The aim of advertising is to get a response.
So the first questions you need to ask are, what response do I want? Why am I advertising? What is it that I want to communicate? Perhaps you have a new product to launch or some special offers? Your advertising should still reinforce your brand image and build brand loyalty but you need to get your audience interested, create a desire and give them something to respond to.
The message has to be informative and convincing at the same time: it enlightens the audience about your product, while also providing reasons why they should buy it. Another two related features, extremely important for any marketing campaign, the message has to be distinctive and memorable. By being distinctive, its uniqueness will make it immediately recognizable and associated with your product. And for this to work, your message has to be memorable.
Advertising isn’t just about the initial reactions of your target audience.
When you advertise, you need to make sure that people retain it in their memories. Here effective advertising is important to deliver the message to as many potential clients as possible and to convert these potential clients into sales. Whether you are selling a product, a service an idea or anything else, this is needed.