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Paying attention
Paying attention
February 10, 2009
A good advert will stick in people’s minds, be it clever, funny or just an original idea. On the other hand, bad ones are easily remembered too.
A large advert for reduced train fares caught my eye while I was waiting for a train on the Underground the other day. The offer seemed too good to be true so I scanned the small print to find the catch. A glaring mistake grabbed my attention: one of the place names mentioned was spelt differently in two places. Isn’t it bizarre that anyone would go to the trouble of creating such a large, prominently-placed advert seen by thousands of people each day, and not check it for errors?
Now, more than ever, businesses need to market efficiently and effectively:
Research your target audience. Look at your advertising from their perspective.
Look at the competition. What advertising styles work well? How can you stand out from the crowd?
Be clear about what you have to offer. Create a straightforward, attention-grabbing advert.
Find the right medium for your target audience. Research all of your options and exploit the most suitable one.
Finally, pay attention to detail and you’ll create an advert that’s remembered for the right reasons.
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Comments
All adverts coming from advertising agencies are proof read so it is more a reflection on the sloppy agency, proof reader, copywriter, partially the Art Director and Creative Director, media buyer, who wasn't zealous and an unwise client for not double checking.(of course he pays his agency to produce the advert but it is his company that gets the negative publicity.
There is a set approval process but if you value your client and your company's reputation as the advert's producer, it is smart to check any ad coming out whether or not that is your direct responsibility.
As you rightly say people can remember adverts for all the wrong reasons. Pity, especially for the client who puts his/her trust in the agency ....... but that's one way you can lose a client.
Couldn't agree more with this post. How many times have I seen adverts that don't make sense or SHOUT AT ME? Advertising, when executed properly, CAN work well.
I used to find the same thing on bus company posters inside buses in Bristol. I can't believe that they would spend money and not bother checking it. I just sat there thinking that they were increasing bus fares to pay for their own printing mistakes. It makes the whole company look sloppy.
Delighted to read a blog aimed at UK small businesses! Have set it up in my RSS feed for regular reading. Cheers, denise
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