LEARN THE

ART OF
ADVERTISING
WHAT IS HELPS IN
MARKETING A
ADVERTISING PRODUCT

PROVIDE
INFORMATION
ABOUT THE
PRODUCT

A FORM OF
COMMUNICATION
TO PERSUADE
THE  AUDIENCE
MODES OF PRINT MEDIA

ADVERTISING

ELECTRONIC
MEDIA

OUTDOORS
BUILDS AWARENESS OF
PRODUCTS AND BRANDS FUNCTIONS
OF
CREATES A BRAND
ADVERTISING
IMAGE

PROVIDES PRODUCT AND

BRAND INFORMATION
PERSUADES PEOPLE
FUNCTIONS
OF
PROVIDES INCENTIVES TO
TAKE ACTION
ADVERTISING

PROVIDES BRAND
REMINDERS

REINFORCES PAST
PURCHASES AND BRAND
EXPERIENCES
HOW TO TARGET A SPECIFIC
AUDIENCE 
CREATE A
GOOD 
ADVERTISEMEN Every product has its target.

T
Every product is not meant for
everyone.

Be specific on selecting whom do

you want to communicate.
HOW TO USE A MEMORABLE
TAGLINE OR JINGLE
CREATE A Do something that is unconventional,
GOOD  yet memorable.

ADVERTISEMEN A tagline can make it easy for people to

remember what you do, especially if
T you add humor or some other way for
the audience to connect with it.

Perhaps you can use an icon that

represents a particular subject matter
to draw a connection.

The jingle should rhyme and be less

than six or seven words to make it easy
to remember.”
HOW TO BREAK THE PATTERN

CREATE A
GOOD  The attention span of our society is
ADVERTISEMEN constantly shrinking and it is very
hard to get people to notice your ad
T unless you are able to break the
pattern for them.

Make something that looks boring

and then break the pattern by
surprising them
HOW TO DON’T BE BORING

CREATE A
GOOD  Ask yourself if you would genuinely
ADVERTISEMEN enjoy the commercial.

T Often, organizations/ people get stuck

in a bureaucratic process where
everyone has to approve every single
detail and the creativity gets cut out.

Make sure it’s fun, engaging, and

relevant to the audience you’re
marketing.
HOW TO FOCUS ON THE FIRST
FEW SECONDS
CREATE A
GOOD  “Today we are bombarded with
endless media that tends to
ADVERTISEMEN ramble on and on. We have
T become so immune to repetitive
messages and long-form storylines
that we automatically disengage
after the first few seconds. You
have to capture the audience’s
attention immediately and then
you have to keep it engaged for the
remainder of the spot. So the first
few seconds are the key to
engagement or disengagement.”
HOW TO USE INFLUENCERS

CREATE A
GOOD  “Include an influencer for that
industry and an application that
ADVERTISEMEN adds credibility and establishes a
T memorable visual for the product
you are advertising. People want to
know that people they admire
approve of the product or brand.”
HOW TO TELL A COMPELLING
STORY
CREATE A
GOOD  “Viewers today have very short
attention spans and many people
ADVERTISEMEN tune out conventional
T advertisements and TV
commercials. Yet television is still a
powerful medium if you find a way
to draw in your audience. To do
this, you have to get beyond the
style of typical ads and tell a story.
HOW TO BE AUTHENTIC

CREATE A
GOOD  “Authenticity is key. If your advert
doesn’t have an authentic feel,
ADVERTISEMEN you’re not going to leave a lasting
T impression.
HOW TO USE GOOD VOICE OVER

CREATE A
GOOD  “The human voice is a powerful
influence when it comes to making
ADVERTISEMEN an audience feel a desired emotion
T or buy a given product. The right
voice can make or break an ad, and
can become a hallmark of your
brand. Spend some time thinking
about what the personality of your
brand is, what voice represents
that, and then how that voice will
carry your ad, having the desired
outcome steer the process.”
HOW TO COMMUNICATE ONE
MESSAGE ONLY
CREATE A
GOOD  “As with any effective marketing
strategy, keeping your TV ads to
ADVERTISEMEN the bare minimum will enhance
T the success of performing above
the others. Because television is a
visual medium we tend to over-
communicate by expressing many
concepts in one spot. Customers
are not interested in everything
you have to say, they only have
room — and time — for one single
message.”
HOW TO COUNT ON EMOTIONS

CREATE A
GOOD  Human has emotion to connect
with, use emotions like humour,
ADVERTISEMEN sorrow, danger, fear, nostalgia etc.
T to get a good connect with the
audience.