There are many theories, opinions, and also ideas on what makes a great advertisement truly great. Still, there are mainly two yardsticks to judge how good an ad is – how many people appreciated it and for how long, and did it do for the company.
If you make an ad that includes every ingredient that could probably make it good, but it is just not engaging enough to be appreciated, then it is not effective advertising. If you make an ad that may be memorable and appreciated nonetheless it does not reflect or improve the basic personality of the brand, it isn’t an effective ad.
Therefore a fantastic ad needs to be incredibly and also hugely memorable and be the right embodiment of the brand. As an example, we will take the Avis ‘We will be no. 2, we try harder’ ad. Created by advertising story and the guardian angel as well as granddaddy of all really creative people, William Bernbach (DDB), this ad released in 1963 is clearly remembered to this day and has solitary-handedly made Avis the brand name that it is. Avis Rent-a-car is about service and delivering a lot more than anyone else. They will clean the lung-burning ashtrays in their cars each and every time because they will try harder to develop a better and more enjoyable experience for their customers, and the advert reflects just that. Memorable along with true to the brand, therefore wonderful.
Another great ad is Levi’s ‘Watch pocket created in 1873. Abused ever since’ ad. It is incredibly wonderful, and it reflects the brand properly. Levi’s stands for raw sexual appeal, youth, and rebelliousness, and the ad is the best embodiment of all that.
The first and most important criterion is, will the ad give the message that this needs to. So, how can we understand whether it does or not? The solution is simple. Just look at the advert and answer the problem “What did this advert tell me about the brand? very well If the answer you get could be the answer you would like people to receive, then the first criteria have been reached. A word of caution below, the person doing this needs to be the normal person that the ad is intended for, so if you ask the incorrect person, you will get the wrong solution. Suppose we show Levi’s ad to a CEO that is a hard-nosed finance individual only concerned about saving each and every penny and putting the actual message upfront, he will junk the ad saying this shows the jeans in a bad light.
However in case, if you show it to a common youngster who is high on living and into dating, that individual will see the real message noisy and clearly. If you feel you have that kind of objective cleverness and the capability to judge that one ad, then goes appropriate ahead. Else find a normal person that the ad means for and ask him or her, along with better still several of them.
The other criterion is, how wonderful is the ad. The answer is found very easily by comparing the idea with ads that you have in the past found to be memorable. See a film and then watch the advert in question, and you will know regardless of whether it has that memorable good quality. Again you can ask more than one person for any opinion, but make sure that you never ask a committee. Some sort of committee will have a hundred distinct opinions and by the time all of them are taken care of, the ad will end up so generic and diluted that it will become the least unforgettable as possible. Do remember that this consumer is ‘your spouse, your son, your cousin, your best friend’, the consumer is not really a brainless moron.
The 3rd criteria is, does the advertisement reflect the brand personality. This involves a deeper understanding of brand names and their personality. A person will find it very difficult in order to gauge whether the brand character and the ad personality match up. However by using a simple method, one can make basic wisdom on this. Suppose the brand showcased is Brand X. Take into consideration Brand X in your mind, then note down the 5 issues that come to your mind when you look at the brand.
For example, if it is a company of toothpaste, then a few things may be – 1) Makes you kissable 2) Fresh new breath 3) Great preference 4) Refreshing 5) Presents confidence. If you try to imagine the most important one, you may be capable of pinpointing the one thing that it is short for the most. It may be ‘Makes anyone kissable’. This gives you a quite rough and ready thought of the brand personality.
Now start to see the ad and note down what it really seems to say about the manufacturer. If the two of them complement more or less, then the ad shows the brand’s personality. As an example, in case the ad shows young men and astonishingly beautiful young women who are entire strangers, suddenly finding that they and the young women are generally pleasantly surprised. You can infer how the toothpaste brand makes you kissable and gives you fresh breath along with confidence.
So the brand plus the ad personality are corresponding. Now if instead of in which, the ad showed the dentist checking a patient as well as complimenting her about the girl’s dental health and her pearly white teeth, and then realizing that they each use the same toothpaste, then your ad does not match with the brand name personality. This particular ad is much more about ‘recommended by dentists’ and ‘keeps teeth and gums healthy, and definitely not ‘makes a person kissable’.
These three fundamental criteria will help a layperson to judge a creative advertisement, along with practice you might even obtain pretty good at it. A fast acronym to help in knowing an ad is a RETURN ON INVESTMENT. It usually stands for ROI but in this case, it is ‘Relevance’ ‘Originality’ and ‘Impact’. Importance is ‘what the concept of the ad is, in addition to whether it matches the style of the brand’. The impact is if the ad is unique and attention-grabbing. Originality is if the idea is new in addition to the original, which in a way is because of the impact because a new in addition to the unseen idea will always use a bigger impact.
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