Professional Documents
Culture Documents
Word-Group 5-How To Make A Good Advertisement
Word-Group 5-How To Make A Good Advertisement
Word-Group 5-How To Make A Good Advertisement
Techniques:
- Describing your products/ Hoàn thành đúng hạn
Lê Khánh Linh
services with honest Có đóng góp tích cực trong A
(thư ký)
- Visuals xây dựng bài thảo luận
- Highlighting your
competitive advantages
Techniques:
- Persuasive techniques
Trần Thị Xuân Hoàn thành muộn
- Following the law B
Mai
- Creating association
- Response mechanisms
Introduction and conclusion of the
topic ‘How to design a good
advertisement Hoàn thành đúng hạn
Phạm Hồng Ngọc
Definition of advertisement and Có đóng góp tích cực trong A
(nhóm trưởng)
tools to create advertisement. xây dựng bài thảo luận
Sum up materials
Techniques:
- Determining the right Hoàn thành đúng hạn
Đào Thị Minh
medium Có đóng góp trong xây dựng B+
Nguyệt
- Identifying your audience bài thảo luận
- Alluring headline
Pha ̣m Văn Nhật X Không tham gia F
Name Performance
Techniques:
- Describing your products/ services with
honest
2 Lê Khánh Linh
- Visuals
- Highlighting your competitive
advantages
1
personalized, data-driven advertising. Despite its evolution, advertisements remain a
powerful tool for businesses to communicate with consumers and shape perceptions.
However, advertisements are not without criticism when critics argue that
advertisements often perpetuate unrealistic beauty standards, promote materialism,
exploit insecurities, and manipulate consumer behavior. Moreover, the proliferation of
advertisements in public spaces can contribute to sensory overload and visual pollution,
detracting from the aesthetic appeal of the environment.
Despite the controversies surrounding advertisements, they play an integral role in
driving economic activity, fostering competition, and shaping cultural norms and
attitudes. They serve as a mirror reflecting societal values, trends, and aspirations while
simultaneously influencing consumer preferences and behaviors.
2
Digital Advertising:
Online advertisements encompass various digital channels, including websites,
social media platforms, and mobile apps. It offers precise targeting options based on
demographics, interests, and online behavior. Online ads can be in the form of banner
ads, pop-ups, video ads, or sponsored content. Social media platforms like Facebook,
Instagram, Twitter, and LinkedIn provide targeted advertising options. Advertisers
can reach specific demographics, interests, and behaviors. Social media ads can be
visually appealing and interactive, driving engagement and conversions.
Outdoor Advertising:
Outdoor ads include billboards, posters, digital signage, and transit advertising.
They provide visibility in high-traffic areas and can target specific geographic locations.
Outdoor advertising can quickly capture attention and create brand awareness.
3
Influencer advertisement:
Influencer marketing leverages influential individuals on social media to
promote products or services to their followers. By partnering with relevant
influencers, businesses can reach their target audience and benefit from the
influencer's credibility and reach.
Print Advertisement:
Print advertisement refers to the use of printed materials such as newspapers,
magazines, brochures, flyers, and posters to promote a product or service. This traditional
form of advertising has been widely used for decades and continues to be effective in
reaching a target audience.
4
Product Integration:
Product integration, also known as product placement, is a marketing technique
where brands strategically incorporate their products or services into non-advertising
content such as films, TV shows, or music videos. The goal is to seamlessly integrate the
brand's offerings into the storyline or setting, creating a natural and authentic presence
that resonates with the audience.
These advertising tools offer a range of options for businesses to effectively reach
their target audience, increase brand awareness, and drive customer engagement and
conversions. The choice of tools depends on factors such as budget, target audience
characteristics, campaign objectives, and overall marketing strategy.
5
PART 2: WHAT MAKES A GOOD ADVERTISEMENT?
2.1 Purposes of an advertisement
1. Inform:
Advertisements play a crucial role in informing consumers about the existence and
benefits of products or services. By increasing brand awareness (the customer's level of
familiarity and ability to remember the business's products/services), companies ensure
that customers recognize their offerings in the market. Moreover, advertisements help in
expanding brand exposure (the actions taken to ensure a brand is seen, noticed, and
recognized by consumers and audiences), reaching a wider and more potential customer
base.
2. Persuade:
6
Another important purpose of advertising is to persuade consumers to buy or try the
products and services promoted. Persuasive advertisements aim to create a positive
perception of the brand and its offerings. They contribute to a strong formation of brand
image (each customer's perception of a business's brand) in the minds of consumers
encouraging them to develop favorable attitudes towards the brand. By persuading
customers, advertisements, therefore, drive sales and foster brand loyalty.
