The success of an ad and the effectiveness of an ad are two different things. Success is a more linear observation. Was the end result worth more than the initial investment, and did the campaign meet certain goals? If yes, the ad should be considered a success. ROI and all that jazz are marketing 101, and if you’re reading this, you’re probably well aware of that. So, the question becomes, what makes an effective ad? We’ve narrowed our criteria down into three simple principles.
Advertising and psychology have always gone hand-in-hand. From using eye-catching visuals and clever headlines, there are multiple ways to grab the attention of a person. Once you have that attention, there are really two ways you can get the message across. A simple, direct approach typically focuses on facts and appeals to logic. The other way relies more on connecting with emotions, using certain colors or music to create feelings, or uses a speaker or someone you trust. Both strategies inform, persuade and influence a purchase.
In order to know which strategy to use, it’s critical to know the product, the target audience, and the relation between the two. For example, if you’re targeting the cost-conscious consumer, let them now immediately just how much you’re able to save them. Get direct and make your best deal clear and attention grabbing. Or if you’re promoting a luxury item, you’re more likely to show how they’ll feel while using your product.
Memorable ads do more than just stand out. Beyond the visuals and headline, an effective ad makes an impression that lasts. Unfortunately, it’s all too easy to get too involved in trying to make an ad stand out to the point that the actual product isn’t remembered. An ad is only effective when the product is made memorable.
During Super Bowl 50, Puppy Monkey Baby made its debut. Do you remember the brand, or just the haunting monster? After the ad, did you think I really need a cold drink, or did you look to a friend and ask “What was that?” Why a drink? Well, unless you’re into advertising, the Frankenstein creature dancing on the screen was promoting Mountain Dew. Ask yourself, do you remember the product or the ad?
Beyond shock value and strong brand identification, an effective ad makes the target audience say “Yes.” Have you ever noticed it’s easier to buy something if your friends and family are buying it? The bandwagon effect isn’t just for sports teams. It’s easier to say “Yes” to something when everyone around you is also saying yes. Phrases like Fastest Growing and Most Reliable Service are prevalent for a reason.
Some companies pose themselves as the expert or create some form of authority through the endorsements of experts, professionals, or celebrities. Who’s more likely to sell a shoe in an ad, Michael Jordan or some guy named Mike? The scarcity of a product is also effective. If there is a limited supply or limited time offer, it needs to be an underlining point. People are attracted to things that have low availability. When someone has little time to act there is a creation of immediacy. There is a need for it right now.
If you want to make your next ad successful and effective, we’re ready to get started!