Advertising Laws and Principles
Effective Advertising is advertising that which reaches a target market at the lowest possible cost to create a positive identity, to influences a purchase, and/or to defend an error or accusation. The keywords and bottom line (advertising rules to live by) in this definition is "influence a purchase". There is no other purpose to advertise if it does affect your dollar amount at any point, right! Here are some general guidlines or advertising laws and principles to follow to help direct you on your advertising campaign.
- Cleverness in advertising:
Don't chance it. Cleverness for the sake of cleverness may well be a liability, not an asset. If the cleverness works out than its an excellent advertising tool, if not it can be detremental.
- Compare and Contrast:
When you emphasize everything you end up consumers see nothing. Use marketing materials that contain certian items where main points stands out leaving other information to be secondary.
- Specialize:
Tell the readers what you do and specialize in a few key areas. If you may be equally skilled in all areas or have equal quality of goods in all areas, then promote your most profitable and most valuable products or services.
- Motivate the Consumer:
The only way to win is to use human motivational factors. "Its the age of skeptiscism" and advertisers must treat consumers as knowledgable individuals. If you can solve a problem, why ignore it? Also, if you can solve a problem, can you demonstrate your solution?
