Commercial advertisement
A Commercial advertisement is a creative design that aims to publicize a product, event or service to an audience to promote it and thus increase its sales. Your main challenge is to convince this audience to buy your products or services.
In other words, a Commercial advertisement is characterized by informing a person or group of people about the availability, price, features, qualities and positive effects derived from the use of a product, service or idea. It can be used by various types of institutions, for profit or not.
Commercial advertisements seek to achieve various objectives of a social or commercial nature. In this way, they are issued with specific intentions in mind, thus seeking to influence the people who receive their message.
One of the main characteristics of a Commercial advertisement is that it is a paid mass media that can be transmitted in different media (print, audiovisual, sound).
It is the most expensive means of mass communication and marketing that currently exists, for this reason, its exposure to the public is controlled and occurs for a limited time.
Main features of Commercial advertisement
Massive communication
A Commercial advertisement is a form of mass communication that focuses on delivering a message to a specific audience. This audience can be made up of a group of people or a specific individual (listeners, readers or viewers).
There are several tools used by an ad to communicate, such as promotion, individual marketing, and guerrilla advertising.
In this way, an ad becomes a massive element of mixed expression and popular reach in any context.
Limited time presence
Being a paid form of mass communication, its exposure is only given for a limited time. This way, an ad is only broadcast for a specific period chosen, depending on the objective you want to achieve.
A Commercial advertisement seeks to promote goods, services and ideas from a sponsor who pays for its presence in different media. Being an impersonal and paid form of communication, it tends to disappear in a short time.
Includes different types of communication
An announcement can be given orally, in writing or audio visually. It is present in different media, including newspapers, magazines, leaflets, television, cinema, radio, among other mass media.
In other words, an ad is broadcast through any channel that can guarantee its exposure to the public. In this way, its main objective is to place itself in people’s minds, individually or collectively, in favor of the promoter’s interests.
Informational purpose
Some Commercial advertisements are published as anticipation campaigns or the launch of a new good or service. Regardless of the meaning of an ad, its main purpose is to inform the public about a chosen topic.
An ad contains a specific message about a product, service or idea, so anything that carries a message intended to be conveyed to a person or group of people falls into the advertising category.
Seeks to influence the purchase decision or opinion
An ad aims to affect a user’s purchase decision and guide them towards a specific good or service.
In this way, institutions and companies use Commercial advertisements to modify their ideas, making people more likely to have a favorable opinion about their products or services.
It’s impersonal
A Commercial advertisement is a type of impersonal and one-sided communication that aims to reach an unknown audience, where there is no contact between the sender and the recipient of the message.
The way to ensure that it reaches the intended audience is through the ad placement, investing in a space that is often consumed by individuals with the same objective.
Paid media
A Commercial advertisement is not a free means of communication, it must always be paid for.
The person advertising an ad is known as a sponsor and must invest money to prepare the message they want to convey, buy the in-between space, monitor the ad, and the end results of all that effort.
This type of communication is the most expensive means of promoting a product, service or idea in the market.
For this reason, companies that use ads always allocate a budget to cover costs related to this topic (Marketing, 2013).
Has a real component
It is difficult to determine whether the message conveyed by an ad is completely true. In fact, in many cases, there are components that are exaggerated in the ads. However, due to certain legal provisions, there is always a true component to the issuance of these Commercial advertisements.
In any case, there is no guarantee that the statements made in a Commercial advertisement are completely true. Most advertisers focus on attractive, materialistic and even erotic messages to misinform the public’s attention.
Applicable to various industries
Due to its potential, this type of advertising is not only used by private companies, it can also be used by museums, non-profit organizations, educational institutions and even the government, as well as other entities that want to attract the attention of their customers. . target audience.
Communication in a certain sense
Commercial advertisements involve a one-way communication mode. The message passes from an organization or company to an audience.
Consumers have no way of returning the message to sponsors. In this way, advertisers do not know to what extent they exerted some kind of influence over their target audience.
Ad parts and elements
photographs / images
They are the most attractive part of the ad and the one that arouses the most sensations in the consumer. A good image or photograph can be essential for the company’s product to end up in a consumer’s basket or to be abandoned on any shelf.
Overall, the visuals are impressive and, in many cases, say more about the product than the rest of the ad elements (label, content).
They are one of the most creative parts of a commercial. Because of this, advertisers place a lot of emphasis on working with them and attracting the greatest number of viewers.
Slogan
The slogan is an identifying phrase that makes it unique from the competition. It’s short and creative, designed to be registered in the consumer‘s mind and can’t help but remember the company that uses it. They are usually placed at the end of the ad
An example of a slogan would be: “Just do it”, by Nike, or “Do not leave you”, by Rexona.
Contents
Text or words that develop information about the product (characteristics, utilities, benefits, competitive advantages, etc.). Your mission is to provide ultimate ad support so that the potential customer is convinced that they need the product.
For this, in the last decades, the copyright technique was developed. He is responsible for capturing a credible, honest and trustworthy message in the ad. You could say the copy is the seductive picture of the ad.
Among his skills is the call to action or creating a sense of urgency in the audience.
Logo
It’s the company’s signature. In all Commercial advertisements, it must be clear who is selling the product or service and make them understand that they are the best of the competition. It wouldn’t make sense for a computer company to invest a lot of money making us believe that tablets are the best work tools without registering that they are the ones that sell the best.
The logo usually appears at the end of the ad and can appear with your slogan or contact if necessary (phone, social media, web link, email, etc.).
Bullet
Popularly known as a “marker” among Spanish-speaking advertisers, it is a short phrase that engages the audience.
For example: “The best apples”.
It is the introductory part of the ad and should be commercial, engaging, engaging and, if possible, engaging. To achieve this, advertisers have their tricks. In the press, they use striking and colorful letters, while in audiovisual media it is common to appear with music.
Ad types and examples
Printed
Print ads are those that appear on paper, that is, in newspapers, brochures or magazines. Except for magazines, the trend is downward, as they are media with less and less circulation and, therefore, with less capacity to reach more people.
In the case of magazines, there is the attractiveness of color photos on coated paper, as well as those specialized in a specific sector.
TV
It remains the favorite platform for advertising companies. While other media have emerged that can better quantify reach, TV is still thought to have more potential to impact the viewer’s retina.
Radial
Wedges continue to maintain their space in radio programming. They can be pre-recorded or live, with a light duration and with a message accompanied by catchy music.
Connected
These are internet advertisements distributed across web pages, social networks, applications, emails or search engines. They are the most accurate system as it is able to quantify the number of people who viewed the ad.
abroad
Also known as street marketing, the ads for this type of advertising are fences, canopies, posters, neon signs, terminals, and other exterior elements that can be found on streets, avenues, highways, etc.
