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Assess Advertising Concept Effectiveness
| Guest post by: Jesse Hopps |
Article Overview: While many advertisements have a chance to win graphic design competitions, most do not deliver on the simple, fundamental, characteristics required for effective marketing communications. Read this summary to learn the key characteristics of a solid advertising concept, and download our Advertisement Evaluation Matrix.
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Free Download - Opening a New Office Location By Jesse Hopps |
Assess Advertising Concept Effectiveness
Assess Advertising Concept Effectiveness
While many advertisements have a chance to win graphic design competitions, most do not deliver on the simple, fundamental, characteristics required for effective marketing communications. Read this summary to learn the key characteristics of a solid advertising concept, and download our Advertisement Evaluation Matrix.
What Makes an Advertising Concept Effective?
· Engaging– does the advertisement stop the reader and engage them to continue spending their time to learn more about your offer?
· Credibility- are your claims believable? Can they be backed up?
· Impression– will the ad be remembered? Does it create a lasting impression? How likely is this ad to be recalled in a future survey?
· Action-Oriented– does the ad provide a strong, clear, call-to-action?
· Significance- does the ad promote features & benefits the audience will care about? Is there any way to make the message more relevant?
· Integration- is this advertisement part of an integrated, multi-channel campaign that accurately reflects your brand & core messaging?
· Branding– how well does this ad promote your key brand attributes?
· Credibility- are your claims believable? Can they be backed up?
· Impression– will the ad be remembered? Does it create a lasting impression? How likely is this ad to be recalled in a future survey?
· Action-Oriented– does the ad provide a strong, clear, call-to-action?
· Significance- does the ad promote features & benefits the audience will care about? Is there any way to make the message more relevant?
· Integration- is this advertisement part of an integrated, multi-channel campaign that accurately reflects your brand & core messaging?
· Branding– how well does this ad promote your key brand attributes?
1. Establish your Brand- if your brand is not integrated, up-to-date, or just needs a tune up, use our Branding Selection Tool and Brand Scorecard to get set clear goals, objectives, targets, & initiatives for your brand this year.
2. Position Each Product/Service– use our Product Positioning Tool and/or Feature, Advantage, Benefit Tool to define your core messaging.
3. Assess Each Ad Concept– use our Advertisement Evaluation Matrix to evaluate the effectiveness of each proposed advertising concept. Use this tool to identify where each advertisement can be improved before production.
4. Make the Right Decision– re-assess improvements & select the best advertisement for the campaign
Related Articles2. Position Each Product/Service– use our Product Positioning Tool and/or Feature, Advantage, Benefit Tool to define your core messaging.
3. Assess Each Ad Concept– use our Advertisement Evaluation Matrix to evaluate the effectiveness of each proposed advertising concept. Use this tool to identify where each advertisement can be improved before production.
4. Make the Right Decision– re-assess improvements & select the best advertisement for the campaign
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Article Tags: advertisement, advertisements, effective marketing, evaluation matrix, graphic design competitions, marketing communications
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Related Forum Posts
Top 19 Copywriting books
- 1. Ogilvy on Advertising. David Ogilvy. Wiley.
2. Positioning: The Battle for your Mind. Al Ries and Jack Trout. Warner.
3. The New Positioning. Jack Trout. McGraw-Hill.
4. Tested Advertising Methods. John Caples. Prentice-Hall.
5. How to Make your Advertising Make Money. John Caples. Prentice-Hall.
6. Guerrilla Advertising. Jay Conrad Levinson. Houghton Mifflin.
7. Direct Mail Copy that Sells. Herschell Gordon Lewis. Prentice-Hall.
8. Sales Letters that Sizzle. Herschell Gordon Lewis. NTC Business Books.
9. Herschell Gordon Lewis on the Art of Writing Copy. Herschell Gordon Lewis. Prentice-Hall.
10. Romancing the Brand. David Martin. American Management Association.
11. The Art of Writing Advertising: Conversations with William Bernbach, Leo Burnett, George Gribbin, David Ogilvy, Rosser Reeves. NTC Business Books.
12. Confessions of an Advertising Man. David Ogilvy. NTC Business Books.
13. My Life in Advertising. Claude Hopkins. NTC Business Books.
14. Scientific Advertising. Claude Hopkins. NTC Business Books.
15. How to Become an Advertising Man. James Webb Young. NTC Business Books.
16. The Lasker Story as He Told It. NTC Business Books.
17. Advertising Concept and Copy. George Felton. Prentice Hall.
18. The Copy WorkShop Workbook. Bruce Bendinger. The Copy Workshop.
19. Hey, Whipple, Squeeze This: A Guide to Creating Great Ads. Luke Sullivan. Wiley.
This should keep you busy for at least a year.
Enjoy!
Ideas for developing my business
- Advertising is the life-blood of any magazine. Get some advertisers and you're set. You've got your target market, now start working on the "buzz" around the mag.
Good Adwords Books?
- I've just purchased "Ultimate Guide to Pay-Per-Click Advertising" by Richard Stokes.
Has anyone read it, and if so what do you think?
Does anyone have any other recommendations for books relating to Adwords?
Thanks,
Re: Great start, but no finish
- My advise is FOCUS on your business.
Focusing is the main factor to succeed on business. If you have a great idea, then follow it only, don't look anywhere else. It is especially essential in an online business. Because there are a lot of mind blowing sales letters promising millions dolllars or overnight success, people find it difficult to concentrate on one business and they lose their energy.
Concept is simple.
1- Have a good idea;
2- Build your business on it;
3- Monetize your business;
4- Promote it;
5- Build list of responsive customers;
6- Maintain You Business.
Focusing and not fearing from competition (instead you can learn from competitiors) are main tips of billionaires ,BTW.
Orxan
Re: Why Some Websites Sell and Others Don’t?
- There is myth that if you build websites people will come. It is never through, you need to do a lot of things to make your website to work. You have many models of attracting traffics to your site.
PPC
Article Marketing
SEO
Press Release
Banner Ads
Forum Posting
Classified Advertising
Media Buying
Solo Ads
and a lot of more. If you are not doing any of the above your websites will just be one of the millions of the unknown sites in cyber space
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