3. Remind:
2.2.1 Mission
7
To encourage customers to use your company's products or services, you can
use advertising to persuade them through several means, including: problem-
solution approach, emotional appeal, social proof, ...
If you have a well-established brand and want to reinforce your presence in
the market, consider using advertising to remind your audience about your
brand. For example, we still see ads for famous brands such as Vinamilk,
Omo, and Milo… on TV every day.
2.2.2 Money
2.2.3 Message
8
Although words are an important part of the message, under today's
advertising trends, many unique advertising models of big brands often
effectively use visual elements without the need for long sentence lines
(Coca-Cola, Samsung, Nike...)
9
2.2.4 Media
2.2.5 Measure
11
PART 3: TECHNIQUES TO MAKE A GOOD ADVERTISEMENT
Each medium has its own advantages and disadvantages. Businesses need to
choose the channel that best suits their products or services, target audience, and budget.
For Examples:
Facebook: Boasting the largest user base (2.91 billion monthly active users as of
2023 according to Statista, Facebook offers a versatile platform for diverse ranges
of products and services. Therefore, various ad formats, from text-based to image
and video-centric content, can be published to gain information for customers.
TikTok: This platform is a rising star, particularly with Gen Z (a generation
consists of people who were born between 1997 and 2012). With its focus on
engaging short videos, TikTok thrives on trends and challenges. If your target
audience falls within this demographic and your product aligns with a fun, creative
approach, TikTok can be a powerful tool to promote your products.
Twitter: Known for its real-time conversations and trending topics, Twitter excels
at driving quick engagement. If your message is concise, timely, and sparks
conversation, Twitter can be a great platform for your advertisements. However,
character limitations (280 characters per tweet) can restrict your message length.
Instagram: Though Facebook has been found to have the biggest number of users,
Instagram has a higher engagement rate than Facebook. Statistics show that the
interaction rate on Facebook only reaches 0.7%, while Instagram reaches 4.21%.
12
Therefore, businesses need to consider these factors to choose the most suitable
channel.
Stronger Brand Identity: Knowing your ideal customers allows you to develop a
brand identity that resonates with their values and ensures a deeper connection.
Effective Marketing Strategy: Shared values craft impactful marketing campaigns
easier when businesses understand what messages will resonate with their
audience.
Improved Customer Acquisition: Tailoring your branding and marketing towards
specific interests, hobbies...can attract the right customers.
Enhanced Customer Satisfaction: A well-defined target audience allows you to
deliver on your brand promise, leading to satisfied customers and stronger
relationships.
Promotes Brand Loyalty: Satisfied customers are more likely to remain loyal and
promote your brand through word-of-mouth.
Purchase Intention: These customers are actively looking for a specific product
and they often compare various options. Understanding their decision-making
factors (e.g., cost, warranty) helps you compete effectively.
13
Interests: Targeting customers based on their hobbies, media consumption, or
entertainment preferences allows for personalized branding and marketing.
Connecting with their passions builds a stronger connection.
Subcultures: Targeting specific subcultures (music genres, sports fandoms…)
leverages their strong sense of community. Conducting research within these
communities provides valuable insights and enables word-of-mouth marketing
opportunities.
Examples:
Cosmetics company: Needs to determine the age, gender, skin type, and income of
the target customer.
Sportswear company: Needs to determine the favorite sport, frequency of exercise,
and affordability of the target customer.
According to a 2022 Nielsen survey, 72% of consumers said they are more likely
to buy products from brands that understand their needs.
A headline is the first element that catches the viewer's attention. Businesses,
therefore, need to design a headline that is concise, clear, easy to understand, and conveys
the main message of the advertisement.
Examples:
14
Here are some tips for writing attractive titles that will grab attention and make
people want to read more:
Use questions: Questions spark curiosity and entice readers to find the answer
within your content.
o Example: Is Your Website Secretly Pushing Customers Away?
Highlight a surprising fact: Surprise elements can jolt readers out of complacency
and make them want to learn more.
o Example: The One Customer Service Tip That Actually Works (and It's
Free!)
Use mystery: Titles that hint at something interesting but don't reveal everything
can pique reader interest.
o Example: The Untold Secret to Writing Titles People Can't Resist
Use keywords:
The principal advantage of employing keywords in headlines lies in the clarity and
focus they provide. Keywords serve as anchors, guiding the reader's attention and
conveying the core message effectively.
