Advertising Basics: Make Yourself Look Like A Pro

By Diamond Lambert

Advertising consumes a sizable percentage of the work produced by the Studio Geza team. Some ads are intended for print use, others are used for digital forms of media.

The biggest reasons businesses advertise are to a) inform the uninformed and b) maintain market share.

Informing the uninformed

Presenting a business to the public, particularly a new one, takes quite a bit of capital to kick off. Like the old adage says: it takes money to make money.

Furthermore, there are hundreds of psychological and business-anchored theories that drive exactly how to best inform the uninformed (i.e. potential customers). I argue that choosing the best approach boils down to three areas of focus:

  • Money – Who’s got the check?
  • Target Audience – Not to be confused with Target Market
  • Mode of Persuasion – Ethos, Pathos, and Logos

Think LEGO

The beauty of Lego is that there are millions of possibilities all starting with a single block. Within the loose confines of a block-shaped world, the imagination runs free. The magic of a complex Lego construction is in its gestalt. The impact of the finished product far exceeds the collection of its individual block components.

When developing your advertising approach, don’t confine your team by budget. Let budget be the “loose confines” of your project. Potential customers won’t know if you blew your budget that month. Or alternatively, if you were running on a shoestring budget. All that matters is an effectively planned strategy.

Imagine big, draw big, and talk big. The ideas within a creative team flourish when you lift the mental restrictions from your approach to tasks. In conclusion: the idea is what sells, not the flashiness of your budget.

Align your advertising targets

Another helpful bit of advice lies within understanding popular marketing jargon. offers a strong explanation of two types of targets:

Target Market: Larger scale group of consumers you brand was meant to cater to. (Broad)

Target Audience: Sub-groups of consumers within the overall market your product caters to. (Specific)

To help clarify, here’s a real-world example:

Product: Axe Bodyspray

Target Market Example: Mass advertising full scent line to Males 18-35 years old, located in United States.

Target Audience Example: Sampling new “Baja” scent to college students near southern California beaches.

From an advertising standpoint a Target Market form of communications would benefit the product overall. Target Audience forms of communication are more niche and would result in small wins, test markets, and direct customer feedback.

Either way, both forms of communication exist to maintain your precious market share.

Get the message right

The infamous modes of persuasion may sound like something from a college textbook, but they are indeed a real thing. Anyone involved in paid creative work would render themselves a great disservice being unfamiliar with the terms ethos, pathos, and logos.

Ethos: Appeal driven by ethics and credibility. A Greek term that translates to “character” of an entity.

Pathos: Appeal driven by emotion, largely tapping into the audience’s desires.

Logos:  Appeal driven by theory, facts, and logical argument.

Most of all, you can’t professionally sell a product (or service) without invoking a sense of something within the customer. Telling someone to run and purchase something doesn’t cut it. Therefore, if your pitch sucks customers will go out and price compare until they find someone else who gets the job done.

Creativity pushes you to the forefront of a customer’s mind. Hence, when you craft a personable advertising persona, price becomes irrelevant. Make your consumers laugh. Make them cry — or even better, make them curious!

Ultimately, your success is a happy client.