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Semelhante a Lec 2- Elements of Advertisement I.pptx
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Lec 2- Elements of Advertisement I.pptx
- 2. Learning Objectives • Why ads exist? • Types of advertisements • Persuasive, informative and reminder ads
- 3. Learning Objectives •What are Headlines? •Importance of Headlines? •What are Sub-headlines?
- 8. What is the purpose? •Inform •Persuade •Remind
- 9. Informative Advertising •Used when you have a complex product or service •Make them understand your product
- 10. Informative Advertising •Awareness of brands •Announcement of new products •Educating people
- 11. Informative Advertising •Carried out in a factual manner •Relies on goods and services
- 12. Informative Advertising •Information is used as an appeal •Sell a product or service through information
- 13. Informative Advertising •Educates the public •Benefits and features •Comparison with competition •Where it can be
- 14. Persuasive Advertising • Alter perceptions • Enhance the image of a brand • Influence to take actions
- 15. Persuasive Advertising • Leverages desires and interests of consumers • Focuses on benefits the customers will get
- 16. Persuasive Advertising • Appeals to customers’ needs • Communication of benefits
- 17. Persuasive Advertising • Emotional appeal • Builds brand loyalty among customer base
- 18. Emotional Appeal • Happiness • Satisfaction • Surprise • Joy • Sadness
- 19. The Carrot and the Stick • Offering solutions through products • Highlighting negative aspects that can emerge if customers don’t buy the product
- 20. Scarcity • Offering something unique and original • Rare products or experiences
- 22. Celebrity Association •Increases customer engagement •Make the products more desirable
- 23. Reminder Advertising • Reminding the audience • Focus on features and benefits
- 24. Reminder Advertising • Reminds the audience about top-selling products
- 27. 27 7 Elements of Still Ads
- 28. 28 7 Elements of Still Ads
- 29. Headline •Preview of the ad •Highlighting the major benefit or offer
- 30. Headline •Headers of content •Highlights the main point •General topic
- 31. Headline •Major part of your advertisement •The “hook” of the advertisement
- 32. Headline •Help increase traffic •Help consumers discover your product •Sharing of content
- 33. 33 Example
- 34. Sub-headline •Mini-headline •Gives further insight •Provides a guide to the reader
- 35. Sub-headline •Keep the audience’s attention •Focuses on benefits •Further explains the headline
- 36. Sub-headline •Shows personality •Creates curiosity •Useful and unique •Keep them short
- 37. Sub-headline •70 character or less •It should keep things moving forward
- 38. Sub-headline •10 to 30 words at the max •Twice the length of main headline
- 39. 39 Example
- 40. 40 Key Takeaways •Why ads exist? • Types of advertisements •Persuasive, informative and reminder ads •Headlines •Sub-headlines
Notas do Editor
- Face) Hello, this is the seventh lecture of the course content creation and visualization and today will learn about the structures of advertisements
- Have you ever wondered why advertisements exist?
- Digital Marketing experts estimate that most people are exposed to around 4,000 to 10,000 advertisements each day. And this number seems to increasing with time
- If we assume 4,000 ad exposures per day and a 16 hour day, then on average we will be exposed to an ad every 15 seconds.
- It means that this is a battleground for our attention to the marketers where they are constantly competing for making the best, most engaging advertisements
- Now to come back to our previous questions, why do ads actually exist? Ads are created in order to inform, persuade or remind an audience about something
- Of all the advertising categories that exist, informative advertising is the category that makes the most sense to use when you have a complex product or service, and you want to educate your customer. People need to understand your product and how it solves their problems, before they can decide whether or not the product is right for them.
- Informative Advertising creates awareness of brands, products, services, and ideas. It announces new products and programs and can educate people about the attributes and benefits of new or established products.
- Informative advertising is advertising that is carried out in a factual manner. This form of advertising relies solely on the goods or services strengths and features, rather than trying to convince customers to buy a product using emotion.
- Informative advertising uses information to appeal to potential customers. Many forms of advertising, such as ambient and persuasive advertising, rely on provoking an emotional response, but informative advertising aims to sell more of a product or service through information sharing.
- informative advertising is any kind of “promotion that educates the public on (1) what are the benefits and features of a product, (2) what it does or can do, (3) how it compares with competing or similar products in value and benefits, and (4) where it can be bought. It is normally followed by persuasive and brand-building advertising.”
