Our life today is unthinkable without advertising. Original, truthful and emotionally attractive advertising messages are always interesting to the consumer. This means that they successfully perform their main function: to generate demand and stimulate the sale of a product or service. The "positive" of good advertising is undeniable: it informs, promotes the improvement of existing products and the development of new ones, and promotes competition. Writing a competent ad copy is a science, an art, and a craft.
Advertising in the press, print, screen (television, video advertising), outdoor, advertising on the radio, on transport, at the point of sale, souvenir and others: there are many channels and types of advertising. All have their own characteristics, but there are also universal laws of advertising practice (especially in print advertising).
Before you start creating an advertising message, you need to have a complete understanding of what, where, to whom, when and how it will be advertised. Always remember the commandment of advertising master D. Ogilvy: "If it doesn't sell, it's not creativity."
Be clear about the market position of the product or service, i.e. collect information about its features, competitive advantages, unique features. Identify the specific benefits that the buyer will receive when purchasing your ad item. Create a clear, well-thought-out product image with a clear focus on a specific consumer - your target audience.
Avoid negative phrases in your advertising message. "You will be healthy" is better than "you will not be sick." Use simple words that have a positive effect on everyone, for example: “free”, “new”, “natural”, “save”, “fast”, “easy”, “profit”, etc. Your ad copy should represent facts, not just statements.
Take a note: usually an advertising message consists of three parts - a graphic part, a slogan, an information block. Slogan - advertising motto, appeal, slogan. Its purpose is to attract the attention of the client (“Nowhere but in Mosselprom”). In the information block, the main thing is the essence of the product, service, its benefits, “detuning” from competitors (corporate identity), encouraging the buyer to take action (including discounts and benefits), address (communication).
Don't forget about ways to increase the readability of your ad.
Here is some of them:
• An ad that is printed in the second color, according to experts, is more noticeable than black and white by 22%, and multicolor - by 65%.
• Advertisements with 1/4 stripes that are stretched out in a column get slightly more attention than those that are stretched longitudinally or square.
• Any shading of the field wins compared to white.
• Ads in a vignette, frame, circle (in any frame) will be read faster.
• Highlight an important word (phrase) with a font.
• If the appearance of the product, its design are of great importance to the consumer, make the image of the product the main element.
• Remember that the first and last parts of the advertising information are remembered more strongly - the "edge effect".
Take care of the correct choice of colors for your advertising. The "mechanisms" of the emotional impact of color on a person are described in many sources (remember the famous color test of the Swiss psychologist M. Luscher). It is known that a stable attitude to color was formed in humans over a long period of historical development (yellow is an active sunny day and his worries, dark blue is night peace).
The choice (and return) of color solutions in advertising is influenced by many factors: the created image of a product or service itself, the psychological characteristics of the buyer (consumer), advertising means, color transfer technology (low quality printing performance can negate the planned effect), etc.Agree that the red color on a pack of cigarettes is perceived as a symbol of their strength, blue and white - lightness, green reminds of menthol, golden is associated with high quality, the abundance of "gold" - with a high price.
Skillfully used color not only increases the visibility and attractiveness of the advertising message: it creates the right mood, shapes the image.