Elements of Advertisements

Elements in Advertisements
Learning Objectives:
We are going to learn:
1. What is the purpose of advertisement writing?

2. How to identify components of a successful advertisement?
1. And most importantly, how to create a persuasive advertisement with guidance and
independently.
2.1. Introduction
Advertising is the best way to communicate to the customers. Advertising helps informs the
customers about the brands available in the market and the variety of products useful to them.
Advertising is for everybody including kids, young and old. It is done using various media
types, with different techniques and methods most suited.
2.2. Elements of Advertising

An advertisement has 7 basic elements:
1. The Headline
The headline is a major aspect of an advertisement. It often appears at the top of an
advertisement or in the middle so that it immediately attracts attention from potential
customers. Headlines contain a few words of text and they should be direct and to the point
so as not to overwhelm readers.
Your headline should make a promise to the reader, stating what they’ll discover if they
continue to read the rest of the advertisement. The headline and its promise should address a
concern, problem or interest your consumers have. Avoid "clickbait" headlines commonly
found on "sponsored content" website ads.
2. The Sub-headline
A sub-headline is one of the key components of advertising and appears directly under the
headline. The text is typically smaller and it gives more insight into the product you are
selling, while further outlining why the customer should care enough to keep reading. The
sub-headline can be the length of a sentence.
Think of the headline as the quick hook that grabs a reader's attention, while the sub-head is
teaser information that makes a reader want to find out more. You can try a question-and-
answer combination, like, "Looking for a reliable house painter? Ask these five questions
when interviewing painting companies."
3. Photo
Advertising and photography have long been linked with each other. In fact, it’s been nearly
a century since advertising first used photography to connect with an audience and form
emotional bonds. The illustration is the photograph, drawing, or other graphic elements used
in an ad. It should attract and hold attention and encourage action.
4. Caption
Caption expresses your brand’s personality in ways that a photo can’t do alone. Captions also
give you the ability to engage with your audience.You can ask questions, spark debates, and
offer chances to win prizes if people like and follow your page. You can share stories, tell
jokes, and personify your business by speaking directly to your followers.
5. Copy
An advertising copy is a term used to describe the main text used in the advertisement. The
text could be a dialogue, a catchy punch line or a company’s dictum. It is a print, radio or TV
advertising message that aims at developing and retaining an interest of the target customer
and prompting him to purchase the product within a couple of seconds.According to the UK
advertising guru, David Ogilvy, ‘people do read lengthy advertisements if they are skillfully
written’. The most significant part of the copy is the headline, and sometimes even a small
shift in the text brings magnanimous results. A short ad copy is the most popular in
consumer-product advertising, or an artful, indigenous lengthy ad copy may work wonders
too. An advertisement copy is mostly a result of extensive advertising and consumer research
designed by professional copywriter’s employees by advertising agencies. Drafting an ad
copy demands skill and effort. An ad copy involves a complete investigation of the target
audience. There is a substantial effort that goes into making an ad copy. Companies
outsource their ad campaigns. The advertisement industry flourishes when they succeed in
delivering the advertisement just like its copy.
6. Closing
In closing, we restate the final objectives and address any remaining concerns or objections.
The following 4 tips should be used while writing a closing:
a. Repeatthe main benefits of your proposal.

b. Use Positive Expression to bring a sense of excitement.
c. Give a room for additional inquiry
d. Offer additional concessions and if money is a concern, suggest a payment plan.
7. Call to Action
In marketing, your call to action is the part of your advertisement that tells your target
audience what they should be doing once they click on your PPC ad and hit your website or
landing page. The simplest example of a call to action is "Buy now!"
The more information you can provide your potential customers with your CTA, the better it
will be for all parties involved. You can let your audience know what to expect when they
click on your ad, and you can help dissuade the wrong users from clicking by means of a
clear and direct message. While it is also important to understand what industry-specific
phrasings or messaging your potential customers would respond well to, the CTA tips below
are equally valuable.
1. Use a strong command verb to start your CTA

