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What are the characteristics of a goods advertisement ?

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Characteristics of good advertisements are as given below :

Attract Attention : The advertisement copy should be drafted in such a way that it is able to attract the attention of those for whom it is intended. Otherwise, it is a waste of efforts and funds. 

Advertisement can be made attractive with the help of :

(1)  Pictures of illustrations 

(2)  By using catchy headlines or slogans, 

(3)  By using bold artistic writing, 

(4)  By giving price quotation, or 

(5)  By inserting coupons for free gifts, etc. 

Retention of Message : People must remember or retain the message. The impression created in the mind of readers should be such that they are likely to remember it for a long time. To achieve it, an advertiser can lay emphasis*on trade mark or brand name of the product. But care should be taken that it is not repeated so often that people start ignoring it.

Suggestive in Nature : Advertisement should suggest the necessity of product for solving the problems of the customer, e.g., 'Falling Hair remedy is Keo Karpin oil', or 'To save yourself from cold and cough use Glycodin'. Advertisement, will not be effective, if it is not suggestive.

Creating the Demand : An advertisement is effective only if it induces a person to buy the goods advertised. It should create demand; creation of mere desire is not enough. An advertisement should appeal to various instincts inherent in man, like self-preservation, parental, self-display, etc.

Conviction Value : Advertisement should not include certain high claims that cannot be met. It should be backed by convincing arguments and feedback procedure. Similarly, vague generalization cannot convince the public. Therefore, they must be avoided. To convince people, help of slogans can be taken up. For example, For cold, do not take any ordinary tablet; take Action 500, as it is made for cold specially'.

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