THE MOST IMPORTANT PART OF THE ADVERTISING PROCESS.
WHY SOME ADVERTS ARE GOOD AND SELL,
and OTHER ARE NOT GOOD, ie. do not sell – just inform?
We assume that you know that you have to return your investments in advertising? Yes, the purpose of advertising is to sell, but have you ever seen a poorly designed ad, that actually not sells but only informs?
Let’s first explain what is poor quality advertising (which just informs).
An “informational ad” is an ad that does not provoke your interest, even if the advertised product is good and worthwhile. This ad does not encourage you to take any action (wanted by the advertiser) because it does not provide you with the necessary motivation (emotional and logical) to take it (and sometimes even don’t ask you to take any action). This advertising just informs you about something, but nothing more.
Here is a simple example:
Let’s say you walk down the street and you notice a billboard with the following message “NEW RESTAURANT+ NAME” + Good photo of a meal + more information written with a small font on the lower right corner of the board (ie. difficult to read and the font [the typography] is not attention grabbing one).
Well …what happens? You understand that there is a new restaurant. But did you find an answer to the question “Why i should visit this restaurant?” or did you say to yourself “I want to visit the restaurant!”. Did this ad give you a guideline on what to do (why and how to do) + some real emotional and logical motivation to do it? Did you remember the restaurant name? And where the restaurant is located? Did this advertisement take in to account your “billboard attention lifespan”?
Аnswers to how many more questions did this ad not give you?
So no need to ask you what do you think about the effectiveness of this ad. But if we ask you, how many “ads” like this you see every day? What will be your answer?
The cost of distribution:
Probably you know that the cost of distributing a single creative is not inexpensive, and that’s why your ad should be designed so that it not only informs but also provokes the interest of the audience and encourage them to take the actions you want! In other words, the excellently crafted advertising should return your investments and bring you a profit.
Successful ad creation process:
Creating a successful ad is a time-consuming process and we’ve published more information about this in the lines you will find below.
“We want to advertise product X but we do not know how and/or where to start. Can you advise us? “.
Trought the last 10 years, a large part of our customers has asked us different questions of this kind. Our desire to be able to respond you accurately and clearly excites us to offer you the “Advertising consultation” service.
At the first meeting with you (the meeting could be online also), we will discuss the service or product you want to advertise, and then we will give you the answer of different questions such as:
- Which are the best possible advertising approaches?
- Which is the best way to get started according to the budget you have?
- Which is the best time to start the ad campaign in order to be most effective?
- What target audience would be your best bet (men, women, children, age, interests, etc.)
- Which are the best channels for spreading the message?
- Plus many other.
After we answer this questions, the next step is the action plan preparation. More information about the process we have placed in the DISTRIBUTION section of our website.
IMPORTANT AND USEFUL INSIGHTS ABOUT THE ADVERTISING BUDGET
The value of advertising and promotion is crucial for any business success and that’s why the advertising budget determination is one of the most important decisions that any marketing manager should take.
However, we just want to share what we have noticed through the years. And also to give you an inside of what you should do and what you should avoid doing.
Here is what the not so successful companies do:
Their marketing managers treat the communications budget as an expense and profit cutting rather than an investment for contributing to additional sales and market share. That’s why when the times get tough, they first cut the advertising and promotional budget.
Here is what the most successful companies we work with do:
Actually, they spend additional funds during hard times or downturns in the cycle of sales. And this companies (maintaining or increasing their ad expenditures during recessions) achieve enhanced visibility and remarkably higher growth in both sales and market share (compared to those that reduce advertising outlays).
DETERMINING THE ADVERTISING OBJECTIVE – VERY IMPORTANT
In short, the advertising goal determines the results that the ad must achieve for a set of time. This period may, of course, vary from a few weeks to years, depending on the objective to be achieved and the public’s response to the generated advertising messages.
For example, the popularity of a brand can create or increase quite rapidly with the help of repeated advertising to the target audience, but to change the already established image of a product or brand can take years.
What determinate the goals:
Identifying the problem that the product or service will solve or what issue will be addressed in the ad determines the communication goals the campaign must achieve.
