Characteristics Of An Effective Advertisement

These are several requirements that all advertising must have to be effective, that is, to meet the proposed objectives and generate as many sales as possible. This article will present some of the important requirements of an effective advertisement.

Advertisement should be attractive

The first requirement for effective advertising is that it is attractive, that is, it draws the attention of the public and encourages it to make the purchase.

To achieve an attractive publicity you could, for example, use striking designs, funny messages, original slogans, logos that impact, etc.

Advertisement should have a good quality

Advertising with good quality does not necessarily mean costly advertising, but regardless of the medium used, it has good quality elements, for example, if brochures are used, they must have a good and creative design and, in addition, the paper used should be made of good material.

If your advertising is of good quality, you will send the message that your business or product is also of good quality; but on the other hand, if your advertising is of poor quality, you will send the image of a poor and neglected business or product.

Take into account the target audience

Before launching an advertising campaign, it is necessary to study and analyze well the target audience, that is, the target consumers.

Knowing well the needs and characteristics of your target audience will allow you to design an effective campaign, for example, you can choose the most accessible means or channels for your audience, or write the messages that have the best impact on the audience.

Use the indicated means or channels

The good choice of media or channels through which the advertising message will be sent is one of the most important factors for the success of advertising.

To choose the medium or channel indicated, you must take into account the needs, preferences, customs and habits of your target audience, for example, you must choose the means or channels that are more accessible to it, those that are more used to it, or Which may have a greater influence on it.

Advertisement should be launched at the right time

The moment you launch your advertising campaign is another determining factor for success. For example, to launch your advertising campaign you could wait for the time when your target audience has greater access to the advertising medium you are going to use. You could also wait for the right moment to make your product known, for example, after having created enough expectation.

Have a clear message

The message must be clear, fluid and easy to understand. It must be based on a simple and understandable language for the recipient. One way to achieve a clear message is by using a short, concise and precise message. A long message could cause confusion in the audience, or it might make you give up paying attention.

Highlight the differentiating characteristics

Just as the main characteristics and benefits of the product should be pointed out, an effective advertising should also highlight its differentiating characteristics.

The differentiating characteristics are those innovative characteristics of the product that make it unique and distinguish it from the products of the competitors. Those are the reasons why the consumer should choose you and not your competitors.

Highlight key features and benefits

Advertising should highlight the main characteristics of the product, for example, its main functions, attributes, utilities, etc.

It should also point out its main benefits, that is, those benefits that the consumer could obtain when acquiring or making use of the product, for example, the benefit of having status, comfort, safety or the feeling of well-being.


You should not launch your advertising campaign and then forget about it. For your publicity to take effect, it has to be repeated constantly, you must always remind your products to the public and you must always stimulate it to acquire them.