The Art of Effective Advertisement

By Mark Azara

A quick understanding of writing effective ads with 10 best tested models.

• Language: English
• Publisher: Swagat Debbarma
• Release date: May 5, 2021
• ISBN: 9781393790624

Book preview

What is the concept of advertising?

Is it possible to be considered a work of art or beauty? 

Is it clever slogans or funny writing that makes you laugh? 

Is it possible to be judged for your work in order to receive an award or 

recognition?

It isn't any of the above.

Advertising is the power of persuasion amplified.

There's nothing else.

Advertising script, also known as copywriting, is print salesmanship.

The role of a copywriter is to make money. 

There's no way around it.

Persuasion of the written word is used to sell, just as persuasion of graphics and audio is used in a television commercial (if done correctly).

Scientific Advertising, by Claude Hopkins, is a timeless classic.

"To properly understand advertising or to learn even its rudiments one must start with the right conception. Advertising is salesmanship. Its principles are the principles of salesmanship. Successes and failures in both lines are due to like causes. Thus, every advertising question should be answered by the salesman's standards.

"Let us emphasize that point. The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.

"It is not for general effect. It is not to keep your name before the people. It is not primarily to aid your other salesmen. Treat it as a salesman. Force it to justify itself. Compare it with other salesmen. Figure its cost and result. Accept no excuses which good salesmen do not make. Then you will not go far wrong.

"The difference is only in degree. Advertising is multiplied salesmanship. It may appeal to thousands while the salesman talks to one. It involves a corresponding cost. Some people spend $10 per word on an average advertisement. Therefore, every ad should be a super-salesman.

"A salesman's mistake may cost little. An advertiser’s mistake may cost a thousand times that much. Be more cautious, more exacting, therefore. A mediocre salesman may affect a small part of your trade. Mediocre advertising affects all of your trade."

These points are just as valid today as they were nearly a century ago!

As a result, the aim becomes: how can we make our ads more effective?

The response is to put it to the test. Repeat the test. Then do some more testing.

If ad A receives a 2% response rate and ad B receives a 3% response rate, we can infer that ad B would outperform ad A on a larger scale.

Testing, on the other hand, requires time and can be costly if not managed properly. As a result, it's best to start with some tried-and-true ideas and build from there.

For example, if