Advertising Agencies - Meaning, its

Role and Types of Agencies

“The work of a tailor is to collect the raw material, find matching threads, cut the cloth in desired shape,
finally stitch the cloth and deliver it to the customer.”

Advertising Agency is just like a tailor. It creates the ads, plans how, when and where it should be
delivered and hands it over to the client. Advertising agencies are mostly not dependent on any
organizations.

These agencies take all the efforts for selling the product of the clients. They have a group of people
expert in their particular fields, thus helping the companies or organizations to reach their target customer
in an easy and simple way.

The first Advertising Agency was William Taylor in 1786 followed by James “Jem” White in 1800 in
London and Reynell & Son in 1812.

Role of Advertising Agencies

1. Creating an advertise on the basis of information gathered about product
2. Doing research on the company and the product and reactions of the customers.
3. Planning for type of media to be used, when and where to be used, and for how much time to be
used.
4. Taking the feedbacks from the clients as well as the customers and then deciding the further line
of action

All companies can do this work by themselves. They can make ads, print or advertise them on televisions
or other media places; they can manage the accounts also. Then why do they need advertising
agencies? The reasons behind hiring the advertising agencies by the companies are:

 The agencies are expert in this field. They have a team of different people for different functions
like copywriters, art directors, planners, etc.
 The agencies make optimum use of these people, their experience and their knowledge.
 They work with an objective and are very professionals.
 Hiring them leads in saving the costs up to some extent.

There are basically 5 types of advertising agencies.

1. Full service Agencies

 Large size agencies.
 Deals with all stages of advertisement.
 Different expert people for different departments.
 Starts work from gathering data and analyzing and ends on payment of bills to the media
people.
2. Interactive Agencies
 Modernized modes of communication are used.
 Uses online advertisements, sending personal messages on mobile phones, etc.
 The ads produced are very interactive, having very new concepts, and very innovative.
 3. Creative Boutiques
 Very creative and innovative ads.
 No other function is performed other than creating actual ads.
 Small sized agencies with their own copywriters, directors, and creative people.
4. Media Buying Agencies
 Buys place for advertise and sells it to the advertisers.
 Sells time in which advertisement will be placed.
 Schedules slots at different television channels and radio stations.
 Finally supervises or checks whether the ad has been telecasted at opted time and place
or not.
5. In-House Agencies
 As good as the full service agencies.
 Big organization prefers these type of agencies which are in built and work only for them.
 These agencies work as per the requirements of the organizations.

There are some specialized agencies which work for some special advertisements. These types of
agencies need people of special knowledge in that field. For example, advertisements showing social
messages, finance advertisements, medicine related ads, etc

Meaning of Advertising Agency-

What is an Advertising Agency??
An advertising agency is also known as a creative agency and it is a business which
helps in creating, handling, advertising, and other promotional activities for its clients
and its customers. For Example– FCB Ulka, Mudra, and so on.
Through these agencies, the company or business can easily promote our products in
the form of digital and official banner ads to our worldwide public.
Importance of Advertising Agency-

The importance of advertising agency explains the factors which are very essential to determine the
nature of the product, advertising budgets, and so on.

Importance of advertising agency includes 6 various points like:-

1.Nature of Product-
This is the first importance and it means when the product is a form of mass media then
advertising agency can use print media while when the producers want a demonstration
that screen and television advertising can be used.

At the time of advertisement, the nature of a product plays a very effective role because
it helps to define the target audience related to their product which is sold in the world.

2. Advertising Budget-
This is the second important and it means that the choice of advertising agency rest on
advertising budget since a large organization can only bear the expenses of an
advertising agency. Thus, the advertising budget defines the estimation of total
expenses which are related to the advertisement.

It includes various estimations regarding their budget control system like it includes
expenditure relating to advertising programme, advertising material, media expenses,
and so on.
3. Potential Market-
This is the third importance and it means an advertising agency has to conduct the
market surveys and identify the changes in consumer preferences so that these
agencies can satisfy the consumers in a proper manner. Thus, the potential market
produces potential customers.

4. Reputation of Agency-
This is the fourth importance and it means that the reputation of the agency attracts the
companies to higher than for various purposes such as copywriting or media planning.
Agencies like mudra are employed by large organizations.
Reputation establishes working opportunities.

5. Selling Message-
This is the fifth importance and it means that the selling message that is used by the
companies can be employed by the advertising agencies in order to gain the attention of
the consumers. It can be an emotional message or rational.

6. Media Alternatives Available-

The advertising agency has to decide which media alternatives are available in the
branding of a regular product. For Example– If a company wants to advertise a product
on T.V. then the timeslot should be available.
Types of Advertising Agency-
The types of an advertising agency can be categorized into four parts like full-service, In-house,
creative boutiques, and media buying agencies.

The types of advertising agency include four(4) major types such as:-
1. Full-Service Agencies,
2. In-house Agencies,
3. Creative Boutiques,
4. Media Buying Agencies.

1.Full-Service Agencies-
Full-service agencies are large scale agencies. These are responsible for all stages of
the development of the advertisement. These may deal in consumer research, creation
of ads, and media selection. In these agencies, the tasks are distributed according to
their specialization and talent.
Although, these agencies are totally focused on the development of a particular
advertisement.

2. In-house Agencies-
In-house agencies use modernized means of communication. It involves the use of
online advertising and sending messages to customers through the telephone. It
consists of innovative ads.

These agencies follow the procedure of direct marketing and social media marketing for
the identification and creation of ads around the public.

