Currently, we are exposed to an infinite number of advertisements, but we only retain a minimal amount. Hence the importance of quality advertising.
For this we consider that it is essential to take into account our 7 tips so that your ad remains engraved in the minds of people.
1. Area
The first thing we should do is ask ourselves the question: What is it?
It is important to know all the characteristics that your product offers, the advantages that it will cause in people, if it reaches their hands.
Another factor is that we need to analyze the competition, this in order to know the products they use, the way they are made, and most importantly, define what will differentiate it from the competition, this product.
It is also important to know the functionality, since the more we know about the product, the better prepared we will be.
In this way it will be easier to meet the objectives that we want to achieve with our advertising.
2. Hero's Journey
We call all the experiences that we live day by day "The hero's journey". That is, all the decisions that make us reach a conclusion.
It is a great way to capture customer attention with this story. This trip is divided in 4 ways: Prologue, separation, initiation and return.
In the first stage is where we are called to adventure. It is the moment where we are ready to experience something new. We live the call to adventure every day, from the moment we leave our house, since we have no idea what awaits us, until a decision to leave the country for a few days.
To make it clearer, we will put an example: A detergent commercial. Here, the adventure begins when a mom wants to change detergent because she knows that the one she has doesn't work for her, so she has to leave her house and prepare for something new.
If we represent the prologue in our advertising, we will get great attention from the public.
When we ask them a question and it involves some challenge or fantasy, they identify themselves and are ready to start this stage.
The second stage is that of separation and it happens when the hero meets his mentor and he meets challenges and enemies that he has to overcome.
In real life, this stage would be the one where problems appear, but in the end we will always have to choose a solution.
Following the example of detergent, the challenge would be that the hero, in this case the mother, has to find a way to remove the stains from the clothes of his family, so that they can be happy.
The third stage is the initiation stage, when you already know what awaits you and it is the moment when you have to face the enemy, and if you succeed, you get your reward.
Mom found several detergents but doesn't know which one would benefit her the most, so she has to try them all in order to come to a decision.
The last stage happens when you return along with the reward to where you were in the beginning, but before starting the hero's journey, it is the end of a whole story.
The mother returned home with the reward, that is, with the detergent that favored her the most and now she is ready to start another new journey.
3. Mythology
It is important that we know the different cultures that we have had throughout these years, since it will make it easier for us to better understand our public.
If we know the reasons for their customs, we will be able to get to the minds of our consumers faster and they will be able to easily understand our final objective.
4. Medium
There are various ways in which we can publicize our products, whether through social networks, posters, commercials, etc.
Here the key is to be as simple as we can, because if we want something very elaborate or with a lot of information, we are only going to make our clients confused and they may come to understand a totally different message than what we want to achieve.
That is why it is essential that we know the audience that we want to target, which we will see later in point number 7 to understand what they look for in the products.
In Luc Dupont's book 1001 Advertising Tricks, he tells us “The difference is not inside the toothpaste tube. The difference is, in fact, in the personality of the consumer. We don't buy products, we buy locations. ”
One option that will always make people remember our advertising is to cause "shock". That is to say, to do something so unexpected that it causes so much impact and is saved. Do something out of the ordinary.
5. Cognitive function
The cognitive function refers to the intellectual functions, which are divided into 4 parts: 1. The receptive functions, 2. Memory and learning, 3. Thought or reason and 4. Expressive functions. So that you can understand the functionality of this tip we will explain the functions of the brain which is divided by 2 hemispheres.
The left controls numerical ability, written language, reasoning, spoken language, scientific ability, and right-hand control. For its part, the right hemisphere controls insight, three-dimensional perception, artistic sense, imagination, musical sense and control of the left hand.
Now that we know the functions of the 2 hemispheres we will relate it to advertising. The announcements made for the left hemisphere are text-based and most of the time in black and white. And instead for the law it is based on images and creative compositions that appeal to another type of audience.
In conclusion, each hemisphere of the brain controls different things and it is important that these work together so that there is a balance and a duality as well as yin and yang, logic and intuition, among others.
In advertising the same thing happens, it is very important to take into account the attractions of the two cerebral hemispheres so that these functions and have the expected result that we are looking for.
6. Psychosexual stage
In order to understand this tip, Sigmund Freud's stages of psycho-sexual development will be briefly explained.
- Oral stage: Babies in the oral stage are "all mouths". At this stage, the main source of pleasure is feeding, since it stimulates the mouth. Anal stage: The main area of gratification changes from the mouth to the anus and. Children who start walking find the movement of their intestines pleasant and the way entertainment is handled determines the solution to this stage. Phallic stage: The bodily differences between boys and girls, adults and children fascinates the little ones. They want to find out where babies come from and learn about adult sex. Freud explains that at this stage boys are influenced by a sexual link to their mother, and girls to their father. Latent stage: This is considered a period of rest between the phallic and genital stages. There is no erogenous body zone Genital stage:The last stage begins in puberty and during which sexuality matures and predisposes a person to seek pleasure through sexual contact with others.
Although it seems absurd it has a lot to do with how the person develops in each of these stages. Depending on the functionality of our product, it is important to relate it to a stage. Let's take an example to make it clearer.
7. Population
Each client is a world, each market is different, each country different and each one of us think and feel different; that is why we have different needs and tastes.
Consequently, a company cannot reach all customers with the same efficiency. For this we must very well identify our market and identify its products with those segments. Segmentation consists of a process of dividing the market into homogeneous subgroups, to which a differentiated commercial strategy is applied, in order to more effectively satisfy your needs and finish the commercial objectives of our product. We can divide the markets by:
- Geographical: it is divided by countries, regions, cities or neighborhoods Demographic: it is divided by age, stage of the life cycle, personality and tastes Behavioral: it is divided according to channels, intended benefits, brand loyalty and attitude towards the product.
By complying with these 7 tips, we make people remember and understand what we want to make them understand.
We have to have a well-structured design so that people can get our message across. It's not easy, but it's not impossible either.
