“Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.” (Taflinger, 1996).”
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Creating an advertisement does not happen in just a snap – it takes time. It requires a lot of research, brainstorming, and patience. Everything that goes into an advertisement should be well-thought out. You should not deprive it of time. Consider it as your own baby. Nurture it and take care of it.
The product and the call to action are the two key messages in an advertisement. Without these two, there is nothing to advertise. You will be spending your time in building and finalizing the information that you want to send across.
The questions you need to answer are:
What is the brand/product/service?
This is the most important question you need to ask. Full understanding of the brand/product/service is crucial as all the other succeeding questions will not be answered without this.
Who is my target audience?
You will be able to answer this question based on your answer to the first question. You need to narrow down your target audience. Also, there is a need to understand the behavior and culture of the said demographic.
What is the most effective way to effectively communicate the message to the audience?
After finalizing who your target audience is, you need to figure out the best way to communicate to them. It may be different from one demographic, brand, product, and service to another. The different platforms are television, radio, magazine, newspaper, and print ad to name a few.
What is the purpose of the advertisement?
You need to ask what you want to happen once your audience sees or hears your work. Do you want them to have brand awareness? Do you want them to buy your product? Do you want them to avail of your services? Do you want them to attend your event? The purpose should be clear in order for it to be successful.
One of the pros of advertising is that you get to control what goes out and when it comes out; however, the downside is that it is costly. Advertising is paid media, which means that all of the collaterals that are released involve spending money. Unfortunately, most platforms are expensive. Due to the fact that it does not come cheap, you have to make sure that every cent spent is worth it. In this modern time, there are already platforms that do not require spending money such as the use of the social media.
T.I.M. is your advertising friend. Devote TIME in conceptualizing and executing your advertising collaterals and projects, gather and finalize all the necessary INFORMATION to increase the chances of achieving a success, and spend MONEY on the platforms deemed important in order to reach you target market and to have you message across.
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