It has been said that advertising is the price to be paid for being unremarkable. That may be true, but I have noticed that even remarkable businesses advertise. It is a key component of your marketing campaign, for awareness or consumer education of your value. This blog’s objective is to give you some tips on creating effective advertisements.
The secret of all effective advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships.
– Leo Burnett
Marketing or advertising, you need to create information that your customers find interesting and worth talking about and remembering.
Check out our thoughts on creative marketing.
Related post: Insurance Advertising War … 8 Examples to Learn From
Here are 8 important enablers we rely on to create effective advertisement messages:
Grab and hold viewers’ attention
Hold attention with with interesting information. Keep in mind that people don’t read ads, they read what interests them. Your ad messages must be interesting to your target communities.
Define a value proposition
Value that truly discriminates you from your competition. Give your customers reasons to select you.
Consider the end state values to your customers
A good example of this is Dell’s fast delivery of a custom computer.
Make your messages simple
So simple that the reader will quickly understand. Keep in mind that pictures are far more valuable than words.
Be relevant to your target market.
Keep in mind that one message does not fit all. It starts with knowing your target market.
Define your positioning
Your positioning is your frame of reference. Make comparisons to your competitors if you can.
Effective advertisements … clearly link your messages
Link your messages to your brand. Remember the AFLAC duck or E-Trade’s talking baby … these are great linkages to the brands.
Related post: Successful Advertisement Design … 12 Best Examples to Study
Make your ad a component
It should be a component of an integrated marketing campaign.
Remember, it is not what advertising does with the consumer, it is what the consumer does after reading the advertisement. Â After looking over these enablers and Allstate’s mayhem ads … how do you think they did?
What are some of your experiences with advertising as a component of an integrated marketing campaign?
Do you have an advertising experience to share with this community?
Need some help in capturing more customers from your advertising? Creative ideas to help the differentiation with your customers?
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Call Mike at 607-725-8240.
All you get is what you bring to the fight. And that fight gets better every day you learn and apply new ideas.
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Test. Learn. Improve. Repeat.
Are you devoting enough energy improving your advertising design?
Do you have a lesson about making your innovation better you can share with this community? Have any questions or comments to add in the section below?
Mike Schoultz is the founder of Digital Spark Marketing, a digital marketing and customer service agency. With 40 years of business experience, he blogs on topics that relate to improving the performance of your business. Find them on G+, Twitter, and LinkedIn.
Digital Spark Marketing will stretch your thinking and your ability to adapt to change. We also provide some fun and inspiration along the way. Call us for a free quote today. You will be amazed how reasonable we will be.
More reading on marketing strategy from Digital Spark Marketing’s Library:
Ogilvy on Advertising … Best Lessons Learned from his Secrets
Volkswagen Ad … The Secrets to Its Effectiveness?
Effective Advertising … 14 Best Examples of Ad Design
Use 8 Breathtaking Commercials That Employ Emotional Appeal
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