3. Creative Boutiques-
Creative Boutiques are small agencies which provide creative ads. These agencies are
only involved in the evaluation of ad. They have their own directors, copywriting,
structure layout, and artists.

4. Media Buying Agencies-

It buys media space to advertise for the advertisers. These types of agencies decide the
frequency and slot of advertisement. These are also responsible to monitor whether ads
have been broadcasted or not.

Structure of Advertising Agency-

Structure of Advertising Agency

The structure of advertising agency includes various things or points to determine the
management, planning, account, and IT department of the agency. So, the points are:-
1.Account Management-
This is the basic department and it is responsible for managing the relationship between
the various clients. It is headed by the account manager and the account manager
helps to control over the account section of particular business management.
2. Account Planning-
The ultimate objective of the account planning department is to engage in consumer
research and plan the ad matching of the customer expectations and demand.

3. Creativity Department-
This department is responsible for the creation of innovative ads. The work related
to advertising script, art, and a copy is being decided by this department. There name of
a provision of studios for effective execution of advertisement involving various
characters.
4. Accounts Legal-
This department is related to manage the legal affairs of the advertising agency. This
department also ensures that information related to managerial decision making should
be stored in one place.

5. Sources of Revenue of Ad Agency-

There are three sources of revenue of ad agency such as-

 Fee from clients,

 Commission,
 Commission from profits.

Functions of Advertising Agency-

In the advertising agency, the advertisers follow the basic functions like:-

1. Helps in Copywriting-
This is the first functions of advertising agency and it means that the copywriting
helps to prepare the information message for our products to the purpose of targeting
the potential buyers or audience. The copywriting consist of the message used by the
advertisers to attract the attention of customers.
The process of preparing the copywriting is known as advertising copy.
 2. Providing information about Products-
This is the second functions of advertising agency and it means that the advertisers
always want to provide information about the product to our target audience because
the information helps to identify the product specifications, features, uses, pros, price,
and other benefits.
3. Estimating the advertising expenses-
This is the third functions of the advertising agency and it means that whenever a
company promotes its products form an advertising agency, then the advertising agency
creates the budget for that promotional activities and it also includes the expenses on its
budget programme.
4. Media Planning-
This is the fourth functions of the advertising agency and it means that the media
planning is the process of selecting and identifying the outlets of media like websites,
newspapers, journals, street advertising, hoardings, banner ads, TV and Radio station
ads, and so on.
5. Creativity:-
This is the fifth function and it means that if an agency prepares an advertisement for a
company, then it should be a creative ad because a creative advertisement always
grabs the attention of its customers and forces it to take action.

6. Enhancing the brand image of the company-

This is the sixth function and it means that an advertising agency helps a lot to increase
the brand image of a business because it prepares advertisements for the promotion of
any company’s product and through their various media, to reach their target audience
so that they know about the product and after that help to increase the brand image of
that company.

Objectives and Importance of Advertising

Published on November 30, 2015

Zahira OUBAICHEFollow
Chartered Accountant looking for the best opportunity
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Advertising is the best way to communicate to the customers. Advertising helps informs the
customers about the brands available in the market and the variety of products useful to them.
Advertising is for everybody including kids, young and old. It is done using various media types,
with different techniques and methods most suited.

Let us take a look on the main objectives and importance of advertising.

Objectives of Advertising

Let’s take a look on these various types of objectives.

1. Trial: the companies which are in their introduction stage generally

work for this objective. The trial objective is the one which involves
convincing the customers to buy the new product introduced in the
market. Here, the advertisers use flashy and attractive ads to make
customers take a look on the products and purchase for trials.
2. Continuity: this objective is concerned about keeping the existing
customers to stick on to the product. The advertisers here generally
keep on bringing something new in the product and the advertisement
so that the existing customers keep buying their products.
3. Brand switch: this objective is basically for those companies who want
to attract the customers of the competitors. Here, the advertisers try
to convince the customers to switch from the existing brand they are
using to their product.
4. Switching back: this objective is for the companies who want their
previous customers back, who have switched to their competitors. The
advertisers use different ways to attract the customers back like
discount sale, new advertise, some reworking done on packaging, etc.

Basically, advertising is a very artistic way of communicating with the customers. The main
characteristics one should have to get on their objectives are great communication skills and very
good convincing power.

Importance of Advertising
Advertising plays a very important role in today’s age of competition. Advertising is one thing
which has become a necessity for everybody in today’s day to day life, be it the producer, the
traders, or the customer. Advertising is an important part. Lets have a look on how and where is
advertising important:

1. Advertising is important for the customers

Just imagine television or a newspaper or a radio channel without an

advertisement! No, no one can any day imagine this. Advertising plays
a very important role in customers life. Customers are the people who
buy the product only after they are made aware of the products
available in the market. If the product is not advertised, no customer
will come to know what products are available and will not buy the
product even if the product was for their benefit. One more thing is that
advertising helps people find the best products for themselves, their
kids, and their family. When they come to know about the range of
products, they are able to compare the products and buy so that they get
what they desire after spending their valuable money. Thus, advertising
is important for the customers.

2. Advertising is important for the seller and companies producing the

products

Yes, advertising plays very important role for the producers and the
sellers of the products, because

 Advertising helps increasing sales

 Advertising helps producers or the companies to know their
competitors and plan accordingly to meet up the level of
competition.
 If any company wants to introduce or launch a new product in
the market, advertising will make a ground for the product.
Advertising helps making people aware of the new product so
that the consumers come and try the product.
 Advertising helps creating goodwill for the company and gains
customer loyalty after reaching a mature age.
 The demand for the product keeps on coming with the help of
advertising and demand and supply become a never ending
process.
3. Advertising is important for the society

Advertising helps educating people. There are some social issues also
which advertising deals with like child labour, liquor consumption, girl
child killing, smoking, family planning education, etc. thus, advertising
plays a very important role in society.

