When evaluating your ads for potential impact and effectiveness, consider this brief check list of effective advertising components:
- Is there an initial attention grabbing element or First Mental Image (FMI)?
- Is the copy supported by appropriate, meaningful and relevant visuals, graphics or computer graphics?
- If copy is supported by computer graphics (CG), does the CG duplicate the key copy points and words exactly?
- Is the message concise and simple to understand quickly?
- Is the product or benefit appealing?
- Is it unique?
- Does it have a unique competitive advantage?
- Does it appeal to the ego?
- Does it appeal to the wallet?
- What need does it fill?
- Is there a specific, clear and obvious call to action?
- Is there a reason, incentive or reward to act now?
- Is the production quality and personality appropriate for the target audience?
- What is the Last Mental Image (LMI)? Does it encapsulate the message, the call to action, the brand name? Does it leave the desired lasting impression?
- Does the ad contain a jingle?
- Is it catchy?
- Does it contain the brand name?
- Is it appropriate for the target audience?
- Does it contain the Unique Selling Proposition (USP) or unique value proposition, or a key benefit?
- Does the ad or brand contain a slogan?
- Does the slogan contain the USP or a key benefit?
- Does it make you recall the brand name?
- Is it memorable?
- Create a positive feeling for the brand?
- Reflect the brands personality?
- Is it believable?
- Is it simple?
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