S&R Blog


If your ad suffers from one of these traits, you may need to rethink it
October 1, 2009, 1:55 pm
Filed under: advertising | Tags: , , , , , , , ,

Every brand manager, marketing director, CMO, account person and creative wants to know –  what makes the perfect ad? Is it the headline or the visual? What about that brilliant logo? Maybe it’s the call-to-action or the tagline that keeps them coming back for more? Or that one design element that caused you to stop in your tracks and stand at attention?

Whatever it may be, the folks at Business Week (Steve McKee) have created a simple list to tell you what it shouldn’t be:

1. Boring. Yep, boring. Why do we watch TV, listen to the radio, read the newspaper, or go online? Three reasons: information, entertainment, and engagement. Ads that fail to offer at least two of these three benefits flop.

2. Boorish. You shouldn’t think of your advertising as being about your brand, you should think of it as an extension of your brand (see “A Practical Guide to Branding”). If it’s loud, annoying, insulting, offensive, or self-centered, people will think the same of your products or services (see “The Cocktail Party Test for Advertising”).

3. Safe. If you worry too much about offending someone, you’re likely to not attract anyone.

4. Trying to do too much. The best an ad can do is communicate one single, compelling idea, and in the age of the Internet—when people know they can go online to get all the additional information they need—it’s crazy to ask an ad to do more than that.

5. Fixing a non-advertising problem. A common mistake many companies make is trying to use advertising to fix another problem. It may be faulty or outdated product design, an uncompetitive cost structure, customer service letdowns, or any number of other things. It’s not as if they do so intentionally; it’s just that it’s a whole lot easier to put on a new coat of paint than it is to fix the foundation that’s causing the drywall to crack.

Read Steve’s full list here.

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[…] If your ad suffers from one of these traits, you may need to rethink it « S&R Blog srcomblog.wordpress.com/2009/10/01/if-your-ad-suffers-from-one-of-these-traits-you-may-need-to-rethink-it – view page – cached Every brand manager, marketing director, CMO, account person and creative wants to know – what makes the perfect ad? Is it the headline or the visual? What about that brilliant logo? Maybe it’s… (Read more)Every brand manager, marketing director, CMO, account person and creative wants to know – what makes the perfect ad? Is it the headline or the visual? What about that brilliant logo? Maybe it’s the call-to-action or the tagline that keeps them coming back for more? Or that one design element that caused you to stop in your tracks and stand at attention? (Read less) — From the page […]

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