Advertisement Copy:
Classification, Qualities and
Elements
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ADVERTISEMENTS:

Advertising copy must arrest, inform, impress and impel the reader.

A well defined advertising copy must perform the following

functions:
(a) Attract Attention

ADVERTISEMENTS:

(b) Command Interest

(c) Create Desire

(d) Inspire Conviction

(e) Provoke Action.

ADVERTISEMENTS:

An advertising copy may be classified as under:

Educational Copy:
It aims at educating the public, regarding the use of a product. Such an
advertisement copy depicts the specialties of the product, in contrast
to the existing ones. People keep certain habits which cannot be easily
changed. Demand can be created when such habits are changed. This
type of copy introduces new habits and attracts people towards the
product.
Competitive Copy:
It aims at putting forth the special features of a product. It promotes to
differ one brand from competitors’ brands. It meets the challenge of
the competitors.

Institutional Copy:
ADVERTISEMENTS:

It sells not the products of the institution but the name of the
institution. Also known as PRESTIGE or CORPORATE advertising,
this is the type of advertisement used to present the company’s image.
When a pharmaceutical firm takes space it describes its research skills,
its contribution to society etc. The copy aims to develop and maintain
a good-will for the product that the product comes from a reputed
house.

Example:

MISSIONARY COPY aims at propaganda for the product.

ADVERTISEMENTS:

PIONEERING COPY aims at educating the public.

GOODWILL COPY is one which does not try to sell a product but aims
to sell the public some idea on the firm in general, on the quality of its
product, its utility, etc.

SELLING COPY is used by the mail-order house to effect a sale by

mail, or by the manufacturer who sells through retailers, to persuade
the buyer to call for his brand at the retail store. It is used by the
retailer to make an immediate sales of the goods, which he may have
to stock.

REASON WHY COPY itself is clear as to its meaning. It explains the

reasons to readers- why the advertised product is to be purchased. It
aims at answering the questions raised about a product as to why, how
and when the product is to be purchased.

HUMAN INTEREST COPY makes its appeal to the emotions and the
senses, rather than to the intellect and judgement. It may be of many
forms: Fear Copy, Humorous Copy, Story Copy etc. The examples and
statements of these copies are funny and readers smile or laugh. It
affects the heart rather than the mind.

SUGGESTIVE COPY directly or indirectly conveys the message, which

leads to sales.

EXPOSITORY COPY is not to conceal but to expose the facts as they

are clear and concise ideas are given. It explains the construction,
uses, merits, operation and superiority of advertised articles.

DESCRIPTIVE COPY conveys the ideas in words or pictures so as to

impress the readers’ mind and thus act upon it.
ARGUMENTATIVE COPY is a message supported by facts.

ADVERTISEMENTS:

Qualities of a Good Advertisement Copy:

An effective advertisement copy must have certain qualities
which make it the best one. They are:
ADVERTISEMENTS:

1. It Must Be Simple:
It must be simple and easy to understand. A copy writer must use
short, simple, understandable words and sentences. The words or
sentences used must be remembered by intelligent persons and non-
intelligent persons. It must make people to see it, i.e., it should arrest
their attention.

2. It Must Be Informative:
The copy must give the information which the reader wants to know
about the products, in order to buy. Hence it must give the real fact.
The information must be natural and straightforward. It must make
people read it, i.e., people should be informed.

3. It Must Be Concise and Complete:

The copy must be complete and brief. If it is incomplete, it fails.
Brevity is essential (condensation). Completeness should never be
sacrificed for brevity. It must make people to understand it.

4. It Must Be Enthusiastic:
Salesman’s talk in the written form is the copy. The copy must tell the
reader what the product or merchandise will do for him.

5. It Must Be Honest:
It must be honest and truthful towards the public. If the copy is
untrue, then the confidence and the value of publicity go down. The
public should not be cheated. The public, who are the final users of the
products, are the witness of the product quality.

If inferior products are sold through false advertising, they have a

short life. If the firm is hiding the facts, not exposing the real position,
the product tells its own weakness to the users. If the advertisement is
not honest, then the products will disappear from market and the firm
will be closed down within a short span of time.

6. It Creates An Urge:
It must reveal unknown or unseen features of the products. The public
should be informed about the product’s use and merits by the
advertiser. It must create a goodwill in the minds of the public. Its aim
must be to trust the firm and its products. It should have an effective
salesmanship in absentia.

A Good Advertisement Copy:

1. It must make people to see it.
2. It must make people to read it.

3. It must make people to understand it.

4. It must make people to believe it.

5. It must make people to buy the product.

Elements of an Advertisement Copy:

There are certain principles, which an advertisement should have.
That is it must aim to arrest, inform, impress and urge the readers to
act on the advertisement.

The elements are known as values and they are:

1. Attention Value:
People are busy. They find time rarely. Almost all the people, who are
able to make a purchase, do not have enough time. Under such
situations, the advertisement must be able to attract the attention of
readers, at a glance. There must be some specialty in the
advertisement.

To make it more attractive, we may adopt the following

devices:
(a) Pictures and drawings should have a direct bearing on the product.

(b) The headline must be good with a proper border.

(c) It must have a pleasing colourful presentation.

(d) It should not be congested i.e., there must be enough inter-space.

(e) The slogans must be lively.

(f) The coupons must be part of the advertisement.

