How to Create an Overall Media Ad Campaign
2 of 9 in Series: The Essentials of Advertising for Your Business
Incorporate your business's advertising message into a full-blown ad campaign (or as full-blown an ad campaign as your business can afford). After you identify all the ways your product is unique and put your finger in a hard-to-resist, eminently logical reason that people should seek you out in order to buy it, you need to find ways to make your idea fit into various forms of advertising.
You can’t buy a 50-pound ad campaign with a 10-pound budget, so you need to pick and choose your media and adjust your message accordingly. Figure out how your message will translate into various media and how much of this media you can afford.
Regardless of which media you choose, here are some tips on how to deliver your message effectively, concisely, and affordably:
Maintain consistency of your message in all media. Whatever your unique message turns out to be — whether it’s a headline, sentence, slogan, graphic, or other creative hook — be sure to use that message consistently in all media. You need to apply the same message in all the forms of media you use in order to establish it as yours and yours alone, and in order to give the consumer a better chance of remembering it.
Keep your message simple. The real challenge of creating your advertising is to devise a hook that will cut through the clutter that consumers are exposed to each and every day. Today, more than ever before, consumers are deluged with information — and advertising is tossed into this cauldron of information, too. The key to igniting consumer memory is keeping it simple.
Use words that sell. Different words or phrases work for different types of businesses. Words and phrases that sell in the retail industry include clearance, everything must go, and improved. If you offer a service, words and phrases like great service, family owned and operated, and dependable can appeal to a customer.
Make your ads simple in their language but creative in their content and presentation.
Deliver your message with clarity. No matter what form of media you use for your message, be sure to explain your message in clear, easy-to-understand terms. You want consumers to see at a glance what you’re selling and then make snap decisions as to whether they want to read or listen further.
Place your most powerful selling message at the beginning of a radio spot or in the form of a headline for printed advertising or Internet banner ads.