What Makes a Good Ad?

Follow 4 Rules for Ads that Motivate Prospects:

Rule #1 :
Good advertising changes the customer's relationship with what's being marketed.

The first step to affecting the way customers think is to make them look at what you offer in a
new or different way. A good ad has the power to completely change the mind of the reader,
viewer or listener, whether that applies to choosing the best tires to purchase for rainy locales or
the qualifications of a political candidate. Your ads can open minds to possibilities by introducing
a new type of service or revealing fresh discoveries or facts. Advertising that does a good job of
educating audiences -- such as in business-to-business trade publications -- can demonstrate
the advantages of a new product. And direct mail advertising, for example, can allow you to tell
a deeper story and create a strong, new connection with your customer.

Rule #2 :
Effective advertising tells prospects "why."

Good advertising makes it immediately clear why prospects should care about your marketing
message. For best results, your ads must demonstrate a valuable benefit that's considered
desirable by the target audience. This benefit can be either tangible or intangible. For example,
saving money is a tangible benefit, while peace of mind may be intangible but equally desirable
depending on your target audience and what you’re marketing. What benefits do your ads
promise and are your promises markedly different from those of your competitors? If not, you
need to re-think your product or service offering from your customers’ point of view until the
benefits you offer sufficiently differentiate your company.

Rule #3 :
The best ads ring true.

Broadcast ads on radio and television work best when they present scenarios that feel real
and true to the intended target audience. Prospects should be able to identify with the
characters or the situations presented and see themselves reflected in a positive light. The offer
should present a believable solution to fulfill a perceived need. Print advertising, out-of-home,
and online advertising, while less able to present real-life scenarios, nonetheless must offer
reasonable solutions that meet the real needs of the target audience.

Rule #4 :
Successful advertising moves customers to the next level.

The bottom line is that marketing exists to support sales. If your current advertising doesn't
produce, it's like a slacker employee -- your best option is to fire it. Before you design your next
campaign, decide what you want your prospects to do in response to your advertising and
design each and every ad with that result in mind. Whether you want them to call for a free
appointment, visit your website, go to your store, or visit your trade show booth, be sure your
call-to-action takes your prospects to the next level.

Next, be prepared to track and measure the responses as they arrive. After all, you can't run
an effective campaign unless you know what has worked historically. Continually fine-tune your
ad campaign to capitalize on the elements that make the phone or the cash register ring, and
soon you'll have good ads that make all the right things happen.

Source:
http://www.practical-entrepreneurship.com/resources/advertising/089_what_makes_a_good_ad.pdf

Wrote by : WenYan

example of good ads

Figure 1

website for this image: 

http://coolhomepages.com/20-Great-Print-Ad-Examples/blog-141.html

Figure 2

website for this image: 

http://baronandcompany.wordpress.com/2008/08/15/dishonesty-in-advertising-a-little-bit-goes-a-long-way/

     These are some examples of good ads that i found from different websites. I noticed that most of them have effective and benefit outlines. They also compliment an overall message. The headline, content, and pictures can also relate to the advertisement. Lastly, figure 2 has contact info, which is a good thing because consumer can understand and find out more about your products and they can also contact you whenever they want to.

Research done by: Waysiu

What makes a good advertisement?

What makes a good advertisement?

1. Benefit Headline/ Effective headlines

We all know the importance of a powerful headline, but too often this critical component is neglected. Your headline should tell a consumer why they should continue to read the rest of your ad. What’s in it for them? For example, you could write a headline that reads: “Hair Color Specialists” or you could write a headline that reads “Get the Vibrant Summer Color You’ve Been Craving!” The second is written around the consumer benefit, and will resonate better with your audience.

Headlines are also one of the first things a viewer pays attention to upon first seeing your ad. A headline should be attention-grabbing but should also encompass the overall message of you ad in a short sentence. Headlines can be though-provoking, strictly informative, humorous, etc, but effective headlines have one thing in common: they all intrigue the reader enough to make them want to continue reading the ad.

2. Dominant Element

Large images or bold headlines set off by some white space can help an ad to leap off the page or computer screen and attract the reader’s eye. Photographs have been shown to generate higher readership, particularly when advertising merchandise.

3. Complete Copy

Give consumers the buying information they’re looking for. If you’re running a sale on faucets, be specific so you don’t get people looking for tubs. You’ll be providing your consumer a service, while establishing trust between your business and the public.

