Traits of Effective Advertisement

Many small businesses whether online or offline do not get the results they want from advertising due to limited resources and lack of quality ideas. The results are simply flat and in need of  tactful marketing  improvements. Whether the ads are put in a local newspaper, printed in popular periodicals or posted on a website, the money invested should gain the desired outcome. There are some common errors small businesses and professional service providers do when designing and posting the advertisement, which leads to the failure of their advertising efforts.

Many small firms believe that bigger is better when they want to advertise their product or service. They  select an advertising outlet where they feel it is necessary to invest a lot of money, but then fail to reach the targeted market. Like if a company specializes in designing diet plans and want to help out people who had disappointing results from their individual diet plans, and the company chooses to advertise a full page in the local paper instead of running advertisement in a health magazine, obviously not many of the dieters will notice the advertisement and the advertisement does not get the desired attention.

So the point is to conduct research to help come up with the best campaign. You will increase the probability of the ad getting viewed by the right audience and prospects who be interested in buying the product or signing up for the service. Studies and research can be carried out on the market and targeted audience can be narrowed down. Once a listing of the appropriate advertising media is made which is meant for the customers in mind, find out how many readers they have and the cost for posting the ad.  Being acutely watchful to catch special deals offered by them from time to time can help you reduce your advertising cost.

It is estimated that everyday people are subjected to around three thousand commercials. That is a huge number and if someone desires to be noticed, he should certainly be different. Not only the services and product sold should be unique in the market, so should be the advertisement.  For example, if a business selling mattresses says, �We sell mattresses�, it will not make a statement and will be passed off as any other mattress advertisement. But if they say, �Our mattresses are of the finest quality�, it will make the advertisement stand out in the crowd. Other catch lines are �Are you suffering from back pain? Then you must try our mattresses�, are more specific and will catch the fancy of the people who are suffering for a long time from back pains. The advertisement should also focus on the uniqueness of the product and how it is better compared to the competitors� product.

Focusing on the problems of the customers and giving a solution for them, is what a customer demands. A customer does not buy a product; he buys benefits in the form of a product. The real value of the product should be realized and a clear picture of it should be presented to the customer so he will be able to relate with the product. If the ad does not specify the solution it can provide, the customers will never know of it. So focusing on the customers problem is what some ads miss.  

The last thing missing in most of the advertisement is motivation for the customers. If the advertiser has designed the advertisement and the customer had read the advertisement, all efforts and money invested will be wasted if he does not get up and do something about it. You should not assume that the customer knows what to do; instead the advertisement should influence the mind of the customer and should tell him what to do. A call to action is the final job of the advertisement. It should call for seeking more information, or visiting the store or even visiting the online store. The message should sound confident and clear.
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