Effective Advertising

by James on January 12, 2010

Effective advertising creates value for both the advertiser and the consumer. For the advertiser, an expensive, high-production-value ad that doesn’t work is not creating value. For consumers, a highly entertaining ad that doesn’t provide meaningful information about the product or service doesn’t create value either. Both might well be a lot of fun but neither is effective advertising.

Find the benefit or offer that will be meaningful to the targeted consumer, ideally heavy users of the category, and place it in a production that supports it. Consumers buy benefits.

Keep in mind the relationship your customers have with your brand is a commercial relationship. They expect to exchange value for value received.

For effective advertising, leave the high art to the artists.

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