A team from the Wharton School of Business at the University of Pennsylvania in Philadelphia set out to launch the definitive answer to successful and memorable advertisement. A host of other big companies collectively invested more than a million dollars so that Wharton might track the return-on-investment experienced by several dozen small businesses as a result of advertising. These businesses were scientifically monitored and measured for seven long years.
Ads that speak to the heart of the customer and touch a nerve are the ones that turn little companies into big companies. But few people know how to write effective ads. The Wharton study indicates that everything hinges on the message one attaches to one's name. Is the message boring or believable? Is it relevant to the perceived need of the reader, listener or viewer?
Growth measured in Dollars: When a message that generates a positive response is identified and delivered, business growth will boost. Growth in year three will be approximately triple the growth of year one, with growth measured in Dollars, not percentages. But following year three, anything can happen. Your business can explode exponentially, or it can flatten out as though hitting an invisible glass ceiling.
I have seen clients grow to 70 times their original size, and I have seen clients slowly grow to only double or triple their original volume and then flatten out. The difference is in the clients, not in the ads.
Outdoor advertising/billboards: These reach more people for a Dollar than any other media, but are limited to a picture and no more than eight words.
Radio: Reaches the second most people for a Dollar, but cannot be targeted geographically. But if people will drive significant distances to buy your product, or if you're selling a "we come to you" service, this is likely your best bet.
Cable television offers the impact of moving images as well as spoken words. Newspapers: Reach customers who are in the market to buy today. Unfortunately, people not currently in the market for your product or service are less likely to notice your ad than if it had appeared in another media.
Direct mail: Highly targeted, all the way down to the level of the individual but shockingly expensive to do right.
Companies spend billions of Dollars each year to design memorable ad campaigns. But what does it really take to make your business's name or message stick in a prospect's mind? These methods will make your next campaign memorable:
The more time someone spends with your ad, the more likely he or she is to remember it. "Vivid processing leads to better storage of memory," says Elizabeth F. Loftus, University of California, Irvine, distinguished professor of psychology, author of 21 books and an expert on memory malleability. The best ads get the advertiser or brand into the minds of prospects as they consider different possibilities.
How can you get prospects to spend more time with your ads? According to Philip W. Sawyer, director of Starch Communications, a Harrison, New York, testing firm specializing in readership studies, the most memorable print ads have messages that grab the reader. Those ads include headlines that contain a benefit and a strong visual focal point, such as a close-up of a model looking directly at you. One large photo works best in magazines, while in newspapers, you can use multiproduct visuals. A Starch Communications study on behalf of the Newspaper Association of America showed that when three-quarters of ad space was devoted to illustrations, recognition rates improved by 50 percent
For magazine readers, high-contrast images also boost recognition. When Starch Communications tested two identical ads for Stolichnaya vodka-one with a white background and another with a black background-twice as many people remembered seeing the version with the black background, even though everything else in the ad was the same.
Testing also shows that, on average, larger ads in print media are more memorable. However, a creative ad in a small space can be more memorable than a so-so one that takes up a full page.
Keep in mind that customers aren't hearing your message in a vacuum. They're comparing your message to those of your competitors. Urgent messages making "a limited time offer" raise the impact quotient for customers who are currently consciously in the market for the product, but the lower the impact quotient for customers who are not currently in the market. The brain is a very smart organ. It refuses to store that isn't relevant. Therefore, you cannot establish a long-term brand position with a series of short-term "limited time offers." The only thing that will be remembered long-term is "never buy from these people unless they're having a sale." The best ads deliver a message powerful enough to be remembered even by people who are not currently in the market for your product.
Never forget that eyes and ears are not only separate organs, but also connected to entirely separate parts of the brain that gather, process, store and retrieve memories in entirely different ways. One commonly held myth is that we remember "more of what we see than what we hear." In fact, the opposite is true. Visual memory is fragile and malleable, but auditory memory is involuntary and long-term.
