Reaching the Unreached Masses
Advertising is one the most important part of an overall promotional
strategy. With the continuing increase in competition in the market
today, advertising has become inevitable. But have you ever asked
yourself how many of us are unreached by advertising? When you walk the
street, to the right and left stretched streets showing hotels,
apartment houses, private houses, restaurants and saloons, out of which
live people who have or have not come in contact with any form of
advertising. On the next block wandered another crowd all apparently
without thought of advertising. Nearly all are familiar with newspapers
and magazines, but to what degree?
Some take up the newspaper to read the political news and views and
nothing more. Some read newspapers to glance at the sports page and
nothing more. Some take up the newspaper to read the gossip section and
nothing more. And some never even bother to read a newspaper. And some
are even so distracted by personal matters that the advertisement they
saw in the newspaper does not make any impression on their minds. For
this reason, it is important that as a business owner you know how to
reach up to your target customers through your advertising materials.
The most important features of an advertisement are ideas, words and
arrangement. Ideas come first; they should be correctly expressed and
the whole should be properly arranged with type and illustration. So for
instance you are going to make a poster. Keep in mind that a good
poster conveys a clear message through good visual information and a
minimum of text. It should be legible, readable and well organized.
Studies show that you only have a few seconds to grab the attention of
your reader and most of these readers are going to absorb only the punch
line.The overall format of a good poster is reflected by the way you
integrate the information. For instance, you would never put your first
section on the right and ask the reader to proceed to the left because
we are not trained to read that way. Space is also important in a
poster. Without appropriate space, your reader has no visual pauses to
think. If books have a space on the margins and chapters as spaces,
posters should likewise have spaces. Posters that are crowded with
information are tiring to read and are seldom read in its entirety. So,
leave out all irrelevant text and images including borders between
related data and text so the reader can understand your ideas easily.
Remember that the point of view of every person is constantly changing.
So if you are to influence your readers through your poster to buy
your products or avail of your services you have to make ensure that
your poster will do the talking for you.
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