What kind of ad should be?
The effective impact of advertising is achieved in cases where the characteristics of the audience to which it is addressed are known and specially developed arguments are selected for this case.
Initially, it should be determined to what extent the market conditions are suitable for the optimal advertising exposure. For this purpose, objective and subjective factors related to the state of the market, the object of promotion, consumer demand and the audience are analyzed.
It is first of all important for the advertiser to have information about the motives of people's behavior in relation to the advertised goods.
These motives are formed not only from objective, but also from subjective ideas. They cover a whole range of opinions, both about products and about the companies that manufacture them.
The direction of the impact of information notification and its tactics largely depend on the knowledge of the attitude of people to your product / service.
The effect of advertising is primarily in the fact that it gives a psychological impulse.
Its consequences will be expressed in the reaction of the target audience, a change in its attitude to the product, that is, a change in demand, which in turn leads to a change in sales and profits.
If there was a direct relationship between customer demand and the cost of promotion, then the change in demand could determine the effectiveness of the corresponding costs.
However, in addition to informational notification, demand is influenced by many other factors: the level of trade organization, the quality of goods, the population's ability to pay.
The more factors influence demand, the more difficult it is to determine the so-called pure psychological impact of advertising.
Provided that you have correctly identified the channel for distributing your message to the target audience and contact with the advertisement has occurred, your advertisement can have an impact on the consciousness or subconsciousness of the consumer.
Information is unknowingly read by respondents from various advertising media. And at the moment a need arises, information, a need for a specific product, and trust in it pops up in the mind of the respondent.
Thanks to unconscious influence, advertising does not irritate the consumer that a product or solution is being imposed on him. In view of what, trust in the product is formed unconsciously and gently.
If you conduct a survey, then half of the respondents will say that they know the product (share), that they trust the company (product), but will not remember where they got this knowledge from.
A large percentage of consumers unconsciously receive information, are programmed for the desired reaction.
Moreover, in this aspect, the criterion of the relevance of the advertised product at a certain point in time to a specific respondent is very important.
If the respondent aims to buy, for example, a car, then in a specific period of time he will see car ads everywhere.
This is the “active” respondent category.
Another part of the target audience, which at a certain point in time, does not plan to buy a car, will belong to the "passive" category.
And only at the moment of actualization of the need, he will remember the company that was advertised at one time.
But, again, the respondent won’t remember where he got this information about the product.
So, to summarize, advertising subconsciously or consciously, immediately or delayed, has an impact on the target audience, if the audience and its motives, which are included in the advertising message, are initially correctly defined.