A good advertisement makes us aware that we need something before we realise that we do. They bring our attention to a perfect product, perfect service or perfect place. Advertisements are everywhere; they are so common in fact that many times we become blind to them.
So what makes a great advertisement? The difference between a good ad and a great ad is that a great one is noticed amongst the target audience. It raises their awareness of your brand and inspires them to actively seek it out. A potential customer must initially be drawn to your ad amongst a sea of others. It must invoke emotion from the customer subconsciously imagining an ideal or perfect situation in which it addresses their need. The customer will then associate your brand with this ideal and will feel the itch to address it.
To be noticed is to be the subject of thought. This occurs when everything else is ignored and all attention is on you. Attention can be drawn to an ad through intelligent use of colour and visual images. Humans process images 60,000 times faster than text and responds to them better than any other kind of data. As a result, a great ad must be attractive to the eyes to capture the interest of the audience. It must be unique amongst its competition and presented to the correct audience. One interesting way to present an ad to a target audience can be through Facebook Ads. Facebook Ads enable a brand to build a specific customer profile for the ad to be shown to users with similar characteristics to those specified.
An interest sparks curiosity or a desire to learn more. It builds mystery and encourages imagination. A great ad encourages the imagination with the product or service you are promoting. It must prompt the customer to realise their lack of something with an instant fix or gain offered to them. This is highly effective as dopamine, the biological ‘feel-good’ chemical, is released during creative thinking and problem-solving. With a seemingly infinite amount of competition, it is almost a certainty that there are other eye-catching advertisements which your target audience will see. It is your aim to capture their imagination within a few seconds, before their attention span shifts to the next. As a result, the ad must be concise, simple and mysterious.
Why yours and not the next? Your sd must offer a real solution to the need or problem of the customer to add value to their life. If your ad is interesting enough it will not need to be memorable as the customer will immediately seek out your product or service. However, to the majority of people, it will not be interesting enough but this will not be an issue if it is emotionally interesting. Dopamine will cause your ad to be remembered. Neurological connections and pathways within the brain are strengthened and reinforced with dopamine. This is the science behind ‘fun learning’ as it is the most effective form of learning due to the release of dopamine. It is also released with novelty – something you can use to stand out. As a result of your advertisement being emotionally interesting when your customer thinks about their need or is reminded of their problem, they will most likely think of your product or service due to the strengthened neurological association with your ad and their imagination when thinking of the problem.