Strategic keyword placement in headlines contributes to reader engagement and
retention. By addressing specific topics or queries that users are searching for,
headlines featuring keywords pique interest and encourage further exploration.
Use active voice: Given that the title essentially serves as the promotional facet of
your text, commencing with active voice therein is recommended.
15
method. Conversely, "Utilize Google Search Console to enhance your bounce
rate" exudes a sense of assurance and assertiveness.
Active voice facilitates clear and direct communication of the intended message,
whereas passive voice often engenders ambiguity.
Active voice additionally embodies authority and decisiveness, thereby fostering
trust among users.
Get help: Now that you have a few options, it is time to collaborate. Just like with
any other writing project, you will likely have someone to help you edit your piece. This
goes for a headline too. If you have an official editor, a coworker, or maybe a friend
looking over your article, why not also send over your headline ideas. They will have a
fresh perspective and maybe even a few new ideas. They can also help you prove it for
typos and errors.
In general, FTC and state guidelines require advertisements and claims about
products to:
Be truthful
Be supported by evidence
Include all information needed for a consumer to make a reasonable decision about
purchasing the product
16
also be false advertising, even if the business did not intend it that way. For instance, a
juice drink advertisement showing a sick child drinking it and then happily playing may
imply the juice cures the illness unless the ad provides other information.
Honest advertising tells consumers truthfully what they will get from your business.
It is more than a marketing technique that makes a product, brand, or service appealing to
buyers.
When companies focus on being truthful and avoid unethical practices, they can
avoid penalties from regulatory bodies. On the other hand, if people start associating your
brand with misleading ads, you will lose the public’s trust, become an easy target for
competitor attacks, and face government action…sometimes even all of the above.
Modern consumers are likely to catch onto false advertisements and recognize
them when they see them . They are not bought by exaggerated declarations and vague or
ambiguous promises. So, how can you become an advertiser that people can trust? The
only way to maintain relationships with your customers is to be more transparent by
creating ads that are honest with the audience you’re trying to attract.
3.5 Visuals
It is no secret that advertising is all around us. In fact, the average person is exposed
to over 1,200 ads daily. For this reason, marketers have created new marketing techniques
to ensure their ad reaches the consumer and influences their behavior to purchase the
products or services.
Many businesses even incorporate Gestalt concepts into their websites and stores to
ensure user friendliness and improve customer experience. Gestalt psychology (Subliminal
advertising) is a school of thought, which suggests the human brain is holistic, and consists
of a number of laws focusing on how the human mind perceives objects. Marketers can
17
manipulate different aspects of ads to indirectly communicate meaning to the consumer
below their level of consciousness.
Gestalt psychology suggests our minds group things together if they are near one
another. This is known as grouping and involves the law of proximity. For example, if a
product is presented next to a photo of a celebrity, we tend to perceive the two as being
associated, which influences us to purchase the product.
In this Coke ad, the bottles are strategically placed close to one another in the shape
of a smile. Without even realizing we automatically group and process these bottles
together, not as individual stimuli. Consequently, the consumer associates Coke with
smiling, which stimulates feelings of happiness and joy and results in a larger incentive to
buy the product.
The concept of closure is another Gestalt concept used by marketers and refers to
the way we perceptually complete objects that are not complete. Use of this technique in
18
the brand logo or ad is as successful as it forces consumers to pay extra attention to the
logo or image, which increases the chance of storing this information in long-term memory
and brand recall in the future.
The above image is initially perceived as a wine glass but is actually two forks
placed together. This ad strategically uses closure to ensure consumers pay extra attention
to the ad, which increases the chance it is stored in long-term memory. It also
communicates to the consumer this festival is for food and wine, through both visual and
written stimuli.
Color psychology
19
For example, everyone knows that red signals danger and that person automatically
reacts to a red warning sign to avoid the hazard. Evolutionary theories believe that early
man learnt to associate red with danger: blood, uncooked meat, or the red face of an
aggressive adversary. But does that mean that red is never to be used in an advert? Far
from it, however, as with all colors, an advert must be created with careful use of color to
ensure it sends out a positive subconscious message – one that is in tune with what the
company is selling and also with the target market.
Make a design that can leave a good impression and help them get the message
clearly
In the realm of advertising, creating a design that leaves a positive impression and
effectively conveys the intended message is paramount for success. Such a design not only
captures the audience's attention but also ensures that they comprehend the message
clearly. This type of design is characterized by its ability to engage viewers visually while
facilitating easy comprehension of the advertised content.
