What Makes A Good Ad?

Before you start… Know your audience Position your product Create a Unique Selling Proposition Make copy and art work together

Your Audience What do you need to know about them?

Your Audience What do you need to know about them? Age Gender Socio-economic status Likes, dislikes Needs, problems

Know Your Brand and Product

Know Your Brand Image The way your customer/buyer thinks about your product. For example,

Know Your Product Personality Just like people, your product has psychological or lifestyle characteristics

Nyquil’s Personality Comforting Safe Reliable

Reebok Sidewalk Classic Personality Cool Trend-setting Having an aura

Know Your Product’s Benefits Easy Fast Smooth Inexpensive Reliable Accurate Tasty Healthy Big Functional Small Colorful Money-saving Efficient Technologically Advanced

Unique Selling Proposition The one thing that sets your product apart from the competition.

Perceived Unique Selling Proposition Fun Cool Status Popular Green In the know One of a kind

Art and Copy work together

< Headline < Illustration < Copy < Logo < Tagline

Public Relations What it is: sending your products/ information to the media to get covered. Great way to get your products seen by a large amount of people without spending money for advertising. Great way to control image and seen as an expert/ get people to buy your products because it’s endorsed by an outside expert (the media). Cons: still expensive to hire a pr agency ($4K per month and up) and results aren’t guaranteed.

There Are Many Ways of Advertising Print ads- in trade or consumer media. - Most traditional way of advertising (approximately 40% of advertising is done this way). - Can target your audience to those who would read the magazine/newspaper- for example, Nike would want to advertise in Runners World, and a junior clothing manufacturer (such as Mudd jeans) would want to advertise in Seventeen magazine. - Cons: can be expensive (an ad in Seventeen magazine runs about $100,000) and there’s no guarantee your ad will be seen or read.

Television Commercials Great way to reach a large number of people. Can target audience to what television shows are playing (for example, teenagers would watch The Hills) and amount of viewers- which is why the Friends cast members made $1 million an episode in their final year, because there were so many viewers, which made the advertisers and the network happy! Cons- VERY expensive- not only to buy time (commercials run during the superbowl run $1 million+ per 30 second spot!!) but also to create & produce the ad. Not guaranteed that viewer would see the ad (due to channel surfing or DVR)

Internet Marketing- Websites Great way to make your business seem bigger then it is. A way of “soft selling” your product- consumer can see all information before making a decision. Cons- you have to figure out how to get people to your website, which means advertising on other sites, web banners, print advertising, or television advertising.

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