Securities Market Line

Karon Thackston says that no matter how ever beautiful the ads are, no matter how ever effective the words are- the only thing that matters is display of the ad. The beauty of the ad gets elevated and appreciated only when it has proper copywriting.

The copy of any ad is the salesman. Good copy creates a desire to bye and closes the sale. Once you have found a winning sales idea, don’t change it. Your client may tire of it after a year or two. He sees all the ads from layout stage to proof stage to publication stage. Explain to him that when he is tired of the campaign, it it just beginning to take hold of the public.

There are some different rules to developing copy like you frequently mention the brand name and key consumer benefit: and to conclude the ad by linking back to its beginning, with a strong call to some kind of action. While second rule for developing copy is to keep the format simple, uncluttered, and straightforward.

Whenever you write a copy your aim should be only your customer not your product. If your copy appeals to emotions and solves problems. One good copy is the answer of the customer’s question that what is there in it for customer?

Elements Of A Good Ad

Writing ad is an art. Writing an ad is based on AIDA theory. Get Attention. Make it interesting. Let it produces desire in reader’s mind. Influence reader to take an action.

Attention
In the clamor and clutter of sight and sound, and the competition for the reader’s eye, ear, and heart, it’s imperative that you compete successfully for attention. There should be some element in the ad — whether it’s the headline or the illustration or the layout — that attracts the eye or ear and arouses sufficient interest to warrant attention to the message. And the copy itself must sustain that attention.

Interest
Once you’ve captured the reader’s attention you’ve got to say or show something to sustain interest, or the message will not be heard. Read the rest of this entry »

Whether or not subliminal messages work is a debate that has been going on for quite a few years now. The first time that this concept came to the fore was in the year 1897 when a theory was published by a Yale psychologist about the topic. Of course, it came in the public eye only in the year 1957 when there was a huge furor created over the fact that advertisers were using subliminal messages to persuade consumers to buy things. The effectiveness of subliminal messaging though has been questioned a lot.

Earlier researchers believed that subliminal messages worked because consumers were better persuaded by advertisements that they did not perceive as marketing strategies. With subliminal messages since there was no direct message that is being transmitted, the consumer would be unable to perceive that there is any sort of influence on you. With time, the general agreement that subliminal messages work has taken a blow with many experts doubting the influence that subliminal messages have on a consumer. In fact, it is believed that the effect that subliminal messages have are not only small but also do not have an effect for a long time. There is absolutely no scientific evidence that can prove that subliminal messaging influences consumers one way or the other.

Many experts have actually compared subliminal messaging to a placebo effect where the influence or the persuasion that consumers feel is not a real one but a perceived one. Most of the debate surrounding the working of subliminal messaging or the lack of it comes from very little understanding of the subject. People often claim that they have been persuaded about things due to the effect of subliminal messaging like audio resources that help you quit smoking. Even if subliminal messages do work, they take time. It would be unrealistic to expect subliminal messages to work within a few days. Therefore, studies that have been conducted over a short period of time are often no reliable.

Subliminal messaging is a concept that has been used not only in advertising but also in movies and games. In movies, subliminal messages are often used to incite a certain emotion in the viewers. For example, it is believed that in the movie, ‘The Exorcist’, the makers used subliminal messages to incite fear in the people watching the movie. Scientific studies have proven that subconsciously received messages can be the cause of programming of the mind. The subconscious mind has no control over the messages that it receives. This is the reason why subliminal messages can have an effect as there is active filtering that is taking place to block the messages.

I wouldn’t be able to forgive myself if I did not begin with the Old Spice campaign developed by the prodigies from Wieden + Kennedy. Granted, the extensive Old Spice Man advertising campaign did start late last winter, but it did not fully blossom until the warm climate associated with summer time. The advertising strategy is composed of Tv, print, web, and more. The original TV advertisement showcasing acting professional Isaiah Mustafa, won an Emmy award for Outstanding Commercial. The social media push “Ask Old Spice Man” generated 72,329 Twitter followers and 7,258,771 YouTube channel views in just 48 hours. What is the take away? Wieden + Kennedy generated a buzz that exposed Old Spice to billions of potential customers through word of mouth.

