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How to write a good ad

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Advertising is a form of communication whose purpose is to inform potential customers about products and services and how to obtain and use them. Many advertisements are also designed to generate more consumption of those products and services through the creation and reinforcement of brand image and brand loyalty. For these purposes advertisements often contain both factual information and persuasive messages. When designing an advertisement, you should start by identifying and choosing the best benefit that your product or service offers to the potential customers. This benefit must stand out among all the other characteristics of the product you are trying to advertise. In order to choose a benefit that will then be emphasized, the publicist must know what makes the product that he is advertising better than the competitors', what makes it reliable, what are its advantages, and what the customer is looking for in a product of that category. ...read more.


For example, it is not advisable to say that the product is "fast", it is better to say that the customer "will have more free time". The effect of these words might be the same but they are not; the first word is a characteristic, while the others show a benefit. It is even better to describe the benefits in a way that it provokes certain emotions. For example, if you are trying to advertise a toothpaste, it is be better to say "use this toothpaste and avoid the tortures of the dentist" than saying that it contains fluoride. This is what you should look at when describing benefits and it is the best way to show them to the potential customers. ...read more.


It is not the same to write an advertisement for teenagers than for adults. Therefore, the text in the advertisement should have the appropriate tone and mood, depending on the customers' age, gender and economic status. Besides, there are three things that should not be missing in the ad's message: it has to look like a good deal to the potential customer, it has to sound urgent, and it must not present any risks for the customer. Finally, the advertisement must indicate the reader or viewer a possible next step: for example, "call now" or "click here". The advertisement must never include information that does not match with what the customer sees in the shop, as this shows lack of professionalism, it disappoints the public, it harms the brand and it reduces brand loyalty. ...read more.

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