4. Related Items

Selling a dress? Staff should also be sure to suggest handbags, shoes, and accessories that might complement the item. It may not always be practical or possible, but when it does apply it can create a valuable opportunity for upselling.

5. Price

Studies have shown that readers don’t trust ads that fail to include a price. They perceive these ads as sketchy, like the advertiser has something to hide. Beyond building trust, including price helps screen the type of consumer you’re hoping to attract, and staff won’t spend time working with individuals who can’t possibly afford your offer.

6. Logo and Complete Address

Along with the many benefits of employing a Graphic Designer, they can also help create a logo that projects the personality of your business. Logos should be included on all official paperwork, and run with every ad. This establishes your identity, and will help consumers recognize your ads no matter what format they may be in. Your complete address should also be included so that consumers can easily locate your business.

7. Telephone Number

This may seem like common sense, but a current telephone is critical for a good ad. In case something has been left out of the ad, consumers may have questions and will want to contact you for further information.

8. Business Hours

Now that you’ve attracted potential consumers, make sure they arrive when you’re open for business. Nothing is more frustrating than pulling up to a closed building. This is especially important if you have multiple locations with varying hours.

source: 

1) http://marketing.midwestmarketingllc.com/blog/bid/210540/8-Elements-What-Makes-a-Good-Ad

2) http://marketingepic.com/blog/what-makes-good-ad

research done by: Waysiu

A very big mistake of a good/bad advertisement

During in my research, I found is website about good ad and bad ad.

This is a very good example of plagiarism.

Can see clearly at the tag.

the picture was taken from the website.

source {http://bad-ad-good-ad.blogspot.com/}

Wrote By Kayla

Example of good advertisement

Manufactured by SCA Hygiene Malaysia Sdn Bhd (32704-U).
Distributed by West Malaysia: SCA Hygiene Marketing (M) Sdn Bhd. 3, Jalan Gicing Hulu 28/33, HICOM Industrial Estate Sector C, 40400 Shah Alam, Selangor, Malaysia. Tel: (603)-5101-6618.
East Malaysia Harrisons Trading (Sarawak/Sabah) Sdn. Bhd. Tel: (Kuching): (6082)-3437000 Tel: (Kota Kinabalu): (6088)-215011 
Brunei: Kingston Beverage & creamery Sdn. Bhd. Lot No. 3-6, Beribi Industrial Complex, Jalan Gadong BE1118, Neagara Brunei Darussaiam, Tel: (0673)-2447849 FAX: (0673)-2450101.


Picture by Kayla.

What make a good advertisement

What Makes a Good Ad?

What is it that makes a good ad? Is it the pictures/video? Is it what is written or said? Is it the creative elements that cause you to feel something after you have been exposed to it?

There are a wide range of ad styles and each are appropriate depending on the product or service that is being offered. With that in mind, here are some things that, if done correctly, will improve the quality and response to your next ad.

• Strong Visuals
• Effective Headline
• Well-written Copy
• Calls the Viewer to Action

Great advertisements connect to their audience and provide memorable, informative, and compelling content that get viewers respond to the call to action. 


source {http://marketingepic.com/blog/what-makes-good-ad}


Wrote by Kayla.

Good Advertisement

In my opinion of a good advertisement 

• They stress a benefit. The main selling proposition is not cleverly hidden but is made immediately clear. Example: “How to Win Friends and Influence People.”
• They arouse curiosity and invite readership. The key here is not to be outrageous but to address the strongest interests and concerns of your target audience. Example: “Do you Make These Mistakes in English?” appeals to the reader’s desire to avoid embarrassment and write and speak properly.
• They provide information. The headline “How to Stop Emission Problems—at Half the Cost of Conventional Air Pollution Control Devices” lures the reader because it promises useful information. Prospects today seek specific, usable information on highly specialized topics. Ads that provide information the reader wants get higher readership and better response.
• They are knowledgeable. Successful ad copy reflects a high level of knowledge and understanding of the product and the problem it solves. An effective technique is to tell the reader something he already knows, proving that you, the advertiser, are well-versed in his industry, application, or requirement.

All ads should have an offer, because the offer generates immediate response and business from prospects who are ready to buy now or at least thinking about buying. Without an offer, these “urgent” prospects are not encouraged to reach out to you, and you lose many potential customers.
In addition, strong offers increase readership, because people like ads that offer them something—especially if it is free and has high perceived value.