- Persuasive Advertising tries to convince customers that a company’s services or products are the best, and it works to alter perceptions and enhance the image of a company or product. Its goal is to influence consumers to take action and switch brands, try a new product, or remain loyal to a current brand.
- Persuasive advertising leverages the desires and interests of consumers to convince them to purchase a product or service. This form of advertising often focuses on the benefits the product or service can offer the end-user.
- Persuasive advertising is a type of advertising that appeals to customers’ needs and wants and aims at selling a product or service. It implies using different methods to communicate the benefits of a product and convince people to buy it.
- Persuasive advertising influences buyers through emotions, needs, and desires. Customers choose specific brands because of the way they feel about their products. The right approach and the reasons for people to purchase a particular product create a connection between a customer and a brand and establish a strong relationship between them, which results in brand loyalty.
- There are several ways to employ persuasive advertising. The first one is through emotional appeal. When using this technique, brands try to evoke a particular type of emotions in customers. It can be happiness, satisfaction, surprise, joy, interest, or sadness. This way, companies can make consumers not use rational thinking but rather rely on their emotions at the very moment. As a result, clients make impulse purchases and bring companies more revenue.
- Brands try to provide customers with contrasting sensations. An ad that uses the carrot principle includes the product’s values and benefits to cheer up consumers. It makes them feel hopeful that a certain product can bring a solution to their problem. However, some ads focus on the stick principle. In this case, brands highlight negative aspects and dangers that can emerge if customers don’t buy a certain product
- The principle focuses on people’s wants to have something unique and original. The technique is used to approach customers who pay attention to rare products or experiences. It works because people can feel more powerful when owning something extraordinary others don’t possess.
- \Brands that implement the strategy in their ads include phrases like “limited availability” or “exclusive offer” to increase customer demand and evoke the fear of missing out
- By attracting opinion leaders to their products’ advertising, companies create associations with them and increase customer engagement. Celebrities can add value to your product and make it more desirable among consumers.
- Reminder Advertising reminds people about the need for a product or service, or the features and benefits it will provide when they purchase promptly.
- Reminder advertising is one of the most powerful and effective marketing techniques used by brands to retain their target audience. It can be also utilized to keep established products on the top-selling rates or the maturity stage of the product life cycle.
- Now lets move on to the different elements of advertisements
- Different components work together in order to make a successful ad
- A good still advertisement can present your product to new eyes. Successful print ads convey information about your products and store.
- They include a clear and specific offer, along with information about how readers can act on that offer. Not all ads are created equal, however. In order to maximize your investment, include all of these elements in your advertisement.
- The next major element of an ad is the headline. The ad title offers a short, snappy preview of what the reader will find in the copy. Your headline explains to the reader the key benefit or offer you are providing.
- Headlines are top-level headers on an article or piece of content that summarize the substance of a piece. A headline is meant to highlight the main point or category of content, so viewers know the general topic of what they would see if they were to read on.
- In general, headlines are the largest part of the advertisement. A good headline keeps a potential customer reading; a weak headline and the customer turns the page.
- There are plenty of ways to gear your headline towards success. It’s important to write impactful and effective headlines in order to: Increase your traffic To help consumers discover your content through search engines Encourage customers to share your content
- Consider this example. You would be curious if you come across a text that says social distancing whopper, what would it even mean, You would stop scrolling, right?.....
- A subheading is a mini-headline or text that is found under the main headline to give further insight or support for the headline. Headlines are used to entertain, add shock, or hook readers to make them want to know more, but the subheading guides the reader to keep reading or scanning the information.
- A subhead is also designed to keep their attention. It can talk about the benefits someone will gain from the product or service. It can also further explain the headline. Most of all, a subheading will encourage readers to act.
- A good subheading shows personality and creates curiosity. They should be useful and unique. Short subheads are best. The very first one should be the most engaging. Subheads should be used throughout the content to keep it scannable and readable.
- Subheads should keep things moving in a parallel structure. The length should also be similar. The best practice for effectiveness is to keep them at 70 characters or less within the content. Additionally, the subhead should keep things moving forward.
- As a rule of thumb, when using subheadings, use just enough persuasion to keep them interested while telling them just enough. Subheads directly under the headline should be 10 to 30 words at the max. Most subheads are twice the length of the main headline.
- This was the seventh lecture of the course content creation and visualization, in the next lecture we will learn about how to make killer headlines for your markeitng campaigns