So what did we have?
Elul is already here, time has passed and the parents' peace has returned...
And as usual, every week, here are the advertisements that caught my eye.
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Two sides to the coin, even for advertising...
Let's start with the fact that the ad is simply good. The message is conveyed clearly and what's better than the idea of "check it out for yourself"? The advertiser gives the customer the reins and tells him - don't believe me, check it out for yourself.
And for this, a test kit is attached to the ad (I don't know if the test strip actually tests professionally, but it certainly conveys the message and gives credibility to the advertiser) but...and there is a big but.
But before that, I will briefly explain the technical process of publishing an ad with inserts (in our case, test strips): Newspapers are usually printed using a type of printing known as rotary printing. This type cannot print on thicker paper than usual, which is required for inserting inserts. Rotary printing also does not allow for the insertion itself to be done mechanically. Therefore, what usually happens is that the specific ad is printed separately and only added to the rest of the newspaper pages at the binding stage.
That's all for the technical explanation.
And you're probably asking why I bothered you with all this text?
Because if you've already invested, printed the ad separately and specifically, then why not take advantage of the other side?!
As you can see, the page beyond the ad, the other side of the page, is white! Empty! Completely...
I wonder how a marketing manager, budget manager, creative director, and all the other advertising gurus missed out on advertising space?
And I also wonder how the newspaper editor allowed this...a newspaper with a blank page looks bad.
The positive side of the ad
Two who are one
Here's an example that doesn't require forced, sophisticated creative.
Two ads from one advertising agency and two clients (who are actually a type of one client) image ads, with a simple message, not sophisticated or forced. The main customer audience is yeshiva students, so the message is - we are with you, both in between times, and during study in the yeshiva.
The visuals are also simple but eye-catching in both ads.
I loved it.
The small ad corner
Don't say I'm neglecting the smaller ads. Below is a collection:
Let's start with an ad for the sector's invention... the Niyaz line, hereinafter referred to as the Haredi telephone YNET.
The ad is a quarter of a page in size. I have no idea why the graphic designer (I'm guessing it's the newspaper's graphic designer) decided to incorporate outdoor media into the written media, within which the text of the ad is located...
The ad isn't big enough anyway, why "burn" almost 50% of ad space? If it were somehow related to the product/service, I would still consider it positive, but it definitely isn't.
It's a good thing that you're not allowed to put a picture of a TV (in Hebrew) otherwise the area would be smaller...
Being a secretary isn't just about knowing how to operate a computer...it's also about knowing how to make good coffee for the boss...
How do you convince someone to enroll in a profession that has some serious stigma?
They publish an ad that highlights and entrenches all the stigmas!
Both the copy in the title and the visuals emphasize exactly the stigmas they so wanted to hide.
If you ask any person what the first things they think of when it comes to their profession are, in most cases they will answer: just a little computer operation and bringing coffee and refreshments to the boss (no, I'm not anti-feminist! Secretaries are included in this too), even though everyone knows that today every boss, office, or company will collapse after two hours without this important role.
That's why in most places today there are no "secretaries" - there are "office managers." And here, instead of emphasizing the importance and benefits of the profession and studies, they chose to bring the reader into doubt...
And finally, the "die of fear" corner or the "ad for those with a strong heart""
There are two schools of thought in preventive advertising, in areas such as smoking, car accidents, and the like.
One school of thought claims that one should scare, scare, and scare until readers stop smoking or cause accidents just out of fear (they don't take into account those who will die from fear itself...).
The second school of thought, on the other hand, claims that one should appeal to the heart (as long as it beats). That is, in advertising that appeals to emotion rather than rationality.
Many studies have been done on the subject, and the conclusion is that everyone is right. And it depends on the culture rather than the advertising.
In European countries, for example, they don't need to be excited. They are driven more by fear. Of course, it's also individual and not every European needs to be scared, but as a rule, that's how it is.
In contrast, in the Holy Land, with all the wars, tunnels, and Hamas, we can no longer be scared, and emotional advertising is better perceived and motivates the public.
I wrote this entire lecture for a small, but scary, ad!
And every other word is unnecessary.
I went to put on a life jacket.
.
■ The writer is the owner of Extra – a company for marketing, sales promotion and event production in the Haredi sector [email protected]
