Marketing 101 – How to Produce Better Ads



“Advertising is a science, not an art”

Definition: The word advertising is actually from the root Latin advertisement: ad (to) vertere (turn), which means to call focus on. To advertise means: “to explain or praise publicly, generally to promote for sale. ”

Marketing is a special form of conversation intended to persuade consumers to reply in a positive way in the direction of a product, service, or concept. In Washington, DC, the house of many nonprofit advocacy businesses it means to persuade or change minds.

In other words, the purpose of advertising is to influence individuals:

-to buy something,

-to think well of something,

-to ask if they have a particular action.

Contrary to well-known opinion, advertising is a testable, provable, science, not an artwork. Effective advertising relies on a couple of simple strategic formulas. Carried out well however advertising can be carried out artfully. And should be.

It is worth your time to advertise.

The basic purpose of marketing is to inform. Often, just giving basic information about an item or service is sufficient. we. e., classified ads are easy information ads.

“Top associated with Mind awareness. ”

Memory space is the cornerstone of innovative strategies in advertising. The fundamental assumption of this strategy could be that the media environment is messy and memory is limited. Because memory is limited, it is important our advertising give customers something worth remembering, otherwise, they might simply forget you.

Occurrence and repetition are crucial. Occurrence and repetition are crucial. What number of times do you have to tell your pet dog to sit in order for your ex to learn how?

Advertising is out there along a continuum. Temporary traffic builders vs . long awareness builders.

1 . Pricepoint ads are only sale promotions: Jerks.

2 . Awareness along with Image: Pulls.

How does Promotion really work? It creates:

1 . CONSCIOUSNESS, which creates:

2 . FASCINATION, which creates:

3. ENTHUSIASM, which creates:

4. DESIRE, which creates:



I. Promotion is part of a larger prepare

The most successful companies offer advertising or marketing preparation as part of their larger strategy. Advertising is only one method involving communication in this plan. It has to be linked to other communication techniques to be truly effective

2. Starting to advertise

A. Location of your product. This means being aware of how your product appears to be and feels compared to various other similar products in the marketplace. Offroad is positioned as an upscale outdoorsy anyplace-anytime vehicle, compared to Volvo, which is positioned as a simple, safe, financially secure “investment in security”. Position methods are to be placed in a certain inside the consumer’s mind. Developing a unique sales position signifies you can create a unique income message:

1 . Against various other similar products (market segment)

2 . In new regions (market penetration)

B. Make a strategy

1 . Marketing Strategy could be the master plan

a. when you determine the actual product, price tag, +distribution, promotional effort

udemærket. From Marketing Strategy grows inventive strategy

2 . Creative Technique is what you say and just how you say it. Weight loss has a good ad with no following:

Major Checkpoints associated with Creative Strategy

1 . Goal: What the advertising should do

second. Research: Is there any and does it tell us about awareness, both positive and unfavorable?

Qualitative vs . Quantitative.

three. Target Audience: Who is your customer exactly? It’s OK to get more than one target.

4. Crucial Consumer Benefit: Why should these people buy your product?

5. Support/information: A reason to believe that profit

6. Tone and Fashion: A statement of the product “personality” or the personality of the “statement”

III. What works best

Any. The three parts of any Advertising

1 . Benefit Statement: Subject

a. Get your basic communication here and see it from your consumer’s side

b. Keeping it simple

c. Inject announcement

d. Don’t be afraid to connect with Long Headlines (Research indicates more sales)

2 . Cases vs photos

a. Pics are generally better

b. Input story appeal

c. Keeping it simple

3. Information/support

a new. Support claim or offer

b. Don’t be afraid to connect with a long copy. Resistance doesn’t increase after 100 thoughts.

c. Testimonials help, while cliched

4. Call to help action–What do you want the consumer to try and do?

a. Coupons

b. Cellular phone

c. Visit

5. Forget about everything but Rule – Benefit, benefit, benefit

INTRAVENOUS. Media Strategy –Winning in the consumer’s mind

A new. Campaigns–A series of ads along with a single goal similar any way you like and execution, slightly different with a message.

B. The importance of consistency

1 . Awareness building

minimal payments Opportunity improvement capture

T. Placement

1 . Research Music Kits (refer to advertising and marketing plan)

2 . Flight approaches to save money

V. Media

Television system

Advantages: Excellent medium to get emotional impact and a single message. Fantastic reach.

Sides: If bought with adequate Total Rating Points, it truly is far too costly. It is hard to focus on and there would be lots of waste material over the entire SMSA. Generation costs to do quality advertising and marketing are expensive

Cable television

Advantages: Can easily select geographic areas especially, television allows for high mental impact. Cable is cost-effective.

Disadvantages: Networks skew also heavily toward particular goals


Advantages: Can be pretty targeted, allows for impact and also emotional appeal through transmitted, cost-effective.

Disadvantage: Fair portion of wasted geographical listenership over SMSA.


Positive aspects: Prestigious environments, color, and areas for more detailed information, can easily target psychographically.

Disadvantages: Hardly any magazines isolate specific locations, so there’s plenty of squandered circulation. Lack of reach together with specialty publications. Require numerous placements.


Advantages: Can easily target specific areas together with regional placements, large room units are emotionally outstanding, the newspaper has an urgent, regular feel, and there’s an area for a longer copy if not more photography.

Disadvantages: Normally a new retail medium, is not commonly good for impact or understanding. Limited reach. Poor look-alike

Direct mail

Advantages: Highly aimed, good for long, informative emails.

Disadvantages: Not a prestigious as well as “important” medium, relatively high priced to produce in 4-color, significant impact or large numbers. That medium works best when linked with response offers. It is exclusive and quiet in dynamics.

Outdoor and transit promoting

Advantages: Easy to target, suitable for short “reminder” messages.

Negatives: Public transportation users become a most important target, use up too many funds if done right, dislike alone as a primary medium-sized, “good” locations are very limited.

BOB KENNEY: Creative Director and also CEO of Tim Kenney Marketing, has 33 numerous years of experience in the design market. Tim’s work has been posted in two volumes of Yankee Corporate Identity, Logo 2050 and Logo 2001, and also, under his direction, his or her agency has garnered a hundred prestigious design awards…and continue to count

Copyright 2007. Claire Kenney Marketing Marketing, Advertising, and marketing, Graphic Design, Web Design.

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