The Great Business of Advertising
What is the business about ads? What is the great business of advertising? Before we can answer the question, we need to take an in-depth look at what exactly is an ad. When we look at an ad, we see one big block of words, or an image, or a moving picture. Just like in quantum physics, where we study the smallest unit of life. We can also break an ad down to the subatomic, the smallest unit of the structure in an ad, and its activity. When you do, you will realize that all these things makeup and [...]
The Common Sense of Emotions in Advertising
Emotions of ad copy In this post, I like to talk about the emotion of your ad copy and how it can affect sales. It is basic human nature to respond to emotions before logic. You will see how it is widely being used in advertising. Because there is a spectrum of emotions, I feel that it is a worthy topic to discuss its potential effects on advertising. The best way to explain this is to imagine a ladder. The most positive emotion sits on the top rung and the most negative sit at the bottom rung. a [...]
Thoughts on Advertising
Take this as an accumulation of some personal reflections that I scribbled in a notebook. Hence, there is no hierarchy or order in the presentation of the points below. Nor does it resemble any of the usual posts that you are used to seeing. Rather I think it will be a pleasant read for most readers as it is divided into short and useful paragraphs. • • • An advertising man that claims that he cannot guarantee you sales, is a man we cannot work with. For he may be correct, he does not control the final decision in the [...]
Successful Advertising IV
Putting up the right offer When an advertiser sells its product, there is usually something tied in the offer. This something could be in a form of a trial or a free sample. The point of this is to induce action from people who read the ads. It is human nature to like something free. When people see a benefit for themselves with no risk, they are more likely to take action. It is human nature to be risk-adverse. This benefit is inside the offer which is then presented in an advertisement. It prepares the user to learn more [...]
Successful Advertising III
Being specific in selling Cliché and common claims have no room in advertising. Because such claims have been used too many times, it no longer holds any weight to the reader. To claim your product is "The Best, The First in the world, The Cheapest" rings deaf to the public. These claims are all expected of any brand. There is no sincerity. Because the reader knows that these claims are easy to make for any brand. Your claim is quickly discounted and ignored. An ad copy that is exaggerated with superlatives garners no respect from the reader. The reader [...]
Successful Advertising II
Eliminate advertising waste As advertising gets more competitive, businesses should implement measures to eliminate waste. One of the principles of advertising is elimination of wasted spend. Because advertising has become more of a science, cost and result are measured and apparent. There can be no escape of inefficient ad and copy. Every wasted dollar adds to the cost of results. Frivolous spending in advertising always result in wastage where it otherwise can be put to good use. The cost of action on a product might cost $2. Another version of an ad might bring it up to $10. Imagine [...]
Successful Advertising I
Once a gamble, now an exact science. This is a four-part series blog which goes in-depth with advertising techniques and procedures. The time has come when advertising becomes a science and not art. In fact, it is even more prevalent now than it was before. Every ad can be compared and judged against the rest, and no guesswork is permitted. Every ad has to be proven by hard numbers and dollars. Every result can be traced back to a cause. Knowing the cause, we know what to avoid and what to keep doing. Throughout the past century, advertising slowly [...]
