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Creating
Effective Internet Ads
Tell them and they will forget.
Show them and they will remember.
Involve the and they will understand.
~ Ancient Chinese Proverb
As this ancient Chinese proverb
demonstrates, an effective advertisement must do more than reflect the
tastes of the designer. If must do more than deliver a memorable message. An
effective ad must also involve the viewer in a way that they
understand and can relate to. So how can this be done with just a small
button ad on a Web site? Here are some tips that I have found useful in
creating effective Internet ads.
1. Ad Effective Ad Creates Awareness
For Your Brand, Not Just Your Product. An attractive ad is nice. Even better
if you can include a few color changes and fades for dramatic effect and
interest. If you don't leave behind your brand impression, however, your ad
has probably failed. This means that it is critical that you ad contain what
you want people to remember about your brand. That could be your logo, or it
could be the tag line for your business. Each time a viewer sees your logo
and/or tag line, they identify with your business. Slowly but surely, your
business becomes involved in their life and your message is imprinted in
their minds. When they see your brand in ads you place elsewhere, it will be
familiar to them, and people gravitate toward things with which they are
familiar.
2. An Effective Ad Defines Your Product. Are
you selling essential oils or are you selling a book? Are you promoting a
special seasonal item or are you having a going out of business sale?
Whatever the case, an effective ad clearly defines the product it seeks to
promote. A general ad with just the name of your business is not enough; you
should include general business information along with the products you seek
to sell if you want to sell those products, and this information should be
targeted toward your particular niche market.
3. An Effective Ad Tells Consumers Why They
Should Care About Your Product. In this way, you involve them in the
advertising process. By letting them know why your product makes a
difference to them, they further identify with you. They not only remember,
they are involved. Are the oils you sell distilled by your or under your
direct supervision to maintain quality control? Are your products made to
order so your customers get the freshest products possible? Select something
that will make viewers care about your product and include that in your ad.
4. An Effective Ad Defines Rational &
Emotional Benefits Of The Product. This is an extension of #3, above, and
involves making sure your ad connects with viewers in a way that affects
them rationally, emotionally or both ways. Are your products the lowest
priced available for the quality? Do you match the prices offered by others?
Do your products bring the spa into the purchaser's very bathroom? Whatever
the case, try to create an ad that viewers can relate to in a tangible way
the matters to them. This is usually done by tugging at things that make a
difference in their lives.
Tips For
Minimizing Ad File Size
1. It is best to use no more than 2 or 3 colors in
your ad. The more colors you use, the larger the ad file size will be.
2. It is best to use fade-ins and fade-outs sparingly.
The more fades the ad has, the larger the ad file size will be.
3. Use text moving vertically, horizontally and
diagonally, rather than fade-ins and fade-outs, to minimize ad file size.
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