and can be very expensive depending on their location.[11]
Direct Mail
Advertising to people directly through email can be cost effective and still reach a particular target market. The people in the email database and the timing of sending the emails customizable. Additional information can be included in a brochure that tell more about the company or the product.[11]
Online
Advertising online allows a world wide audience to be reached, and is cost-effective. Many people search for a professional website before buying a product or service from a company. Promoting business through social media is becoming the first choice for both companies and consumers. Creating communities around a brand engages customers and can translate into a growing customer base.[10]
Reference section[edit]
- ↑ "Five Essential Elements of an Advertisement". Small Business - Chron.com. Retrieved 2021-01-20.
- ↑ Shimange, Nsovo. "6 Elements to an effective paid advertising campaign". www.struto.co.uk. Retrieved 2021-01-20.
- ↑ 3.0 3.1 Levisay, Barb; Owner; Partners, Marketing for. "The 6 Essential Elements of a Successful Marketing Campaign -". Redmond Channel Partner. Retrieved 2021-01-20.
- ↑ 4.0 4.1 "Effectiveness of Advertising to a Target Audience". Small Business - Chron.com. Retrieved 2021-01-20.
- ↑ 5.0 5.1 Levisay, Barb; Owner; Partners, Marketing for. "The 6 Essential Elements of a Successful Marketing Campaign -". Redmond Channel Partner. Retrieved 2021-01-21.
- ↑ "Advertising Communication Objectives". Small Business - Chron.com. Retrieved 2021-01-21.
- ↑ "Effectiveness of Advertising to a Target Audience". Small Business - Chron.com. Retrieved 2021-01-21.
- ↑ 8.0 8.1 "Five Essential Elements of an Advertisement". Small Business - Chron.com. Retrieved 2021-01-21.
- ↑ "Advantages & Limitations of Television as an Advertising Medium". Small Business - Chron.com. Retrieved 2021-01-21.
- ↑ 10.0 10.1 10.2 10.3 10.4 10.5 "Forms of Advertising Promotion". Small Business - Chron.com. Retrieved 2021-01-21.
- ↑ 11.0 11.1 11.2 11.3 11.4 11.5 11.6 Employment, Small Business and Training (2011-03-10). "Types of advertising". www.business.qld.gov.au. Retrieved 2021-01-21.
External links section[edit]
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