Want good advertising? Top advertising? The best advertising possible? It all happens BEFORE the ad agency gets your brief!
Yes, top creative advertising ideas can produce great advertisements... but these MUST be built on disciplined, scientific marketing communications strategy... no tricky idea, alone, can save a bad product, pitched at the wrong audience, in an inappropriate medium... or with inadequate resources!
The "was his" outdoor poster ad demonstrates good advertising: A simple but meaningful message targeting the audience with a poignant message.
How much more interesting, memorable, impactful, and appealing than the easily forgettable Family Law ads you might hear or see - but never remember. How much better is this one clear, concise, motivational message?
This TV ad, in conjunction with a minor -in-store promotion, moved market share12% in just 12 weeks!
In FMCG, failure or success can be measured in tenths of a percent movement in market share.
This outcome was the result of a great advertising agency AND good marketing briefing - based upon quality market research.... it generated the market share change of 14% in three months when it caught competitors asleep in 1992.
Ask us how much THE SCIENCE OF MARKETING says you should spend on advertising. There are various considerations, and approaches that suit different organisations according to resources, objectives, forecasts... just to name a few!
Prize-winning advertising archives are bursting with awards for ads that belong to companies who long since have gone out of business. But along side them are ALSO companies who simply leap from success to success... why?
Because advertising alone CANNOT do the job. In fact some great advertisements have made more money for competitors than the advertisers!
Funny, entertaining, catchy ads are great if they are founded on good advertising strategy, but can be wasteful, or useless, if they are free from marketing communications science and know-how.
The key difference is MARKETING [See" What is "marketing"?].
Keen for fees and fearful of interference from watch-dog Marketing Managers, Advertising Agencies often try and seize responsibility for Marketing. However, while Adverting Agencies should be empowered to do what they are good at, their field is advertising, not marketing and clear line should be drawn as to scope and authority!
Advertising Agencies should answer the brief, not write it. If the brief is right, and the creative from the ad agency answers the brief, the creative must be right (or, at worst, debatable).
The truth is most bad advertising comes from an badly constructed brief from under-trained client executives... often executives without adequate Market Research, understanding of Marketing Communications, grasp of buyer behaviour, familiarity with the nuances of advertising weight, reach or limitations, or a concise marketing plan.
If you want to utilise proven advertising management analysis and methods, shown to create better advertising, marketing effect and sales results, click this button to email, dial 02 8011 4355 to call, or fill out the webmail form, below.
The best advertising strategy comes from well-developed marketing objectives: Sound marketing objectives, built upon disciplined marketing planning that, in turn, evolves from consistently observed mission and vision statements set by the leaders of the organisation.
You cannot optimise media spend without an intimate understanding of your prime target audience... hence the importance of sophisticated and accurate market segmentation.
When you're ready to expertly undertake optimal progression through Buyer Readiness Stages, contact us and we'll show you how to slingshot your advertising effectiveness to a whole new level of ROI.
Call 02 8011 4355, CLICK BELOW or fill out the form below to request more information, a call, or to meet with a qualified expert on a no-obligation basis,...