01. How to write an advertisement
well?
We can learn to
write compelling advertisements that will make people notice them, read them,
and act upon them. We can learn to write such powerful advertisements that
people go out and demand your product and no other. This is a short course in
writing powerful, hard-hitting copy that can help us make our products and
services irresistible to potential customers. Whether we are new to the craft
or have been writing copy for years, your knowledge and practice of advertising
fundamentals will determine the extent of our success. Learn how to grab reader
attention immediately, write compelling copy that holds attention, write a call
to action that's difficult to refuse, design winning layouts, increase the
numbers of orders, and convert more inquiries into sales. Includes
advertisement length, use of color, smart media placement, and much more.
02. What does ‘advertisement’ mean?
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.
03. Mention types of advertisements!
Television advertising / Music in advertising
Television advertising is
one of the most expensive types of advertising; networks charge large amounts
for commercial airtime during popular events. The annual Super Bowl football game in the United States is known as the most
prominent advertising event on television - with an audience of over 108
million and studies showing that 50% of those only tuned in to see the
advertisements. The average cost of a single thirty-second television
spot during this game reached US$4 million & a 60-second spot double that
figure in 2014.[47] Virtual advertisements may be
inserted into regular programming through computer graphics. It is typically
inserted into otherwise blank backdrops[48] or used to replace local billboards that are not
relevant to the remote broadcast audience.[49] More controversially, virtual billboards may be
inserted into the background[50] where none exist in real-life. This technique is
especially used in televised sporting events.[51][52] Virtual product placement is also possible.
Infomercials
An infomercial is a
long-format television commercial, typically five minutes or longer. The word
"infomercial" is a portmanteau of the words "information"
and "commercial". The main objective in an infomercial is to create
an impulse purchase, so that the
target sees the presentation and then immediately buys the product through the
advertised toll-free telephone number or
website. Infomercials describe, display, and often demonstrate products and
their features, and commonly have testimonials from customers and industry professionals.
Radio advertising
Radio advertisements are broadcast as radio waves to the air
from a transmitter to an antenna and a thus to a receiving device. Airtime is
purchased from a station or network in exchange for airing the commercials.
While radio has the limitation of being restricted to sound, proponents of
radio advertising often cite this as an advantage. Radio is an expanding medium
that can be found on air, and also online. According to Arbitron, radio has approximately
241.6 million weekly listeners, or more than 93 percent of the U.S. population
Online advertising
Online advertising is a
form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing
messages to attract customers. Online ads are delivered by an ad server.
Examples of online advertising include contextual ads that appear on search engine results pages, banner ads, in pay per click text ads, rich media ads, Social network advertising,online classified advertising, advertising networks and e-mail marketing, including e-mail spam A newer form of online
advertising are Native Ads, they
go in a website's news feed and are supposed to improve user experience by
being less intrusive, however some people argue it is deceptive.
Domain name advertising
Domain name advertising is
most commonly done through pay per click search engines,
however, advertisers often lease space directly on domain names that
generically describe their products.[35] When an Internet user visits a website by typing a
domain name directly into their web browser, this is known as "direct
navigation", or "type in" web traffic. Although many Internet
users search for ideas and products using search engines and mobile phones, a
large number of users around the world still use the address bar. They will
type a keyword into the address bar such as "geraniums" and add
".com" to the end of it. Sometimes they will do the same with
".org" or a country-code Top Level Domain (TLD such as
".co.uk" for the United Kingdom or ".ca" for Canada). When
Internet users type in a generic keyword and add .com or another top-level domain (TLD) ending, it produces a targeted sales lead. Domain
name advertising was originally developed by Oingo (later known as Applied
Semantics), one of Google's early acquisitions.
