How to advertise correctly
What is a quality advertising product and what not to do?
The main part of the requests with which clients-advertisers come to us, in general terms, looks like this:
“We want our Salehoo review to be interesting to consumers.”
It is trite but true: the key emotion that firms crave from their advertising campaign is interest in products.
And only with the plus sign.
How do you get such a product?
Many people remember high-quality, ideological videos on TV and radio stations.
For example, “World History.
Bank “Imperial” “or a surprisingly detailed advertisement for vodka” Smirnoff “from the distant 90s.
Why is it so memorable?
Because we approached the development of the video sequence as thoroughly as possible.
This does not necessarily mean expensive large-scale shoots with complex graphics or inviting a famous actor to read the text in the audio clip.
For a high-quality advertising product, a good idea, well-written text, and, most importantly, professional production are enough.
Good graphic advertising does not arouse disgust and educates taste, and video and audio clips with correct stress in words and simply listening to the text evoke pleasant emotions in the consumer.
What not to do – Advertising in detail
In the last 12 years, just since the first wave of the 2008 crisis, advertising products have been poor.
In view of the widespread budget savings, the content of the advertising product, whether it be a video sequence or an audio clip, is left to the mercy of the advertising companies themselves.
In order to save money, businessmen strive to independently come up with a concept and script for a video, text, or song.
A similar “model” is already being brought to the agency to make “something” out of it.
But the same builder or retailer is not a writer, screenwriter, or designer.
It turns out what it turns out… One might say that due to such an “initiative” an adequate connection between the entrepreneur and the consumer of the product is lost. It doesn’t work to arouse interest, but negative is easy.
And that’s why.
If the rules for advertising products are not followed, then the effect is directly opposite to interest.
People look at banal fonts, bad graphics, get used to the wrong accents, and begin to think that this is normal, or perceive such a product as a source of negative emotions.
In today’s print and video ads, typographic rules are lame on both legs.
Not everyone understands that font is important.
You can’t do with, say, Times New Roman and other stamps.
For a high-quality, interesting, and eye-pleasing product, individual type design is required so that its style and appearance are clearly associated with the product in the mind.
The same problems with the layout – the text is not aligned, not centered, plus there is a widespread love for capital letters, which is appropriate only in logos or, in extreme cases, to discharge letters.
The rules for writing telephone numbers are not followed either.
How to advertise correctly
Leaves much to be desired and color filling.
Objects can be crookedly cut and pasted into a questionable background, regardless of the rule of uniformity of lighting – in different colors, with blurry edges, with violations of geometry and perspective.
A separate headache for domestic advertising is slogans.
Often unjustified, bordering on delirium, according to the legendary principle “Whoever takes a pack of tickets will get a pump.”
Widespread stylistic and logical errors in the text.
Often the sentence is written in such a complex way that it is impossible to understand what the advertiser wanted to declare.
Speech errors constantly appear in audio and video clips.
There are the same problems in printed matter.
Video advertising also makes a mistake in strong audio compression.
It’s about how the viewer gets the feeling that the volume has increased.
In fact, this is not the case, the volume level does not change – there is a law in this regard, which, alas, does not say anything about sound compression.
But the effect for the viewer is to press the mute button or switch to another channel.
Of course, there are advertising techniques “the worse the better”.
When a “crooked” word is annoying, the video is remembered: “Washed in ordinary washing powder”, “Tell me, what am I doing here?” or a poster with the words “Balconies Glazing”.
Yes, of course, this is also an interest, but with a minus sign.
But it is unlikely that this goal was set by the advertiser.
Separately, these nuances seem like little things, but these are the details in which the devil is hidden.
All of the above errors of the advertiser tell the consumer about disrespect, which is why the name and product of the company are discredited.
Nowadays aesthetic pleasure is provided to consumers only by single, but, in the bulk, foreign videos (for example, auto advertising).
Domestic business often saves on the production of a video.
But, paradoxically, it does not save on rotation at all.
And the sums of money are incomparable.
For example, a TV commercial may be bad, and its production will cost about 2–3 thousand rubles.
Meanwhile, the cost of a minute in primetime on the main channels exceeds 1 million rubles.
That is, if a minute of airtime for advertising in prime time costs 1 million rubles, then one display of a 5-second video will cost 83,000 rubles.
In fact, the development of a “turnkey” advertising product by professionals in this field is only 0.5-1% of the same cost of rotation in TV and radio broadcasts, which allows you to keep within the budget.
Now, especially during the crisis, when consumer capacity is falling, it is simply necessary to revive the culture of advertising production with the help of the services of professionals in the field.
Only in this case, emotions will be correct, and the products will find a response from the consumer.