By filling the coupons the needy customer must be able to get full
information and thereby it becomes repeated advertisement to the
seller.

2. Suggestive Value:
The message advertised should have some suggestive and useful value
to those who go through the advertisement. The words or pictures in
the advertisement should have commanding power on the readers.
Repetition has good effect. When one comes across the advertisement
every time, he begins to consider the product.

3. Conviction Value:
To be more effective, the statements in the advertisement must be
genuine and accurate. Misrepresentation or exaggerative words must
be avoided. Simple and plain facts have more effect on the readers to
convince them than colourful or flattering wordings.

4. Sentimental Value:
The sentimental feelings or the prejudiced attitude of the reader
should not be affected by the advertiser; but rather, they must be
respected. The likes and dislikes, habits and customs etc., of the
readers may be highly considered. It must appear that the advertiser is
doing it for the readers.

5. Educative Value:
When products are manufactured for the first time, it is the duty of the
producer, through advertisements, to draw the attention of the people
and to tell them the use, merits, ingredients, special features etc., of
the products. All people are alike, but their behaviour is different.

When the advertisement is able to change their habits and mould the
tendency to use the products, the market for the products increases.
People must have a feeling to see the advertisement through bearing
eyes. It gives new information, suggestion and knowledge to people
and directs them to go for the product.

6. Memorizing Value:
Advertisement must create a good impression on the reader’s mind.
Slogan, if it is good to read and charming to hear, has good
memorizing value. Repeating the advertisement often, through
attractive brand name and catchy wordy slogans, may have a
memorizing value in the minds of the readers.

7. Instinctive Value:
The advertiser must have a well-thought out plan to make a copy to be
advertised. The matter or message must be arranged in such a way
that the reader is able to understand and act on the message. The
presentation is brief with questions tempting or compelling the people
to act on. We can come across, an inducement, an aroused feeling, a
temptation, an inclination etc., in such advertisements.
8 Elements of Effective
Advertising Copy

Advertising copy has but one purpose: to sell. Whether a promotion

for a new product, a landing page for a special offer or attention-
grabbing product descriptions for an e-commerce site, effective
advertising copy eventually leads to sales. Copy that does not is
ineffective copy.

Professional marketers have been producing ad copy for as long as the

printing press has been used as an advertising tool. And though a lot
has changed over the last hundred years or so, the fundamentals of
writing good copy have not. Every piece of effective advertising copy
includes eight elements that are as essential in the online era as they
were in the earliest days of mail order catalogues.
The eight elements of effective advertising copy are as follows:
1. A Clear Objective
The introduction to this article was about as blunt and straightforward
as we could make it. We presented it that way for a reason: to make
the objective of this article absolutely clear. That objective is to help
you understand what effective ad copy looks like.
Ad copy should have a clear objective right from the start. The
copywriter needs to know what his or her copy is supposed to
accomplish, otherwise he/she will have no direction. Without a defined
objective and clear direction, no piece of ad copy will succeed in its
intended purpose.
2. A Compelling Message
The second element of effective advertising copy is a compelling
message. Depending on the form taken, this could mean a compelling
title followed by more detailed text that explains the information
contained in the title. In cases where no title is used, the first few lines
of copy should contain the compelling message.
3. A Compelling Offer
If the point of ad copy is to sell, effective copy will present the reader
with a compelling offer. It will present a product or service along with
some sort of motivation to cause the reader to make a positive
decision. Without a compelling offer, there is no point to creating ad
copy.
4. Evidence of Tangible Benefits
No compelling offer is complete unless the consumer understands the
tangible benefits of taking advantage of said offer. Effective ad copy
always includes some evidence of tangible benefits. For example,
“buying our product means saving money without sacrificing quality.”
5. A Clearly Understood Tone
Effective ad copy is presented with a clearly understood tone. That
tone is determined by the offer being presented and the audience
being targeted. Copy aimed at business professionals would obviously
be presented with a business-like tone. Another piece of copy
targeting millennials and how they use their leisure time would be
more light-hearted, perhaps even a bit humorous.
6. A Means of Responding
In order for customers to act on the compelling offer being made, a
means of response must be offered. Consumers must be directed to a
website, a telephone number, or an in-store location they can visit to
follow through on their decision. Without a means of response, any
positive decision immediately becomes irrelevant.
7. A Call to Action
Moving the customer from the compelling offer through the means of
responding should culminate in a direct action facilitated by what we
refer to as a ‘call to action’. The call to action is simply some sort of
instruction telling the consumer what you expect him or her to do. Use
phrases like ‘call us today’, ‘visit our store’, or ‘click here to purchase’.
8. At Least One Image
Finally, effective ad copy includes at least one image. If there is
anything that sets digital marketing apart from the print marketing of
100 years ago, it is the fact that we now live in a highly visual culture.
Ad copy that includes at least one graphic outperforms similar copy
without graphics. In fact, it is not even close. Graphics seal the deal.

At a psychological level, what is it exactly that makes you choose one brand over the competitor?
What might seem like a simple choice really has more to do with methods of persuasion used by
advertisers to make consumers feel a certain way about a product.
In advertising, there are a wide variety of ways to catch your audience's attention. These appeals
can be broken down into emotional and rational approaches. It is up to the marketer to know which
type of advertising appeal will be most effective in leading the target audience to action.
In this article, we'll show you 23 major advertising appeals along with examples of how they are used
by top companies.

Emotional Advertising Appeals

Appealing to your audience's emotions can be achieved through strong imagery, impactful text or
powerful music. An emotional advertising appeal depends more on feelings and perceptions than
logic or reason to provoke action.

