La parola immaginata

Each and every product has particular traits that make it unique, and which attract a certain number of people. This in itself is reason enough to tell its story. In addition to the name of the product and the packaging, the product must have a story that works, that defines it, and makes it stand out and resonate in the minds of potential customers. 

Advertising is entrusted with the task of telling this story, with brands placing their faith in advertising agencies to find the words, images, and strategies needed to reach the product’s target audience. 

To ensure that the message is properly received, the story told must be consistent, easily understood, and attractive. The creative effort involved in developing an advertising campaign therefore serves to explain the product’s specific traits, and to show the consumer why and how it is different from other similar products on the market, in such a way that it is perceived to be the best product of its kind available, portrayed as both useful and desirable.

According to Annamaria Testa, developing an advertising campaign is not a straightforward process. To properly shape the way a product is perceived, advertisers must always keep in mind just how powerful words can be when it comes to influencing people’s thoughts and actions. 

The first step is to understand "what" you want to be seen, and "how" you want to show it. 

The same product can be presented in a variety of ways, depending on how you choose to frame the story. There are in fact rules, mechanisms, and strategies for inventing an advertising campaign, all of which can be studied and learned. Furthermore, any advertising message can be targeted to a well-defined audience by means of purpose-built techniques.