Each ad should
have a single message – the key idea in an ad. If the message needs reinforcing
with other ideas, keep them in the background. If you have several important
things to say, use a different ad for each one and run the ads on succeeding
days or weeks.
The pointers
which follow are designed to help you plan ads so they will make your store
stand out consistently when people read or hear about it:
Make sure your
radio and television ads identify your sponsorship as fully and frequently as
possible without interfering with the message. Logotypes and signatures in
visual ads should be clean-lined, uncluttered, and prominently displayed. Give
your address and telephone number. It's possible to use a musical or sound effect
signature identified with your store to create a "logo" on radio,
too.
Graphics - that
is, drawings, photos, borders, and layouts - that are similar in character help
people to recognize your advertising immediately.
Using the same
typeface or the audio format for radio or television helps people to recognize
your ads quickly. Using the same format or kind of type and illustrations also
allows you to concentrate on the message when checking ad response changes.
Printed messages
should be broken up with white space to allow the reader to see the lines
quickly.
Broadcast
messages should be written conversationally. Remember, these messages are human
beings talking to human beings.
Tell your
listeners how what you're advertising will help them. Consumers buy benefits,
not products.
Get the main
message in the first sentence, if you can. Sentences should be short. Be
direct. Go straight to the point. Get the audiences' attention in the first
five seconds of the radio or TV commercial.
Try out your
script on somebody else or read it into a tape recorder. When you play the tape
back, you'll easily spot phrases that are hard to understand (or believe!).
Your ears are better than your eyes for judging broadcasts ads.
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