Ad_Rewrite

In order for an advertisement to create a relevant connection with a target audience it must present the need to buy the product (or service) in an unexpected way. Many advertisers use creativity and communication as common tactics. The book describes the science and art of an advertisement. The science being the way a message is persuasive, convincing, and relevant, while art pertains to the message creating an unexpected idea and attraction. When considering an advertisement rewrite, both the science and art of the ad must be considered. Implementing these tactics is directed toward reaching the target audience. Advertisers strive to develop an ad that engages excitement, relevance, and is attention getting. Advertisers use many ways to excite their target audience and create attractive ads. As per our case study, we will be using the approach of hard sell and soft sell appeals to rewrite a perceived, “bland” and unexciting ad. In order to execute this properly we must first understand the differences between hard sell and soft sell. The text book defines a hard sell approach as an,” informational message that is designed to touch the mind and create a response based on logic.” The assumption behind hard sell approach is that the target audience wants information and will make a rational product decision. Tactics used in implementing a hard sell include direct, forceful, and stealthy sales messages that are straight to the point. Although many perceive the hard sell tactic as being aggressive, when properly executed it can serve as a profitable means of communication. The hard sell approach should stay straight to the point. This generates the assumption that a decision should be made now! When advertisers can communicate a message that poses a balance between aggressive pressure and information, the hard sell approach can prove to be a very effective tactic in communicating to the target audience. On the other hand, a soft sell approach uses emotional appeals and/or images to create a response based on attitudes, moods, and feelings. The assumption is that with a soft sell strategy the target audience has little interest in an information search and will respond favorably to a message that touches emotions and presents attractive brand image. For a soft sell approach to be communicated effectively, it should remain friendly, have subtle messaging, discourage psychological pressure, and show passive ways to communicate the targets needs. It is important to note that the soft sell appeal is not in any means subliminal. It is upfront and transparent, which sets forth a clear and persuasive case for the value of the product or service. Soft sell approach bases messaging around the benefits the customer will receive through honesty and without reason to hide facts. Our team decided to use an ad from the newspaper and magazine for the case. During our search, we found that newspaper ads were full of abbreviations and often too short to market and communicate a position. After ample deliberation we found an ad from the Star Ledger Newspaper that fit our perception of bland and unexciting. The ad was black and white in color. It had an illustration of a home at the top and a cell phone at the bottom. The main communication was to attract people to access classified ads for home listings via web-enabled phone. Our group decided to text the number to see the outcome. A link was simply sent back via text messaging, that when clicked brought your web-enabled phone to the newspapers local home listings. During our rewrite, we discussed that it would be a good idea to show the benefits of using this feature. We made this possible by adding key features of the ad in our rewrite. These features included a wide database, option to view homes by city, county, and zip, locate nearby open houses, and even receive directions when needed. We thought this would generate not only appeal, but certainly communicate the benefits of using the service. When rewriting the hard sell for the newspaper ad, we thought it was important to add a sense of urgency. We did this by creating incentives and pressure (i.e. use this ad to find a home by 1/1/2011 and receive $2,000 closing cost credit and low interest rates). The ad goes on to say that this is for a, “limited time only, and homes are selling quickly so don’t wait!” This clearly demonstrates a bold pressure and the need to text now; don’t wait for the home of your dreams to be sold. In rewriting the newspaper ad both in hard and soft sell approaches, the rewrites certainly improved from the original ad. In deciding which rewrite is more effective, our group agrees that the soft sell was more favorable. The soft sell displays key features in an honest subtle way, all of which we are keen on. When rewriting the magazine ad we had a difficult time finding an ad that was unexciting. Most of the ads we viewed were in color and clearly communicated the message. We ultimately found a Hilton ad that communicated, “The Holiday Breakfast Deal.” The ad had a picture of a seemingly happy family (as they were all smiling). The rest of the ad was in fine print giving disclaimers for the free breakfast. When rewriting the ad in a hard sell approach, we decided to use relative and subjective terms. Both rewrites gave a seemingly universal definition, but were rewritten in a way that gave urgency opposed to the facts only. Our hard sell approach was rewritten to sell a stay at the hotel more than the free breakfast. Incentives to make reservations included 50% savings on a sixth night when a five-night stay is reserved. In addition, children under the age of 8 stay free. Finally stating the offer ends 1/1/2011 so book now! Underneath these specifics were small print restrictions noting booking information and cancellation fees. It is clear that our rewrite did not focus as much on the breakfast as it did making a reservation. Our soft sell approach simply stated the facts once again. We decided to rewrite the ad in a way that gave a sense of ease and no pressure. We did this by appealing to emotion. If one makes a reservation with any of our Hilton Garden Inn locations, you and your family can enjoy a free continental breakfast. The ad goes on to say that there are children’s menus available, healthy choices, and even vegetarian options. We thought that this would appeal to both families with children, and individuals who want healthful breakfast options. When deliberating whether the soft or hard sell approach was better, again we all felt as though the soft sell approach was more appealing, as it was less persuasive. In terms of evaluating the effectiveness of an ad, there are many ways a company can do this. Evaluating an ad requires tracking and analyzing the brand recognition including website traffic, print ads, and positioning. If our team were a group of professionals working on these accounts, we would want to first study the statistics of our web host. Using these numbers we could evaluate who, where, and when our website was viewed, helping us connect with our target market. In addition, we would determine which parts of the site generated the most results. We would also develop a 1-800 number that would help us evaluate the callers locations, spending patterns, interests, and the call volume at specific times. Finally we would continue to offer coupons and include a request for consumer information to acquire detailed information about our customers. In terms of evaluating the ads using intuitive judgment the main question is how each case can be best combined or utilized to maximize optimal results. For this purpose, an experienced consultant company, or team within our company would be utilized to help avoid common mistakes and dissolve prejudices. Language Transition: In order to advertise in the global marketplace, communication efforts are often challenging. One problem that has an impact on how the message of an ad is interpreted is developing language transition. In order to avoid misinterpretation, confusion, and even embarrassment; creating a concise language transition must take place. Miscommunication in languages can dismiss all efforts of communicating an ad. It is vital for researches of a firm and advertisers alike, to work with local people who understand the intricacy of the targeted regions language. First, advertising needs to be geared toward the marketplace it is trying to reach. Next, appointed researchers within the firm will collect data that is in compliance with government laws, local customs, and cultural differences of that region. Once all data is collected, researches can work on communication efforts to accurately translate their message. Since translations do not always come out right, we will use a process called back-translation. Back translation is defined as, “the process of translating material to a foreign language and then back to the original language.” First, a native speaker from the region will translate the ad into the language of the targeted respondents. Then they will translate this new version back into the original language (U.S) to ensure that the correct meanings are still intact. Upon approval, the advertisement can be conducted and set forth. If the translation lost primary communication efforts set forth by advertisers, revisions will be made, and repeated. Utilizing back translation will not only ensure an accurate language transition, but will avoid costly misinterpretation, embarrassment, and most important achieve communication success.