Various award-winning ads are often able to convince the jury the race, but failed to convince the buyer.
Advertising is a message of a brand, product, or company that delivered to the audience through the media. Ads hooked about appointments, and not about the technique of execution. Designers often spend time developing ad layout that is creatively and very interesting, but when the language seems flat, it will be difficult to succeed.
The brand owners agree, something can be categorized as successful if the ads succeeded in pushing consumers to buy or at least remind people of a brand. This will differ with the opinion of the judges of the ad contest.
Various ad winners who managed to convince the judges often failed to convince buyers. The jury often pay more attention to the beauty of design or text, even if the facts fail in the market.
Ads contain various elements that must be considered carefully. These elements are considered carefully and readers be the key advertising ads.
If we take an example from our own, there are many ads we read, watch or hear that is able to keep everything in mind? Or, Which ads can push us to buy a brand? Ad element is most easily remembered?
Hundreds of messages hit the back of our minds every week. However, only a small part we can possibly remember it well. Lots of ads that are at very low levels of advertising recall, so the advertising should not have significant effect on the reader wishes to buy a brand.Person's ability to recall or call back the contents of an ad would be influenced by many factors, including components of the ad creative itself, the media used, and also the advertising competition.
To obtain the optimal advertising revenues, these three factors must be packaged well, so that an ad is easier to understand or comprehend.
Creative Component Packaging
Components consist of advertising creative advertising language, pictures or illustrations, and layouts. Language advertisements in the form of brand messages conveyed verbally (wording), while a picture or illustration is often positioned as a supporter.
Various parties argue, the ads should not contain words that are not too many and must always be supported by pictures or illustrations. However, the combination of these two elements are still considered to be more effective than their own.
Language for ad work, then consider the following things:
1) Determine who want to brand messages are communicated. Examples of messages that can be communicated is about the greatness of the content or the content, which is produced and perceived benefits, the quality of distribution network, superb quality yet affordable, as well as many additional benefits.
2) Put the message in the language of practical, easy to understand, and motivate.
3) Do not mix up different messages in one ad, just one just so focused.
4) Avoid words that are too perceptual or rely on perception.
5) Do not use exaggerated language.
6) Make sure that you are a way out (problem solving message). Language ads are usually poured into the headlines, bodycopy, tagline, or slogan. All three of these items into a single unit that complement each other.
Headline
Ad headlines often fail because the language used is not able to attract the attention of readers. Headline is a guide for readers to continue reading the entire text.That's why the headline should be made as attractive as possible, so that when readers look for the first time, an emotional attraction and rational even arise. Use words that are firm, clear, and avoid ambiguous.
Bodycopy
We often observe bodycopy or often considered as an explanation headlines that are too long and technical, making the reader lazy to read it.
Explanation headlines should be in the form of key points only, and if you want to use a long sentence, it should be limited only in one or two paragraphs.
Tagline
The key that opens and closes the memories people have of a brand is a tagline. Thousands of slogans have been created and many of them stick firmly in the minds of consumers. The success was not solely due to the high frequency of advertising, but because the words used are very impressive.
The slogan should be no more than three words. The words used must be meaningful emotional and rational and should be easy to remember and pronounce.
Foresight to select and package the headlines, bodycopy and tagline will be one key to success on an ad, so the presence of expert designers a clear message is needed.
