Any good suggestions on what makes for effective advertising?

ten rules more effective advertising

leahy's law states if thing done wrong enough, becomes right, , result, volume becomes defense error. when advertising fails sway consumers, advertisers follow leahy's law increasing frequency of advertising hoping more of not working somehow work when consumers subjected more of same.

use following 10 simple rules evaluate advertising encounter. may disappointed, don't surprised when discover advertising fails follow of rules.



1. ad tell simple story, not convey information?

story has beginning sympathetic character encounters complicating situation, middle character confronts , attempts resolve situation, , end outcome revealed. story not interpret or explain action in story audience. instead, story allows each member of audience interpret story or understands action. why people find stories appealing , why find advertising conveys information boring.

2. ad make desired call action part of story?

story entertaining not make direct connection between desired call action - purpose of ad - , story entertaining story. whole point of story in advertising deliver desired call action. if audience not understand desired call action after seeing ad, there no point in running ad. contrary popular belief, having entertaining story , delivering desired call action not mutually exclusive.

3. ad use basic emotional appeals?

experiences trigger our emotions saved , consolidated in lasting memory because emotions generated experiences signal our brains experiences important remember. there 8 basic, universal emotions - joy, surprise, anticipation, acceptance, fear, anger, sadness, , disgust. successful appeals these basic emotions consolidate stories , desired calls action in lasting memories of audiences. added bonus successful emotional appeals limit number of exposures required audiences understand, learn, , respond calls action - people may need see emotionally compelling scenes once , remember scenes lifetime.

4. ad use easy arguments?

"jumping conclusions" literally gave our ancestors advantage when conclusions made them jump wrong because delaying actions review information have deadly consequences. easy arguments conclusions people reach using inferences without careful review of available information. find , use easy arguments work because impossible succeed when working against them.

5. ad show, , not tell?

"seeing believing" , "actions speak louder words" 2 common sayings reflect bias , preference demonstrated behavior. true when interests may not same. assume audiences skeptical advertising , design advertising shows , not tell.


6. ad use symbolic language , images relate senses?

people prefer symbolic language , images relate senses. people far less receptive , responsive language , images relate concepts. life experienced through senses , using symbolic language , images express people feel, see, hear, smell, or taste easier people understand, when used describe abstract concepts. language , images used in advertising should "make sense" audience.

7. ad match viewers see hear?

people expect , prefer coordinated audio , visual messages because messages easier process , understand. audio , visual messages out-of-sync may gain attention, audiences find them uncomfortable.

8. ad stay scene long enough impact?

people have limited mental processing capacities. quick cuts different scenes require people devote more of limited resources following cuts , less resources processing each scene. takes people between 8 , ten seconds process , produce lasting emotional response scene. camera movement or different camera angles of same scene can engage people through orienting responses while providing enough time them process scene.

9. ad let powerful video speak itself?

again, processing capacity of our brains limited , words may in way of emotionally-powerful visual images. when powerful visual images dominate - when "a picture worth thousand words" - quiet , let images talking.

10. ad use identifiable music?

music can rapidly-identified cue recall of emotional responses remembered previous advertising. making same music identifiable aspect of advertising signals audience pay attention more important content.

i taking principles of marketing class , putting marketing plan inventor. want include not places advertising give him suggestions make advertisements effective.

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