It’s all about being clear and concise with your CTA. You don’t have a ton of space in your
ad to get your point across, with the character limit set at 35 characters per description line,
so it is important to get straight to the point. Let your audience know exactly what you want
them to do, and don’t dilly dally – start the CTA with the desired action.
2. Use words that provoke emotion or enthusiasm

You want to be able to elicit a strong response from your audience as a result of their
enthusiasm. If your CTA is enthusiastic, then your audience will be enthusiastic too. Take a
CTA like “buy now and get 50% off!” – not only are you providing them with a massive
benefit, but who wouldn’t be thrilled to get their order for half off?
For someone looking to book a trip with their family, a CTA such as “plan your dream
vacation today!” will excite them about the notion of a family trip and make them eager to
click on your ad. A small, yet effective element here is adding an exclamation point to the
end of your CTA in order to provoke that enthusiasm. It makes your CTA pop, and gives it a
little extra kick.
3. Give your audience a reason why they should take the desired action
In other words, what’s in it for them? Will it help them do their jobs better, lose weight, or
save money? This will tie in heavily with your value proposition, or unique selling point
(USP). Your USP is arguably one of the most important pieces of acquiring new leads, so
creating a nice USP/CTA mash-up is a great way to increase clicks. A good example of this
would be something like “call today to schedule your free consultation!” Not only have you
stated the action you want the user to take (call today), but you have also provided them with
a reason why they should take that action (a free consultation).
4. Take Advantage of FOMO

This is actually one of my favorite tactics when it comes to a successful CTA. Fear of
missing out, otherwise known as FOMO, is an extremely effective motivator. When people
think they might lose out on an opportunity that might not come around again, they’ll be
mighty quick to hop on the bandwagon.
One of the best uses of FOMO in your CTA is to mention a sale or promotion that your
company is holding, and which won't last forever. You probably get emails with this sort of
messaging all the time, I know I sure do. I’m talking about messaging like “Shop today! Sale
ends on Monday,” perhaps during a three-day weekend. Or even “buy now while supplies
last!” during the holiday season. It’s tough to ignore a prompt like that, especially during a
time-sensitive, under-the-gun type of situation (e.g. the Christmas season). Similar to
provoking enthusiasm as we discussed earlier, provoking fear of missing out in your CTA is
sure to get you some additional clicks.
5. Know your devices

Creating a killer call-to-action is important, that’s no secret. But I also urge you to consider
customizing your CTA based on the device being used by your audience. Google considers
desktop and tablet as the same device, as the screen sizes are roughly the same, and people
use them for search in similar scenarios. An example of this would be a person sitting on the
couch at night, who sees an ad on TV for a product they’re interested in. The next thing
they’ll probably do is grab their laptop or tablet and search for more information on it.
However, mobile devices tend to have different user behavior and search intent than
desktop/tablets, making it prudent to tailor your CTA based on device. Users who search for
something on their desktop or tablet are typically still doing their research, and are not quite
ready to commit. But users searching for something on their mobile phone are often looking
for “instant gratification” or fast results.
Someone could be walking down the street when they see an ad on a moving bus, and whip
out their phone and quickly search for what they saw before it leaves their brain. Their search
will also likely result in a phone call to complete the desired action, rather than browsing a
website. My advice is to create a more phone call-centric CTA for your ads that appear on
mobile devices. You could try something like “call now to get started” or “call us today for
more information,” and that should help guide your target audience to take the action you
want them to take.

Elements of Advertisements

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Elements of Advertisements

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Elements in Advertisements

1. What is the purpose of advertisement writing?

2.2. Elements of Advertising

a. Repeatthe main benefits of your proposal.

1. Use a strong command verb to start your CTA

2. Use words that provoke emotion or enthusiasm

4. Take Advantage of FOMO

5. Know your devices

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