Given my career history I am often asked for my opinion on what makes a good advertisement? My usual answer is “business results”. Nothing validates great advertising better than exceeding your business objectives.
However, I appreciate that while valid, the answer may not be very helpful. So, I have compiled a few key characteristics I feel are important to creating great advertising. The list is not a fail-safe formula. But, if your advertisement delivers on these characteristics, there is a very good chance it will help your marketing efforts exceed community capital attraction, retention or expansion objectives as well.
7 Key Characteristics
Reward your target
Investing time to engage with your advertising and learn more about your community is a precious gift. It is important your advertising gives something back to your target so he/she feels the time was not wasted.
All elements in your advertising must work synergistically to create a positive impression and experience for your target audience. Copy and visuals should serve to create drama to engage the mind and emotion to capture the heart.
Simplicity is key
The net take-away must be a simple thought. This can be achieved by leveraging simplicity in strategy, idea and drama. Your target audience won’t work too hard to understand your message.
The advertising idea transforms the strategic benefit into a mind and heart opening executional idea.
You must capture and hold attention and create an emotional reaction.
Clear reinforcement of your place promise
The advertising must reinforce the strategic equity for your brand.
Visualize the benefit
You should use clear, provocative visuals that support the your community’s core promise.
Great advertising is as much art as science, luck as skill. But the above characteristics will help you judge the potential impact of your advertising before you invest too much of your marketing budget in placing it.
What are examples of great place advertisements you feel meet most or all of the above criteria? I doubt the list is comprehensive. Do you have an additional criterion that should be added? Please leave a comment.
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