What makes an effective advertisement?

Skim read the article below and match the ten characteristics to the paragraphs.

i. It’s personalized vi. It’s targeted

ii. It’s ethical vii. It’s promotional
iii. It’s persuasive viii. It’s original
iv. It’s an investment ix. It’s creative
v. It’s part of a plan x. It’s consistent
1 ____________
At its core, advertising is a form of communication that aims to publicise a product or service and encourage
sales. Advertising focuses on influencing purchasing habits. A good advertisement is promotional in nature,
although sometimes this promotion can be more or less subtle.
2 ____________
To achieve its main objective (to increase sales of a product or service), advertising must convince consumers that
the product or service is better than the competition. Effective advertising is able to assure that its product can
solve a consumer’s need or improve the consumer's life in some way.
3 ____________
The most visible side of advertising is undoubtedly that of the creative features (like TV spots or social media ads),
but behind a campaign there is also a lot of strategy. A strong advertising strategy should be framed within the
general marketing plan.
4 ____________
In the past, advertising relied on mass media such as radio and television to reach a wide audience. Effective
advertising in today’s world is aimed at specific and segmented audiences. The more focused your advertising is
on a particular audience, the more effective it will be.
5 ____________
Advertising campaigns require an investment of time, resources and money. A good ad campaign will contribute
to increase the company's profits, and this benefit should exceed the invested cost.
6 ____________
Consumers are exposed to hundreds of ads a day in different formats. Effective advertising stands out from the
competition by using unexpected and innovative formats and resources.
7 ____________
Videos that tell stories, shocking images, unforgettable speeches, catchy jingles... Effective ads use creativity to
stand out. The best ads manage to surprise users, move them to action, or become instantly memorable.
8 ____________
Truly great ads stay faithful to the brand and the values associated with it. Generally, a single ad can’t achieve this
goal. Therefore, a key aspect of advertising is to seek consistency. Ideally, each consumer within the target
audience should receive enough impact to remember the brand and its message, but not so much that it
becomes annoying or saturated.
9 ____________
Truly effective ads are increasingly individualised on the characteristics and needs of a particular user. For
example, e-mails with specific content that is activated when a user performs a certain action are a great example
of how personalization can be used in advertising.
10 ___________
Because of its persuasive power, advertising should be controlled to prevent misleading or unfair campaigns. It is
also essential that advertisers take responsibility for their ads. In the end, honest and clean advertising reflects
the values of the advertiser and contributes to improving its brand image.

Full article by By Dany Ortiz, at https://www.cyberclick.net/numericalblogen/10-characteristics-of-effective-

advertising
What makes an effective advertisement?
What makes an effective advertisement?

Skim read the article below and match the ten characteristics to the paragraphs.

i. It’s personalised vi. It’s targeted

ii. It’s ethical vii. It’s promotional
iii. It’s persuasive viii. It’s original
iv. It’s an investment ix. It’s creative
v. It’s part of a plan x. It’s consistent
It’s promotional
At its core, advertising is a form of communication that aims to publicise a product or service and encourage
sales. Advertising focuses on influencing purchasing habits. A good advertisement is promotional in nature,
although sometimes this promotion can be more or less subtle.
It’s persuasive
To achieve its main objective (to increase sales of a product or service), advertising must convince consumers that
the product or service is better than the competition. Effective advertising is able to assure that its product can
solve a consumer’s need or improve the consumer's life in some way.
It’s part of a plan
The most visible side of advertising is undoubtedly that of the creative features (like TV spots or social media ads),
but behind a campaign there is also a lot of strategy. A strong advertising strategy should be framed within the
general marketing plan.
It’s targeted
In the past, advertising relied on mass media such as radio and television to reach a wide audience. Effective
advertising in today’s world is aimed at specific and segmented audiences. The more focused your advertising is
on a particular audience, the more effective it will be.
It’s an investment
Advertising campaigns require an investment of time, resources and money. A good ad campaign will contribute
to increase the company's profits, and this benefit should exceed the invested cost.
It’s original
Consumers are exposed to hundreds of ads a day in different formats. Effective advertising stands out from the
competition by using unexpected and innovative formats and resources.
It’s creative
Videos that tell stories, shocking images, unforgettable speeches, catchy jingles... Effective ads use creativity to
stand out. The best ads manage to surprise users, move them to action, or become instantly memorable.
It’s consistent
Truly great ads stay faithful to the brand and the values associated with it. Generally, a single ad can’t achieve this
goal. Therefore, a key aspect of advertising is to seek consistency. Ideally, each consumer within the target
audience should receive enough impact to remember the brand and its message, but not so much that it
becomes annoying or saturated.
It’s personalised
Truly effective ads are increasingly individualised on the characteristics and needs of a particular user. For
example, e-mails with specific content that is activated when a user performs a certain action are a great example
of how personalization can be used in advertising.
It’s ethical
Because of its persuasive power, advertising should be controlled to prevent misleading or unfair campaigns. It is
also essential that advertisers take responsibility for their ads. In the end, honest and clean advertising reflects
the values of the advertiser and contributes to improving its brand image.

Full article by By Dany Ortiz, at https://www.cyberclick.net/numericalblogen/10-characteristics-of-effective-

advertising