Wednesday, January 30, 2013
Is Your Advertising Effective?
If you want effective advertising keep in mind that your message needs to have basic appeal beyond just the “Buy It” part of your message.
Experiences that trigger our emotions are saved and consolidated in lasting memory because the emotions generated by the experiences signal our brains that the experiences are important to remember. There are eight basic, universal emotions - joy, surprise, anticipation, acceptance, fear, anger, sadness, and disgust. Successful appeals to these basic emotions consolidate stories and the desired calls to action in the lasting memories of audiences. An added bonus is that successful emotional appeals limit the number of exposures required for audiences to understand, learn, and respond to the calls to action - people may only need to see emotionally compelling scenes once and they will remember those scenes for a lifetime.
Call To Action
A good story that is very entertaining but does not make a direct connection between the desired call to action - the purpose of the ad - and the story is just a very entertaining story. The whole point of the story in advertising is to effectively deliver the desired call to action. If the audience does not clearly understand the desired call to action after seeing the ad, then there is no point in running the ad. Contrary to popular belief, having an entertaining story and clearly delivering the desired call to action are not mutually exclusive.
Show and Tell
"Seeing is believing" and "actions speak louder than words" are two common sayings that reflect a bias and preference for demonstrated behavior. This is especially true when interests may not be the same. Assume audiences are skeptical about any advertising and design advertising that shows and does not tell.
How do you tell if your advertising is effective? Ask yourself a simple question… When I run my ads do they get the response I want? If your answer is consistently “no” then your ads need work.
You can start by contacting MI Printing for help with you next business flyer or brochure. Just give us a call at 623.582.1302.
MI Printing, LLC