Development and creation of effective advertising - Essay Example

Development and creation of effective advertising Introduction Advertising is a form of communication in themarketing section used to drive a certain feeling to the people through persuading, manipulating an audience to continue to take some new action towards the product being advertised. This mostly focuses to drive consumer’s behavior with respect to the commercial offering, despite that political and ideological advertising is also common. Different writes argue about the effect of sex and gender in the development and creation of effective advertising. However, this paper provides an argumentative approach that contrast sex and gender perception in developing and creating an effective advertising. Body In developing and creation of effective advertising the company focuses grabbing the audience almost immediately. Effective advertising offers the audience the chance to view the products displayed. Effective advertising focuses directly to the people regardless of sex or gender and offer them the first glance of the advertisement. This kind of approach is beyond the gender codes since it focuses on the audience using an effective means. Most of the adverts come through the televisions, prints and other advertising mediums. The best kind of advert is that grabs the customer or the prospective audience in a second. This means that the advertisement should be attractive and designed with effective fonts that attract many people. The creative concepts are the advertisement’s central idea that grabs your attention and sticks the audience memory. Creativity embraces on a vital feature of advertising that dictates the entire advertising field (Petley, 2003:30). In order to affect the advert, advertises usually take a general overview of the purpose of the advertisement as well as the people intended to be conveyed the message. The approach in which the advert will make the audience to give a second glance depends on the content and its effectiveness. Advertisers should pay different attributes in convening their messages through exploring different kinds of cultures of different societies in order to incorporate their say in the advert (Berman, 2010:107). This can be writing in a print or billboard that has impact to the psychology and perception. Goff man argues on the withdrawal of attention from social circumstances and the setting at the hand that features on emotions and tension that appears unresolved. He shows the contrast on men looking straight down the camera without blinking, challenging, and potentially aggressive. This attributes on control and consolidation as a mode of gender division in the view of events. The current advertisement focuses on all the audience regardless of gender or sex with attractive message conveyed to meet them in a collective manner. Another way of developing and creating an effective advertisement is by being clever and creative. Most of the companies depending on advertisement to reach their customers embrace on improved art in designing the advert to represent the message the company wants to convey to the people. The companies take a lot of time and even employee additional activities from external sources in order attain the best advert that outdoes the competitor. The companies even employ some respondents to report on the steps made by their competitors in order to take counter measures in response to the competitor’s plans. Here, critical skills become essential in order to link people with the message the company wish to portray a seductive package. This means that these means that effective advertisements remains well executed. As such, the details, the image representation, the writing, the acting, the setting, and the way the product remain represented should mirror the highest production standards. Advertising often sets the customary or establishes the cutting edge for the printing, propagation, and internet design because clients demand the best production their plans can allow (Kapferer, 2008:496). Goff man retaliates on the strength of masculine gender to convey the message and the female acquiring more knowledge than men do. He believes that female go to the universities more than men believe and thus become creative than men while men remain mostly aggressive. The current share of knowledge is diverse, and all people have different knowledge useful in development and creation of effective advertisement. Strategy is another key component in development and creation of advertisement with logic and planning behind the advertisement that gives it a direction and focus. Every effective advertisement outfits a sound strategy that aims at delivering effective messages targeting the audience. The advertiser develops the advertisement to meet specific objectives and carefully directs it to the audience and runs it through the media for effectiveness. This requires initial strategic planning that requires setting goals and objectives that will drive the advert towards the companies specification. These strategic objectives displayed determine how effective that advert will be as well as meeting the set goals. In the Goff man’s perspective, there are no strategies adopted in order to-effectively develop advertisement. He only features on perception and ideologies in conveying of messages inform of pictures that have a different perception. Planning the strategy calls for imaginative problem solving in which the media require creative thinking (Shimp, 2010:283). In order to widen and generate an effective advertisement, the research evaluates the performance and encourages the refinement. This determines on whether the advertisement reaches the required standards and its improved (Yeshin, 2006:154). This involves the effects of perception, persuasion, and behavior. Some relevant analysis on the cost of the advertisement is taken and compared to the output overall processes of advertisement. Goff man perception on sex and gender advertisement does not count on evaluation that remains employed today and thus it becomes null, and none applicable into day’s mode advertisement, which is beyond the ethnic division. Developing an effective advertisement requires the advertiser to speak loudly. The more you talk the more people tend to hear you. A loud advertisement evokes a different feeling among the people and drawing a large number that will get the message conveyed (Blythe, 2005:489). Goff man believed that men are masculine enough to command a large group of people through advertisement, but that is not the case today, all genders have intermingled to advertise through the media. This shows that we are equal to perform any duty assigned through the knowledge we conceive in the schools able to give equal measure. Nonetheless, speaking loudly not only conveys the message to the people but also evokes some interesting scene that will pull people together to decipher where the voice is coming from and what it says (Mehra, 2009:51). Thinking too much, about what the advertisement is all about is one component that might affect the effectiveness of the advertisement. Developing and creating an effective advert focuses on simplicity. Customers should be able to understand the meaning of the advert in the first glance. Some advertisement usually embraces on the image of the company and a clever advertisement usually reflects the success of the company. Companies should embrace on simple materials that convey a simple message to the customers. Advertisements that are more complex usually cost too much and do not effectively deliver the message the relevant audience (Kooyman, 2012:4). Another kind of principle contributes towards development and creation of effective advertisement is the use of colors that make sense. Color choice is very significant aspect of advertisement. Those colors work with the choices of the brand chosen. Before determining on the environment, the company decides to review on the