Advertising is making known; calling public attention to a product, service, or company by means of paid announcements so as to affect perception or arouse consumer desire to make a purchase or take a particular action.
Advertising is the no personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media."
"The best ads are written from the heart. Write down the good ideas and the wild ideas. Don't try to edit your ideas at the start. Don't put a brake on your imagination." - John Caples
In very interesting definition of a Gerry Miller: - Advertising is defining an interesting story.
E.g. "The cat sat on the mat" is not a story. "The cat sat on the dog's mat."
Writing an ad is an art. There is an importance of creating ad concept and using words while writing an effective copy of ad. Here is a small effort to understand effective ad writing.
Copywriting and Advertising
Karon Thackston says that no matter however beautiful the ads are, no matter however effective the words are- the only thing that matters is display of the ad. The beauty of the ad gets elevated and appreciated only when it has proper copywriting.
The copy of any ad is the salesman. Good copy creates a desire to buy and closes the sale. Once you have found a winning sales idea, don't change it. Your client may tire of it after a year or two. He sees all the ads from layout stage to proof stage to publication stage. Explain to him that when he is tired of the campaign, it is just beginning to take hold of the public.
There are some different rules to developing copy like you frequently mention the brand name and key consumer benefit: and to conclude the ad by linking back to its beginning, with a strong call to some kind of action. While second rule for developing copy is to keep the format simple, uncluttered, and straightforward.
Whenever you write a copy your aim should be only your customer not your product. If your copy appeals to emotions and solves problems. One good copy is the answer of the customer's question that what is there in it for customer?
Elements Of A Good Ad
Writing ad is an art. Writing an ad is based on AIDA theory. Get Attention. Make it interesting. Let it produces desire in reader's mind. Influence reader to take an action.
Attention
In the clamor and clutter of sight and sound, and the competition for the reader's eye, ear, and heart, it's imperative that you compete successfully for attention. There should be some element in the ad -- whether it's the headline or the illustration or the layout -- that attracts the eye or ear and arouses sufficient interest to warrant attention to the message. And the copy itself must sustain that attention.
Interest
Once you've captured the reader's attention you've got to say or show something to sustain interest, or the message will not be heard.
Desire
The ad must generate a desire to accept what you have to say about what you have to offer; to want to do business with you.
Action
The ultimate aim of an ad is to generate action on the part of the reader or listener; to cause the reader to want to do something that you want him or her to do, such as buy your service, or, in the case of professional services marketing, it might be to either generate an inquiry or accept a selling situation. On the other hand, just getting a reader to think about you in a specific way is an action, too. That's what institutional advertising is about.
Other things to be covered in Advertisement!!
Promise of Benefit
Something in the ad should promise the reader or the listener some benefit that will accrue from accepting the ad's premises.
Credibility.
The premises of the ad must be believable.
Persuasiveness.
The ad should be persuasive.
It should sell or generate the need for the service you offer, and project your service as superior.
Steps outlines for creating ad concept
1. Believe in your personal experience. Put yourself as a customer.
2. Learn from the experience of others
3. Write from your heart
4. Talk with the manufacturer / producer
5. Study the product
6. Review previous advertising
7. Study your competitor's ads
8. Study testimonials from customers
9. Solve the problem
10. Your mind work
11. Successful idea
Outlines for writing ad effectively
1. Know your objectives.
2. Identify with their problem or need.
3. More you tell, the more you sell.
4. Measure promotional efforts
5. Be more specific
6. Write short sentences, with easy and familiar words
7. Make sure each word is exactly the right one to convey your meaning.
8. Write headline keeping reader's interest in mind
9. Define solution and hint to reader
10. Explain the solution for the problem
11. Show the proof by specific results, testimonials and a guarantee.
12. Explain how are you different than your competitors
13. Offer free information. E.g. information packs or catalog
14. Make title interesting
15. Put reader in hurry by offers ending date.
16. Ad should be readable and noticeable so put your logo and text clearly
17. Highlight your website, email and toll free numbers
18. Use a coupon or response device
19. Use a dashed or cut along the dotted line border on an ad
20. Use Serif or Arial in layout, as such fonts are easy to read
21. Use the present tense and the active voice
Advertising copy is successful when concept and words are matched in correct format on paper. Even color management in an ad depends on what concept or message you want to convey. Highlighting key words are necessary in ad like classifieds.
Using one full page with one word attracts more attention if word is so powerful. Sometimes ad conveys a detailed message and information too. In such case writing thousands words are necessary. There are many theories and concepts written to write good ad.
Still I believe in only one thing while creating an advertisement. - Be creative as much as you can.
Advertising is not bound by any rules but selling is precondition.
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