ABOUT THE AUTHOR:

Bob Bly is a freelance copywriter with 20 years experience in business-to-business and direct marketing. He has written direct mail packages for Phillips Publishing, Agora Publishing, KCI Communications, McGraw-Hill, Medical Economics, Reed Reference Publishing, A.F. Lewis, and numerous other publishers.

source {http://www.bly.com/Pages/documents/HTWAGA.html}

                                                                                                                                   

It’s quite true about the saying – There’s no second chance at making a good first impression. Advertisement, regardless online or offline, if they don’t catch your attention within seconds they are considered failed. Agencies and big corporations do not believe in ‘cool factors’ in advertisement anymore. Instead, to really stand out of the crowd, the idea has to be really out of the box, something that makes you laugh, talks about it or at least make you look twice.

source {http://www.hongkiat.com/blog/70-creative-advertisements-that-makes-you-look-twice/} ，

{http://uaddit.com/discussions/showthread.php?t=642}

Don't drink and drive
Pretty straightforward message. You get to see how your car is going to look like.

Vitae Shelters

For Vitae in Portugal.

Easy to get in - Frankfurt Saatchi

Mini Cooper Subway entrance.

Australia Post - If you really want to touch someone, send them a letter.

Wrote by Kayla

Libresse is an international brand of  feminine hygiene  products owned by SCA .

The source that about the SCA company, [http://www.sca.com/en/about_sca/]

SCA company production, [http://www.sca.com/en/products/sca-brands/]

Libresse’s concept is “Absorption Is Nothing without Fit”

In the Libresse commercial of 2012 (odor fighter), the video show the female that is commercial message is odorless, and its produce green tea smells while absorbed the stinky smell. The commercial target is everyone in all the country.

 The commercial used “action” to transfer the message to the female audience. When the female audience saw the commercial, they known the message are its absorbed the stinky smell and it’s produced the green tea.

In my research, the product of Libresse such as OdorSeal target the female audiences are successful while provided event in different places. Libresse provided the event to let the female audience to know more about the product.

Libresse came out a new product libresse Purefresh Greent Tea Odor Control because recognized that ladies can be very bothered about the menstrual odor following them around which is noticeable. 

Wrote By Kayla.

The company that makes Libresse, SCA, headquartered in Sweden. 

History of Libresse:

1940s

Women into paid work and earn their own money (is not it crazy that it was not until the 40's?). Now they can afford to buy sanitary napkins. Here in Sweden, launched the first kräppappersbindan Mimo Sept (we are better at naming our products today!) Of Libresse. A network surrounding the core of the pad and the ends must be tied together yourself. The actual pad is attached to a belt around the hips.

1950s

In Falkenberg introduced an automatic tying machine, which was revolutionary in the binding industry. When other manufacturers set and tied by hand or sold their napkins without any knots at all, the plant produced in Falkenberg finished tied napkins in large quantities.

1960s

Now napkin secured directly to the panty. SCA's invention - a self-adhesive strip made of foam rubber - meant that the napkin was held in place and they did not have the special girdle. The actual pad had also become much better with a super dry finish.

1970s

It is the first ever pad that is shaped to the body with extra padding in the middle. Now they could finally have their Hugs and kisses jeans (ask your mom) even if they had feminine!

1980s

Women's lifestyle has always steered Libresse product developments, and we thought that girls probably did not want to carry around a giant pack of sanitary pads when they were out and went roller skating. So we launched the single package, which made it easier to always have a napkin handy. In the 80s, we also present the first pad with wings!

1990s

With the new absorption technology Efficapt has a 3 mm thin tie has become a reality. The same secure protection and incredible absorbency, but thinner and more comfortable. Libresse Invisible is born!

2000s

Invisible Good Nights design allows the pad is perfect and you do not have leaks at night.

2010s

We are constantly developing products that suit your needs, your body and your movements. We know that the better the fit, the better you feel. Libresse products are compliant and are in place for the best protection against leakage.

Source: http://www.libresse.se/allt-om-oss/var-historia/

Wrote by Wen yan.

Wrote by: Wen Yan

Overall, Libresse is an International brand for feminine hygiene products owned by Svenska Cellulosa Aktiebolaget (SCA) (Sweden). This Libresse is a Sweden brand. a Swedish pulp and paper manufacturer and consumer goods company.

