How to Make Advertise More Effective?

Advertisers rarely think about where and how their work will live, "coming down" from the computer. It weakens and often even ruins advertising!

A professional advertiser always and everywhere look up to increase the effectiveness of advertising, i.e. not a chance to get a prize at the competition, but the opportunity to "sell" as much as possible. In this struggle, he uses literally all the means available to him, no matter how insignificant their effect may seem - advertising "talks" with hundreds of thousands and even millions. Hence, developing its efficiency even by 1% gives the client significant benefits.

The tool, which will be discussed in this article, can output very significant benefits. Moreover, the inability or unwillingness to use it can in common turn the campaign into a waste of the advertiser's funds. This tool is a delicate account of the features of the environment in which this advertisement will work. So let’s see how to make advertise more effective.

The Physical Environment

When starting a project, the advertiser (if he wants his advertising to work) should carefully analyze everything that can affect the contact of the reader / viewer with the advertisement created by him, use all the positive perspective of this environment and minimize negative ones.

A person "consumes" advertising with his eyes and ears. The effectiveness of this consumption depends on many circumstances, including the physical parameters of the environment.

Duration of contact

If you want to make advertise, this is one of the most important physical parameters in advertising. Disability to take it into account is the most frequent reason for the failure of an advertising campaign. If the contact time is, say, five seconds, and your advertisement for different reasons requires at least 30 seconds to just understand what it is about, then ...

The advertiser or the reader cannot always manage the duration of the contact. We will explain: the reader can linger on any advertisement in the magazine, but the viewer cannot stop the TV movie, and the motorist does not control his contact with outdoor advertising so much.

Consider some medium advertising in terms of the duration of contact with the viewer:

JOURNALS - It was said above that the reader himself determines the duration of his contact with advertising. This can only be attributed to the case when the advertisement inquisitive him. If, on the various  hand, we understand the average duration of the look by which the bored reader deserves advertisements, then we have only a few seconds.

In the battle for attention, the bored reader immediately loses all the incomprehensible and demanding voltage: "blind" headlines, intricate graphic piles, unreadable pieces of text, etc. Very popular in the environment of designers advertising-rebuses have minimal chances to be at least noticed.

More chances are for advertising with a clear and understandable premise of the "first level" - a picture and a title. At the sub cortex level, the reader will appreciate the readability of the text. If the text, say, is typed with a turn or on a ragged background (reduces readability several times!), And there are no very helpful intermediate headers and other selections at the first evaluation, then ... it is easier for the reader to simply turn the page.

·         INTERNET - How often does the visitor of the site have to look at the screen for a long time and stupidly, while there is loading the meaningless graphics, and there is nothing on the screen that could take him.

It is known that hitting a new site, the visitor on the average decides to stay on it or not for 7 seconds. And if your site is loaded for 1 minute, how many visitors will you lose (according to some data more than 50%). Many pages are loaded much longer. To accelerate the loading of your site there is another reason - the visitor himself pays for the time of work on it. Save his money!

·         OUTDOOR ADVERTISEMENT - It is especially noticeable inability to take into account the contact time. Polls in different countries show that rarely anyone can name at least one of the "advertised" along the routes of brands. To the wind are thrown out huge amounts of money, and advertisers lose interest in outdoor advertising. And this despite the fact that fairly simple laws of outdoor advertising were discovered decades ago.

·         ADVERTISING IN TRANSPORT - This is the opposite of the "outdoor". During the trip (an average of 20 minutes), a passenger often experiences information hunger. Here, and take advantage of this! Not here it was! Our metro is decorated mostly with colored spots, often just by repeating the "outside". The US experience shows that in a professionally made metro advertisement, a passenger will read up to 300 words.

There is a special situation that professionals call an audience of "captives". Examples are passengers, as well as people waiting in queues waiting in the waiting room. "Prisoners" are often in a state of information hunger. But for some reason, very few people know about this ...

Advertising environment

Advertising often competes for the attention of the reader with other advertisements. David Ogilvy recommended that the final evaluation of the advertising model in the press be made, only by pasting it into a real periodical on the planned site. Will advertising be lost there?

Classified advertising

A kind of environment is classified advertising (classifieds). Here your ad will be surrounded by advertising similar products / services.

The advertiser should take into account that in the relevant section (building materials, computers, tourist services, etc.) the reader often visits the already interested in this class of goods and services. This dictates its laws. In particular, the advertiser can save valuable space by omitting some introductory text and graphic elements, which are usually required in a mixed advertising environment.

