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Small Business Advertising – 5 Components of a Great Ad
As we get closer and closer to the last quarter of the year, I wanted to motivate people to advertise. Whether traditional (print, TV, radio) or social (internet), the components of good advertising remain the same. I originally found an article by The James Group that talked about 4 types of ad campaigns that sell a while ago and tweaked it a bit based on experiences in traditional advertising.
5 components of a good ad:
1. Single message. Although you may have a lot of products or offer a variety of services, promote 1. Think of advertisements for Diet Pepsi. They promote Diet Pepsi and not Aquafina or any other Pepsi product.
2. Catchy Word/Song/Jingle. Growing up in New Jersey, the NY Lotto slogan stands out “Hey Ya Never Know”. The song that comes to mind is the Monday Night Football theme. No matter where you hear it, you think of MNF.
3. Memorability. Roach of Orkin. Although scary, it gets the point across and we identify with cockroaches and for that matter all insects and associate it with food.
4. Consistent design elements. Colors, logo placement, font, etc. These elements are so important for consumers to recognize you at a glance. Absolute vodka. Same blue font on the clear bottle.
5. Repeated theme. Similar to a single message and cohesive design element, but think Corona and the focus on the beer bottle. You know they are on the beach but you never see the faces or really much more than the table, the bottle, the sand and the beach. Create an emotional response to relaxation with a beer. No matter what the voice says, you know it’s Corona.
Traditional advertising is not dead. He took a back seat because of budgets. Still need to be heard. Social media linked to traditional advertising gives a louder voice. Traditional and social advertising differ but are still similar in that you need to know where your target market is. People still watch television, listen to the radio and are on the Internet.
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