Bombarded by advertisements
Every day we are bombarded by advertisements, but not all of them succeed, far from it.
In this article we will review those components that cannot be missing in any advertisement if we want it to be successful. We will delve into each of them and see what role it plays in transmitting the message and the persuasive process that advertising seeks.
The importance of the parts of an advertisement
Although we believe that advertising is a relatively recent field, it is not like that, far from it. To get an idea, we must know that tablets belonging to Babylonian merchants of the third millennium BC have been found, in which different products and services were advertised. The same has happened in archaeological excavations in Egypt, Pompeii, Greece or Rome. The bottom line is that advertising has been with humanity since almost the beginning of history.
Of course, what is certain is that since the last century, this field of study has practically become a science, and therefore countless studies have been carried out to investigate the elements of an advertisement and thus determine what they are. the styles that work best and be able to get the most out of each one of them, making our ad achieve the maximum impact on the audience and in this way, ultimately, more sales of our product or service.
When preparing an advertising message, we can try to enhance some of its elements , and probably in this way we will achieve a certain reception from some consumers. But, if we really want to create a spot that achieves its effect and that draws significant attention to the target group, we must pay attention to all the elements of an advertisement, and not just one. This is because each part is fulfilling a certain function.
Therefore we would be talking about a synergy system in which the different parts, when coming together, achieve a greater impact than when working separately. For this reason, as they are complementary pieces of the same puzzle, we must not relegate any of them to a second position and we must put our efforts in getting the best version of each of the elements of an advertisement. Only in this way will we be guaranteed a good part of the way to commercial success.
The different elements of an advertisement advertisement
We have already seen the importance of these components, but the most important thing remains: to know what they are and what characteristics each of them has. Therefore, below we will see a list that will allow us to know them and discover their peculiarities, so that we have a notion of what are the keys that marketing and communication professionals take into account.
1. The bullet, or bullet
The first element of an advertisement is the bullet, also called a bullet because of its nomenclature in English. The name is quite descriptive, and is that this element, the first of all, has to act as a shot. Something fast and direct, that causes a shock in the audience and in this way manages to attract attention . And it is that attention is the key to any advertising campaign. If we can get attention at the beginning of the message, we will have a good part of the work done.
The bullet is usually a sentence of few words. Perhaps a question that prompts the receiver to think and reflect on the answer. A controversial claim can also be used, something that causes a shock by calling into question the viewer's belief system. It does not matter, because we will resolve that conflict with the rest of the elements of the advertisement , but the important thing is that we will have managed to get the person to direct their gaze and attention to give us a few seconds of their time.
2. The header
Once we have managed to capture the attention of the potential client, we have to take advantage of the situation and strike again with a short message, this time, the headline. It is about anticipating to the viewer what is the general idea that we want to convey throughout the message , and therefore the headline must be short and attractive. It is essential that this is the case to ensure that he continues to pay attention to us and that our message is penetrating his unconscious.
The header, as its own name already suggests, must be placed at the top of our ad, since it is generally where the consumer will place their gaze in the first place, and therefore it must be the stock that, like the bullet, grab the viewer's attention and do not let it go, if possible until you have received the complete message that we are trying to convey to you with all the elements of an advertisement.
The next element is not verbal, but is an image, a photograph. It serves to support the message and also attract the eye and with it the attention of the potential consumer . In that sense, its function would be essentially that of an element of attraction. Many advertising campaigns resort to the use of photographs of attractive people and also of public figures, be they from the world of cinema, sports or other areas.
Logically, this strategy carries an economic cost that can sometimes be huge, depending on the relevance of that person and therefore the fees required to lend their image to said campaign. Therefore, it is not something within the reach of all brands. But even if the face is unknown, it can have a tremendously powerful effect if it fits the message we want to convey. Of course, you can also choose to display something other than a human face.
In fact, many products are so attractive that the brand chooses to use their image directly for photography. Equally, if displayed in a proper way, it can (and indeed does) work very intensely. Of course, photography must have conditions at the level of lighting, resolution, angle, composition and many other variables that make it visually attractive in itself. There is a whole science behind this field.
4. The body of the message
Although all the elements of an advertisement are important, as we have already seen, it is possible that the body of the message is vital. The ones we have seen so far had the essential function of capturing the customer's attention, but it is the body that, once the person is looking at us, has the function of transmitting clearly and concisely the message we want to send them and, more importantly, convince him that the product or service is for him.
The body must be direct. We know that the attention time will be very limited and therefore we cannot waste it with long texts, offering endless explanations of the advantages of our product. No. It must be fleeting, a few lines in which all the strengths of what we are offering you are condensed . The perfect message is one that not only tempts the consumer, but also convinces him that he needs to purchase the product.
5. The logo
Accompanying the message and in a clear place, the brand logo must appear. It is about that little image that everyone should associate with our products and that should provoke a reaction just by looking at it.
There are brands that we all recognize just by appreciating the logo, but others must carve out a reputation and build their image , associated with the quality of their products. In those cases, it will be even more necessary for the logo to be clearly appreciated so that customers can make that visual association.
6. The slogan
One of the elements of an advertisement that usually accompanies the logo is the slogan. It is a short phrase that must contain a powerful message, a slogan that, like the logo, we associate with the brand and causes us a positive emotion every time we hear or read it. The slogan can be unique to the brand or it can be made for the specific advertising campaign we are working on.
Some slogans last over time and manage to generate a greater memory than the brand itself . For this reason, a powerful slogan must be taken advantage of and we should not substitute it for another lightly, since we run the risk of weakening the brand image and causing confusion in the perception that consumers have, who may stop recognizing the product as easily as before.
7. Contact details
The last element of an advertisement is obvious: the contact details. Well , it is useless that we have managed to capture the attention of the consumer and also have convinced them that they have to purchase our product and service , if they do not know how to do it later. Therefore, it is necessary that we leave a contact, which can be the address of the store (physical or online), or simply the social networks from which you can contact, such as Uptrennd, Scorum, Facebook, Twitter, Linkedin, Youtube, Instagram, (and future: Lbry, Yup), etc.
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