What Makes Effective Advertisements?

Effective Advertising
Having learned about Advertising and its role in the promotional tool of The Marketing Mix, most people would want to know what makes a particular advertisement more effective than another? and why we often remember one advert whereas we totally forget about another even though we have received the same amount of exposure to both advertisements?

All advertisements are generally created for the purposes of generating interest, creating awareness and persuading consumers to buy whatever product is being sold at that particular period of time, yet every advert is targeted at a specific group of people referred to as the target market in order to meet some specific set goal(s).

Some of the characteristics of effective advertisements are as follows; 

Emotional Appeal

Persuasion normally requires that you connect with someone's rational or emotional motives in a purchase situation. In many cases, emotional appeals carry more influence. Effective ads typically rely on strong market research to uncover what makes target customers tick, or what benefits and message content will get their intention. Emphasizing the benefits that most appeal to a target audience in a way that makes an emotional impact is a key ingredient. 

This advert associates road accidents with cruelty to children

For example, associating perfume with sensuality may appeal to a potential customer's yearning to be more attractive.

Associating road accidents with careless cruelty to children on the other hand can appeal to a potential customer's need to be morally right.

 Using Subtlety

   The most memorable and resonating ads usually walk a fine line between clarity and subtlety. You want customers to "get" your message, but you also want them to have to think a little  bit so you can create some cognitive residue, or lasting impact. This is where the role of creativity becomes important. Companies often use metaphors to depict the benefits of their brand in a slightly unique or different message situation. This forces customers to connect the dots to the point you make, without completely confusing them about your brand.

Telling a Story

Effective ads can tell stories to connect with customers, often creating settings with characters that can cause the viewer or listener to identify with a character's plight in the ad. For instance, an ad for auto insurance might depict a driver getting into a fender bender and experiencing the frustration of not having adequate auto coverage. Potential customers might relate, either because they have been in this predicament or can imagine the stress they would feel if they were.

Take a look at the advertisement on the right for example, what can you make of it? The advertisement actually warns against drunken driving without directly saying so. The customer may reason looking at the advert that the man in the casket was drinking with his friends, but drove home drunk and died in a car crash making the last "round" of drinks he had that night before driving he last he ever had with his friends.
 

The Medium and the Message

Effective and persuasive ads are delivered in the right way through the right medium. In a TV ad, setting, lighting, sound, character expressions and dialogue all contribute to the mood of the message. In print ads, the design, use of color and copy impact tone. On the radio, the blend of sound and copy set the tone. The medium and message should work together for clarity and impact. Commercials for cologne or perfume often use sensual music, lighting and character gestures to convey messages that the brand offers an attractive, alluring smell.


As you are bombarded with advertisements everyday, take a moment to think about how effective they are, and which of the above characteristics they have.

I look forward to hearing your views about how effective advertisements you interact with are, especially local advertisements.

References
Thinking visually Blog
Small Business Website
Ads of the World