ADD VALUE
CATS Classified, 19 March 2013
Written by Belinda Wan
In today’s ever-evolving marketplace, businesses are constantly fighting for the attention of potential consumers. This explains why almost every square inch of public space, such as the back of airplane seats, airport trolleys, bus-stop lightboxes, MRT trains, billboards and taxis, is being monetised to draw eyeballs to specific information aimed at promoting a product, service or company.
Elements of a good advertisement
Basically a great advertisement should have an effective headline, a strong visual, succinct copy and a call-to-action (it should give the reader an incentive to contact you or head down to your store). The USP (Unique Selling Point) of the product or service should also be conveyed, using commanding, to-the-point and easily understood copy. Forget about long copy (unless the advertising strategy calls for it) – you only have a few seconds to capture the attention and interest of today’s time-starved readers.
Advertising mediums
An effective advertisement is one that helps you reach the right audience, markets your business and spurs readers to take action. To ensure a successful advertising campaign, you will need to be very clear about the message you wish to convey to your target audience, draw up a creative advertising plan, and think of effective ways to execute it without maxing out your budget. Your options include:
Print and online advertisements
If you are thinking of using print advertising, consider carefully which newspapers or magazines you should use, as the reader demographics for each publication are different. Reel readers in with an attention-grabbing headline, and then allow the visual and copy to convey your message. If you are going online, make your pop-up, roll-on and banner advertisements work hard for you, and ensure the call-to-action alert is visible.
Television and radio commercials
Although the latter is usually cheaper, both require substantial resources to produce. You only have 30 seconds to put your message across, so ensure that it is quickly and effectively communicated. For radio, invest in a good voiceover artist, and keep the script clear, short, sharp and relatable. Whether you are using television or radio as an advertising medium, it is vital to pick the relevant channels and programmes if you wish to reach your target audience effectively. Aim to stand out and ensure that the focus is on the product!
Outdoor and ambient advertising
If you are using outdoor advertising, you have about five seconds to make an impression on the people who are waiting for a bus or driving past. Hence, an eye-catching visual is of paramount importance. It should be able to pique the viewer’s interest enough for him or her to read the copy, which should ideally comprise only a few words.
Ambient advertising is about placing advertisements in seemingly strange places or on unusual items. The key to successful ambient advertising is to select the best media format available, and combine it with an attention-grabbing message to arouse curiosity and get the viewer to take a closer look.
Written by Belinda Wan
In today’s ever-evolving marketplace, businesses are constantly fighting for the attention of potential consumers. This explains why almost every square inch of public space, such as the back of airplane seats, airport trolleys, bus-stop lightboxes, MRT trains, billboards and taxis, is being monetised to draw eyeballs to specific information aimed at promoting a product, service or company.
Elements of a good advertisement
Basically a great advertisement should have an effective headline, a strong visual, succinct copy and a call-to-action (it should give the reader an incentive to contact you or head down to your store). The USP (Unique Selling Point) of the product or service should also be conveyed, using commanding, to-the-point and easily understood copy. Forget about long copy (unless the advertising strategy calls for it) – you only have a few seconds to capture the attention and interest of today’s time-starved readers.
Advertising mediums
An effective advertisement is one that helps you reach the right audience, markets your business and spurs readers to take action. To ensure a successful advertising campaign, you will need to be very clear about the message you wish to convey to your target audience, draw up a creative advertising plan, and think of effective ways to execute it without maxing out your budget. Your options include:
Print and online advertisements
If you are thinking of using print advertising, consider carefully which newspapers or magazines you should use, as the reader demographics for each publication are different. Reel readers in with an attention-grabbing headline, and then allow the visual and copy to convey your message. If you are going online, make your pop-up, roll-on and banner advertisements work hard for you, and ensure the call-to-action alert is visible.
Television and radio commercials
Although the latter is usually cheaper, both require substantial resources to produce. You only have 30 seconds to put your message across, so ensure that it is quickly and effectively communicated. For radio, invest in a good voiceover artist, and keep the script clear, short, sharp and relatable. Whether you are using television or radio as an advertising medium, it is vital to pick the relevant channels and programmes if you wish to reach your target audience effectively. Aim to stand out and ensure that the focus is on the product!
Outdoor and ambient advertising
If you are using outdoor advertising, you have about five seconds to make an impression on the people who are waiting for a bus or driving past. Hence, an eye-catching visual is of paramount importance. It should be able to pique the viewer’s interest enough for him or her to read the copy, which should ideally comprise only a few words.
Ambient advertising is about placing advertisements in seemingly strange places or on unusual items. The key to successful ambient advertising is to select the best media format available, and combine it with an attention-grabbing message to arouse curiosity and get the viewer to take a closer look.
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