How to Create an Advertising Ad (with Images)

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How to Create an Advertising Ad (with Images)
How to Create an Advertising Ad (with Images)
Anonim

Creating an advertisement that captures the attention of your potential customers may seem difficult, but it's much simpler than you might think. In fact, the simpler an ad the better. It should sum up everything that a brand is smart, innovative and unique, and it is an indispensable tool in today's economic market. Keep in mind that advertising is evolving rapidly in today's technological age, and many companies make little or no use of traditional advertising, concentrating all marketing efforts on social media. While platforms may change over time, the basics of advertising will continue to apply. Follow the steps in this article to plan, write, create, and test an ad.

Steps

Part 1 of 4: Understanding the Audience

Create an Advertisement Step 1

Step 1. Identify a target audience

While a service or product can be useful to a wide range of consumers, considering only a specific targeting within the audience is often a useful practice in advertising. A single ad can't be aimed at attracting attention or reaching every person on the planet - accept that fact and consider which consumers are most relevant to the project in question.

Create an Advertisement Step 2

Step 2. Describe the target audience

Imagine the potential customer: what is their gender or approximate age? Does he live in urban centers or in rural areas? What is this person's income bracket? What other products does she consume or would like to consume?

The more detailed the description of the target audience, the more targeted (and effective) the campaign will be

Create an Advertisement Step 3

Step 3. Describe the target audience's relationship with the product or service

Once you've described the consumer's lifestyle and basic demographic information, think about how the consumer interacts with the specific product. When will he use the product? How often? Will he immediately recognize the product's benefit or function, or will he need to learn it?

Create an Advertisement Step 4

Step 4. Identify competitors

Are there other products on the market with similar functions? You've probably already designed the product with your competition in mind - now think about how your ad will specifically challenge (or complement) your competitors' ads, and how those companies will react to your advertising campaign.

Create an Advertisement Step 5

Step 5. Describe the current market

Reflect on your current product positioning - is it a launch or an older product? How does it differ from other more established products on the market? Do consumers already recognize and trust your brand?

Also take into account the competitive landscape and the consumers that are already at stake. Do you want to win over your competitors' customers, or do you want to attract an audience that hasn't yet had its needs met by any other product? Each approach involves its own challenges

Create an Advertisement Step 6

Step 6. Develop a strategy

Based on the information gathered about the target audience and how they see the product, you can begin to plan a marketing strategy. The strategy should take the following elements into account: the company (you), the customer (the campaign's target audience), and the competition.

Although it's a complex concept, anyone can develop a strategy over time, as long as it focuses on the desires, strengths, and possible future actions of the three players on the field (you, the consumer, and the competition)

Part 2 of 4: Writing the Ad

Create an Advertisement Step 7

Step 1. Create a simple and catchy slogan

Think of a short, interesting sentence - a typical product doesn't need a slogan longer than six or seven words. Change the text if the sentence sounds too complicated when said out loud. Regardless of the content, the slogan should grab the consumer's attention and convince them that your product is different from the options offered by the competition. Consider using:

  • Rhymes - "It took Doril, the pain disappeared";
  • Humor - "Worked hard, have a Dreher";
  • Wordplay - Chocolate Bis: "Whoever asks for one, asks for an encore";
  • Imagination and Creativity - Rider Slippers: "Give your feet a vacation";
  • Metaphors - "Red Bull gives you wings";
  • Alliteration - "Your home, your pride, Suvinil";
  • A personal appeal - Unity: "Making your life sweeter";
  • Irony – Carlsberg beer has a sign in the center of Copenhagen with the text: “Probably the best beer in town”.
Create an Advertisement Step 8

Step 2. Create memorable text

The message needs to be in the consumer's mind at the time of purchase. An ad can be confused with thousands of other advertisements the second it appeals to a "many" advertising phrase (eg, "new and improved", "satisfaction guaranteed" or "buy and get a freebie"). Furthermore, the audience is so used to hearing advertising clichés that they no longer pay attention to them.

