Advertisements and Their Basic Elements Unit 6: BBS First Year Business English

 

Effective Media Relations

Business communicators (https://www.youtube.com/watch?v=eTm5UULNpt0 ) should develop good contacts with media outlets and journalists.  Ring up journalists who cover stories that are related to the company. We read local newspapers and listen to local radio or watch television to familiarize ourselves with the type of stories they report. There is no chance of a promotional press release getting published unless the editor, and he or she shows a personal favour. So, better not to use technical jargon, just keep it simple so people can read and understand it easily.

We do not send it via email because editors may not notice or download it. We just paste content without a logo and send it in the body of the email. We call a media outlet or its newsroom way before their deadline and find out if they received the release or if they require any additional information. Another outreach material often used is called a media alert, a brief statement informing about a special event such as a press conference, an exhibition, a fair or a ceremony. Larger organizations often organize press conferences inviting journalists to share newsworthy information.

Advertisements

Link: https://www.youtube.com/watch?v=PYS_AamN7Ko 

Advertising is a way of marketing your business to increase sales or make your audience aware of your products or services. Until a customer deals with you directly and buys your products or services, your advertising may help to form their first impressions of your business. Advertisements are found and seen everywhere such as on newspapers, magazine pages, televisions, billboards (hoardings), the internet and radios.

Advertisements try to convince or persuade to buy a product or get services. They can be prints, visual, audios, or audio-visual that share some fundamentals. These common features should be taken into consideration while advertising.

Some Basic Elements of Advertisements

•      Headline: This is the only opportunity to get the readers’ attention so they must be encouraged to read with the help of headlines. Readers need to identify with the headline.

•      Image, graphics, and Figures: A picture is optional but helpful to promote a visual product such as cars, real estate or tourism. Artistic figures or graphics are also effective in advertising.

•      Features and Benefits: This is the body copy of the advertisement. In the body copy, we need to list features and benefits to convince the customers.

•      Testimonials: We include a quote by brand ambassadors, celebrities or other credible popular public personalities in favour of the product to convince consumers of the quality of the product and to entice them to buy it.

•      Guarantee: We find an effective way to relay guarantee information thinking about how we can minimize the risk for the buyer to decide to buy the product or service.

•      The Offer: We make sure the offer gives the customers the reason to choose over other competitions. We convince them to give a better deal including discounts and other incentives. 

•      Call to action: We include information clearly on what the consumer can do to benefit from the purchased product. We inform about the expiration date of products and give the customers' contact numbers, emails or web addresses and call details in they need in future.

Effective Advertisements

Effective advertisements focus on the users and consumers. We create the ad knowing the audience/ consumers well and targeting them. We should consult design professionals to choose suitable colours, fonts, and the layout of the ad copy. We use simple language, and a moderate amount of visuals and ensure grammar accuracy. 

Sample of Advertisement

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Click for Pattern for College Writing Narratives: https://limbuchandrabahadur.blogspot.com/2025/05/my-mother-never-worked-bonnie-smith.html