Product placements
Covert advertising is
when a product or brand is embedded in entertainment and media. For example, in
a film, the main character can use an item or other of a definite brand, as in
the movie Minority Report, where Tom Cruise's
character John Anderton owns a phone with the Nokia logo clearly written in the top corner, or his watch
engraved with the Bulgari logo. Another example of advertising in film is in I, Robot, where main character
played by Will Smith mentions his Converse shoes
several times, calling them "classics", because the film is set far
in the future. I, Robot and Spaceballs also showcase futuristic cars with the Audi and Mercedes-Benz logos clearly displayed on the front of the
vehicles. Cadillac chose to advertise in the movie The Matrix Reloaded, which as a result contained many scenes in which
Cadillac cars were used. Similarly, product placement for Omega Watches, Ford, VAIO, BMW andAston Martin cars are featured in recent James Bond films, most notably Casino Royale. In "Fantastic Four: Rise of the Silver
Surfer", the main transport vehicle shows a large Dodge logo
on the front. Blade Runner includes some of the most obvious product
placement; the whole film stops to show a Coca-Cola billboard
Press advertising
Press advertising describes
advertising in a printed medium such as a newspaper, magazine, or trade journal.
This encompasses everything from media with a very broad readership base, such
as a major national newspaper or magazine, to more narrowly targeted media such
as local newspapers and trade journals on very specialized topics. A form of
press advertising is classified advertising, which allows private individuals or companies to
purchase a small, narrowly targeted ad for a low fee advertising a product or service.
Another form of press advertising is the display ad, which is a larger ad
(which can include art) that typically run in an article section of a newspaper.
Billboard advertising
Billboards are large structures located in public places which
display advertisements to passing pedestrians and motorists. Most often, they
are located on main roads with a large amount of passing motor and pedestrian
traffic; however, they can be placed in any location with large amounts of
viewers, such as on mass transit vehicles and in stations, in shopping malls or
office buildings, and in stadiums.
Mobile billboard
advertising
Mobile billboards are generally
vehicle mounted billboards or digital screens. These can be on dedicated vehicles
built solely for carrying advertisements along routes preselected by clients,
they can also be specially equipped cargo trucks or, in some cases, large
banners strewn from planes. The billboards are often lighted; some being backlit, and others employing
spotlights. Some billboard displays are static, while others change; for
example, continuously or periodically rotating among a set of advertisements.
Mobile displays are used for various situations in metropolitan areas
throughout the world, including: target advertising, one-day and long-term
campaigns, conventions, sporting events, store openings and similar promotional
events, and big advertisements from smaller companies.
In-store advertising
In-store advertising is any
advertisement placed in a retail store. It includes placement of a product in
visible locations in a store, such as at eye level, at the ends of aisles and
near checkout counters (a.k.a. POP – point of purchase display), eye-catching
displays promoting a specific product, and advertisements in such places as
shopping carts and in-store video displays.
Coffee cup advertising
coffee cup advertising is
any advertisement placed upon a coffee cup that is distributed out of an
office, café, or drive-through coffee shop. This form of advertising was first
popularized in Australia, and has begun growing in popularity in the United
States, India, and parts of the Middle East.
Street advertising
This type of advertising
first came to prominence in the UK by Street Advertising Services to create
outdoor advertising on street furniture and pavements. Working with products
such as Reverse Graffiti, air dancers and 3D pavement advertising, for getting brand
messages out into public spaces.
Sheltered outdoor
advertising
this type of advertising
combines outdoor with indoor advertisement by placing large mobile, structures
(tents) in public places on
temporary bases. The large outer advertising space aims to exert a strong pull
on the observer, the product is promoted indoors, where the creative decor can
intensify the impression.
Celebrity branding
This type of advertising
focuses upon using celebrity power, fame, money, popularity to gain recognition
for their products and promote specific stores or products. Advertisers often
advertise their products, for example, when celebrities share their favorite
products or wear clothes by specific brands or designers. Celebrities are often
involved in advertising campaigns such as television or print adverts to
advertise specific or general products. The use of celebrities to endorse a
brand can have its downsides, however; one mistake by a celebrity can be
detrimental to the public relations of a brand. For example, following his
performance of eight gold medals at the 2008 Olympic Games in Beijing, China,
swimmer Michael Phelps' contract with Kellogg's was terminated, as Kellogg's did not want to associate
with him after he was photographed smoking marijuana.
customer-generated advertising
This involves getting
customers to generate advertising through blogs, websites, wikis and forums,
for some kind of payment.
Aerial advertising
Using aircraft, balloons or airships to create or display advertising media. Skywriting is a notable example.
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