Writing for Academic Discussion The most important factors in making an advertisement effective

What do you think are some of the most important factors in making an advertisement effective?  (marketing)

 

 

☆Let’s Think

1.        What are the purposes of advertising?

 

Purposes of advertising: to raise brand awareness or name recognition, to increase sales, to attract new customers, to build brand loyalty, etc.

  

2.        Think of advertisements that you like or remember well. Why do you like or remember them well?

Which of the following factors appealed you? Were there any other factors that appealed you?

 

Factors: visuals, sound (jingles, music, and songs), advertising copy or catch copy, people and characters, sense of humor, atmosphere, timing, the space the advertisement is placed, information of the product or service, etc.

 

 

☆Hints for Points

1.        Word-of-mouth advertising is said to be the most effective advertising. Making customers satisfied leads to confidence in the store, brand name, product, or service.

2.        Celebrities are paid much for an ad. This means that using famous people is effective.

3.        Ads placed in or on a space where people often see is advantageous in exposure. Social media ads, ads in train cars, and ads on huge screens in front of a big station are some of the examples.

4.        Good music attract attention, connect what is advertised to the music, and make it a reminder.

5.        Children learn jingles and remember the brand name. Impactful jingles get stuck in your heard.

6.        Impressive copies like Nike’s slogan “Just Do It” makes the brand name known forever.

 

 

☆Sample Answer for Ideas and Expressions

【Thesis】I think raising awareness, sales, and loyalty of what is advertised are some of the most effective factors in successful advertisements, which are seen in a powerful advertising method called product placement.

【Supporting Details】Product placement is a powerful method of advertisement with all of these factors. It is a method to place, or use, a product in a TV show or a movie. It is so effective that its use for some products is banned. For example, tobacco is not allowed to appear in TV and films in some countries. If you see old movies, you will be surprised to find everyone is smoking and even be fascinated with the cool and decadent way the actor smokes. This fascination taps into the subconscious layer of our mind. The good experience and the image relate to the item and make people learn the product name, make them buy one, and make them loyal customers.

【Counterargument-treatment】Now that this method of advertising has become notorious and it even becomes a joke. Thus, it might not be so effective as before. But it is still often the case that TV stations get inquiries about a certain item after a celebrity carried it in a show, and people still try to buy fashion items that celebrities use and have hair-cuts of their favorite star.

【Conclusion】Awareness, sales, and loyalty are some of the main factors of the most effective advertisement, as seen in product placement. ( 248 words)