What Makes a Good Ad

- November 26, 2012

Smart Monday/Promotion

Hello, I’m Jim Glover, That Branding Guy forOnce a Day Marketing™. Today is SmartMonday and we are looking at three components that comprise a good advertisement.

I recently led a branding seminar with Jan Zimmerman, author of Internet Marketing for Dummies. In her presentation she talked about foundational  elementsof a good advertisement, something I call the 40/40/20 Rule.

The 40/40/20 Rule is very straight forward. 40% of your ad should be about your target audience, 40% describe your offer and the remaining 20% focused on the creative. Next we will discuss each segment.

Know who your audience is or your message isn't going to be relevant and it isn't going to resonate. When you are developing your ad spend a good amount of time ensuring you are targeting the right potential customers and your message is aligned to that group.

Next is the offer. Provide an offer that your customers care about. Design a promotion that will inspire potential customers to be interested in purchasing your product, and has a call to action.

Lastly is the creative. One of the 7Ps of Marketing is physical evidence; your ad has to look good as well as contain the other core components. When all of these items come together, you should have an ad that will drive traffic and benefit your business.

As you are producing your next ad, think about the 40/40/20 Rule and keep those elements in mind. Don't get caught in the trap and go straight to the creative. People often say it has to look good but the reality is it has to be targeting the right audience with the right message and then you make it look good.

That concludes Smart Monday. Join us tomorrow for Strategic Tuesday. To discuss an online or onsite service engagement and enhance the marketing and branding for your organization, contact James Glover: (505) 501-1330 or onceadaymarketing@gmail.com. I’m Jim Glover, That Branding Guy, for Once a Day Marketing™ and we’ll see you next time.

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