Great Ads Have These Elements
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Let's play a game, shall we? The only restrictions are that you must answer each question honestly and that you cannot go on to the next question until you know the answer to the previous one.
You may take as much time as you need to answer each question, but each one must be answered completely and truthfully. Do you accept to participate? Great! Let's get this party started.
What was the most recent purchase you made? What was the name of the company that made the product?
What prompted you to buy that item? Was that something you wished for?
Or was it something you required? What drew your attention to the item? What store did you go to get the item?
Finally, did you go to the store where you bought the item with the only intention of buying it? Or did you decide to buy anything when you got there?
I know what you're thinking: "Dude...
"What's the deal with the survey questions?"
That's what I'd be thinking if I were you. Because it's a brand recall game, the game consisted only of questions asking you about the specifics of your most recent purchase.
When a customer has to think about a brand before reaching the point of purchase, this is known as brand recall. This is significant since every brand advertising is made with three goals in mind: Make people aware of your brand. As a result, brand mindset develops.
This, in turn, leads to brand recall.
Now that you've mastered the game of brand recall and understand the goals of each advertising, let's move on to the next step. Here are the characteristics that all excellent ads have in common.
A remarkable experience Claim for a Key Benefit
A major benefit claim is a statement about what a product or service does well to benefit the customer. This is by far the most important element of any advertising if it is to elicit brand memory.
That's because it's the part of a commercial that's designed to convince the viewer to take a particular action.
Any advertisement's primary aim is to stick in the consumer's memory. And there's only one way to make an advertisement (or a person) memorable... That is, to elicit feeling.
It's a reality of life that individuals remember things that have an emotional impact on them in some manner. Take, for example, yourself.
I'm sure you can recall where you were when your favorite sports team won the most important game of your life. And who was present at your last graduation ceremony to support you? Or where you were when you learned about the death of one of your favorite celebs.
You undoubtedly remember your first time in trouble at school, as well as which school official you were afraid would report you.
We recall such events because they are linked to our most powerful emotions. Make sure your advertising has one of these elements to elicit emotion from your audience:
Something that makes the audience feel better when they view it is called joy. This will motivate them to behave in order to experience more of that pleasant sensation. This is often expressed via comedy, inspiration, confidence, or nostalgia.
- Fear - Something that motivates your audience to take action in order to prevent a bad outcome.
- Sadness - Something the audience perceives to be wrong that they may correct via their actions.
A fresh tagline may also be used to create a memorable main benefit claim. Whatever technique is employed, an advertising must elicit an emotional response in order to be really remembered.
A conveyor that can be operated from afar
A distant conveyor is an attention-getting hook in an advertising that indirectly articulates the main benefit promise. A remote conveyor's effectiveness comes from the element of surprise it provides to the audience, while simultaneously communicating the main advantage to the customer.
An advertisement for Ford pickup trucks, for example, could include an elephant approaching the vehicle and then standing on the truck's bed to demonstrate how spacious and sturdy the trucks' beds are.
The elephant would be the distant aspect of the ad. Because it doesn't suit the usual truck commercial situations.
As a result, the consumer's attention will be drawn to it. The elephant climbing on the truck's bed, and the truck withstanding its size and weight, would be the conveyor.
The purpose of remote conveyors is to grab the audience's attention while explaining what's in it for them to perform the required action.
Another example of a remote conveyor is the Trix cereal commercials, in which the bunny is so desperate for the cereal that he doesn't care whether it's for kids. Those commercials are fantastic because the remote (the rabbit) communicates that the cereal is so delicious that he can't resist eating, despite the fact that it's designed for children.
Isn't that clever?
A Statement on Culture
An advertisement's aim isn't necessarily to promote a product or service. Sometimes the aim of an advertisement is merely to change people's perceptions.
Indeed, some of the most powerful advertisements are ones that have no intention of selling anything and provide no direct value to the customer. The goal of these advertisements is to create a cultural statement that will raise awareness.
However, in order for the advertisement to be deemed outstanding...
It must still be noteworthy.
The commercial with the animated 'Rosie The Riveter' and the message "We can do it" is one of the most iconic advertisements of all time. This advertisement had a strong effect since it portrayed women who worked in factories and shipyards during WWII.
The commercial struck a chord with many people because it demonstrated that women could perform occupations that were previously thought to be reserved for males. As a result, it represents gender equality.
Because of the ad's effect, 'Rosie The Riveter' became a symbol for the Women's Liberation Movement.
Every advertising has a certain function. And, as mentioned before, the goal is to elicit awareness, attitude, or memory.
The easiest method to accomplish this is to ensure that the advertisement is remembered. Here's one more game: recall the most memorable commercial you ever saw as a kid.
Which of the elements mentioned above was present? The answer to your query is what contributed to the success of the advertisement.