Personal Appeal
image: https://visme.co/blog/wp-content/uploads/2017/11/23-Advertising-Appeals-to-Engage-and-
Motivate-Personal-Appeal.jpg
This print ad by Gillette not only uses mixed media to catch attention (sandpaper in a magazine), but
also appeals to personal concerns of fathers. The ad states that research shows how important skin-
to-skin contact is for infants and questions what kind of razor-smooth finish they want to share. While
the personal appeal is directed toward new fathers, those without children will still understand the
message of quality.
Social Appeal
image: https://visme.co/blog/wp-content/uploads/2017/11/23-Advertising-Appeals-to-Engage-and-
Motivate-Social-Appeal-2.png
People are motivated by what others are doing around them. In this IKEA ad, there is a clear
reference to the insanely popular TV show, Game of Thrones. This year, the head costume designer
for the show revealed how Jon Snow's cape is actually made from affordable IKEA rugs. The ads
appeals to consumers' need to feel part of something or included: Even the Game of Thrones tries to
stay within budget by shopping at IKEA, like everyone else.

Fear Appeal
image: https://visme.co/blog/wp-content/uploads/2017/11/23-Advertising-Appeals-to-Engage-and-
Motivate-Fear.jpg
Using strong visuals, ads can draw on hidden fears. Some ads draw on personal fears, while others
draw on a sense of loss. In this graphic ad, fear of losing something awesome may motivate people
to take action and help save the forests.

Humor Appeal
image: https://visme.co/blog/wp-content/uploads/2017/11/23-Advertising-Appeals-to-Engage-and-
Motivate-Humor-Appeal.jpg
Humor can bring relief to what might otherwise be a mundane and expected ad. The right type of
humor will grab attention for organic engagement from your audience. Humor can be risky, so
businesses really have to know themselves and their audience before committing to something that
could bring negative attention if there is a misunderstanding. Virgin Mobile is always pushing the
boundaries with sex-charged jokes and this bus humor is right up their advertising alley.

Endorsement Appeal
We all know that many of the professional athletes, actors, actresses and celebrities that push
products aren't necessarily an important part of the product, but the effect is still felt.
Mila Kunis hardly has much to do with Jim Beam's brewing process, but she is a strong endorser of
the product. Beautiful, strong, and believably familiar with her whiskey, the actress puts her stamp
on the brand and adds authority without being in the industry as any kind of professional.
Celebrities, athletes and big-name influencers are used quite often to endorse products in order to
stir popularity despite having nothing (or little) to do with their creation, direction or knowledge of the
industry. The ad world (or sports world) may never forget how Joe Namath endorsed pantyhose he
admittedly did not use.

Sexual Appeal
image: https://visme.co/blog/wp-content/uploads/2017/11/23-Advertising-Appeals-to-Engage-and-
Motivate-Sexual-Appeal.jpg
One of the best known advertising appeals is that sex sells. People use sexy models and "sexy"
product shots that will make the viewer emotionally excited. From Victoria's Secret to Hardees,
brands have used unabashed sex appeal to sell products and services.
Because this is often an abused appeal in ads, companies like Hardees have changed course with a
"Food Not Boobs" campaign. Brands like Calvin Klein and Levi Jeans, focus on a more grounded
 sexiness to show the value of their product (which makes more sense than trying to sell sexy fast
food).

Romantic Appeal
A sense of romance can take people back to a nostalgic moment that evokes emotion. Romance
does not necessarily have to do with relationships, but rather a sense of powerful feeling that is
inspiring and idealized.
This Lowe's ad may show a romantic relationship, but it is the sweet nostalgia of the two childhood
sweethearts that really draws viewers into the storyline and the value of what Lowe's products offer:
building a home, not just fixing up a house.

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Youth Appeal
People often don’t want to age and certainly don’t want to feel old. In this Snickers commercial, the
young person is feeling old age, misery and crankiness from hunger. Not only does this appeal to
maintaining an active, happy youthfulness make younger audiences find an attraction to the candy
bar, it also makes an appeal to the older audience by showing the contrast. Snickers makes you feel
young and energetic once again by solving your hunger needs.
A common advertising appeal for older adult audiences is to photograph and highlight models who
are younger than the target audience by several years. Youth appeal is apparent in ads that offer
medications aimed at older adults, adult diapers, erectile dysfunction solutions, hearing aids,
dentures, emergency call buttons, living community centers and other products or services for the
elderly where the chosen actors are often much younger than the actual target audience.

Adventure Appeal
image: https://visme.co/blog/wp-content/uploads/2017/11/23-Advertising-Appeals-to-Engage-and-
Motivate-Adventure-Appeal.jpg
Jeep has long focused on adventure as a big part of their brand. Ads like this encourage people to
join in as a part of the brand club to experience something new and exciting. Travel companies,
active brands and car companies often focus on a sense of adventure to highlight what their
products or services can really bring to the table.
Another noteworthy example of appealing to our sense of adventure is this VR experiment by
Sweden's state lottery, Lotto. Through a unique and exhilarating 5-D experience, it allows
participants to go beyond virtual reality and actually feel what it would be like to jump off a cliff or
walk through the world's most beautiful beaches. Set up in a hanger in Stockholm, the experiment
uses fans, aromas, heat and artificial sensory experiences to create an adventure that is as close to
real life as possible.

Popularity Appeal
Buzz is particularly helpful for increasing brand awareness and creating anticipation and excitement
for the product or service you offer.
When the Baywatch movie was about to be released, a very special kind of marathon (0.3km) was
held in slow motion. The hilarious result of people moving slowly, sexily and dramatically towards
the finish was attended by a large crowd excited about the reunion release.
This same advertising appeal is often the reason companies produce promotional materials, like
pens, bumper stickers or keychain lanyards. Companies often place their logos all over their clothing
or disposable products (like Starbucks coffee cups) to help showcase just how popular their products
are.

