This article isn’t meant to imply that advertising doesn’t work. My personal commitment to Apple products, such as the Mac Powerbook I’m typing on, as well as my iPhone and iPad, is largely due to their marketing. I pay a higher price for these things because I think they’re better. There is also data to back this up.
Also, If I hadn’t been “lured in” by the flashing advertisement best bingo offers, I would never have landed on an online casino website where flashing slot machines, poker tables, and, of course, bingo opportunities jumped at me from all sides.
Does this mean that it is effective?
Is advertising truly effective? For decades, advertising has been a cornerstone of marketing, yet its efficacy has been passionately debated. Many individuals believe that advertising is ineffective. Others say it is effective when used correctly. Others say that most advertisements are so crappy that they can’t possibly be successful.
When we watch an advertisement, what happens in our minds? Why do certain commercials stick with us more than others? And, regardless, how much do buyers pay attention to the nuances in advertisements? What happens to their money if people don’t recall or even notice most advertisements on TV and online?
As a former copywriter, I like to argue that creativity is the mystical key to good advertising, the fairy dust that can’t be defined. More precisely, the unexpected spectacular visual aspect is the secret to effective, marketable advertising.
But how can I be sure it works? It just does because it has worked continuously since the 1960s creative revolution.
You must amuse or enlighten potential consumers instead of selling them things. Try some of this newfangled storytelling stuff. Forget about your brand once again. Nobody wants to see a snoozy story about your toothpaste, shampoo, or erection cream’s history. You must make short films that are amusing or entertaining without even showing off your brand. You must create entertaining video games or helpful software and distribute them for free. Millennials are used to getting a lot of free things. But anything you do better be darn good/damn hilarious, or the internet native commentariat will scorn you mercilessly.
Banner ads are incredibly annoying but proven useful in driving qualified users to many corporate sites, but there are many other ways to attract traffic: a survey of people who had actually bought things on the web, found that only 12% of buying customers had arrived at the vendor’s site via an advertisement and the remaining 88 percent had arrived via other means.
The most significant techniques are search engines and hypertext links. All you have to do is provide content-rich pages and other websites will link to you. Include suitable URLs in your news releases and other public relations activities to promote such connections.
Slice of life
Of course, there are other possibilities. The “Slice of Life” strategy is frequently used by soft drink and fast-food corporations. Beautiful newborns crawling around at family picnics, or lovely young people playing frisbee at the beach. These commercials show individuals in “real-life” scenarios. Such commercials are frequently highly entertaining and the visuals have a movie-like feel to them. Also, the soundtrack is very catchy.
The objective is to get the spectator to draw the connection: cool people drink Coke or Pepsi and eat hamburgers… best get some fast!
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