Shara Fitrialoka
16615518
1SA03
v definition of
advertisement
Advertisements are messages paid for by
those who send them and are intended to inform or influence people who receive
them.
Definition: Advertising is a means of communication with the users of a
product or service. Advertisements are messages paid for by those who send them
and are intended to inform or influence people who receive them, as defined by
the Advertising Association of the UK.
Description: Advertising is always present, though people may not be aware
of it. In today's world, advertising uses every possible media to get its
message through. It does this via television, print (newspapers, magazines,
journals etc), radio, press, internet, direct selling, hoardings, mailers,
contests, sponsorships, posters, clothes, events, colours, sounds, visuals and
even people (endorsements).
The advertising industry is made of
companies that advertise, agencies that create the advertisements, media that
carries the ads, and a host of people like copy editors, visualizers, brand
managers, researchers, creative heads and designers who take it the last mile
to the customer or receiver. A company that needs to advertise itself and/or
its products hires an advertising agency. The company briefs the agency on the
brand, its imagery, the ideals and values behind it, the target segments and so
on. The agencies convert the ideas and concepts to create the visuals, text,
layouts and themes to communicate with the user. After approval from the
client, the ads go on air, as per the bookings done by the agency's media
buying unit.
v to make a good
advertisement
Here
are some tips, tactics and examples of small business advertising; what they’re
doing well, plus, what can take their ads up a notch. But first, here’s what
you should include in every advertisement:
1.
the logo or business name – If your business’s
logo/name doesn’t contain what you do, make sure to clarify that in the ad. For
example saying “Klimisch’s Inc Collision Repair” instead of just “Klimisch’s
Inc.”
2.
A CTA (call-to-action) with supporting contact
information – Say exactly why people should contact your business and what you
can do for them. For example “Call us at (415) 000-0000 to save money on home
insurance today.”
3.
Additional information about what your business does
and how you intend to help your potential customer. Don’t go overboard with
copy because you want to make sure they can read it quickly and easily.
4.
Supporting visual elements like a photo or graphics.
This can be your logo, a picture of your business, or a graphic related to your
business.
Using
these elements can make an effective ad, but here are a few additional
guidelines to follow:
1.
Hierarchy of information – Choose the information from
the above list that’s most important and make it your main element of the ad.
Every piece of information in your ad should be weighted according to its
importance. It’s hard to read an ad in which everything is the same size.
2.
Less is more – Don’t overwhelm people with
information. Keep it as simple as possible while getting the useful information
across to the viewer.
3.
Use your space wisely – Don’t use every inch of white
space because you can. Leave some “breathing room” so people can digest your
message.
4.
Use contrasting colors for fonts and backgrounds to
make sure that your copy is readable. The best combo is dark type on a light
background because it’s easier to read.
5.
Fonts, fonts, and fonts – Use mostly sans-serif fonts, use different font sizes to differentiate the
importance of the copy, however, don’t use too many font types or too many font
colors (think one or two max). The biggest font offenders that tend to
thoroughly annoy people include comic sans, curlz, and papyrus.
6.
Have at least one other person who isn’t working on
your ad read it over to make sure there aren’t spelling errors, incorrect
information, or missing information.
v types of advertisement
Newspaper
Newspaper
advertising can promote your business to a wide range of customers. Display
advertisements are placed throughout the paper, while classified listings are
under subject headings in a specific section.
You
may find that a combination of advertising in your state/metropolitan newspaper
and your local paper gives you the best results.
Magazine
Advertising
in a specialist magazine can reach your target market quickly and easily.
Readers (your potential customers) tend to read magazines at their leisure and
keep them for longer, giving your advertisement multiple chances to attract
attention. Magazines generally serve consumers (by interest group e.g. women)
and trade (industry/business type e.g. hospitality).
If
your products need to be displayed in colour then glossy advertisements in a
magazine can be ideal - although they are generally more expensive than
newspaper advertisements.
Magazines
do not usually serve a small area such as a specific town. If your target
market is only a small percentage of the circulation, then advertising may not
be cost-effective.
Radio
Advertising
on the radio is a great way to reach your target audience. If your target
market listens to a particular station, then regular advertising can attract
new customers.
However,
sound has its limitations. Listeners can find it difficult to remember what
they have heard and sometimes the impact of radio advertising is lost. The best
way to overcome this is to repeat your message regularly - which increases your
costs significantly. If you cannot afford to play your advertisement regularly,
you may find that radio advertising does not generate strong results.
Television
Television
has an extensive reach and advertising this way is ideal if you cater to a
large market in a large area. Television advertisements have the advantage of
sight, sound, movement and colour to persuade a customer to buy from you. They
are particularly useful if you need to demonstrate how your product or service
works.
Producing
a television advertisement and then buying an advertising slot is generally
expensive. Advertising is sold in units (e.g. 20, 30, 60 seconds) and costs
vary according to:
·
the time slot
·
the television programme
·
whether it is metro or regional
·
if you want to buy spots on multiple networks.
Directories
Directories
list businesses by name or category (e.g. Yellow Pages phone directories).
Customers who refer to directories have often already made up their mind to buy
- they just need to decide who to buy from.
The
major advantage of online directories over print directories is that if you
change your business name, address or telephone number, you can easily keep it
up to date in the directory. You can also add new services or information about
your business.
If
your target market uses print and online directories, it may be useful to
advertise in both, although print directories are being used less.
Outdoor and transit
There
are many ways to advertise outside and on-the-go. Outdoor billboards can be
signs by the road or hoardings at sport stadiums. Transit advertising can be
posters on buses, taxis and bicycles. Large billboards can get your message
across with a big impact. If the same customers pass your billboard every day
as they travel to work, you are likely to be the first business they think of
when they want to buy a product.
Even
the largest of billboards usually contain a limited amount of information;
otherwise, they can be difficult to read. Including your website address makes
it easy for customers to follow up and find out more about your business.
Outdoor advertising can be very expensive especially for prime locations and
supersite billboards.
Direct mail, catalogues and leaflets
Direct mail means writing to customers directly. The
more precise your mailing list or distribution area, the more of your target
market you will reach. A direct mail approach is more personal, as you can
select your audience and plan the timing to suit your business. A cost
effective form of direct mail is to send your newsletters or flyers
electronically to an email database. Find out more about direct mail.
Catalogues, brochures and leaflets can also be
distributed to your target area. Including a brochure with your direct mail is
a great way to give an interested customer more information about your products
and services. Learn more about leaflet marketing
using letterbox drops and handouts.
Online
Being
on the internet can be a cost-effective way to attract new customers. You can
reach a global audience at a low cost. Many customers research businesses
online before deciding whom to buy from.
A well-designed website can entice customers to buy
from you. There are a number of ways you can promote your business online via
paid advertising or to improve your search engine rankings. Learn more about doing business online.
Other ways to advertise your business online include
promoting your products or services on social media sites, blogs and search
engines and other websites that your target audience visits. Find out more
about social media.