Musical Appeal
Music can make or break an ad by setting tone and mood just as quickly as imagery. The snappy
music that backs this Kohler TV commercial adds a happy energy that wouldn't have been achieved
by bright colors and quick shot transitions alone. The music here makes the user feel excited and
inspired to imagine what the product could do in his or her life. The right music can add to the
emotion of an ad and encourage a faster purchase decision.

Empathy Appeal
image: https://visme.co/blog/wp-content/uploads/2017/11/23-Advertising-Appeals-to-Engage-and-
Motivate-Empathy-Appeal.jpg
Getting a message across may depend on your ability to get someone to identify with a problem
they’ve never actually had to deal with. Some brands and most public service advertisements
depend on the ability to evoke the emotion of empathy and understanding in those they need to care
about their cause, as is done in this ad by the Safe At Home Foundation. Empathy helps people
picture the problem in a personal way so that they can understand the consequences for someone
else.
RELATED:20+ Commonly Used Advertising Techniques in Visual MarketingRead more

Potential Appeal
image: https://visme.co/blog/wp-content/uploads/2017/11/23-Advertising-Appeals-to-Engage-and-
Motivate-Potential-Appeal.jpg
This type of advertising appeal communicates a sense of empowerment to turn dreams into a reality.
In this Lego ad, the clear connection is that Lego helps children imagine, solve problems and work
toward a better future. This was part of a campaign that included similar fireman and rockstar
images in ads that were placed at strategic schools, playgrounds and museums where parents
frequently take children.

Brand Appeal
image: https://visme.co/blog/wp-content/uploads/2017/11/23-Advertising-Appeals-to-Engage-and-
Motivate-Brand-Appeal.jpg
 Starbucks has been a prime example of brand appeal to the masses, along with luxury brands, like
Dior or Jimmy Choo that appeal to higher end consumers. People pay additional money to be a part
of a brand that they feel carries a certain kind of status, inspiration, value or quality. Usually these
same items can be purchased for drastically lower prices if they are generic or unbranded, but brand
appeal allows companies to add additional cost to their products because of packaging, labeling and
other branded aspects that really have nothing to do with product quality or type.
Coffee connoisseurs actually complain that Starbucks coffee roasts taste burned, but the company
was able to increase the typical price of a coffee by offering tons of customizable drink choices, a
quality feel in branding, employees that bought into the brand, and a relaxed environment (including
offering free wi-fi to customers very early in the game).

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Rational Advertising Appeals

On the other side of the advertising spectrum lie rational appeals. Many ad approaches are based
on objective facts, logic and reasoning. Rational appeals can be very useful even with emotional
subjects, helping target audiences identify the value of a product in an indisputable way. While
emotional appeals are powerful, they can sometimes become manipulative; rational appeals are
typically more authentic and can create a sense of authority around a brand.

Pain Solution
image: https://visme.co/blog/wp-content/uploads/2017/11/23-Advertising-Appeals-to-Engage-and-
Motivate-Pain-Solution-1.jpg
People are most strongly motivated when they have a problem that needs to be solved that causes
them regular and noticeable pain. Often, people have already identified and expressed a desire to
solve the pains most apparent in their lives or workplaces.
In this IKEA ad, the pain of the viewer is apparent in the shelf they need but do not have. Rather
than focus on the product they are selling, IKEA focuses on the solution they are providing. Brands
can often sell more effectively if they are able to identify a pain that can be solved by a product or
service they offer.

Scarcity Appeal
image: https://visme.co/blog/wp-content/uploads/2017/11/23-Advertising-Appeals-to-Engage-and-
Motivate-Scarcity-Appeal.png
Coke boosted their brand appeal with a limited time campaign that personalized bottles with names
and titles. People rushed out looking for the names of their family and friends to keep, photograph or
gift. While the scarcity was part of the appeal, Coke took this campaign a step further by allowing
customers to personalize their own Coke bottles and even search their website to see where (or if)
their names were on bottles somewhere in the US. Scarcity increases the feeling of value and
makes the customer rush to make an impulse buy.
Statistics Appeal
image: https://visme.co/blog/wp-content/uploads/2017/11/23-Advertising-Appeals-to-Engage-and-
Motivate-Proof-Statistics.jpg
What happens when leading men stand in a woman’s shoes? This clever ad changes Mark
Zuckerberg, Bill Gates and Carlos Slim into female versions of themselves (Marla Zuckerberg, Billie
Gates and Carla Slim). The real message is rooted in statistics that highlight wage inequality
between the genders. Use of proof and statistics can appeal without question to those who are more
rational in their approach.

Testimonial Appeal
When you think of testimonials, you probably think of the traditional video of people talking highly of
your brand or products. While this is great and can be incredibly effective on social media, there are
ways to think outside of the box with this advertising appeal. Doritos held a commercial contest for
their Superbowl ad spot for ten years in a row, highlighting their fans’ love. Not only did the
competition get people motivated to engage with the brand, it showcased the product's value in a
unique way. “What Would You Do for a Klondike Bar” campaigns added a similar interactive twist to
the testimonial appeal.

