Legendary advertising executive David Ogilvy
Unfortunately, most ads today do not elicit that type of reaction. What is the purpose of an ad? An advertisement is a marketing tactic promoting a product, service or cause persuading a targeted audience to take a specific action whether buying a product or bringing awareness to an issue. The purpose of the ad, for example, can be to educate, increase awareness, attract new customers, increase sales, or improve brand image.
To attract attention and stand out from other ads, your ad should have an exciting graphic that catches the reader’s attention. Next it needs a powerful headline. Most importantly, it needs interesting content that will draw the reader into the ad.
It should be persuasive, informative, and interesting. It should motivate
the reader to some type of action. What do you want the reader to do after reading the ad? A few types of actions might include calling toll-free number, visiting a website, or texting as certain number. That should be your call to action!
Your ad should scream of originality, and not look like a warmed-over version of some other ad or ad format. Pick up a magazine or newspaper or watch TV. There is always at least one ad that really gets your attention. What is different about it? Why do you remember it long after the fact? This little exercise is the beginning of creating a thought-provoking, entertaining, and interesting advertisement.
Another element that can change the effectiveness of your ad is selecting the proper
medium to show it off and thus selecting a targeted audience that patronizes that medium. In the business area for example, business and trade publications offer some of the best vertical market selections. In addition, some of the demographics that you might consider are age, location, race, gender, income, education, and many more depending on your original objectives.
One last thought. Before placing the ad in a specific medium, solicit comments from a target audience (small focus groups) by showing off two different versions of the ad commonly known as A and B. Although the result is not a panacea, it can give you a hint as to which ad has gained more traction and pursue that direction.
Now, on to market!!
Franklin Cooper © 2021