20
Furthermore, clarity of message is essential in ensuring that the audience
understands the intended message. This involves using concise and straightforward
language that is easy to comprehend. Additionally, the layout and organization of the
advertisement play a significant role in facilitating clear communication. Information
should be presented in a logical and intuitive manner, guiding the viewer's eye through the
content and reinforcing the key message.
Another crucial aspect of creating a design that leaves a good impression and
facilitates clear understanding is relevance. The advertisement should resonate with the
target audience and speak to their needs, desires, and preferences. By tailoring the content
and imagery to align with the audience's interests, advertisers can increase the likelihood
of capturing their attention and effectively communicating the message.
21
competition and how you could use those to your advantage. This will help you determine
how your business can stand out from the crowd and give you a clear idea of how to market
your product or service.
Second, showcase why your product or service is better than the competition. Be
sure to emphasize any unique features or benefits that set you apart from the rest.
Third, demonstrate why your team is best positioned to take advantage of this
opportunity. Investors want to invest in businesses that have a strong management team
with a proven track record of success. Showcase the qualifications and experience of each
member of the team, as well as any relevant certifications or awards they've received.
Finally, never forget the power of storytelling in your pitch. Tell an engaging story
about your business that will capture the attention of potential customers and make them
want to learn more about it. Be sure to emphasize key milestones or successes.
22
Incorporating testimonials from satisfied customers acts as a powerful trust-
building charm. Witnessing genuine endorsements from real people fosters a sense of
credibility in the product's ability to deliver the promised benefits. Ultimately, this social
proof significantly influences viewers' purchasing decisions, making them far more likely
to take the plunge and experience the product for themselves. In essence, effective
advertising utilizes a strategic blend of emotional appeal, scarcity, and social proof,
meticulously weaving a compelling narrative that transforms passive viewers into
enthusiastic customers.
By orchestrating this persuasive dance, advertisements transcend mere messages,
evolving into powerful forces that captivate audiences and ultimately drive them towards
a purchase.
23
endorsement. By familiarizing yourself with and adhering to these legal frameworks, you
can ensure your advertisements are not only persuasive but also compliant, protecting
both your brand's reputation and the interests of your target audience.
24
This mechanism fosters a predetermined course of conduct within the target
audience, such as initiating a purchase or seeking further information. To achieve this, the
advertisement should seamlessly integrate clear and accessible contact details. This may
encompass the incorporation of the company website URL, a physical address for brick-
and-mortar establishments, or a prominently displayed phone number. Furthermore, the
strategic inclusion of an incentive, such as a limited-time coupon code or a toll-free
customer service number, can significantly bolster the efficacy of the response
mechanism.
By readily providing these details and incentives, the advertisement not only
captivates the audience's attention but also eliminates any potential obstacles hindering
the desired course of action.
25
CONCLUSION
26
REFERENCES
AccountLearning. (n.d.). Retrieved March 2024, from accountlearning.com:
https://accountlearning.com/what-are-the-purposes-of-advertisements/
Andrews University. (2019, November 24). Retrieved March 2024, from andrews.edu.vn:
https://andrews.edu.vn/5m-trong-quang-cao-nhung-yeu-to-tao-nen-mot-chien-
dich-quang-cao-thanh-cong/
Barayeva, M. (2020, January 21). HubSpot Blog. Retrieved March 2024, from
blog.hubspot.com: https://blog.hubspot.com/marketing/headline-writing-tips
caroline. (2017, November 6). spiderum. Retrieved March 2024, from spiderum.com:
https://spiderum.com/bai-dang/Nguyen-tac-5M-trong-quang-cao-7uo
Dixon, S. J. (2024, Februrary 9). statista. Retrieved March 2024, from statista.com:
https://www.statista.com/statistics/264810/number-of-monthly-active-facebook-
users-worldwide/
27
indeed. (2023, March 9). Retrieved March 2024, from uk.indeed.com:
https://uk.indeed.com/career-advice/career-development/advertising-techniques
Phương, P. (2023, August 11). POS365. Retrieved March 2024, from pos365.vn:
https://www.pos365.vn/vi-du-ve-chien-luoc-marketing-7415.html
Sy, A.-G. (2024, February 29). Sortlist. Retrieved March 2024, from sortlist.co.uk:
https://www.sortlist.co.uk/blog/honest-advertising/?repeat=w3tc
28