Principles of advertising

The principles of advertising serve as a guide for the development and implementation of advertising campaigns to ensure that they are effective and achieve the desired success.

The principles can be summarised as follows:

• Targeting: Advertising should be aimed at a specific target group to maximise its impact.
   
• Creativity: Advertising should be creative and original to catch the attention of the target group and arouse their interest.
   
• Credibility: Advertising should be truthful and not make false promises in order to gain the trust of the target group.
   
• Emotionality: Advertising should appeal to emotions in order to connect with and influence the target group.
   
• Repetition: Advertising should be repeated often enough to achieve high awareness and recognition.
   
• Consistency: Advertising should be consistent to reinforce brand identity and positioning and convey a clear message.
   
• Integration: Advertising should be integrated into the overall context of the marketing plan to achieve synergistic effects and maximise effectiveness.