Recipe of a kick-ass advertisement

Every day we see many ads, be it on TV, hoardings, internet, mobile, newspaper, bills, etc. Some ads we forget immediately and some we remember for years to come. Ever wondered why do we remember some ads even after a lifetime? There are a few key elements that make great ads great (essentially print ads, but they can be applied to TV commercials):

1. Novelty

2. Crispness & precisiveness

3. Slice of life

4. Know your product in and out

Let’s get a hang of above-mentioned elements one by one:

1. Novelty

Change is the only constant. We humans are always looking for newer things. New people, new gadgets, new home, new restaurant, new movie, new car, etc. New always attracts eye balls. Advertising industry involves novelty factor in such a big way that every day it produces new images and new ideas. Now you will say there is not a thing that hasn’t been tried before or done before. You are right! But, in advertising even the tried and tested things are shown in a new manner, in a new avatar! A new product demands a new ad that influences the buyer’s decision in a completely new manner.

2. Crispness & precisiveness

Here comes the craft of maximum impact in minimum words or visuals. There are a many world known copywriters and art directors who have made their mark with this skill. Its easy to complicate but its hard to simplify. Your target audience is not always an intellectual or know-it-all-guy, s/he can be an illiterate farmer or a housewife, doctor or a engineering student, businessman or an employee. You have to understand the perception and demographics of your target audience. Brevity can stir things up and produce oggle-gasms.

3. Slice of life

Life plays a movie of its own every day. We just have to be alert and attentive to observe high points of that movie. Start observing things around you with a keen eye. When we put things that we see every day, it is easy for people to relate to it. Human emotions, values, relationships and humour are the vital communicators in advertisements.

4. Know your product in and out

Before convincing people to buy your product, it is necessary to first convince yourself. When you get the brief from your client, start researching around it, use Google, use Wikipedia, ask your mom-dad, your best friend, read books. You have to get in that zone where you are romancing with your product. Apart from being the copywriter writing and conceptualizing an ad you are also a doctor, an engineer, a farmer, a student, a kid, a women, a man, a housewife, a businessman, an employee. Thinking from multiple perspectives helps and it helps enormously. But, don’t be rigid sometimes you have to believe what your gut believes. Go for it!

Of course, there are many other factors, but essentially these 4 factors can make or break an ad.

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