best colors that match with the environment. Colors that do not match with the environment or the product usually distract the message conveyed. Initial analysis of colors to use is very important as it draws the choice of colors to use bet suited for the advertisement (Applegate, 2007:23). For example if the illustration from the advertisement if just for fun it is advisable to use light colors and when the advertisement is more serious, possibly use more simple color scheme. This rationing of colors relatively conveys reasonable attention and appeal to the targeted group of people. Developing and creating an effective advertisement embraces on the use of humor or metaphor. Humor is a hilarious technique for attracting people into an advertisement while Metaphors are the great ways to add humor. However, humor may not be appropriate to use since not work for the company or the brand (Mahon, 2006:132). Some other adverts remain accepted because of their humor hence making the advertisement effective. Goff man featured the humorous games adapted for the advertisement as mock assault games, the captured body, which is usually a woman or child is safely and in fun, thrown or wrestled. This usually takes place in natural or non-formal locations such as in snows, beaches or in the grass among other places. These games nowadays remain as hilarious and adapted in advertisement to lure people to conceive a certain message contrasting on the way Goff man codes. Another way of ensuring development and creation of effective is being informative. Short messaged advertisement does not make an impact to the targeted audience. Good initial plans on the advertisement means that the advert is more informative, and the targeted individual do not strain much to get the information. This in one way my focus on the culture of the audience and to what extend the ten to understand the message. This information may require pictures well explained or expressions that generate certain feeling to the audience. However, the effective advertisement keeps a display for animated display. Surveys suggest that viewer spend less than 10 seconds looking at the top of the web page. It is important for effective advertisement to display the content within the time plan especially in the call for action. This makes development and creation of effective advertisement very effective and more reliable (Armstrong, 2010:278). Selecting a programming mechanism that matches the demography develops and creates an effective advertising. Basic cable network in a particular site offers a wide variety of programming the fit the specific gap and is relatively inexpensive. For example of the advertiser is involved in a certain ridership, stats are skewed more highly towards and the networks such as lifetime among others that effectively captures the audience. Broadcast network advertising is more expensive, but it reaches and gathers a large number of audience and viewers with high ratings. Nonetheless, if there are constraints in the budgeting of certain programming times road shows become cost effective. A broad rotator will air sports randomly when the advert during the prime time (Neijens, 2004:206). Goff man retaliates of pictures as a mode passing certain information to the audience. Some of the pictures he uses might pose a certain feeling to the audience depending on the content. Pictures represented by women remain routinely shown as subordinated by men. Gender representation results from cultural, social, and economic circumstances into which the individual is born and where they live. This does not require programming but focuses on the gender diversity as well as the power of advertising bestowed in them. Developing and creating an effective advertising requires choosing the best position. Visible position accessed by a large number of people usually creates lot awareness, and it is the researcher’s duty to ensure that the company acquires more prevalent place for the advert. For example if the advert is in a print, placing it at the top of the page makes it very influential to the audience. It attracts many people in the first glance as the viewer opens the page and finds it in the first page. Placing it close to the content or the most hilarious place of the page is highly noticed rather than placing it at the bottom of the page. Goff man only focuses on the gender codes in that women add some influence to the advert more than men do, but this contrast the current advertisements in which every body contributes much in the advert. Only the content is important not who are involved in the advertisement. Strategic placing of the advertisement contributes much in conveying the message (Thorson, 2012:79). The last bit that ensures the development and creation of effective advertisement is the initial tests that will measure the impact of the advertisement before dispensation in the market. Companies should first employ individuals as the audience to test the influence of the advertisement in the market whether it is cost effective and the perception of the advert towards the purchase of the product. Adverts majorly focuses on promoting products to the customers and creating awareness towards the introduction of new products in the market. This primarily acts as the focus of companies in order to lure a large number of audiences. The company’s focus is on connecting audience and viewers through using information that is relevant and easily understood by all people regardless of their illiteracy status. This means that the advert should have diverse roots for easy understanding. It should include all the genders, age, and race for easy conveying of the message. Goff man believes on how the difference in gender attributes in conveying and understanding the advertisement (Allen, 2009:428). Conclusion Through out this paper it is clear that the approach of Goff man in the issue of advertisement contrast today’s study of advertisement that is diverse in development. For an effective advertisement, the company should embrace on the above principles that contribute much in creating and developing effective advertisement. This focuses on the strategic plans employed in order to stem up an effective advertisement. Planning will provide the place where it is effective, and the modes use to convey the message. The researcher will always need to understand the audience’s perception, and the impact of the previous advertisements. The company will then blend in the colors that match with the product in order to provide an effective advertising that lures a large number of audiences. Most importantly, grabbing the audience using clever and creative tactics will make the conveyance of information more effective. The company should focus beyond gender diversity that is associated with division. Observing all these principles and components of advertising will create effectiveness and conveying the message becomes easy (Gerber, 2008:86). Bibliography Top of Form Applegate, E., & Johnsen, A. 2007. Cases in advertising and marketing management: real situations for tomorrow's managers. Lanham, Rowman & Littlefield. Armstrong, J. S. 2010. Persuasive advertising: evidence-based principles. Basingstoke, Palgrave Macmillan. Berman, M. 2010. Street-smart advertising how to win the battle of the buzz. Lanham, Md, Rowman & Littlefield Publishers. Available from Http://public.eblib.com/EBLPublic/PublicView.do?ptiID=616417. [accessed on May 11 2013] Blythe, J. 2005. Principles and practice of marketing. London, Thomson Learning. Burtenshaw, K., Barfoot, C., & Mahon, N. 2006. The fundamentals of creative advertising. Lausanne [u.a.], AVA Publ. Gerber, K. 2008. Marketing communication. 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Thorson, E., & Duffy, M. 2012. Advertising age: the principles of advertising and marketing communication at work. Mason, OH, South-Western Cengage Learning. Yeshin, T. 2006. Advertising. London, Thomson Learning. Bottom of Form Read More