A commercial It is a piece of content composed of images, sounds, video or text that aims to capture the attention of a specific audience, encouraging the purchase of a product or service. Learn more about what types exist and how to create one for your brand.
An old saying says “he who does not teach, does not sell” and it is that almost since the creation of commerce, there has been a need to communicate to others the benefits of a product or service. From the time when the advertisement They were shouted in the streets, through advertisements in newspapers, radio and television to mobile applications, these pieces of content have been used to arouse the interest of a potential buyer and generate consumption needs.
If you are interested what are advertisements Through practical and very creative examples, you have reached the ideal place. Here you will find a guide on how to make an advertisement for your brand and everything you need to know about advertising content. Continue reading!
What is an advertisement?
We can define an advertisement as a piece of content made with the intention of promoting a product or service, encouraging the purchase of the same by creating a need in the consumer. When we talk about it what is an advertisementusually it is a brief message built through images, sounds, video or text that seeks to capture the attention of the receiver, generating curiosity about what it announces.
Here I share a clear example of an advertisement.
Later we will see what classification this advertising piece belongs to and how to create an ad like this.
What are advertisements for?
Whoops! What are they not for? Banner ads can be great tools to encourage sales and get more people interested in your brand or products. These are some of the advertising features.
- Generate notoriety about a brand, a product or a service.
- Create a need in the audience.
- Inform about the characteristics and functions of a product or service.
- Keep a brand in the consumer’s mind.
- Help close a sale by persuading the potential customer.
Let me explain a little more about each point.
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1. Generate notoriety about a brand, a product or a service
One of the benefits of advertisements is that through creative text or images and videos it manages to capture the attention of a specific audience, differentiating the product from the competition.
2. Create a need in the audience
Through the message and images, an advertisement manages to delve into the psychology of the consumer to generate a need that can possibly be satisfied through the product or service that is advertised. For example, this advertisement for Head & Shoulders where the first sentence with which the commercial opens seeks to point to a need of the audience: to have strong and healthy hair.
3. Inform about the characteristics and functions of a product or service
Another of the functions of advertisements is to publicize the benefits and characteristics of a product, talking about its properties and those aspects that differentiate them from the competition.
4. Keep a brand in the consumer’s mind
When you already have a certain position in the market and the consumer already knows your brand, advertisements can help you maintain your position as a leader in the sector through a memorable piece. To explain this feature, we show you this FUD announcement for Mother’s Day. It is at the end of the piece when you realize who is speaking in this commercial and intends to stay in your mind through the powerful message.
5. Help close a purchase by persuading the potential customer
Giving the potential buyer reasons and motivators to make a purchase is like an advertisement supporting the closing of a sale. It is probably the most important function that can be translated into profits that an advertising piece can provide to a brand.
What are the characteristics of a good advertisement?
Like everything in this life, a good commercial has certain peculiarities that make it stay in the mind of the consumer and differentiate a brand. These are the seven characteristics that distinguish a good advertisement. Take note!
- They are brief.
- They reflect a brand identity.
- They are eye-catching.
- They provide valuable information.
- They convey a specific idea.
- They are memorable.
- They are persuasive.
Give me the opportunity to explain each characteristic in a couple of lines so that there are no doubts.
1. They are brief
Whether you publish it on television, radio or social networks, for an advertisement you have a limited number of seconds of attention from the audience. In fact, a study warns that if your advertisement is focused on millennials, you only have 5 or 6 seconds of attention, in contrast to traditional television, where you have 30 seconds. Therefore, keep it short!
2. They reflect a brand identity
Each advertisement or advertising piece must reflect the identity of your brand. It can be through the colors, the details or the way in which the people who appear in your advertisement are portrayed. For example, see how well Pepsi does with this commercial, where blue details appear constantly, both in clothing, the clouds, the cupcake shop and more.
3. They are flashy
If successful advertising pieces have something, it is that they capture our attention in a few seconds, either at first sight in a bumper or with a funny tone in a radio ad. Similar to how the example we saw earlier does.
4. They provide valuable information
Effective advertisements often provide valuable information about the product or service they provide. It happens more often with products that are being introduced to the market, medicines or services that are not easy to understand at first glance. For example, this advertisement for Cal-C-Tose mentions the benefits of this powder to prepare said drink and find the differentiating value of the product.
5. They convey a specific idea
A successful advertisement knows that it is better to convey a specific idea than ten messages that are not clear. Having little time, it is essential to prioritize the communicative intention, so that the most important thing remains in the mind of the potential buyer.
6. They are memorable
Surely you remember some commercial that stayed in your mind. What was he announcing? Do you remember what it was like? Maybe he had a catchy song or you remember him from a particular scene. Good banner ads stick in the mind and it’s hard to stop remembering them, precisely because they have some element that clicked with us. For example, the La Costeña ketchup commercial.
7. They are persuasive
Its function is to convince you that you need to buy something, so a good advertisement will surely encourage you to acquire that product or service, persuading you that you need to try it, since by acquiring it you will benefit from its characteristics.
What are the types of ads that exist?
Not all advertisements are the same or have the same characteristics. Here we share a list of the most common types of advertisements and examples. Surely you have seen or heard them.
- print ads
- digital ads
- outdoor ads
- phone announcements
- radio ads
- TV commercials
Below, I will briefly talk about each of these types of banner ads and examples to consider.
print ads
Printed advertisements are among the oldest in existence, since the first ones published in newspapers and posters date back to 1470, twenty years after the invention of the printing press by Gutenberg. However, there are records of pieces prior to that date, such as the .
Example of a print ad
digital ads
Technology opened up a world of possibilities for advertising, providing new spaces and ways to advertise products. Both in social networks, search engines, websites, applications and even in email it is possible to find advertisements, limited to the dynamics of each platform.
In this blog we have talked a lot about this type of advertising. Click on the one that interests you and learn more about each of these ways to advertise.
Example of a digital banner ad
outdoor ads
When we are on the street, it is possible to find advertisements in high-traffic places such as important roads, bus stops, subway or train platforms or in trucks and taxis.
Another name for this advertising is “Out of home” referring to advertisements that the consumer finds outside the home. They are often planned near branches or physical points of a business, like the one shown below.
Example of an outdoor advertisement
radio ads
Although for many companies, radio is no longer the attractive medium that it used to be, the format has changed to give priority to podcasts and streaming music services, to reach a certain type of audience, often those who move by transport. public or spend a lot of time commuting.
Example of a radio commercial
TV commercials
For years, television has been a great advertising medium for brands to get closer to consumers. Television ads are characterized by being brief, impressive and repetitive, so that they can stay in the mind of the potential buyer and reflect on the purchase intention.
TV ad example
phone announcements
Yes, it is becoming more unusual, however there are still brands that use the phone to advertise. Either with a recording or through a telephone advisor who offers their products and services in a personalized way. Have you received any of these calls? These types of advertisements belong to telemarketing or telemarketing.
Elements of an advertisement
Now that you know what an advertisement is and some of the most common types, we will show you what are the parts of an advertising piece. Depending on the type of ad, they will be the elements to consider, but these are the main four:
- brand name
- Message
- creative concept
- call to action
- Images or video (optional)
I explain in a couple of lines the importance of each element.
1. Brand name
It is vital to mention the brand or show the logo of your company to associate it with the message that is presented in the advertising piece. Within the best practices, it is recommended that it be shown in the first seconds of the commercial, so that it is recognizable by the…
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