Successful Print Advertising – 9 Things You Need to Know

Successful advertising is studied and dissected by marketers and analysts everywhere. There is no shortage of books written about marketing success- everything from headlines to colors to placement. Every aspect of an ad is examined to find out what about it made it successful. There is an occasional oddball in the group that breaks new ground, but the overwhelming majority have identifiable, predictable elements. These are just guidelines, but they are guidelines that have led to consistent moneymaking success. If you choose to break the rules, make sure you have an excellent reason for doing so. You may think it’s earthshakingly clever, but its reception by the marketplace is what counts. The history of advertising is littered with clever but unsuccessful marketing attempts. This isn’t making a case for sameness, but rather for utilizing the fundamental building blocks of success, regardless of how the work ultimately turns out.

Advertising: Direct Response or Institutional?

The advertising I’m talking about in this article is what is commonly referred to as direct response. In other words, it asks the viewer for a response- pick up the phone and call, come in, visit our website or some other action. It is more of a direct communication with the prospect, and designed with a short term goal in mind. If it is well done, it also has a long-term goal, building on what has come before it.

Institutional advertising is made with a long term goal of positioning the product in the consumer’s mind. It usually doesn’t ask the viewer to take a specific action. It is more of an image building ad. Open a fashion magazine and you’ll se a lot of institutional advertising. Entire pages can consist of just a picture of a model wearing a product and looking bored. Somewhere on the page is the product name. Both forms of advertising have their place (though by my calculations, an incomprehensible amount of money is wasted by most institutional advertisers.) For businesses not in the Fortune 1000, and who don’t have an enormous advertising budget, direct response is usually a much better choice.

With direct response advertising, you’re able to find out quickly what works and what doesn’t. Since most of us don’t have millions of dollars to spend to find out what brings us business, we need to know what messages and what elements are working. So let’s examine each of these elements in detail.

1. The offer

What are you selling? Is it new or different? Is it the same as what everyone else is offering? If you’re not offering something that people actually want, or can get at a lot of other places, it won’t matter much how you offer it. Before you place any advertisement, try to come up with something new. Make a specific benefit-oriented offer that promises to quickly and measurably improve the consumer’s life, and you’re off to a great start.

2. The headline

The headline is the element that tells people right away if the ad is worth looking at. If it doesn’t immediately promise a substantial benefit that is of interest to the reader, the ad won’t get read. It wouldn’t matter if you were giving away free gold bullion in the ad itself, the reader would never get that far. No matter what you have to offer, and no matter how good it is, it’s irrelevant if the headline doesn’t compel the viewer to read the ad. It is by far the most important element.

If you have no headline, if you’ve used your name as the headline, or if your headline is clever instead of benefit-oriented, you need to start over. Come up with something the reader cares about, or they’ll never read the ad.

3. The main graphic

The main graphic is usually a picture that relates to the headline. Not every successful ad has a graphic. Many advertisers, given the choice between a strong headline and a great picture, would choose the picture. That is a very bad choice. The picture should serve to support the headline, and help to quickly convey the benefit you’re offering. So many pictures used are irrelevant or “clever” and ad nothing to the ad. In many cases, they can actually detract, as the viewer’s eye passes over what looks like just another ad. It’s easy to pass over a picture, but harder to pass over simple bold words that interrupt your thoughts. Even if you only glance at the words, your mind reads them almost instantly.

With all that said, a great main graphic can help to make a great ad. Concepts that are hard to express can me made clear with a picture.

4. The first subhead

If your headline has worked, the reader will arrive at the first subhead. It should help the reader understand how the rest of the ad will explain the benefit promised in the headline.

5. The first paragraph

The first paragraph should summarize the benefit you offer, and promise the reader a clear and believable improvement to their life. It should also encourage them to read further.

6. Additional subheads

Additional subheads are used for making your strongest points. Don’t bury your best information in the body copy – pull it out and emphasize it.

7. Body copy

Body copy should be used to expand on your promised benefit. Keep it short, impactful and to the point. You don’t want to make more than a couple of points in and single ad, and each should relate to and build on the others. If you find yourself needing to make too many different points, you need to hone your message further.

8. Last paragraph

The last paragraph is the place to inspire action. Make the reader feel that he or she is this close to enjoying the benefit you’re offering. All they need to do is (insert your call to action here.) Just pick up the phone, visit our website, or whatever it is you want them to do. And make sure you actually know what it is that you want them to do. If you leave it up to them they’ll likely do something else.

