According to The Economic Times, Advertising is a means of communication with the users of a product or service. Advertisements are messages paid for by those who send them and are intended to inform or influence people who receive them, as defined by the Advertising Association of the UK.
Advertising is always present, though people may not be aware of it. In today’s world, advertising uses every possible media to get its message through. It does this via television, print (newspapers, magazines, journals etc), radio, press, internet, direct selling, hoardings, mailers, contests, sponsorships, posters, clothes, events, colours, sounds, visuals and even people (endorsements).
The advertising industry is made of companies that advertise, agencies that create the advertisements, media that carries the ads, and a host of people like copy editors, visualizers, brand managers, researchers, creative heads and designers who take it the last mile to the customer or receiver. A company that needs to advertise itself and/or its products hires an advertising agency. The company briefs the agency on the brand, its imagery, the ideals and values behind it, the target segments and so on. The agencies convert the ideas and concepts to create the visuals, text, layouts and themes to communicate with the user. After approval from the client, the ads go on air, as per the bookings done by the agency’s media buying unit.
What do you think makes advertising more memorable?
Which add do you remember? Why? Do you think it is effective?
(1) In my opinion, I believe that advertising surrounded by favorable or pleasant situations will be more effective. For example, an ice-cold beer (x brand) on the beach, a sunny day, fun, having a good time, will be more effective than just advertising its sale and price. Additionally, a memorable logo or phrase accompanying it also helps.
(2) I remember a commercial for a soft drink: a couple, before reuniting, reminisces about experiences in many beautiful places; both had the drink in their hand or drank it together. Then, the plane bringing the girl back lands, they embrace, and in the background plays a romantic song about unforgettable moments. Finally, a announcer says the slogan that identifies the product. I remember it because it empathized with the moments one experiences with their partner, when they go out, and when they separate, they miss each other, relive everything, and remember. Everything is related to beautiful moments, I think that’s what makes it effective.