subject: Effective Advertising [print this page] The cost of creating and producing an ad is generally a small fraction of the cost for media to run the advertisement. To get the best ROI on your ad budget, you'll need to discern which is the most effective advertisement to run is or the most effective advertising concepts to test.
Its very important that before you give the Best Advertising Agency or freelancers an assignment to create an ad, to think through what effective advertising is. The answer to that question will differ based on what the objectives and purpose of the ad is and your own expectations. It would be better to have a friendly conversation and reach an agreement on what effective advertising is when you give the assignment to create the ad or ad campaign. Remember to treat these creative people in advertising agencies the way youd want to be treated if it was your work. Be respectful because this will benefit you as well. Creative people are more likely to do their best work for people they like and think will appreciate their work. You want to be known as a great client so youll get the best ideas. They have to feel safe sharing their ideas with you.
2. Set expectations with the creative team prior to the meeting
Most agencies and freelancers like to present their ads by talking about each ad and then finally showing it. But that creates a problem for you because you lose the ability to look at the ad like your customers and prospects will. When they see your ad, it wont come along with an explanation. You want to see any creative Advertising and Marketing ideas alone. Or if the agency or creative people are there with you, you want them to just show it to you in quiet with no preamble or explanations. That way you will have a first impression, just like your customers. So make sure to explain to the agency or freelancers before the meeting how you want the advertising and marketingcreative concepts to be presented and why you want it done this way.
3. Write down your first impressions
Look at each concept like you are a prospective customer who is reading/viewing/hearing your advertisement. Write down your first impressions. Did you love it or did you hate it? Also, write down how you felt about it. What was your emotional response to the ad? Its important to capture the emotional response before getting rational, because advertising generally works best if it connects with someone in an emotional way and then supports that emotion with rational information. This is even true for business to business advertising and marketing. Many people are also very skeptical about advertising, especially younger people. So make sure you also write down what you thought about it. Its also very important that the audiences are able to know what the ad was about and remember what brand it was advertising. Your message should be conveyed clearly and the ad should be able to immediately capture the consumers attention. It should be easy to understand and a call to actions is a must.
