Characteristics of an Effective Advertisement - Promotion, Principles of Marketing | Principles of Marketing - B Com PDF Download

Characteristics of an Effective Advertisement
Advertising is important tool used by the manufacturer for launching the product or service in the market. Similarly it is also aimed at customer’s education as regards the safe mode of handling the products.  It also declares the various distinctive, added features to the product making it more consumer friendly.

Advertising is done through various medias like Newspapers, TV Programs, Magazines, Display of Hoardings or Banners on Streets and National Highways.  In present world even it is done with various films, videos posted on various marketing sites or other popular websites on internet.

However the effective advertisement should possess following features.

1. Maximum Reach – Advertisement should be done in such a way and through such a medium that it reaches the maximum number of people who may be probable customers at one time.  Therefore Hoarding on National Highways, or publicity on Railway trains or Public Transport Buses is good media for this purpose.

2. It should be economical –  The concern of economy is present in every kind of expenditure in the business and advertisement is also also no exception to the rule. The Budget spent on advertisements should prove economical with its wide spread message generating good results in the form of more and more demand and sales. Optimum promotion is possible only by economical use of the resources meant for it.

3. Attract the Customers – The wording, phrases used, ideas displaying the product or service must be able to catch the attention of public and attract as many customers as possible at every time.  Unless this requirement is fulfilled it may not be getting translated into enquiry from people resulting in actual sales.

4. It should be able to persuade people– One of the important aim of advertising is to make people believe in what you say or convey through advertisement.  It must have persuasive effect, generating anxiousness in the mind of customer to view, try the use of the product displayed by you through advertisement.  It must successfully convince the prospects about its fine features and utility. It should be capable of convince the people through statistics, or experiences narrated by satisfied customers or getting recognition in the form of some award for its best features.

5. It must remind the customers about its constant use for better life style or healthy life style etc.  It must emphasize  the concern for customers well being all the time.

6. It must be trust worthy–  The advertisement must speak only about the truth of the product .  It should not create wrong, irrelevant or totally different picture of the product that it is in reality. It would amount to cheating or deceiving customers.  The aggrieved customers who do not find the goods up to the mark as displayed in advertisement may even drag the company to court of law for losses sustained and also for act of deceiving.

7. It must follow the standard advertising practices – While advertisement care must be taken to see that it is decent in every respect.  It does not cause any kind of social harm or results in outburst of sentiments against the product or the company or the way of its publicity.  Ethical Standards established in the line should be followed.