Output quality

The advertiser should be interested in the form in which his product will fall into the hands of the reader or the viewer. If for some reasons, most often financial, for reproduction, for example, use ryzography or photocopying, then the prepress should take this into account ... Another example: web designers often use modern large screens when developing sites and are very surprised to see their own Works on modest monitors, which are used by millions!

Human condition

Advertising is not consumed by robots or computers, but by people. And people have different degrees of interest and fatigue, they can be in different emotional states, have different qualifications, etc.

Interest

It is very easy to "sell" to the interested, and it is very difficult to attract the attention of the tired and indifferent. One famous advertiser rightly remarked: "People do not read advertisements as such. They read what interests them, and sometimes it turns out to be an ad. "

Inability to take advantage of predictable interest for the advertiser is simply inexcusable. And to be able to win in the struggle for the attention of an uninterested reader or viewer can be helped by the account of the environment.

Advertising at the point of sale (POS): The buyer in the store is sufficiently interested - or he specifically came for the goods in the store, or the desire to buy arises on the spot. It is known that the decision to buy at 50-80% is taken directly at the place of sale, often under the influence of the advertising available there. In Russia, advertising at the place of sale is, unfortunately, not very popular.

Emotional condition

Of course, it is absolutely impossible in every concrete case to predict the emotional state in which a person is at the moment of contact with advertising.

However, there are quite predictable situations. Say, Playboy people read in a slightly different mood than literature in their specialty. Also quite predictable is the mood of the holidaymaker.

Often predictable and negative reaction. In the midst of the crisis, when we all were in a panic, a fat, cheerful man named Dovgan periodically appeared on the TV screen, congratulating us on some famous holiday. Now this "subtle psychologist" threatens to make us all well, very rich. And with what "joy", having come to work in the morning, we rake out rolls of unauthorized fax advertising. Without reading!

Concentration

The creators of most television commercials, including "Cannes", are naively convinced that the viewer will be staring at the "box" without stopping, when their advertising opus goes there.

At the same time, research suggests that advertising is watched and listened to by the edge of the eye and ear. In the 60's, professionals argued about: at what point of the video should first mention the product, when to repeat. All agreed that it is necessary to talk about him until the end of the video, without ceasing. Then they realized that only this way one could at least somehow catch the inattentive spectator.

Now all this is forgotten! The chairman of the Cannes 97 jury, Bo Ronnberg, instructed his brigade: "We should not automatically award prizes to video jokes, to which any product can be fastened" - A voice crying in the desert! Guess even the topic of many festival videos, not to mention the brand, it was difficult. Even without looking up from the screen.

Poor eyesight

It is no secret that the vision of modern people is significantly weakening by the age of 30-35. This "help" the widespread hobby for computer games and the obstruction of our print media. But pretty often you can see ads designed for people with predictably weak eyesight, made so that you can even read the headline only with glasses ...

Reader Qualification

How often does advertising fail to resonate with the qualifications of the reader of a particular publication. On an amateur, she can bring down an avalanche of impassable technical difficulties, and the specialist to offer sugary stupidity. One and the same advertisement can be found in special magazines and in publications designed for the most inexperienced reader.

Industrial advertising

What qualification should industrial advertising be designed for? Professionals have long come to a conclusion - it should be designed for two readers: the decision-making layman and his expert consultant. The reason is that the purchase of industrial equipment is a typical example of the so-called complex sale, when a decision is made by a group of people.

Advertisement of household appliances

When we helplessly try to understand the sea of ​​systems available on the HI-FI market, refrigerators, etc., how rarely does advertising help us in this! She has not yet learned how to explain to us, non-specialists, the advantages of complex technology without any excessive terminology.

This does not mean that advertising of household appliances should not have purely technical pieces - a doubting layman can show them to a specialist.

Computer magazines

When you read articles in the computer print and look at the advertisements placed side by side, the idea arises that these magazines should be picked up by two dissimilar groups of people.

Serious, saturated with complex terminology articles are designed for serious, smart techies, and advertising ... for complete idiots. In the minds of computer scientists, it seems, for years, the idea was introduced that advertising is a hunting ground for frolicking designer boys and girls.

Conclusion

Analysis of the environment in which advertising will be "live" is a necessary, but not sufficient, condition for creating effective (selling) advertising. But the results of analysis are meaningless, if the creator of advertising does not know how to use them.

Here he will need knowledge of marketing, sales theory, the Stanislavsky system, psychology, the laws of visual perception and readability, linguistics and much more.

But this is already a topic, or rather a topic, of other articles.

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