What Makes a Good Advertisement?

In order to make the best advertising campaign for our product it is important to understand the features of good advertisement campaigns.

In any advertisement, the time frame you have to make an impression on your audience is limited to seconds. For billboard and print ads, this may be as little as 3-5 seconds; for radio and television, 30 seconds is usually standard. It is then encouraging to overload the ad with as much information as possible. However this is unlikely to be absorbed by the consumer. A far more effective approach is concise information that appeals to the consumer. In other words less is more.

A good ad:

• Connects with its audience
• Is memorable and easily recalled
• Provides information quickly and succinctly
• Doesn’t confuse the viewer or make them hunt for the pertinent information
• Calls the viewer to action

An effective campaign may include a slogan. A well thought out slogan will stick in the mind of the viewer. They will then remember the slogan and the product it relates to making them more aware of the product, its features and therefore they are more likely to purchase the item. A slogan may also tie in with the advertisement: For example the Guinness Adverts use the slogan "good things come to those who wait" and one advert they used it with is about evolution that ends with them drinking Guinness suggesting that it is worth the wait.