Advertising Best Practices: How to Effectively Use Words and Visuals to Reach Your Audience

Successful advertising campaigns don’t come out of nowhere and don’t rely on luck. Most of the time, creating slogans, commercials and marketing campaigns is a difficult task that implies a great investment of time.

That is why you need to start with a plan, with clear objectives and with boldness. Creating the right advertising message is the core of any advertising campaign and also the stage in which your creativity and data must meet and befriend. Here’s how you can create a successful advertising message through words and visuals that can easily reach your target audience:


The advertising message: definition and features

The advertising message

The advertising message is, through definition, the auditory and visual information that an advertising specialist creates in order to convince a certain audience about a product, a service, an organization or an idea or in order to draw attention towards a brand. The advertising message can reach the audiences through a bunch of different media channels:

  • Radio;
  • Television;
  • Prints;
  • Events;
  • Word of mouth – offline and online (viral campaigns);
  • Out of home advertising.

The main features of an advertising message are:

  • The hook – an affirmation or an image that comes into notice and makes consumers want more. It’s as important when you’re creating digital campaigns or outdoor that makes you ask about a Times Square billboard cost.
  • The attractive element- it can be a funny message, an emotional approach or a bold statement.
  • The benefits- any advertising message must clearly show the value of the promoted product or service and how it can improve your potential customers’ lives.
  • The slogan- the core message that can fit any media channel has the purpose to ingrain the product, service or brand in the collective consciousness of your potential consumers.

Essential steps for creating an effective advertising message

Essential steps for creating an effective advertising message

Although creativity is very important when it comes to drawing attention, it means nothing when you don’t have a plan and a well defined audience in mind. When creating an advertising message, you must first answer the following questions:

  • Who is the message for? What is the profile of your potential customers? You must know their age, the environment they come from, their attitude towards your field of activity and other important factors that define them.
  • What media channels will you use?The way you’re building your advertising message is directly influenced by the media channels you’re planning to use. Find the right mix between crypto friendly billboards, events and online marketing approaches (SEO, social media, content marketing) and adapt your message to each and every channel.
  • Does your message present an already known product or an innovative one?You must consider the type of product you’re promoting. The new, innovative and complex products and services need a more elaborate message, while you can rely on your audience's education for promoting well known products. That’s why the approach may be different, depending on the answer to this question.
  • What’s your campaign goal?A message built with the objective of increased sales will be different from one that builds awareness around a new product or service. Think about your goals, when deciding about how to create your message.

The advertising message is the central element of any advertising campaign. It must include both product or service information, as well as a branded approach, if you’re looking for awareness. Creativity and rigorous planning must complete each other in harmony, for the best possible outcome.

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