Good advertisements begin with good ideas.
Advertising is required to promote a product or service, but the competition is intense. The advertisement, no matter the chosen medium, must reach the target audience effectively, distinguish the product or service from those of its competitors, and fall within the production budget. A good commercial idea reaches as many members of the target audience as possible and sticks in their memories so that when the time comes, they will think of your business.
Effective Funny Ads
The Three Little Pigs soon will be filing a property damage claim.
Ads that make people laugh not only tend to be among the most memorable, but also get people talking about the ad and the product. Amusement alone is not enough; the ad also must communicate a strong and easily understood message. For instance, if you want to convey that your property and casualty insurance company is reliable, you could create a commercial featuring the competition refusing to settle the claim of the Three Little Pigs against damage done by the Big Bad Wolf.
The Hard Sell
The hard sell ad conveys basic information and gets right to the point.
Hard sell commercials are brief, blunt and loud. While potential customers may hate the presentation, they remember to the basic message: "Low, low prices!" "Huge selection!" "Sale ends Saturday!" A radio version would have the announcer citing examples: "Colonial bed frames, $199! Children's dressers, just $99!" On television, this would be accompanied by photos and prices, done in garish colors.
Create a Character
As long as there has been modern advertising, companies have created characters to sell their products. Characters establish brand identity and build a personal bond with the audience. For example, a car repair company might establish the character Joe, the Smiling Mechanic. In a series of ads, Joe would talk about common car problems and why the company is the best one to fix them.
Testimonials
Testimonial ads build credibility and support positive word of mouth. If you own a shoe store and you know your regular customers, all you need to do is get some of them talking about what they like about your store and what keeps them coming back. One benefit of this is that it you can use these comments to help your other ads by emphasizing your known strengths.
Get the Bandwagon Rolling
Popularity promotes products.
The bandwagon technique capitalizes on the notion that "everybody does it." In advertising, that means creating the impression that your product is popular--and because it is popular, other people should be using your product, too. Suppose you run a sandwich shop, and your customers buy one or two sandwiches more than most of the others. Here, you might combine this with the testimonial approach and claim "The Number One Prosciutto Sub in Springfield!"
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