As we get closer and closer to the last quarter of the year, I wanted to motivate people with advertising. Whether traditional (print, television, radio) or social (internet), the components of a great ad remain the same. I originally found an article from The James Group that talked about 4 Types of Ad Campaigns That Sell a long time ago and have improved it a bit based on experiences in traditional advertising.
5 components of a great ad:
1. Single post. While you may have many products or offer a variety of services, promote 1. Think of Diet Pepsi ads. They promote Diet Pepsi and not Aquafina or any other Pepsi product.
2. Catchy word/song/tune. Growing up in NJ, the NY Lotto slogan stands out “Hey Ya Never Know”. The song that comes to mind is the theme from Monday Night Football. No matter where you hear it, you think of MNF.
3. Memorable character. Orkin cockroach. Although it is creepy, it gets the message across and we identify with cockroaches and indeed all insects and associate it with food.
4. Consistent design elements. Colors, logo placement, typography, etc. These elements are very important for consumers to recognize you with a glance. absolute vodka. The same blue font in the clear bottle.
5. Repeated theme. Similar to the single message and consistent design element, but think Corona and the focus on the beer bottle. You know they are on the beach but you never see their faces or much more than the table, the bottle, the sand and the beach. Creating an emotional response to relax with a beer. No matter what the voice says, you know it’s Corona.
Traditional advertising is not dead. It has gone into the background due to budgets. You still need to be heard. Social networks linked to traditional advertising give a stronger 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.