ADVERTISEMENT

1.    What is advertisement?

An advertisement is an announcement online, or in a newspaper, on television, or on a poster about something such as a product, event, or job.

2.    How to make a good advertisement

A.    Come up with a catchy, snappy tagline. Keep it short and sweet; the average product needs no more than six or seven words. If you say it out loud and it sounds like a mouthful, edit it down. Whatever it is, it should grab the consumer's attention and convince him or her that your product is different from everyone else’s. Consider using:
Rhyme – “Do you Yahoo?”
Humor – “Dirty mouth? Clean it with Orbit chewing gum!”
A play on words – “Every kiss begins with ‘Kay’”
Creative imagery – Yellow Pages: “Let your fingers do the walking”
Metaphor – “Red Bull gives you wings”
Alliteration – “Intel Inside”
A personal pledge – Motel 6: “We leave the light on for you”
Dry understatement – Carlsberg beer has a big sign in downtown Copenhagen that reads, “Probably the best beer in town”.

B.    Make it memorable. Your message needs to be top of mind at the consumer's point of purchase. The second your ad borrows a familiar advertising phrase (for example, “new and improved,” “guaranteed,” or “free gift” — is there any other kind?), it becomes interchangeable with thousands of others. What’s more, listeners are so used to ad clichés that they don’t even hear them anymore. (Just listen to Tom Waits’s Step Right Up to hear how meaningless clichés sound when strung together.)
What matters most is how the consumer feels, not what they think. If they feel good about your brand, you've done your job.
Startling the reader into paying attention is especially useful if you have a lot to say. For example, this long, environmentally-oriented announcement wouldn’t turn many heads if it weren’t for the unusual, confrontational tagline; if the reader wants to get the joke, she or he has to read more.
Know how to walk the line between controversial and entertaining. Pushing the limits of good taste to help your ad grab attention is common practice, but don't go too far — you want your product to be recognized on its own merits, not because it was tied to a tasteless advertisement.

C.    Use a persuasive technique. Note that persuasion doesn't really mean "convincing." The point is to make the consumers feel better about your product than anyone else's. For most people, how they feel determines what they buy. Here are some tried and true methods that advertisers rely on to make their ads stick. These include:
Repetition: Getting your product to stick by repeating key elements. People often have to hear your name many times before they even know that they heard it (Jingles are one way to do this, but can also be annoying). If you go this route, brainstorm a more creative, less obvious repetition technique such as the one that was used in the Budweiser frog commercials (“bud-weis-er-bud-weis-er-bud-weis-er”). people think they hate repetition, but they remember and that's half the battle.
Common sense: Challenging the consumer to think of a good reason why not to purchase a product or service.
Humor: Making the consumer laugh, thereby making yourself more likeable and memorable. This pairs especially well with refreshing honesty. Not the most successful business in your class? Advertise that your lines are shorter.
Exigency: Convincing the customer that time is of the essence. Limited-time only offers, fire sales, and the like are the commonest ways to do this, but again, avoid meaningless phrases that will slip under your customers’ radar.

D.    Appeal to the target audience. Take note of your target audience's age group, income level, and special interests. You should also consider the tone and look of the ad. Check in with your audience often to see how they are responding. Even if you have created the best ad ever, it won't be effective if it won't appeal to the people buying your product. For example:
Kids tend to be over-stimulated, so you will need to grab their attention on multiple levels, with color, sound, and imagery.
Young adults appreciate humor and tend to respond to trendiness and peer influence.
Adults will be more discerning and respond to quality, sophisticated humor, and value.

E.    Find a way to connect the desires of consumers to what you're advertising. Check back in with your strategy here. Make sure you are focusing on the most appealing aspect of your product. Why should it entice people? What sets it apart from other similar products? What do you like best about it? These can all be good starting points for an advertisement.
Ask yourself if your product or event is aspirational. Are you selling something that people would buy in order to feel better about their social or economic status? For instance, you might be selling tickets to a benefit gala that is designed to feel elegant and luxurious, even if the ticket price is well below what most wealthy people would be able to pay. If you are selling an inspirational product, try to make your advertisement exude an air of indulgence.
Determine whether or not your product is for practical means. If you're selling something like a vacuum cleaner, designed to perform common tasks or make life easier for the consumer, spin it in a different direction. Instead of emphasizing luxury, focus on how the product or event will provide relaxation and peace of mind to your consumer.
Is there an unmet desire or need, any frustration in the mind of your consumer, that will create a market for your particular product? Assess the need gap that exists for the product or service.

F.    Make sure all the relevant information is included. If your consumer needs to know your location, phone number, or website (or all three) in order to have access to your product, provide this information somewhere in the ad. If you're advertising an event, include the location, date, time and ticket price.
The most important element is what's called a "call to action". What should the consumer do immediately after viewing the ad? Be sure to let them know!

G.    Decide where and when to advertise. If you're advertising for an event, start promoting it at least 6 to 8 weeks beforehand if it's going to accommodate more than 100 people; if it's less than that, start advertising 3 to 4 weeks ahead. If you're advertising a product, think about the time of year when people are more apt to buy what you're selling.
For instance, if you're promoting a vacuum cleaner, it might sell better in the spring, when people are undertaking spring cleaning.

Source:
https://www.collinsdictionary.com/dictionary/english/advertisement
https://www.wikihow.com/Create-an-Advertisement