2. Creating Effective Advertisements
Advertising
Creating Effective Advertisements

3. Ads that consumers will see and remember (for the brand name).
Effective Ads:
Ads that consumers will see and remember (for the brand name).

4. Guidelines for Creating Effective Ads:
Advertising is the paid-for promotion of a business’s goods and services
Attract attention
2. Gain interest
3. Build desire
4. Get action
AIDA

5. AIDA 1) Attract attention Catchy headlines
Headline should lead reader into the ad
Rarely more than 7 words!
Should mention name brand
Needs to keep consumer’s attention for 60 seconds!
Should include sound, unusual visuals, celebrity, hilarious moments, etc.
Evoke an emotion

6. AIDA 2) Gain interest Simple (easy to read)
State message right away
Provide direct, interesting sales message
Interesting images

7. AIDA
3) Build desire
Connect the message with the visual. Help the consumer WANT your product! (E.g. Set up a problem that your product can solve)
Build desire with words
Describe benefits
Repeat brand name often

8. AIDA
4) Obtain action!
Always ask for the sale! Summarize the reasons a consumer should buy your product. Give consumers a reason/urgency to buy NOW! (E.g. Limited time offers, etc.)
Branding ID at bottom right corner (website, logo, name, phone number, etc.)
Repeat website and/or phone number throughout ad

9. Analyze the following ads and decide whether they are effective, in your opinion.

10. http://results. epica-awards. com/13-02008-PRE
(Epica Awards 2012, Germany)

12. Good ads sell products! Check these out! Fed Ex (USA)
(Epica Awards 2012)
Lipton Ice Tea (France)
Purina Radio Ad (Brazil)
Volkswagon Golf (France) (Epica Awards 2012)