Contrasting Appeal
image: https://visme.co/blog/wp-content/uploads/2017/11/23-Advertising-Appeals-to-Engage-and-
Motivate-Contrasting-Appeal.jpg
You can also highlight what sets your brand apart with a stark comparison between your product and
the competition or how life would be without your products. In this IKEA ad, there is a clear contrast
between those who “unboxed” their balconies with IKEA style products and the neighbors
surrounding them. The stark contrast in this ad creates an unquestionable appeal to express
personal style and create a living space that no one else is taking full advantage of. Contrast can be
a subtle way to prove your brand is a level or two above the alternative.

Status Appeal
image: https://visme.co/blog/wp-content/uploads/2017/11/23-Advertising-Appeals-to-Engage-and-
Motivate-Status-Appeal.jpg
 There is no question that these nice, patent-leather work shoes were chosen for a reason: status.
The point of this ad was to get the viewer to identify the product with a certain class. While the
manufacturer is actually selling a car, classy shoes (clearly abused by a love for the acceleration
pedal) give a status appeal that is somewhat subliminal in its messaging. Apartments, furniture
stores, fashion brands and many other companies also lean on a level of status to appeal to
consumers concerned about where they are at, how they are viewed, and where they are headed.

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Transparent Appeal
Not everything about your brand is ideal. Transparency can help show a realness to your brand that
appeals to customers because it is authentic. Volkswagen caught people’s attention in the
Netherlands when they showed the flaws in one of their car models in order to advertise a new third-
row option. Stunt doubles were suspended behind the car to show the additional room that the new
Tiguan Allspace could offer.

Beauty Appeal
image: https://visme.co/blog/wp-content/uploads/2017/11/23-Advertising-Appeals-to-Engage-and-
Motivate-Beauty-Appeal-1.png
There are many products and services that depend on beauty for a rational purchase choice.
Product shots, for example, have to be well lit to provide rational customers with the best opportunity
for comparing and choosing the product right for them. This catalog from West Elm features beauty
 shots of every item—perfectly staged, lit and accessorized. Beauty shots help the potential buyers
see the full potential of an item.
Many fashion brands use beautiful models that are further Photoshopped to help highlight the
product without the distraction of human flaws. In food photography, it is common to shoot images of
food in the most appealing way possible to increase a desire for the product without handing out
actual samples.

Natural Appeal
Expressing a reality can help people connect with a message. In this print ad for Lane Bryant, the
common expectations for beauty are completely ignored. "I'm No Angel" is a campaign that goes
against everything Victoria's Secret built with the VS Angel runway shows and line.
Cosmetic or fashion brands can get a lot of attention for focusing more on reality and less on the
promise of perfection, like Dove did with its "Real Beauty" campaign. As people become familiar with
photo-editing possibilities, they are often more impacted by a less-than-perfect picture.

Video on Types of Advertising Appeals

To sum it all up, here's a short video in which Mike from Visme will introduce you to various types of
advertising appeals and examples of how they're being used by popular brands all over the world.

Radio advertisements have navigated the airwaves since the early 1920s. Early radio
advertisements were known as under-writings. In these, a single advertiser would
sponsor an entire radio program. Today, most ads on the radio are presented as 30- to
60-second commercials similar to those on television. Use these steps to produce an
effective radio ad.

Steps
1.
 1
Determine the focus of your advertisement.

 Choose 1 or 2 related products to relay in your commercial. For example, if you are a furniture
store, focus on the quality or affordability of your mattresses. The more specific your ad, the
more likely listeners will recall it when they think of that product.
2.
 2
Brainstorm creative ideas.

 Throw out 5, 10 or even 15 different ideas with your advertising department. If you do not have
a business with such a department, gather your top employees or a few friends and go through
ad concepts. Creativity can be somewhat limited on a radio platform, but that doesn't mean you
can't have original ideas.
3.
 3
Write a script.

 Begin with an attention-grabbing statement. It's crucial to stand out as quickly as possible in
radio advertising. If a listener is not interested, he or she will most likely immediately switch the
station to one without an ad.
 Couple the emotional with the logical. A straightforward ad with only facts won't appeal to many
listeners. Creating a mix of emotional factors and logical requests is the most effective way to
draw listeners. For example, a half-off sale on smart phones is a great deal logically, but it could
be more effective if the advertisement detailed how important it is to have a smart phone to
share photos with your grandmother.
 Leave the ad sparse. Do not over-complicate your commercial time. Overwhelming the listener
is an almost sure way to make them tune out.
 Make a great offer. You can create a great radio ad, but if you don't have a good deal, no one is
going to be called to action. Make a compelling offer that causes listeners to consider your
product.
 Include the answer to "What's in it for me?" Listeners want to know why they should try your
product. If they don't receive an answer, they will move on. Have an answer that solves people's
problems.
4.
 4
Find a voice-over talent.

 Hire or solicit the services of a friend with a radio voice. Radio voices tend to have lower tones
and can be described as rich and full. Some radio commercials use voice-over artists with high-
pitched, loud voices in order to garner the most attention. It depends on the type of
advertisement you are making whether you should hire a soothing radio voice or an irritating
one.
5.
 5
Set up studio time.

 Record your commercial in a rented studio for the best possible production value. Production
value can be very important on the radio because sound is the only sense witnessed. If the
voice pops or is muffled, no one will hear the ad and you might lose money.
6.
 6
Edit the ad.

 Cut it down to your allotted time. Broadcast stations are usually not very lenient on time. If you
have a 60-second commercial slot, your commercial should be 60 seconds long.
 Add sound elements to enhance the scene.

7. 7
Purchase airtime. You can even buy "remnant" radio spots at a significant discount.
 Community Q&A
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Submit

Video

Tips
 Put a dry sponge over the mic so your voice sounds clear.

