Advertising: What Is Needed For Success
For the Advertiser…
To be successful in advertising you need to be many things. You need to have high social skills, communication skills, and sales skills. Above all of those things you need to have creativity. I believe that great advertising comes from great minds that are not afraid to challenge a way of thinking.
A great deal of time and effort goes into each and every advertisement that is produced in today’s market. Like I have said in previous blogs, advertisements need to grab consumer’s attention fast and hold it to get their product sold. This seemingly simple task takes more effort than most people think.
Entrepreneur.com says that to produce a great advertisement you need to first answer a couple questions. Entrepreneur.com goes on to say that since every word in your ad is important you have to make sure that what you are saying matters to the costumer. After that you need to make sure those words are persuasive and that what you are selling fills a need. These are all crucial first steps in deciding how to make an advertisement campaign.
Once you have decided what you will talk about in your campaign you then need to tailor your advertisement to the types of media you will use. For example you would not want to advertise a car on the radio because many people will not respond as well as they would if it was on television or in a magazine. When advertising agents do not take things like this into account they could end up wasting thousands of dollars on advertisements that no one responds to.
Along with considering the medium being use to promote your product you need to think of when and where these ads should take place. You wouldn’t put a Victoria Secret television ad on during a cartoon show break, but you would put on an ad for Legos. By considering when your ad will be seen it helps to pick the perfect show or website to attach it to. Deciding how an advertisement will be made, where it will be shown and when it will be shown are all critical thinking skills essential to an advertisements success.
When it comes to creative and independent thinking skills advertisers need to be on top of their game. Advertising professionals are always being pushed to make the next best advertisement and to be creative within the confines of the time period given. There is no doubt in my mind that advertising can be one of the hardest and most rewarding jobs in the media world. The United Colors of Benetton ad campaign is an example of how independent and creative thinking can change the way consumer’s looks at advertisements and even start a new way to advertise. Since Benetton’s advertisements where so bold and different from any other campaigns seen it made everyone who saw the ads want to find out what the product was and why the ads were made the way they were. This type of advertisement does not always work to get the brand seen by the public, but does seem to make the brand more interesting and intriguing to consumers.
The Consumer…
When it comes to consumers seeing an advertisement the amount of critical thinking, creative and independent skills are not as great, but are still important. When consumers see or hear an advertisement they go through a series of thoughts to decide if they would buy the product or not and since personality and individual needs are different no two people go through the same decision process.
Although people can be persuaded into buying a product many choices have to be made before hand. AEF.com’s article, “Advertising and the Mind of the Consumer” says that many people believe ads do not affect them because most of the time people do not have a big reaction. The key is to get the little reaction so that every time the ad is seen or hear by that person it pushes them a little bit closer to trying that product. The article goes on to say that advertisements of similar products cause a balance beam effect in consumer’s heads. If one ad can tip the scale most consumers will become life-long users. When it comes to consumers, advertisements just need to learn how to tip the scale in their favor and recognize the critical thinking that goes in to costumer's purchasing decisions.
Their a lots of different ways to become successful in advertising, but the critical, independent and creative skills of both the advertisement firm and the consumer must be taken into consideration.
WORD COUNT: 805
Sources:
http://online.wsj.com/article/SB10001424052970203611404577041843336351290.html
http://www.entrepreneur.com/article/70644
No comments:
Post a Comment