The company first  appeared in 1940s with the first crepe paper towel called Mimosept. There are different name of Libresse in others countries. The brands are known as Bodyform in the United Kingdom, Nana in France, Nuvenia in Italy, Libra Originally Libra Fleur in Australia, Nuvenia in New Zealand, Nosotras in South America, Libresse Lifestyle in South Africa, Saba in Mexico and Central America.

Even though, it manufactured by: SCA Hygiene Malaysia Sdn Bhd. It also distributed by SCA Hygiene Marketing (M) Sdn Bhd. 
1) Which country that SCA expands their products? 
Answer is India. 

2) How they (SCA) expands in India through? 
They expands in India through Libresse.

Following its joint venture with Godrej Consumer Products Ltd in May 2007, SCA launched its Libresse sanitary protection products in early July in 600,000 stores across India.

Although a late entrant into the Indian retail disposable paper products market, SCA is using Godrej's vast distribution network, which reaches 2.5 million retail outlets, to extend its brand availability, aiming to gain a large share of the rapidly growing hygiene products market, sanitary protection in this particular case. Despite the potential stiff competition, SCA is likely to have a notable impact on the market and change the competitive landscape in the near future.

The number of working women in India rose from 129 million in 2002 to over 135 million by the end of 2007 and is forecast to reach over 140 million in five year's time. Better work prospects have created more opportunities for travel and wider exposure to various hygiene products. The increased mobility of women and more time spent outside of the home have also contributed to the increased usage of sanitary protection products. Between 2002 and 2007, sales of sanitary protection nearly doubled to US$147 million.

Manufacturers are also making efforts to drive prices of sanitary protection products down in order to cater for the large number of price-conscious Indian consumers. Products such as P&G's Whisper Choice have been well-received by lower-end consumers and first-time buyers. Furthermore, manufacturers' extensive marketing activities targeted at schoolgirls and young working women, and door-to-door visits in rural areas, have both helped drive consumer awareness of personal hygiene.

Late entrant faces stiff competition
In spite of having the advantage of an extensive distribution network, SCA is set to face stiff competition in the Indian sanitary protection sector as it is highly consolidated with the three big multinationals – Procter & Gamble, Johnson & Johnson and Kimberly-Clark – commanding nearly 95% of total sales, according toEuromonitor International's latest research. Their brands have been present in the marketplace for some time and have already built up a strong consumer base, leaving little room for SCA to break into the more affluent urban areas which are key for sanpro products.

The financial resources of existing players, enabling them to provide their respective brands with extensive marketing support, will make it even harder for SCA to build up its share.

Opportunities still exist
However, SCA still stands a good chance of capturing a fair share in India given the market's current development and product penetration level. The company's capability in terms of new product development, combined with the retail distribution revolution in the country, will offer a further boost to SCA's future growth.

Economic development in India has increased consumers' per capita annual disposable income from US$344 in 2002 to US$631 in 2007, up by over 9%, while per capita spending on sanitary protection has increased by 11%. With the country's economy continuing to expand and annual disposable income expected to grow at over a 4% CAGR over 2007-2012, consumer spending on sanitary protection is set to increase significantly in the near future, particularly when per capita spending in India stood at just US$0.10 in 2007, ranking it the lowest in the region.

In addition, the Indian retailing landscape is undergoing a transformation with supermarkets and health and beauty retailers emerging as key distribution channels for disposable paper products. As distribution channels expand within the country, thus boosting product availability, consumer awareness of sanitary protection will be further enhanced.

Faced with such favourable market conditions, SCA should be able to benefit from both its joint venture with Godrej and its vigorous product innovation to attract consumer attention.

Sanitary products currently available in the Indian market are mostly focused on basic absorption. SCA's launch of Libresse comes with added essence of aloe vera, which has a long history in India. It also fits well with local preferences as natural products, scents and herbs are very popular and well-established in the country. Such added value makes Libresse more appealing to the expanding upper middle-class working women segment, which values product quality more than price. When catering for more price-conscious consumers, introducing smaller unit packs will make products more affordable.

Furthermore, the demand for day towels among Indian women far outstrips demand for night towels, primarily because of low consumer awareness about the difference between the two. Although night towels were available over the review period, manufacturers focused on promoting the usage of basic day towels on a regular basis rather than paying particular attention to night towels. SCA could exploit this under-tapped market and increase its share by encouraging the use of night towels through awareness campaigns.

Source: http://www.marketresearchworld.net/index.php?option=com_content&task=view&id=2202&Itemid=77