Determinating the ads frequency:
An important factor is also the definition of a minimum ad frequency that will be sufficient to achieve the advertising goal and then maximize the range of advertising within that frequency.
If you don’t know some word definitions make sure to take a look at the glossary at the end of our DISTRIBUTION page.
ADVERTISING IDEA – THE MOST IMPORTANT PART OF THE ADVERTISING PROCESS
“Sometimes success means getting the right idea,” John Rampton
The first step in developing each advertisement is the generation of the idea behind it. This process can sometimes take longer because it is related to a thorough product/service (that you want to advertise) survey. On the basis of the research conducted, we prepare the idea behind the advertisement.
What are we aiming for?
Our goal is first and foremost to get the benefits of your product that make it better (and/or different) than competitors in this area.
The next step:
We create brief and well-thought-out promotional messages, the purpose of which is to attract the attention of a maximum percentage of the target audience.
The desire to buy:
In advertising, however, attracting attention is only part of the process. Keeping it and transforming it into a desire to buy is the key to any successful sale.
THE ADVERTISING TEXT
Have you ever seen a headline of advertising that attracts your attention and then somehow you decide to read the whole article? If yes, you already know what is well-crafted advertising text.
In most cases, the advertising text is made up of several sequential parts (layer) designed to support the ad idea and encourage the end user to take the actions desired by the advertiser.
SEO copywriting is similar to the task of composing the text to each ad. The difference is that in the advertising text creation process also participate the creative team involved in the whole advertising process.
THE GRAPHICS THAT SUPPORT THE ADVERTISING IDEA
When something looks really good, does it attract your attention?
In advertising, graphics and images are designed for an attention-grabbing purpose and also (and mainly) to support the advertising idea and message. A properly constructed creative image determines to a large extent whether the ad campaign will be successful or not.
We all know the saying “one picture is equivalent to thousands of words“. In the world of advertising, the proverb sounds like this: “one picture is equivalent to thousands of sales.”
Maybe you will now ask, “If one image is enough to sell, then is it worth adding a crafted text to it?” The answer, of course, is “YES”.
No matter how good the design looks, only for the advertising text is possible to communicate the different important points that should be presented in each ad:
- What does your company do?
- What are the benefits of the products or services you advertise?
- Why should potential customers choose you and not your competitors?
Here in help comes the “Advertising text” and the “SEO content generation”
THE TYPOGRAPHY DESIGN IN ADVERTISING
Do you know why it is important the text for each creative to be written in a specially selected way and font?
Even before we look closely, we first see its overall radiance of the ad and then we decide whether to give some attention or not. If the type doesn’t look attractive, the chances to grab and hold our attention are minor.
We Introducing Scodix – the luxury printing technology you may not know yet! What Scodix can do for you? Here is a list:
MEDIA PLANNING AND DISTRIBUTION
This process defines the best possible path to distribute the advertising message in a way which will reach the target audience easily. The distribution methods we can use nowadays are limitless – radio, tv, magazines, web, billboards, cinemas etc.
Actually, we created a separate page on our website, where you can read in details about our media planning and advertising distribution process.
IN THIS SECTION OF OUR WEBSITE WE FROM ADWAYCREATIVE ALSO, WANT TO SHARE WITH YOU SOME OF OUR TECHNIQUES AND INSIGHTS.
ADVERTISING PHOTOGRAPHY AND POST-PRODUCTION
Have you seen a photo of a product which immediately makes you tell “I want to see it now”, “I want to buy it”, “I want to try it” (if it’s a food product), etc. ?
There are product photography and advertising photography.
The product photography is best suited for photographing various items for the purpose to be shown in online stores for example.
The advertising photography, in turn, is the next step in successfully promoting a particular product. Here we use a set of additional methods that help to show the product in its best light. (pre and post production photography methods, that we use we will discuss in another article)
• The photos should be taken after the advertising idea is generated.
ADVERTISING 3D VISUALIZATIONS
3D visualization instead of photography?
Sometimes even the best photographic techniques cannot present the product we advertise in a way that it should look according to the predefined advertising idea we generate.
