For any of us to communicate with another person, we must get our message across through one of their five senses. Advertisers, of course, know this. At times the sense of smell is used. You walk by a bakery and decide to stop in and find out what smells so good. The taste test is used for soda drinks or pizza ads. Pictures of food appeal to previous memories of its good taste. Touch is the main seller when people are buying a mattress. Consumers want to lie on it to find out if lying on it would be restful for eight straight hours.
The most influential of all our senses is that of sight. In fact, 80% of all we learn comes in through our eyes. Most of the other 20% is learned through hearing. A radio ad then must capture the consumer's attention through words alone.
With 80% of what we learn entering our eyes, advertisers are wise to center their ads around the visual. If they can add sound, this is even better. Printed ads can be read over and over by many people. They can last longer and for this reason potentially influence more consumers than sound ads alone.
Advertisement using the sight will include either words or pictures or both. Words are rather abstract for the letters represent a reality. The word 'car' stands for a vehicle of transportation. Words can also represent products. For example, slogans identify products. One of the must successful was, "Where's the beef?" as part of a Wendy's ad. This one phrase sold millions of hamburgers and put the company in the limelight.
The quantity of words is rarely as important as the quality. People are busy and rushed. The message of the ad must be quick and catchy and informative, yet must give the message without boredom. This is a hard balance.
Humor, when appropriate, is an excellent way to capture the attention of the public. For example, Alaska airlines portrayed their company's strength through exaggerating the competition's weaknesses. It was humorous and kept people watching, and flying with them for several years.
Sometimes the ad is only a reminder of what the consumer already knows. A motto, a logo, or a symbol each might associate itself to a particular product. The colors of Pepsi alone will sell the product. In other words, the picture is all the ad needed.
In summary, good ads use visual and audio, use precise words, and may add a touch of humor. This combination will most likely get the attention of the public. It requires creativity but is achievable. Once this is done, then the company must choose where the ad will appear. Some creative people have put their brief message on a banner and paid to have it flown over a large group of people. This is a banner ad. It effectively gets the concise message to many people at minimal cost. With the added audio of the plane?s engine to attract attention, both sight and sound are giving the one-two punch to drive the message home to the consumers.
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