From this, one could easily generalize that products with shorter purchase cycles should use visual media, and products with longer purchase cycles should use auditory media, but like most generalizations, that one would be flawed since there are two other factors-share of voice and impact quotient-that can easily override your choice of media delivery vehicle. Far more important than your choice of media is your choice of message.
Ads that speak to the heart of the customer and touch a nerve are the ones that turn little companies into big companies. But few people know how to write effective ads. The Wharton study indicates that everything hinges on the message one attaches to one's name. Is the message boring or believable? Is it relevant to the perceived need of the reader, listener or viewer?
Growth measured in Dollars: When a message that generates a positive response is identified and delivered, business growth will boost. Growth in year three will be approximately triple the growth of year one, with growth measured in Dollars, not percentages. But following year three, anything can happen. Your business can explode exponentially, or it can flatten out as though hitting an invisible glass ceiling.
I have seen clients grow to 70 times their original size, and I have seen clients slowly grow to only double or triple their original volume and then flatten out. The difference is in the clients, not in the ads.
Outdoor advertising/billboards: These reach more people for a Dollar than any other media, but are limited to a picture and no more than eight words.
Radio: Reaches the second most people for a Dollar, but cannot be targeted geographically. But if people will drive significant distances to buy your product, or if you're selling a "we come to you" service, this is likely your best bet.
Cable television offers the impact of moving images as well as spoken words. Newspapers: Reach customers who are in the market to buy today. Unfortunately, people not currently in the market for your product or service are less likely to notice your ad than if it had appeared in another media.
Direct mail: Highly targeted, all the way down to the level of the individual but shockingly expensive to do right.
Companies spend billions of Dollars each year to design memorable ad campaigns. But what does it really take to make your business's name or message stick in a prospect's mind? These methods will make your next campaign memorable:
The more time someone spends with your ad, the more likely he or she is to remember it. "Vivid processing leads to better storage of memory," says Elizabeth F. Loftus, University of California, Irvine, distinguished professor of psychology, author of 21 books and an expert on memory malleability. The best ads get the advertiser or brand into the minds of prospects as they consider different possibilities.
How can you get prospects to spend more time with your ads? According to Philip W. Sawyer, director of Starch Communications, a Harrison, New York, testing firm specializing in readership studies, the most memorable print ads have messages that grab the reader. Those ads include headlines that contain a benefit and a strong visual focal point, such as a close-up of a model looking directly at you. One large photo works best in magazines, while in newspapers, you can use multiproduct visuals. A Starch Communications study on behalf of the Newspaper Association of America showed that when three-quarters of ad space was devoted to illustrations, recognition rates improved by 50 percent
For magazine readers, high-contrast images also boost recognition. When Starch Communications tested two identical ads for Stolichnaya vodka-one with a white background and another with a black background-twice as many people remembered seeing the version with the black background, even though everything else in the ad was the same.
Testing also shows that, on average, larger ads in print media are more memorable. However, a creative ad in a small space can be more memorable than a so-so one that takes up a full page.
Keep in mind that customers aren't hearing your message in a vacuum. They're comparing your message to those of your competitors. Urgent messages making "a limited time offer" raise the impact quotient for customers who are currently consciously in the market for the product, but the lower the impact quotient for customers who are not currently in the market. The brain is a very smart organ. It refuses to store that isn't relevant. Therefore, you cannot establish a long-term brand position with a series of short-term "limited time offers." The only thing that will be remembered long-term is "never buy from these people unless they're having a sale." The best ads deliver a message powerful enough to be remembered even by people who are not currently in the market for your product.
Never forget that eyes and ears are not only separate organs, but also connected to entirely separate parts of the brain that gather, process, store and retrieve memories in entirely different ways. One commonly held myth is that we remember "more of what we see than what we hear." In fact, the opposite is true. Visual memory is fragile and malleable, but auditory memory is involuntary and long-term.
From this, one could easily generalize that products with shorter purchase cycles should use visual media, and products with longer purchase cycles should use auditory media, but like most generalizations, that one would be flawed since there are two other factors-share of voice and impact quotient-that can easily override your choice of media delivery vehicle. Far more important than your choice of media is your choice of message.
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