Additionally, with fall season on its way Wieden + Kennedy implemented Raven’s line Backer Ray Lewis in view that the new Old Spice Man. This campaign is rather similar to the previous one except that it is more highly targeted toward men that enjoy football. So far the TV advertisements have been a massive hit.

Definitely one of the far more dubious “campaigns” was Bros Icing Bros by Smirnoff Ice. Campaigns is in quotes because Smirnoff emphatically denies any kind of correlation with the drinking activity and has toiled diligently to extinguish it’s appeal. Regardless of its source, the Icing campaign demonstrated the capability of guerrilla/WOM of promoting and advertising. For virtually no cost to Smirnoff their merchandise was promoted on Television, radio stations, web, pubs, night clubs and more around the whole country through the viral excitement it generated. Just about everywhere you went someone was icing someone else and everybody around understood exactly what was going on! On the other hand this imbibing game promotes irresponsible conduct and underage alcohol consumption, but this technique utilized for a morally correct social activity could generate free direct exposure in truck loads.

Google receives credit for finishing the summer season off with a bang by recently implementing Google Instant. Google Instant uses the technology of Google Suggest to the next level. Google Instant uses the suggested enquiries launched from your search terminology and simultaneously showcases the matching search results. A lot more impressively, these suggestions as well as results change in real time as you continue keying in your query. Read the rest of this entry »

Although luxury resorts are very expensive, the rejuvenating experience, that the resorts have to offer, makes it worthwhile. People love to pamper themselves, once in a while, and do not mind spending a few extra bucks for a great vacation. However, people want value for their money. A good luxury resort is one that can attract tourists using the power of persuasive advertising. Advertising should not be misleading, at the same time it should be able to enchant viewers while conveying the benefits of visiting the resort. Today, luxury resorts are no longer meant for a select few since they offer varying levels of luxury to suit the needs of both affluent and cost conscious consumers. People who save carefully, just so that they can enjoy a once in a lifetime stay at a luxurious resort, should also be made to feel welcome. Hence, persuasive advertising should be subtle and in good taste, ensuring that the resort is marketed to consumers desiring exclusivity, without seeming snobbish and warding off other prospective clients seeking to revel in the comforts of the luxury resort. After all, varying levels of luxury ensure that service is rendered to people according to their ability to pay.

Advertising Different Types of Luxury Resorts

A resort should be advertised depending on the amenities that it has to offer. For instance, the advertisement for a health and wellness spa will be very different from that of a skiing resort. A ski vacation is meant for people who love the outdoors; people desiring an adrenalin kick, so to say. An incomparable skiing experience, the beauty of nature, the availability of skiing instructors and great outdoors should be the focal point of ski resort advertising. On the other hand, an advertisement for a spa should exude an aura of tranquility and peace. The concept of a spa, as a health destination, a resort where self renewal is promoted with therapeutic massages, facials and body wraps should be stressed on. Health and wellness spas can also be promoted as destination spas, offering a wide range of fitness programs, encompassing a nutritious diet and a self awareness program. In other words, health and fitness spa advertisements should be targeted towards people desiring good health while ski resort advertising should focus on people celebrating good health. Hence, the difference in the approach to advertising.

To elaborate further, on the concept of luxury resort advertising, the following points should be observed while advertising secluded tropical islands and beach resorts. People visiting a secluded tropical island may be looking for a private guest house, a paradise to call their own. The peace and tranquility of nature, the secluded sandy beaches, narrow coastlines, limestone plateaus and coastal plains, so typical of tropical islands, are ideal for people on a quest for solitude. An occasional desire for activity is quenched by scuba diving, kayaking, snorkeling and possibly hiking. Advertising should clearly illustrate, the privacy and the beauty of the tropical island. Again, beach resorts are meant for people who want to enjoy the treasures that nature has to offer along with the fine tropical cuisine, the spa, the swimming pool, jacuzzi and other facilities. A perfect blend of natural sensory delights and man- made comforts is desired by people visiting a beach resort. The beauty of nature, relaxation, enjoyment and a vast array of culinary delights coupled with the desired human interaction should be focused on while advertising a beach resort. Read the rest of this entry »