What is advertising?
It sounds so obvious, doesn’t it? Advertising – to promote a product or service? Promote an idea? But discussing this further in class shows it isn’t always as simple as that.
Advertising is a way to influence or reach your customers or target market by accurately portraying information about your brand, product or services.
A lot of the time, the advertising we remember are things that connect with us on a level where we feel something from viewing the advert. This is often quite hard to achieve but examples like the past few years of John Lewis adverts show that emotion in advertising is a powerful tool.
During class, we looked through lots of adverts to try and determine what kind of adverts fit into certain categories of video advertising. When planning an advert it’s often important to ask ourselves some questions.
First, we need to determine what we are advertising, a product or service? a charity campaign? Then, we need to define what we want our advert to achieve. Having a clear message to tell the consumer what they should do with the information they receive is often where adverts fail. If the advert doesn’t tell the customers to do something with the information then the advert has not successfully produced any results. Next is looking at the target market for our product or service. In my case, I would be looking to target business owners to hire me to make websites for them.
Advertising fits quite well into marketing, and often advertising and marketing teams will work together to come up with a strategy to use marketing and advertising in a way that will reach the most relevant people. The next thing to think about is the proposition and hook, or how will our customers be drawn to a product. Support looks into why a product might be interesting to the target market whilst Competition relates to any product in the same category which you might have to face up against.
Usually, during an advert, there are some elements that must always appear, these are often outlined in the strategy. the Tone of voice refers to what kind of feelings we want customers to have when we show them an advert. For example if, a Nike or Adidas advert would have a fast-paced tone which would indicate they want people to move and buy their products for fitness. The customer response to advertising should also be thought of when designing an advert.
In some cases, adverts become controversial due to their content and this causes backlash for the companies where the products are manufactured.
Finally, we’d need to decide where the advert should appear. Will it be on TV? A youtube advert? nowadays even social media channels like Facebook and Instagram have advertising.
In class whilst we were looking through adverts we found that one some adverts only make sense in the language or region they were created for. Working with Toon and Kantida, I was shown some pretty emotional adverts which aren’t often seen in adverts in the UK. I looked further into this and found that a lot of adverts from Asian countries employ more emotion and “family values” into their advertising. It isn’t about selling a product or a service, it’s about selling values and beliefs to people. Positive adverts trying to gain emotional response are becoming more popular in the UK and US as well. Businesses seem to want customers to interact with them on a deeper level than just buying products,
To end this post here are some of my favourite adverts from over the years, which have always stuck with me as memorable!