Advertisement (or ad for short) promoted products, brands, or services. It comes in different forms: text, image, GIF, videos, or even small games.
Every advertisement has a goal, for example:
- announce a new product/service/company
- increase brand awareness
- create a better brand image
- increase sales
- prove that a brand is better than its competitors
- remind existing customers about the brand’s existence
- create deeper bonds with customers
Brands use different channels to show advertisements, including both physical and digital ones, for example, printed booklets, banners on the streets, posters, press, social media, paid search, websites ad placements, mentions from content creators, paid partnerships, email, phone calls, etc.
In order to create an advertisement, brands usually follow these steps:
- Research their target audience
- Segment the audience
- Set advertisement goals
- Choose the channel according to the customer’s preferences
- Choose the message
- Choose the ad form
- Build an engaging creative
- Create several ad copies to test which one works better
- Continuously optimize to use the best-performing channels, creatives, and messages
It is especially important to create the right message. In the worst cases, it can destroy the brand image and you will need way too much PR effort to clean the mess left by bad visuals or wording. At the moment, brands pay close attention to diversity in their ads, inoffensiveness, and cultural fit.
