BASIC PRINCIPLES OF ADVERTISING
The basic principles of advertising are as follows:
- Visual Constancy
- Campaign Duration
- Recurring Taglines
- Uniform positioning
- Identify a selling point
- Creating an effective flow
It is often noticed that the major agenda in developing an advertisement is usually lost in the mass advertising clutter we are exposed today. To evoke the desired reaction from the target customer or public, careful planning and orderly collaboration is required which can be achieved keeping in mind these basic principles that follow.
A continuous visual presentation in front of the public or target customers embeds into the long-term memory of all. Further, it creates the connection with the target customers. It helps in moving the product related information from short-term to long-term memory in the public minds.
The duration of the campaign must be identified in the very early developmental stage of the product before launching. It refers to determine the duration of running the advertisement. The ads must stay fresh and quick to understand, the longer the ad sustains the stale the impact grows among the customers, consequently, people start losing interest. Although, changing the ads frequently may disrupt the viewer’s ability to retain the information. So, basically, this principle emphasizes on quick reach and frequency of the advertisements.
This is the most effective approach. The taglines build the connection between the viewer and the seller.
For instance: Telecom company, Airtel has a tagline, ‘the fastest growing network’.
It refers to placing of the product keeping in mind the growing competition. The product or service must be frequently displayed. Instead of stressing over the price, the focus should be on the exaggeration of the quality. Lacking in consistency may make things disappear not only from the market but also from the minds. The practice of uncertainty in the messages displayed through the advertisement must be strictly watched upon. As it may create a state of confusion and build a wrong impression on the customer.
A brief advertisement is much easier to comprehend than a complex one. Overloaded information misleads and confuses the viewer. Efforts should be made to divert the customer towards the website, which can provide in-depth information of the product. The longer the information is, the more speakers will speak at fast speed and in less time. Ultimately, tunes out the viewer. Brief, intact and simple message creates curiosity.
Identifying a selling point:
This is yet another important aspect of ads. Confusion may grow from selling the product from different points.
Creating an effective flow:
The focus must be on attracting the viewer’s attention to the key points of the advertisement. Often the viewers remember the last thing displayed thus, platforms such as social media, email etc. A viewer must be directed to the website. The website will offer more product-related information and make it easy for the customer to reach out on the purchase decision.