Advertising doesn’t have to be brilliant or highly creative to be successful, but it doesn’t hurt.
Advertising doesn’t have to be brilliant or highly creative to be effective. The secret to successful advertising lies in its continuity—sending an informative, consistent message over time that motivates existing customers and prospects to turn to you when they are ready to buy.
Brilliant and creative advertising is more cost-effective though, because of its ability to cut through the clutter and make a greater impression with less repetition. How many times did you have to see those classic “Mac vs PC” spots before you felt sorry for Microsoft.
Two important things to consider when creating an ad is the audience and the offer. Who is the ad trying to reach? If the ad isn’t presented to the right audience and speaking to them in a voice they identify with, then it probably won’t get noticed. And if the offer doesn’t interest them, then they probably won’t take any action even if they do notice it.
Where you advertise will depend on who you’re trying to reach, the geographical range of your business, where your product or service can be most effectively presented, and your budget. In deciding where to advertise, keep the following considerations in mind:
- When and how often your message needs to be sent.
- How effectively the medium communicates your main selling points.
- How much it costs, relative to the number of people it reaches.
- How many of the people seeing your ad fall within the target audience.