Why advertising seems totally easy and extremely challenging at the same time.

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Whether you are a successful entrepreneur, a corporate company, or a talented fashion designer, you are almost guaranteed to encounter several discrepancies when it comes to your communication.

Where should you start?  What are the key messages to share? How do you partner with an agency that will understand your real needs and not just take your money?

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Advertising, marketing, communication and branding are all keywords that have a specific definition. It can sometimes feel like you’re forced to learn a completely new language. You have to ensure that every word used on any of your social platforms and website are the correct keywords to attract consumers to your website. 

During an important job interview, the recruiter asked me what the difference between advertising and communication was. I was 19 years old, and I didn’t know how to respond. I can assure you that today I know exactly how to answer.

What are the challenges of advertising?

Advertising is an industry that is always evolving. As new technology emerges, advertisers are faced with new challenges. One of the biggest challenges is targeting. With the advent of social media and other online advertising platforms, it has become easier for advertisers to target specific demographics. However, this also means that advertisers have to be more careful than ever to avoid coming across as intrusive or invasive. Another challenge facing advertisers is the need for originality. In a world where we are bombarded with advertising messages on a daily basis, it can be difficult to stand out from the crowd. This often requires advertisers to be more creative and to think outside the box. Finally, another challenge that advertisers face is measuring effectiveness. With traditional media such as television and radio, it can be difficult to track how many people are exposed to an ad and whether or not they take action as a result. However, with online advertising, there are a number of tools that advertisers can use to track the performance of their campaigns.

Despite the challenges, advertising can be a very effective way to reach potential customers and promote products or services. By understanding the challenges and using the latest technology and creative thinking, advertisers can be successful in today's competitive marketplace.

How can you make sure your advertising campaign touches your audience?

The most important thing to remember when creating an advertising campaign is that you are not alone in this world. There are other people out there just like you, with their own fears and doubts and hopes and dreams. In order to connect with your audience on a personal level, you need to empathy. You need to care about them and their needs and wants. You also need to be original and authentic in your approach. Don't try to copy what someone else has done; create something new that speaks to the hearts and minds of your audience. And finally, don't be afraid to tap into the power of emotion in your ads. After all, we're all emotional beings, and sometimes the best way to reach someone is through their emotions. If you can remember these things, then you'll be well on your way to creating an advertising campaign that truly touches your audience.

What makes a successful advertising campaign?

A successful advertising campaign is one that achieves a return on investment for the advertiser. Typically, this means an increase in sales or market share for the product or service being advertised. However, return on investment is not the only measure of success for an advertising campaign. The campaign should also be consistent with the company's branding and result in meaningful engagement with the target audience. Lastly, a successful advertising campaign may also go viral, resulting in significant earned media exposure. While return on investment is important, a successful advertising campaign should aim to achieve all of these objectives to be truly successful.

What do branding and marketing really mean?

Branding is a real job. It is a combination of knowledge, culture, artistic ability, and cinematographic creativity. Furthermore, it’s an understanding of our society,  combined with technology, and its impact on how we perceive the world. It justifies how and why our economies, politics, religions and beliefs change our approach to consumption. More than just an analysis of your target, it involves complex psychology: behavior, taste, thought processes and choices. A strategy is a synthesis work and a way of thinking. It requires a 360° overview of all the elements that could interest us and how to properly use them to create interesting content.

Advertising is a result of the sensitivity and capture of reliable insights translated into ideas that could work in various scenarios.

For example, being able to design websites and create layouts that will catch the eyes of your consumer does not come naturally. You have to learn how, where and when to strategically place the elements and to design them properly. Consistency is vital, and you can only find results if and when you work hard.

For that, trust passionate people.

When it comes to the communication aspect of advertising, you have to think about it deeply. Think about all the time you spent creating your product. While you were creating your company, professionals were acquiring more and more knowledge and practicing it.

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We created BRACT to share the knowledge we acquired throughout the years. We are passionate about our creativity and using it to help other companies. We create a partnership with our clients: they trust us, and we fight for them.