 Remember that time is precious when it comes to radio ads so be on the look out for lengthy
works and scripts that might eat away time.

 Run through the script over and over before you get into the studio. Studio space is usually
rented by the half hour, so if you can be in and out quickly you will save money.

Warnings
 Do not crowd out the voice-over with sound elements. Use them sparingly to heighten the
concept of the ad as a whole.

Things You'll Need



Script

Audio editing software

Studio


Voice-over actor

10 Steps to Making an Effective TV

Commercial
Key points to cover when you're making a commercial
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•••

BY APRYL DUNCAN

Updated August 18, 2019

Television commercials aren't necessarily the powerhouse advertising tools you might
think they are. There's no guarantee that your message will reach millions of people,
and commercials can present their own unique problems.

This doesn't mean that television shouldn't be part of your marketing mix, but it requires
some strategic thought first. Then you can develop a great idea and refine it until it
becomes something people want to watch—or at least find hard to ignore.

The Initial Roadblocks in Making a Commercial

You might pay a premium price for a primetime spot, but this doesn't guarantee
viewership. DVRs allow viewers to fast-forward through ads. Some set-top boxes will
skip ads altogether.

Smartphones, tablets, picture-in-picture TVs, VR gaming, and HD consoles make it very

difficult to keep eyeballs on the TV during ad breaks even when they're not being
skipped. Your ad might be playing in millions of homes, but only 1% of households are
actually watching it.
These are some formidable hurdles, so you have to make a great ad if you're going to
overcome them.

The Balance

Step 1: What's the Big Idea?

TV can be expensive. You're going to spend a big chunk of your budget from
purchasing time to making the spot, so you need a big idea that will get people looking
at your product or service—and better yet, talking about it.

Remember the first Dollar Shave Club ad? The founder of the company starred in his
own ad and proceeded to go way over the top. The title of the spot said it all: "Our
Blades Are F**cking Great!" It wasn't an expensive commercial to shoot, but it got 22.5
million views on YouTube.

Do something incredible, and people will gravitate toward it.

Step 2: Write a Great Script

You have a great idea. Now you have to script it out. You don't have to be an
advertising genius, but it helps to watch commercials that are similar to the concept
you've come up with. You'll get a feeling for tone, pacing, and direction.

You have a very limited time frame to capture your audience, so you have to get your
message across quickly. Don't get wrapped up in long sentences. Keep them short and
punchy.

Your audio should tell consumers what you're advertising even when they're in another
room and can't see the TV. And remember to time out your spot. You'll buy commercials
in chunks of time, from 30 seconds to 2 minutes. Your script has to fit. Read it aloud
several times. Act it out, then cut where you need to cut.

Step 3: Will You Put People in Your Commercial?

Some breathtaking, eye-catching, successful commercials contain no people at all, but
people relate to other people. Putting your target demographic into your commercial
rather than a 30-second shot of your building's exterior can help draw in your desired
audience.

Avoid having people wave at the camera or standing there grinning because you don't
want your commercial to look hokey. Always look to professional actors first. If you use
friends or relatives, make sure they can pull off the vision you have.

Step 4: Hire a Production Company

You'll have to hire a production company if your commercial is going to be professional

unless you're lucky enough to know people who do this sort of thing for a living. A
company can handle all aspects of your commercial, including writing, shooting, and
editing.

Shop around for prices, but keep in mind that you get what you pay for. Look at their
reel and see if they have the chops to make your vision come to life.

Step 5: Plan out Your Shots

Carefully plan every shot. Your furniture store might sell 10 different kinds of recliners,
eight living room sets, and six bedroom sets, and you might want to feature them all, but
you're going to have to narrow those shots down.

You simply can't get them all into a 30-second or even a one-minute commercial, at
least not without flashing so many different pieces of video that you daze your potential
customers. Wide shots of your showroom are good if you want to display a lot at once,
and you can zero in on a few items that you want to be featured alone.

Step 6: Audio and Video Must Match

You don't want to use video of the current year's models when you're talking about new
car models arriving. You don't want to show your building from the street when you're
talking about your big showroom of furniture. Merge and match your audio and video to
create a powerful sales tool.

Step 7: Stick to Time

As tempting as it might be to try to squeak in an extra few seconds, it just won't work.
Your commercial must time out to the exact duration you've paid for. Going over will
only get your all-too-important call to action clipped from the end because those last few
seconds are the ones that will be cut off when your commercial airs.

Step 8: Always Use a Call to Action

Pepsi and Nike are two examples of companies that can pour millions into branding
ads. These spots introduce a product or service to the public without asking for any kind
of sale. You don't yet have the money or resources to simply produce a pure branding
spot. You need a call to action.

Your call to action gets customers to buy or act now. Use the end of your commercial to
tell customers to visit you today. Give your complete contact information, including your
website address, phone number, and street address. Give a quick line about how to find
you if necessary.

Step 9: Schedule Your Ad Strategically

Placement of your commercial is also very important. It determines who will see it and
how much you'll pay for the airtime.

Having your commercial air at 3 am. will save you money, but it's not money well spent
if you're not reaching anyone. The same holds true for the station you're airing your ad
on. You don't want to schedule air time on ESPN with your local cable company if you're
advertising your maternity clothing store.

Step 10: Ensure Frequency for Maximum Impact

Television is less demanding on frequency than radio, but it still deserves more than a
one-shot deal. Identify the key times your ad should run, then buy enough airtime for
your commercial to reach your audience at least twice during those times. Even more
times would be ideal.

And remember to produce support materials for your ads: A website or landing page or
a brochure should be ready to go to capture the consumers you've engaged.