If we pursue unachievable for photography result, in help comes the photoreal product 3D visualization techniques. They allow us to show a particular product in a certain way, in the right place and in the right light in which we intended it to be!
SEMATIC AND VISUAL ADVERTISING TRANSLATION
Did you know that in different countries, advertisements of the same products do not look and sounds very similar, even though the idea behind the ad is the same?
When we prepare an ad for exposure in a new country, we will not only translate the letters in another language.
If the same advertising will be used in different countries, the new audience should be taken into account. Sometimes the same message (and the accompanying graphics) will not have the same impact at the new public. That’s why first we conduct a research and then we tweak the advertising message in a way that it will be appealing for the new target market.
For example, if we advertise a car, in some countries it will be more appropriate to focus advertising toward the price point, while in others it will be better to promote the equipment and the level of comfort the car provides.
ARCHITECTURAL 3D VISUALIZATIONS WITH ADVERTISING PURPOSE
Do you agree that just an architectural visualization is not enough to advertise a new building or residential complex for example?
If your answer to the above question is “Yes,” then you are right. Here is why:
The advertising renderer must be generated in such a way that it meets the pre-designed advertising message and idea. Also, it should present the main points of sale of the building (view, location, amenities, etc.).
The purpose of the advertisement 3D architectural visualization is to present the architectural artwork in its full brilliance. To achieve this goal, after the generation of the main 3D render, a series of additional processes which improve the image quality are performed.
The next step is the preparation of advertising materials that will be used to present the building to potential buyers (such as billboards designs, web graphics, video advertising, luxury brochures, website, display banner ads, PPC advertising, etc.)
The next step is to distribute the ad to reach the targeted audience.
DESIGN OF EXPO STANDS AND 3D DESIGN
If you also think that your advertising expo stand should look magnificent (and deliver your creative message right away), then you are in the right place!
The expo stands could be cheap or expensive to manufacture (the price is determined by the size of the stand, its complexity, the accompanying promotional items, etc.).
As far as the expo stand’s design is concerned, we always take into account:
- The creative message that needs to communicate. (if you do not have one, we’re up to you – we’ll do a research and give you the right idea!)
- The location of the stand, its equipment, and the additional promotional items.
The designed graphics and advertising messages, we arrange in a way so that they can be easily noticed and understood by visitors to the exhibition (or passers-by if the stand is outside).
ADVERTISING IN MAGAZINES AND NEWSPAPERS
Do you often neglect the ads in the magazines you read?
In most magazines, the ads we’ve seen we can not even call ads.
Why? Because we are familiar with how a properly structured magazine advertisement should look like in a magazine, and most of the “ads” we saw in journals do not meets any of these requirements.
To find out more about what we are talking about, let’s ask you:
- In how many ads you easily notice the main attraction point? (ie. the title itself is well thought out and designed to stand out from the rest of the advertising? )
- The text in how many cases is a lot and difficult to read?
- Have you seen a creative image which is designed especially to support advertising?
- Did you understand how to get the product easily and/or where to ask for more information?
The list above represents just a little part from the requirements that in most cases are not respected but are vital to a successful advertisement in newspapers and magazines.
In which magazines and when is the best way to advertise?
Of course, we can give you an answer to this question too! We can distribute your advertising in more than 100 different magazines!
More information can be found in the DISTRIBUTION section of our website.
ADVERTISING IN SOCIAL NETWORKS
Direct sales or traffic generation?
We have often seen how social networking advertising is structured to sell directly, in most cases this is the wrong approach because the purpose of this type of advertising is to increase traffic to your website or landing page (and this pages should be structured on a way to keep visitors and sell advertised products or services).
Social media marketing tools are some of the most powerful at the moment, and if used professionally* they can generate a large amount of targeted** traffic to your website, which in turn will increase the sales numerous times!
* In order for an ad campaign to be called “professional,” it must be prepared correctly, with the right idea and goal. The ad campaign is the whole process of targeting traffic to your website or online store until the sale is generated.
**For example, men aged up to X years / People who like to travel / People who live in a specific region(s)
More information can be found in the DISTRIBUTION section of our website.