Characteristics of a Successful Advertisement

1. Characteristics of a Successful Advertisement
Many small businessesdon’tgetsuccesstheywantfrom advertisingdue toavailabilityof verylittle
resources.The resultsare simplyflatdue tolackof goodideasforimprovements.Whetherthe adsare
put ina local newspaperorare printedinthe famousperiodical orpostedonawebsite,the money
investedshouldgainthe desiredoutcome.There are some commonmistakessmall businessesand
professionalserviceprovidersdowhendesigningandpostingthe advertisement,whichleadstothe
failure of the advertisement.
Biggerisbetterisbelievedinbymany.That’sexactlywhatsome of the small firmsthinkwhentheywant
to advertise theirproduct.Theythinkbiggerandselectamediumwhere theyneedtoinvestalotof
money,butdo notreach the targetedmarket.Like if a companyspecializesindesigningdietplansand
wantto helpout people whohaddisappointingresultsfromtheirindividual dietplans,andthe company
choosestoadvertise afull page inthe local paper insteadof running advertisementinahealth
magazine,obviouslynotmanyof the dieterswillnotice the advertisementandthe advertisement
doesn’tgetthe desiredattention.
So the pointisto come up withthe bestcampaign,whichwill increase the probabilityof the adgetting
viewedandthe rightcustomerstrying tobuythe productor signup for the service.Studiesandresearch
can be carriedouton the market andtargetedaudience canbe narroweddown.Once gettingthe listof
newspapers,magazines andmagazinesmeantforthe customersinmind,findouthow manyreaders
theyhave and the cost theyaskfor posting the ad.Special dealsare offeredbythemfromtime totime
and can onlybe foundbywatchful eye.
It isestimatedthateverydaypeople are subjectedtoaroundthree thousandcommercials.Thatisa
huge numberandif someone desirestobe noticed,he shouldcertainlybe different.Notonlythe
servicesandproductsoldshouldbe unique inthe market,soshouldbe the advertisement.Forexample,
if a businesssellingmattressessays,“We sell mattresses”,itwill notmake astatementandwill be
passedoff as anyothermattressadvertisement.Butif theysay,“Ourmattressesare of the finest
quality”,itwill make the advertisementstandoutinthe crowd. Othercatch linesare “Are you suffering
fromback pain?Probablyyoumusttry our mattresses“,are more specificandwill catchthe fancyof
the people whoare sufferingfrombackpainssince alongtime.The advertisementshouldalsofocuson
the uniquenessof the productand howitis bettercomparedtothe competitors’product.
Focusingonthe problemsof the customersandgivinga solutionforthem, iswhata customerdemands.
A customerdoesnotbuya product;he buys benefitsinthe formof a product.The real value of the

2. productshouldbe realizedandaclear picture of it shouldbe presentedtothe customersohe will be
able to relate withthe product.If the advertisementdoesn’tspecifythe solutionitcanprovide,the
customerswill neverknowof it.Sofocusingonthe customersproblemiswhatsome adsmiss.
The last thingmissinginmostof the advertisementismotivationforthe customers.If the advertiserhas
designedthe advertisementandthe customerhadreadthe advertisement, all effortsandmoney
investedwill be wastedif he doesn’tgetupanddo somethingaboutit.Itshouldn’tbe assumedthatthe
customerknowswhatto do; insteadthe advertisementshouldinfluence the mindof the customerand
shouldtell himwhattodo. Call of actionis the final jobof the advertisement.Itshouldcall for
information,orvisitingthe store orevenvisitingthe onlinestore.The message shouldsoundconfident
and clear.
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