If we stop to think about what an advertisement is or what advertising itself is, it is enough to stop and look around us. In your day-to-day life, you will see advertisements at all times. Everywhere. Not only do you need to think about television or magazines, because yes, you are right. They are the places where there is more visibility.
But aside, there are many more options, much more visible that you are seeing daily and surely, on many occasions, you neither pay attention nor realize it. Because advertising is already part of our daily life.
When talking about advertising, so that its context is as clear as possible, reference is being made above all to one specific thing. That thing that you want to transmit is a message. It doesn’t matter what or how. The goal is to send a message. And people have to get it.
Of course, when an advertising message is launched, what is intended is for the message to reach people. That they read it, that they see it, that they admire it, that they understand it, that they get involved, that they pay attention to it and above all, that it interest them. Because what will make an advertising message successful or not, is from the people who pay attention to it and buy the advertised product or are interested in it. It is useless to launch an ad and people pass by or are not interested in it… that (which also happens many times) is a real crush and failure for advertising campaigns.
Instructions
- When we talk about advertisements we can take into account from where they try to send us or transmit the information to us. Ad. It could be from different places and methods. For example: from the radio, television, online, in the written press, on billboards, etc. This would be depending on how it was done (see the examples that we have just given you) in their jargon, they would be: by auditory base, visual base, or audiovisual base.
- Note that visual is always when referencing the view. When it is said auditory, it is because it refers to hearing (listening) and if it is said audiovisual, it is the combination of seeing and listening.
- Making an advertisement, although it may seem very simple, is anything but precisely that simple. It is much more complex. That is why advertising agencies must be working continuously to explore all fields, know what people like, have imagination, know-how, and above all, connect very well with the brands that hire them to make ads for them. Because yes, advertisers make the ads, but the brands are the ones that give them some guidelines of what they want to be transmitted. If they don’t like the advertisers’ concepts, the ad will never be seen.
- Another very important factor is how the advertising is done. People, animals, things, objects, food, etc. may or may not appear in an advertisement.
- For example, when a brand we put X because it can be on any topic. He goes to an advertising agency, they clearly expose what they want to convey. What they want to sell, how they want to reach the public and what they want to transmit. There will be brands that want anonymous people and there will be brands that will look for famous people, who are faces known to the general public or who know that, thanks to them, they can sell more of their product or reach more people.
- There are many occasions that even in advertising, a percentage of the salary is allocated to find out which famous people are most interesting or liked or liked (and also badly) to broadcast or sell a product. What kind of thing would you associate them with? In this way, they can get an idea about the tastes of the people who, ultimately, are the ones who are going to notice or not, in the advertisements.
- As for commercials, they do not always have to appear on television (although they are the most common and reach the most people), but not all brands can pay what it costs to advertise in prime time, on the best channels and in the best hours. Therefore, there are other methods that are also very effective.
- Some of these examples are found, for example, with “slogans”. To be concise and to summarize it very clearly, the word comes from an English word (like almost everything in the world of advertising). It means or translates into Spanish, like an advertising phrase. Just like that. If there is something that is very important, yes, it is that they will always be very concise sentences. Very direct. Short and clear. What matters and the purpose of the slogan is that it reaches people, that it catches their attention, but, above all, that they remember the phrase. If it is very strange or rare, no one will take it seriously and it will have been worthless.
- There are also the best known as advertisements or as they call them “advertising spots”. They are different ways of saying it, but it means exactly the same thing. Not to be confused with the typical advertisement exactly because the advertisement itself spends as long as you pay for it. On the other hand, in an advertising spot we can see it or find it suddenly (for example) while they are doing a program. In fact, there are continuously on television. While you watch a program, the collaborators or presenters stop and enter to “sell” or “advertise” about X product. That is an advertising spot. And yes, whoever announces it, charges. It does not do it for free and the brand pays for it. The advantage for those who are not interested is that they do not usually last very long. In fact, it is stipulated that they are brief and if we are not mistaken, they usually do not last more than a few minutes.
- The banners (ads). The difference of this advertising method is that we are only going to see advertising through the Internet. If you look closely, on the internet in a multitude of pages you will see advertisements that you have not clicked on. Sometimes very annoying, really. Well that’s the famous banners. They also look for where to place them to give themselves more visibility, attract attention so that you click and go to the advertising they want, etc.
- A type of advertising that is not so well known is the so-called “comparative advertising”. What does this mean or what does it do? Look, a very simple example that is making life more bearable for many people. Insurance or travel. Think of those price comparison pages that you look at for home, vehicle, or whatever insurance… and many different prices from different insurance companies appear according to your needs. Well, that is a very clear example of comparative advertising.
- And although advertising is a very aggressive world, where they fight to offer the best ideas, the best proposals, the best ideas, to stand out above all other advertising campaigns… there are also very subtle ideas or advertisements. Basically, they have nothing to do with typical advertising. Because they are not so shameless trying to prove or sell you anything. They do, yes. Because it’s advertising. But they do it in such a subtle way that it’s almost like they’re not trying to sell you anything.
Tips
To everything previously mentioned and explained about advertisements, it must also be taken into account that all that glitters in this area is not gold… that there is also a negative part, the less beautiful part, the one that is not clean wheat… and that is Unfortunately, it is called “misleading advertising”.
Surely you have heard it on more than one occasion. That type of advertising that nobody believes (well, yes, there is always someone naive who ends up stinging), and believes what the ad is transmitting to them. Therefore, it is very important not to lose perspective either. Keep in mind that they are advertisements, which are not going to bring out the worst in a product, on the contrary. Buy time on television or wherever they want to convey the message and therefore, they need to get the best of the brand, show off, not waste time, call and capture attention to make you (the buyer) fall into their networks and buy what that they want to sell you or you are interested in them.
For this reason, you should not always trust and if something catches your attention, ask, investigate, check… but do not believe everything you see in an ad because what you see at first is not always true.
We see many examples every day: eyelashes that are really false, extra-long hair that is wigs, body creams to lose fat that are advertised by models, slimming that put your health at risk… and so on.