  • What matters is how the target audience feels, not what they think. You will have done a good job if the consumer feels good about your brand.
  • In print advertising, surprising the reader to get their attention is particularly important for advertisers who have a lot to say. For example, a long ad wouldn't get a lot of people's attention if it didn't have an impactful and unusual headline. The target audience will keep reading the ad if they want to get the joke.
  • Respect the fine line between controversy and entertainment. Going beyond the limits of common sense to make an ad more flashy is common practice, but don't overdo it-the product should be recognized on its own merits, not a tasteless advertisement.
Create an Advertisement Step 9

Step 3. Use a persuasion technique

Keep in mind that the meaning of persuasion is not simply "to convince". The goal is to make the consumer believe that your product is better than the options offered by the competition, since the way someone feels about a product is usually a determining factor when buying. Here are some tried and tested techniques to help you create catchy ads:

  • Repetition: Repeat key elements to engrave the product in the target audience's mind. Typically, consumers need to hear a name many times before they even realize they've heard it (jingles are one way to do this, but they can also be annoying). If you want to go down this path, think of a more creative and less obvious repetition technique, like the one used in the famous chocolate Baton commercial ("Buy Baton, buy Baton…"). While people hate repetition, they invariably remember what they hear over and over again, which is half the way for an advertiser.
  • Common sense: Challenge the consumer to think of a good reason not to buy your product or service.
  • Humor: make consumers laugh, making your brand more friendly and memorable. This technique matches the advertiser's honesty very well. Is your company not the most successful on the market? Advertise that your lines are shorter.
  • Sense of urgency: Convince the consumer that it is important to act quickly. Time-limited offers and lightning sales are the most common methods, but avoid the clichéd phrases that will go in one ear and out the other.
Create an Advertisement Step 10

Step 4. Know the consumer

The smartest ad in the world won't work if it doesn't get the attention of the target audience. Do you want to reach a certain age group? Do you want people with a certain income? Are you looking for consumers with a specific interest? Always compare advertising to the target audience defined at the beginning of the process - would these people respond to the ad?

Keep your target audience in mind throughout the entire process of developing your ad's tone and look. Remember: text and images need to get the consumer's attention, but not offend or belittle them. Children tend to be more hyperactive, so you will need to get their attention on different levels (colors, sounds, imagination). Young adults like humorous ads, tend to follow trends, and are very susceptible to peer influence. Adults are more discerning and tend to appreciate quality, sophisticated humor and value for money

Create an Advertisement Step 11

Step 5. Find a way to connect consumers' desires with the advertised product

At this point, re-check your marketing strategy, ensuring that the focus of the campaign is the most attractive aspect of your product. Why should he attract people? What sets you apart from similar products? What's best about him? All of these are good starting points for an advertisement.

  • Ask yourself if the product or event makes the audience feel better about themselves. Are you selling something that people will want to buy to feel better about their economic or social status? For example, perhaps you are advertising tickets to a benefit dinner designed to convey an aura of luxury and elegance, even though the ticket price is far below what really rich people could afford. In that case, try to instill a tone of indulgence in the ad.
  • Determine if the product has a practical purpose. Go in another direction if you want to sell a practical object like a vacuum cleaner, that is, a product designed to perform common tasks or make life easier for the audience. Instead of emphasizing luxury, focus on how the product or event will provide the consumer with relaxation and peace of mind.
  • Does the consumer have a desire or need that is not yet met by the current industry and that will create a specific market for your product? Assess the demand for the product or service.
Create an Advertisement Step 12

Step 6. Don't forget to include all relevant information

If the consumer needs your company's location, phone number or website to access the product, please include that information in the ad. Advertising for an event must include the location, date, time and value of tickets.

The most important element is what we call "call to action". What should the consumer do after viewing the ad? Make this clear

Create an Advertisement Step 13

Step 7. Decide where and when to advertise

In the case of an event for more than 100 people, start running the ad at least six or eight weeks in advance. An event smaller than this must be announced three or four weeks in advance. In the case of a product, take into account the period of the year when people are most likely to buy a particular object. For example, a vacuum cleaner may sell more in September, when people tend to do spring cleaning, or at the end of the year, when they tend to organize the house for Christmas and New Year's parties.

Part 3 of 4: Creating the ad design

Create an Advertisement Step 14

Step 1. Choose a hot image

Often, the best way forward is one that is simple but unusual. For example, Apple campaigns with those colorful silhouettes that barely show iPods are instantly recognizable because they don't look like any other ad.

