making your advertising work: perspectives and proof (166287553)

7/29/2019 Making Your Advertising Work: Perspectives and Proof (166287553)

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Creating A ttent ion -Gett ing and

Motivat ing Advert is ing in the IT Market.

Presented by :

EDUCAUSE Review

and Jack Sem ler, Readex Research

www.readexresearch.com

http://www.readexresearch.com/

http://www.readexresearch.com/



Session Goal: Gain ideas and insights into

characteristics of high-performing print ads

Our agenda will provide a:

Brief overview of the research that we have done for

EDUCAUSE Review

what is measured in this research how to interpret the numbers from actual ads in

actual studies.

Review of the methodology

List of key characteristics in good advertising

Memos

Ad contrasts and “Which Ad Scored Best”



Definition of Terms

As we look at our series of ads, you will see references

to ad scores, actual scores from actual studies:

RS = Recall Seeing

RR = Recall Reading

The average score for one page, four-color ads over

the two studies from which examples will be used is

RS 65% and RR 24%.



Methodology



Executive Summary:

9 key elements to powerful print advertising1. Present one central selling proposition. Avoid clutter

and extraneous ideas.

2. Support the basic proposition with all elements of the

creative. The headline, illustration and text should worktogether.

3. Appeal to the reader’s needs and self -interests.

“What’s in it for me?”

4. Show the product in use. Help the reader imagine usingthe product or service.

5. Design the ad for easy reading. Don’t make it a chore

to get through your ad.



6. Sell the merits of the product or service. Why should the

reader buy?

7. Emphasize benefits, not facts. Facts are what theproduct/service is....benefits describe what the

product/service does.

8. Use humor carefully. What you think is funny may

not be to others.

9. Finally, don’t be shy about frequently repeating a

successful ad.

Executive Summary:

9 key elements to powerful print advertising



RS 64%

RR 31%

1. Present one central selling proposition. Avoid

clutter and extraneous ideas.



2. Support your basic proposition with all

elements of the creative. The headline,

illustration and text should work together.

RS 81%

RR 34%



Idea:

Avoid asking a

question in your

headline that can

be answered witha “No.”



Poll

In your next fiscal/budget year, how do you expect your

overall marketing budget to change compared to your

current year?

Significant reduction

Modest reduction

Stay the same

Modest increase

Significant increase



3. Appeal to the

reader’s needs and

self-interests.

Answer the question:


RS 66%

RR 30%



4. Illustrate the

product in use.

Help the reader

imagine using the

product or service.

RS 61%

RR 24%



Idea:

You have an

average of four

seconds to connect

with readers. Makesure you do this as

quickly and clearly

as possible.



5. Design the ad for easy

reading.

Avoid reverse and

creative tactics that are

fun and playful but make

it hard to read what thecopy says.

RS 67%

RR 21%



6. Sell the merits of your

product or service.

Why should readers

consider buying the

product or service?

RS 61%

RR 15%



Idea:

Pretend the headline

for your ad is the first

thing your sales

representative wouldsay on a call.



Poll

What percentage of your current marketing budget is

dedicated to digital channels AND online advertising?

Less than 10%

10%-19%

20%-34%

35%-50%

51% or greater



7. Emphasize

benefits, not facts

Facts are static points

about what the

product/service is .

Benefits describe whatthe product/service

does for the reader.

RS 58%

RR 16%



8. Use Humor

CarefullyWhile this ad is not, in

my opinion, designed to

be humorous, there is a

playful element whichcan go one way or the

other.RS 62%

RR 20%



8. Use Humor

Carefully



Idea:

Testimonials.



Final Idea:

Keep the copy

flowing outwards:

You versus We



Final Idea:

Keep the copy

flowing outwards:

You versus We.

11 You-0 We



Executive Summary:


1. Present one central selling proposition. Avoid clutter

and extraneous ideas.

2. Support the basic proposition with all elements of the

creative. The headline, illustration and text should worktogether.

3. Appeal to the reader’s needs and self -interests.


4. Show the product in use. Help the reader imagine usingthe product or service.

5. Design the ad for easy reading. Don’t make it a chore

to get through your ad.



6. Sell the merits of the product or service. Why should the

reader buy?

7. Emphasize benefits, not facts. Facts are what theproduct/service is ....benefits describe what the

product/service does .

8. Use humor carefully. What you think is funny may

not be to others.

9. Finally, don’t be shy about frequently repeating a

successful ad.

Executive Summary:




9. Repeat a successful ad

Following are two charts which track the samead over eight different exposures:



Size



Ad contrast

RS 56 RR 20% RS 68% RR 16%



RS 69% RR 15% RS 74% RR 37%

Ad contrast



RS 75% RR 26% RS 64% RR 16%

Ad contrast



Which Ad Scored Best????



Which ad scored best?

RS 59% RR 20% RS 70% RR 21%




RS 72% RR 23% RS 59% RR 12%




RS 75% RR 32% RS 69% RR 45%



We hope you have found our presentation,

“Creating Attention-Gett ing and Motivat ing Advertising in the IT Market” ,

in format ive and usefu l .

Thank you for attend ing.

making your advertising work: perspectives and proof (166287553)

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