An ad is only good when it solves the specific problem you want to solve.
It will be your job to make sure that the advertising you commission solves your organisations problem in the most creative way possible. This is not easy, but if you take a methodical approach you have less chance of going wrong.
There are a great many elements that have to come together in order for successful creative work to be produced. If you’re the client, you have to co-ordinate all these elements, or at least oversee them, to ensure that your advertising investment brings you the highest possible return.
Let’s backtrack a moment and consider what advertising is. It comes between you and your consumers. It’s your chance to present your company and your product in a way which will help you make maximum profits. It gives your product the chance to either succeed or not in the highly competitive marketplace.
Basically, all advertising is about communicating for a purpose – commercial or social:
the RIGHT information
in the RIGHT way
to the RIGHT people
in the RIGHT place
at the RIGHT time
As other advertising people have said before, successful advertising has to do many things:
It must be visible in order to penetrate the market, then create awareness of the product in order to stimulate consumer interest, which will in turn influence attitudes and perceptions of the product and lead to a changed disposition toward the product that results in a decision to buy.
All advertising, has to do all these things. Direct response advertising concentrates heavily on changing dispositions and pressing for a decision to buy. General advertising tends to concentrate on creating awareness and influencing attitudes and perceptions.
The reason for this difference is primarily one of distribution. Most general advertisers are either not in control of the buying situation or they are not in a position to push for a committed buying decision at the exact time the consumer sees the advertising. Direct response advertisers, however, are usually in control of the buying situation and are in a position to “ask for the order” at the time the consumer sees the advertising.
But despite these differences, the process of creating advertising is the same for direct response and general advertising. There are simply shifts of emphasis.
So, bearing in mind the process of thought your advertising has to prompt in the consumers’ minds, how do you make sure your advertising is the best you can do? The most important element, after making sure the people you’ve chosen to create your ad are capable of producing the standard of work you want, is the brief to your creative team.