The Principles of Advertising

Legend Bill Bernbach’s Principles in Advertising

Legend Bill Bernbach states that there are ten principles in advertising (Dr. Brian). First, an individual has to report precisely the essence of the product or service. The explanation should be simple and memorable to the audience. Making the product the central actor in the scene helps the viewers remember since the provocative element in the advertisement sells the product. Third, Bernbach posits that a person has to develop copy and art as a single unit (Dr. Brian). Advertisements with personalities ensure that the advertisement has a different persuasive element than those that lack character. According to Bernbach, an advertiser should avoid employing gimmicks unless the gimmick tells the story of the service or product. Telling the truth in an advertisement reduces chances of mistrust from the consumers and assists in selling the product. When the advertiser tells consumers facts about a product, consumers develop trust in the brand and selling the product becomes an easy task.

Additional Principles in Advertising

In addition, relevance plays a vital role in advertising. A meaningful advertisement sells more than one that is exciting and irrelevant. Simplicity is another significant principle in advertising, an advert that goes straight to the point with simple language is more effective. Bernbach warns against playing safe in an advertisement. The only chance of creating an effective ad is creativity and creating an ad that stands out from the advertisement of the competitors.

Four Fundamental Principles in Advertising Messages

According to Craig and Kurtz, four fundamental principles help in creating advertisement messages. Creative brilliance allows a person to develop new concepts that attract the consumer’s attention and sell the product or service. The idea is always unforgettable, placing the product as the central idea. Simons states that research enables an advertiser to find facts and unique elements about the product. Also, a suitable way to know that an advertisement is effective is through monitoring the sales of the product. Testing the outcome of the ad allows an individual to realize problems early enough to make changes that will guarantee its success. The final principle is professional discipline, an art that enables advertisers to develop their programs and campaigns. Copying other people’s work only leads to failure. Professional control points to the development of commitment and involvement in advertisement creation that leads to the success of advertisement campaigns (Craig and Kurtz).

Works Cited

Dr. Brian. “10 Principles Of Advertising from Bill Bernbach.” Dr Brian’s SmartaMarketing Blog Number 1, 25 Nov. 2011, smartamarketing.wordpress.com/2011/11/25/10-principles-of-advertising-from-bill-bernbach/.

Simpson, Craig, and Brian Kurtz. The advertising solution : influence prospects, multiply sales, and promote your brand. Irvine, Calif: Entrepreneur Press, 2016. Print.