subject: Advertising. Does size really matter? [print this page] AdvertisingAdvertising. Does size really matter?
When it comes to advertising, bigger isn't always better.
It is a common misconception that a huge ad is needed to get maximum impact.
The physical size is largely irrelevant if the message is not right. You could end up spending hard earned money and saying the wrong thing on a big scale. Bad news all round!
My experience has taught me that really drilling down and getting across a clear marketing message that is most importantly on brand, followed by a clear call to action, can be achieved in a limited space. This is what you get with onebestway.
And a really memorable ad is so much better than a larger forgettable one. It's incredible how much money people spend in physical space for adverts and then don't invest properly in clever conceptual branding thinking.
Like most people I find the most memorable adverts, whether it be in print or on TV, the ones with a catchy clever tag line. They create the biggest flare'. They get people talking. They create pass along' and they go towards creating Real Brands.
Compare The Market is the most current example. This campaign has been created and has rapidly snowballed so much so that people are adopting a Russian accent to say the companies name and website address. Brand awareness yes; brand building a little of that too. At onebestway we can talk to you about the difference between these two things; but that's another story!
What I'm really trying to say is that to achieve stand out don't shout it. Say something good that others will shout it for you.
