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THE ART OF ADVERTISEMENT

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by

Anna Bell

on 23 May 2016

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Transcript of THE ART OF ADVERTISEMENT

THE ART OF ADVERTISEMENT: DON'T GET INTO A HOBBLE

What is advertisement (ads)?
When and what for did it appear?
How often do you see advertisement?
Do you think it is important?
Do you find advertisement useful?
Which kind of advertisement do you prefer?
If you were ads manager what advertising would you make for the company?
Do you think it is easy?
WHAT IS
ADVERTISEMENT?
Paid, non-personal, public communication
about causes, goods and services, ideas, organizations, people, and places,
through means such as direct mail, telephone, print, radio, television, and internet.

An integral part of marketing, advertisements are
public notices designed to inform and motivate
. The objective of any advertisement is
to change the thinking pattern (or buying behavior)
of the recipient, so that he or she
is persuaded
to take the action desired by the advertiser.
When aired on radio or television, an advertisement is called
a commercial
.
WHEN AND WHAT FOR
DID ADS APPEAR?
Advertising is a very old industry but it turned into its modern form in the beginning of the 20th century.
TYPES OF
ADVERTISEMENT
RULES OF ADVERTISING
1. What Makes You Stand Out From Your Competition? -
Unique Selling Proposition
. Buy this product, for this specific benefit!
2. Use A Powerful Headline:
Grab Their Attention!
3. Make Them An Offer They Can’t Refuse!
4.
Talk About The Benefits
– What’s In It For Them!
5. Tell Your News: Create an Advertorial!
6.
Take Away Their Fear
: Make Your Offer As Risk-Free As Possible!
7. The
“Call To Action”
And Asking Them To Buy – Or Not!
8. Make It Seem Urgent, Give Them A Reason To Buy NOW!
9. Use Testimonials
10.
Use Exciting Graphics
11.
Complete Contact Information
COMMON MISTAKES

1. Creating a video without a purpose:
You shouldn't make a new video for your company simply because you feel obligated to do so. Every video you create should have a purpose behind it.
2. Failure to brand your video.
You want people to remember your video advertisement, but you also
want to make sure they remember that it was for your company
.
3. Making videos too long.
Remember: on the internet, the average person’s attention span is very short. Make sure that your videos don’t go much longer than a couple minutes. The most effective videos are likely to be 30- or 60- second spots.
4. Timing and targeting.
Sometimes advertisers throw up video ads at any time of the day, which can be OK for certain brands. But putting up an ad for orange juice at 10pm might not have the best results as opposed to 10am. Advertisers must pay attention to the time slots they give their ads.
5. Creating unfocused videos.
Every video that you create should focus on a single message, otherwise you run the risk of confusing your viewers or having them tune out before it’s over.
6. Failure to use SEO practices.
YouTube and other video platforms are not only an opportunity to share your videos, but also to add some copy that will improve your search engine rankings. Be sure to link to your website in the description of the video.
7. Failure to add a call to action.
If you want people to take action, you need to remember to invite them to do so. Call to action phrases like “call us today” or “visit our website” are simple yet effective means of bringing in new customers through your videos.
8. Creating a video without contacts
: Your potential buyers don't know where they
can find you.
Advertising Agency: Saatchi & Saatchi Jakarta, Indonesia
Coca-cola
fails in Saudi Arabia
http://www.telegraph.co.uk/news/worldnews/northamerica/usa/9839636/Coca-Cola-Super-Bowl-advert-accused-of-racism.html
HORROR MISTAKES
Colgate:
Colgate introduced a toothpaste in France called
Cue, the name of a notorious porno magazine.

Coors:
Coors the American brewer lost its fizz in Spain when their hip phrase "Turn It Loose" came out as "Get Diarrhea".

Ford:
Ford seemed to have a problem in Brazil where sales of the Pinto flopped. On investigation the company found out that Pinto was Brazilian slang for "tiny male genitals." Ford pried the nameplates off and substituted Corcel, which means "horse."

General Motors:
When General Motors introduced the Chevy Nova in South America, it was apparently unaware that "no va" means "it won't go." After the company figured out why it wasn't selling any cars, it renamed the car in its Spanish markets to the Caribe.
JUST DO IT
THE SOURCES
1. www.prezi.com

2. http://www.businessdictionary.com/definition/advertisement-ad.html

3. http://www.directessays.com/viewpaper/78058.html?utm_expid=174881-7.aQV5maGsR7iU85oQZvLeTw.0&utm_referrer=https%3A%2F%2Fwww.google.it%2F

4. https://www.targetpublic.com/11-simple-tips-creating-effective-ad

5. http://www.learnenglish.de/mistakes/horrormistakes.html

6. http://www.boredpanda.com/creative-ambient-ads-part-3

7. http://www.telegraph.co.uk/news/worldnews/northamerica/usa/9839636/Coca-Cola-Super-Bowl-advert-accused-of-racism.html

8. www.business.com/advertising/what-were-you-thinking-worst-advertising-mistakes
Anna Golub
The University of Palermo
2016

fleas
Full transcript