Today, many companies employ in-house creative advertising and marketing teams. Others will outsource their ads to a third-party team or agency. The work of an advertiser relies heavily on the art of persuasion, and what persuasion looks like differs drastically from one era of history to the next. One reason is that advertising follows shifts in the broader artistic, social, and political changes we experience as a society. Another is that continuing to innovate, defy expectations, and surprise is a huge part of getting people’s attention. And attention spans are getting shorter and shorter these days.
So how can your brand employ creative marketing to persuade and grab eyeballs? Let’s get down to business.
What is Advertising?
Advertising is a form of communication that seeks to influence behavior in a previously identified audience. It is any message created with the intention of persuading a group to take a specific action. Advertisements typically target consumers of a product, but they can also be utilized for other purposes, such as public service announcements by governments.
The creative advertising industry has been born out of the demand for smart and effective ads. Creative agencies can perform a number of functions for clients. These agencies hire people from all walks of life: writers, artists, designers, film specialists, project managers, and more.
We’re subjected to countless ads every day, from smartphone screens to signs on the subway. Messaging in ads doesn’t always specifically mention a product or service – sometimes brand awareness is the key — though targeting for sales is more common and practical amongst smaller businesses.
The Different Types of Advertising
Advertising comes in many forms and there are many types of ads. But there are two primary distinctions: advertisements that appeal to our emotion and those that appeal to our sense of rationality.
Our emotions are powerful motivators, and savvy advertisers have been utilizing this to their advantage for years. Emotional advertising utilizes strong imagery, impactful messaging, or powerful music, to elicit a feeling that will lead to an action. For example, a commercial asking for donations to an animal shelter might show imagery of dogs on streets with emotive music as a soundtrack. We are conditioned to respond to such imagery with feelings of pity, which then compels us to act.
On the other side of the advertising spectrum, however, are rational appeals. Ads that fall into this realm utilize objective facts, logic, and reasoning. This type of appeal is useful in helping target audiences identify the value of a product. Many ads, however, combine the best elements of both emotional and rational appeals.
Best Creative Advertising Tips
Creative advertising is a multifaceted process, and there’s no one way to do it. Strategies differ not only from brand to brand, but by product or circumstance. Here is a list of things you can keep in mind as you brainstorm how to create the perfect advertisement for your needs.
Examine Your Product or Service
Before you even begin the ideation phase for your ad, it’s important to know exactly what you’re going to be selling. Is it an idea? An actual product? A service? Or just a brand? A huge part of advertising is research. Write down all the questions someone could ask about what you’re selling and create a story for yourself. This process will also help to identify your demographic.
Know Your Demographic
Once you clear on what you’re selling, the next most important step is to know who will want to buy it. You can do this through surveys or simply by looking at your competition. Fortunately, there are plenty of data tools available to collect basic demographic information on potential buyers.
Inspire People Visually
With how much time we all spend in front of screens, people’s visual fields are pretty saturated these days. That’s why creative advertising is so important. Maybe that means devising an ad with less elements rather than more (think Nike, ‘Just Do It’). Or getting creative with your medium. Commission a mural. Make an infographic. The options are endless.
Create Clear Messaging
Many great ads come with equally great copy and sometimes the best ads come with so few words because they’re incredibly punchy and catchy. McDonald’s might get away with ‘I’m Lovin’ It’ as their slogan now, but that’s after years of brand building and reputational strength. Starting out, you need to ensure your messaging is as clear as it can be.
Tap Into Current Events
This one can be tricky but it really depends on how well you know your demographic and where they stand on issues and current events. It also begs the question: Where does the line between corporate social responsibility and advertising begin and end? If you can effectivelly rally your demographic around a cause your brand reputation will be boosted as a result.
Avoid Clichés Like the Plague
Last but not least, it’s essential to bring something new to the table because with the increasing ubiquity of ads, they can become, unfortunately, quite annoying. You definitely don’t want your ad to fall into that category. Try to brainstorm how you can communicate your product most effectively, but bearing in mind the need to uphold your reputational value.
How to Create Your Own Advertisements
If you need to create personalized ads, Picsart is a great place to start.
Let’s walk through the process using the web editor.
1) Click on New Project to start your design.
2) Scroll down to Photos to choose an option from the stock libraries, or upload your own imagery, if you prefer.
3) Click on FX and browse the range of option available, settling on the aesthetic that best suits your product or service.
4) Now for some messaging. Click on the Text tool, and type in your copy.
5) To finish off, adjust the Text Style, font, sizing, placement, and any other design tweaks required. When you’re done, click on Export to save or post your work.
To create advertising on mobile:
1) Open the Picsart app and tap on the purple plus sign at the bottom of your screen.
2) Upload a photo, select a colored background, or pick an image from the stock libraries.
3) Tap on FX to add a suitable filter to your image.
4) Scroll through your filters and effects and when you’ve selected one, adjust the levels to which you’d like to apply it to your photo.
5) Add some copy by tapping on the Text tool and inputting your messaging, and selecting a suitable font.
6) When you’ve finalised all design details, tap on Next to save or post your creation.
Picsart is a full ecosystem of free-to-use content, powerful tools, and creator inspiration. With a billion downloads and more than 150 million monthly active creators, Picsart is the world’s largest creative platform. Picsart has collaborated with major artists and brands like BLACKPINK, Taylor Swift, the Jonas Brothers, Lizzo, Ariana Grande, Jennifer Lopez, One Direction, Sanrio: Hello Kitty, Warner Bros. Entertainment, iHeartMedia, Condé Nast, and more. Download the app or start editing on web today to enhance your photos and videos with thousands of quick and easy editing tools, trendy filters, fun stickers, and brilliant backgrounds. Unleash your creativity and upgrade to Gold for premium perks!