Question

Explain any two essentials of a good advertisement.

Explain the features of a good advertisement.

Answer 1

1. Memorising Value: The design and layout of the copy should be such that it has a lasting impression on the minds of the people. Repeated use of brand names and trademarks helps to make the advertisement memorable. A picture depicting the use of the product for a specific need is useful, e.g., a housewife nursing a burnt finger with Burnol. Association of the product with a symbol or sketch also helps to create a long-term impact on mind. 
2. Suggestive Value: The copy should suggest the advantages and uses of the product. Emphasis on the superiority of the product and its necessity helps to create customers' interest. People take an interest in a product only when they feel it will solve their needs and give them good satisfaction. "Amul builds healthy bodies"; "Where there is Lifebuoy, there is health"; "Fanta Orange so good one feels to be thirsty" are a few examples of suggestive value.

Answer 2

A good advertisement should have the following characteristics.

1. Attention value: An advertisement should be prepared in such a manner that it is able to attract the attention of the people towards whom it is directed. Otherwise, it will be a waste of efforts. An advertisement can be made attractive with the help of the following techniques.
   1. Using catchy and short slogans or headlines. For example, 'I care, I use Dettol' or 'Thunda matlab Coca cola.'
   2. Using pictures or drawings, like the picture of celebrity on wrapper of product.
   3. using price quotation where the price is comparatively low, e.g., 'Buy a Lee Jeans for ₹ 199.'
   4. Using bold artistic writing, bright colours etc. For example, Pepsi uses red and blue colours which easily attract attention.
   5. Asking a question, for example, have you filed your tax return?
2. Retention of message: The message should be delivered in such a fashion that people are able to remember it for a fairly long period of time. Repeated use of brand name or trade mark may help to make the advertisement memorable. The product may be associated with some pictures or words. For example, rhinoceros has become associated with Ceat tyres.
3. Suggestive value: Advertisement should suggest the uses of a product for solving the problems faced by the customer. Superiority of the product can be emphasised, and helps in generating the interest of the consumer, for example, falling hair, remedy is Keo-karpin oil, Pepsodent - it fights germs 24 hours, for cough only Glycodin.
4. Educational value: Advertising should educate the consumer about the proper use of a product, what is to be done and what are the precautions required while using the product. It helps to increase the utility of that product to consumers. The manufacturer can also clarify any doubt in the mind of the consumer. For example, Coca Cola is 100% safe, Hero Honda provides free servicing upto one year etc.
5. Conviction value: Advertisement should not make false claims, which cannot be met. Any genuine claim must be backed by convincing arguments. Vague statements or generalisation cannot convince the public. Use of solid arguments can help. For example, 'This detergent is tested in laboratory, 'Promise contains clove oil,' 'Pepsodent germi check.'