Advertising is a very sophisticated matter and if not carried out well, might be disastrous to the brand and products of the company. When designing a campaign or any advertisement effort, they must be planned and executed with extreme caution. Below are some of the trial-and-tested issues that advertisers must consider while planning their campaigns.
Ads MUST be effective
The most important factor about any campaign is that it must be effective. It must be affective as well in that should stir the curiosity and interest of the target market. This is the very reason why advertisers are always coming up with very innovative and creative methods in their campaigns, which is solely to create the interest amongst its customers or at least the targeted ones.
Campaigns should stir interest
When an advertisement is effective, it stirs the needs and wants of the customer where they might be driven to find more information or to be impulsive enough to actually go out and purchase the product or service.
Clarity is very crucial but being too direct might not work.
- Your campaigns must be loud and clear.
- Ambiguity is good only for teaser ads because they create curiosity.
- The campaign should seen and heard repeatedly with clear information about what the company is advertising about. If it is a promotion, it must be clearly stated. If it is a new product, the words ‘new’ must always be mentioned.
Go controversial or not?
Unlike markets like Europe or America, controversy might not be the best option for Malaysia. This is mainly because Malaysia is made up of a mix group of consumers, which makes it highly challenging for effective campaigns.
Where this is concerned, Malaysians come from all walks of life with different societal values through the mix culture, race and religious backgrounds. Therefore, while controversial advertising might be strong and impactful, it might create a negative effective among certain groups.
Use IMPACT where necessary
The word impact is very important. Repeated commercials and advertisements must be placed in suitable spots whether it is television, radio or the internet. Relevance is the underlying factor for impact for the Malaysian advertising industry.
All promotions and commercials must be relevant for the intended market in that they should give the consumers something to associate with like the Big Yellow Man campaign launched by Digi Telecommunications.
At the end of the day, to be impactful and effective, campaigns for the Malaysian market should be local and ‘Malaysian’ because the market is made up primarily of people who are proud of their heritage, values and culture.
