State the features of an effective advertising.
Features of an effective advertising are divided into two groups:
- Features relating to the message.
- Features relating to consumer reach.
Features Relating to the Message:
Message should be such that arouses the interest of the audience. One has to take good care of what is said about the product and how it is said in the message. Following points should be kept in mind while preparing the advertisement message:
Attractive: An attractive message helps to create eagerness in a person. Eagerness is important because with its help a person gets more liking towards a particular brand. One should use such words or pictures which may draw the attention of the customers. A non-catchy message would not leave any impact on a person’s mind.
Desirability: An advertisement should be prepared in such a way that after seeing it, the person develops the feeling of buying that particular product. Designing of the message should be in a proper way so that the message reveals something interesting and desirable about the product.
Memorable and easy to recall: One-should take care while choosing the words for the message. The words should be easy to remember and recall. Whenever customers go out to shop, the message is the only thing that they remember about the product.
Believable: Message should not be of a fake nature. It should be such on which one can easily believe. Message should not be different from the actual product and should compare with the product. If the message is believable and provable, the customer can easily be convinced to buy the product.
Exclusive: While preparing the message, remember to reveal the unique features of the product, if you want the customers to know why and how your product is better than the other products. People will come to know the reasons why your product is better only when you will add something exclusive or distinctive about the product in your message. Message should convey something extra¬ordinary about your product, which may not be present in other products.
Features Relating to Consumer Reach:
Advertisement’s impact depends on how well it reaches the audience. Keep in mind the following points, while designing the advertisement:
Appropriate Media: To make your advertisements effective, one should make the choice of an appropriate medium. Choose that media which is seen by a huge member of masses or that which is accessed by a lot of people. For example A message presented by TV would not solve the problem, if majority of customers do not have TV sets at home, or a message presented in newspapers would not prove to be fruitful, if majority of the people are ill iterate.
Frequency: It means how many times and at what intervals, the advertisement is repeated. Frequency should always be optimum because if it is less, people may find it difficult to remember the message and if it is .more, people may get irritated and frustrated and may not even pay attention or listen to the message. It is important to go for repetition so that the message can be kept alive in the memory of the customers.
Timing: The message should be advertised at a specific or particular time. Timing should be proper if one wants to reach & convey the message to the majority of customers. For e.g. advertisement should appear on T.V. when a majority of customers are watching T.V. It is so because the effect would be much More if the ad appears on T.V. when most of the people are watching It.