Create an Advertisement Step 15

Step 2. Stand out from the competition

A hamburger is just a hamburger, but you will never make a sale if you cultivate that mindset. Use the ad to highlight your advantages over your competition. To avoid lawsuits, talk about your product, not theirs. For example, an ad for Burger King in the United States made fun of the size of the Big Mac, while speaking only the truth: the box shown in the campaign is actually a Big Mac box, so McDonald's had no legal basis to retaliate.

Create an Advertisement Step 16

Step 3. Create a logo (optional)

A picture says a thousand words, and a logo can make words unnecessary if it's effective enough (Nike's streak, Apple's bitten apple, McDonald's bows, Chevron's shell). For a print or video ad, try to create a simple, compelling image that will stay in the minds of readers or viewers. Take the following points into consideration:

  • Do you already have a logo? If so, try to think of innovative and creative ways to reimagine it.
  • Does your company already have a defined color scheme on the communication pieces? If your brand is instantly recognizable by the colors of your ads or logo, take advantage of it. McDonald's, Google and Coca-Cola are good examples of companies that knew how to do this.
Create an Advertisement Step 17

Step 4. Find a software or artistic technique to create the ad

How an advertisement will be created will depend on the medium in which it will be aired. Keep in mind that if you are starting from scratch, it will take you quite a while to become skilled at design software, or to become a good designer yourself. In these cases, hiring a freelance designer on sites like 99Freelas and Trampos.co can be useful (and less frustrating). Here are some software suggestions if you want to create the ad yourself:

  • For a small print ad (such as a brochure or magazine ad), try programs like Adobe InDesign or Photoshop. Anyone looking for a free option can try GIMP or Pixlr.
  • For a video ad, try using iMovie, Picasa, or Windows Media Player.
  • For audio ads, work with Audacity or iTunes.
  • You will likely need to hire a printer for large-scale advertising (such as a banner or billboard). In that case, ask what software they recommend for crafting the part.

Part 4 of 4: Testing the ad

Create an Advertisement Step 18

Step 1. Tell the customer to speak to a specific person

If the audience of the ad has the option to call your business, tell them to ask them to "talk to Marcos". In another ad, tell them to ask to "talk to Laura". Marcos and Laura do not need to exist, the important thing is that the person responsible for answering the phone calls writes down how many people call and ask to speak with each name. This is a free way to monitor which ads are attracting customers and which aren't.

Create an Advertisement Step 19

Step 2. Develop a data monitoring system on your website

An online campaign or a campaign that directs customers to a website provides real-time data about how each ad is performing. There are many monitoring tools that can help you get started.

Create an Advertisement Step 20

Step 3. Direct the customer to different website URLs

This is a great way to directly compare the performance of two different ads served at the same time. Set up a separate landing page for each ad you're testing, then track how many people visit each URL. Now you have a simple, unobtrusive way to find out which strategies attract the most customers.

Create an Advertisement Step 21

Step 4. Offer coupons in different colors

If coupon distribution is part of your campaign strategy, use different colors for each ad so you can track them separately.

Create an Advertisement Step 22

Step 5. Evaluate overall campaign results

Did sales increase or fall after the ad ran? Was the advertising campaign relevant to sales, or were the numbers influenced by other factors? Analyze the performance of your first attempt and implement lessons learned in the next campaign.

Tips

  • Review the ad several times before serving it.
  • Less is more. The less the reader needs to read and the listener needs to hear, the better for the ad.
  • Advertising is expensive, but a quality ad can take a business far. Therefore, it might be worth hiring a professional copywriter to create a good advertising piece.
  • Whenever possible, use imperative and action verbs.
  • Avoid using dull colors or very small fonts, or the ad will go unnoticed. Keep in mind that the human eye is attracted to brighter colors, so an ad with very light tones won't attract attention. Your ad design should distinguish it from all others.
  • Choose a suitable place to run the ad - the target audience will need to see it.
  • Think about how your ad will age. Advertising can and should take advantage of modern trends in design, language and technology, but you don't want people to look at your ad ten years from now and be completely shocked by the (now inappropriate) content of the campaign.

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