9. Post script

The post script is a place to eliminate fear of taking action, or to inspire fear of not taking action. Here you can take away the risk for them by offering your explicit guarantee. Or you can tell them that the offer is good for a limited time only, or something else that will help persuade them to act on the desire you’ve instilled in them.

A Renowned Graphic Designing Institute Opens the Door to Success

Those who are living with a perception that a successful career can be built without devoting time, efforts and other resources which are a must, they have simply no idea that this very thought can land them in a worthless pool of nothing. They are the ones who never strive to achieve something in their lives and they end up living with remorse. But you are one of those who ponder earnestly about their career and would do whatever they can to make their lives worth living on this gigantic planet.

If you are determined to make your career in graphic designing and would do whatever you can to make it happen obviously with the positive utilization of resources, nothing on Earth can hold you back from establishing your name among the top-notch ones in this vast industry.

What is Graphic Designing?

When you hear the words “graphic designing” for the first time, it may seem to be a complicated field in which numerous words, ideas and images have to be worked upon in such a fashion so that the required information can be presented to others in a more prudent way. The examples of this type of designing can be business logos, posters, magazine advertisements, album covers and the list does not come to a close. The different designs on t-shirts are the works of a graphic designer, and even some of the web pages are also designed by a person who has hands-on experience in this vast field.

Are you a person with a creative bent of mind? Does your mind do the talking about the creativity involved every time you see an advertisement? If given a chance, would you like to design those websites that can stand out among plenty of other websites?

If your answer to the above stated questions is a ‘yes’, then you must seek the admission in one of the most sought after graphic designing institutes. It’s true that a good and sound educational background is necessary if you want to prove your worth to the outside world. You must consider some of the qualities which anybody will look for in a reputable institute or college which provides the graphic designing course.

  1. The first thing which you must know about a good graphic designing institute is whether it has the ability to teach both an amateur and an experienced candidate. There can be a possibility that you apply for this course at an institute which serves only experienced people, but you lack prior experience in this field. It is at your discretion if you would like to study on your own or seek an admission in this college.
  2. The teaching faculty at this institute should be well-versed with the teaching techniques so that the desired aspirants can be taught in a proper manner, and imparted with the necessary information required to move ahead.

Advertising Courses

There is no doubt that a profession in advertising is very much demanding in terms of creativity and in-deep knowledge about the consumer behavior. Advertising industry has a broad space for creativity and vitality that compliments the potential flow without any barriers. This field provides a great potential to acquire knowledge about copywriting, copyediting, storyboards, etc. A course in advertising is quite a hit among youngsters when it comes to choose a rewarding career for them. Most of the organizations implement advertising activities for four common objectives i.e. continuity, trial, switchback and brand switching. The ‘Trial’ objective includes the efforts made to encourage customers to make an initial purchase of a new product introduced in the market. ‘Continuity’ is the next objective that is applied to prepare and follow up a strategy to make current customers stick to the market in order to develop brand loyalty. The main and the most complicated task of advertising is included in the third objective of the organization i.e. ‘Brand Switching’ that focuses on changing the customers mind to switch to their brand from their competitors brand. This strategy requires a lot of communication technique to reach millions of people and to change their mindset. Then the ‘Switchback’ strategy is used to win back their former customers.

Each of the above mentioned strategy requires intervention of an advertising professional. All it needs is a quality course in advertising from a reputed college and several personality traits such as excellent communication skills, team-worker, leadership qualities, lucid style of working, and sensibility and awareness of consumer behavior and trends. There are plenty of courses that can make you eligible to acquire a lucrative job in one of the reputed advertising firms. These courses may include postgraduate degrees, or diploma in business administration, or advertising, or media management, or mass communication, etc. After completing any of these courses, and with little experience in the field, you will be an advertising professional who can handle any job related to creating ad and helping the organization to sell/market their product.

The starting salary of an advertising professional having a PG degree in Advertising is approx 4 lacs per annum and the same professional will be earning around 25-30 lacs per annum by the time he/she becomes the Branch Head. Several institutes that offer courses in Advertising are listed below:

• Indian Institute of Mass Communication, that provides a Diploma in Advertising.
• Bhartiya Vidya Bhawan, provides Diploma in Advertising, Photography.
• Delhi School of Communication, for PG Diploma in Advertising.
• Narsee Monjee Institute of Management Studies, for PG Diploma in Advertising and Communication.

A pass in class XII is the eligibility to get into the degree course, while a PG Course requires you to carry a graduation degree at the time of applying for the course.

More information on these courses along with a list of institutes can be searched at http://www.educationinstitutes.in