Be imaginative company

Be imaginative company
Be imaginative company

A good advertising campaign will reach your target audience and talk to them on a personal level. This affects your sales and reputation. A great advertising campaign will do more than that, and it will create a buzz outside of your target audience. Advertising is not rocket science. You shouldn't need a degree in the physical sciences to create or understand an ad. you should never under any circumstances, kill an advertisement because it is not literal enough. If you find your ads are too strict, you should destroy them all and start fresh. Are Volkswagens flawed pieces of junk? No, but an ad with the headline lemon gets your attention, it makes you want to read the story, which proceeds to explain how the particular car shown in the ad would never be driven because VW cares so much it weeds out the lemons. You never get a bad car, think what an opportunity would have been missed if the folks at Volkswagen had taken that headline too. Think about it from this angle. 

Why do people read an ad or watch a commercial? Because they find them entertaining and informative. If your ads are all information and no entertainment, you've wasted your budget. This is not to say that an announcement should be created for entertainment purposes. A great ad is both entertaining and informative. The entertainment value should be derived from a feature of your product or brand. What you're selling should be the star of the show, it sounds simple enough, but it is often hard to strike the correct balance. That's what makes advertising so fun. How much information does your audience need? What kind of story will they find entertaining? These are questions that should be asked and answered early. When you are presented with an ad or a campaign, you can judge the work according to these preordained guidelines. A good drive will reach your target audience and talk to them on a personal level, and this affects your sales and reputation. A great advertising campaign will do more than that, and it will create a buzz outside of your target audience. 

Apple Computer's 1984 commercial ran only once, but it is still one of the most talked-about ads because it was rebroadcast on a significant news show and written about in the newspaper for months. None of this cost Apple anything more than a single TV buy, it's worth noting that Apple's super bowl commercial helped make the company a household name and created an unbelievable demand for the new Macintosh computer. The ad never showed the product or explained any details about it. BMW's mini cooper was one of the first cars to be introduced in the United States with no TV advertising. Blasphemy! They bolted the Minis to the roofs of SUVs and drove them around major cities, and they created tongue-in-cheek billboards, interactive print ads, and great guerrilla promotions. They created a waiting list of customers who couldn't wait to get a Mini. Companies that think bigger becomes more prominent, it's a self-fulfilling cycle. If you feel like a local operation, you might miss the opportunity to expand. Your advertising campaign should reflect the direction of your company even if you're not yet there. Challenge yourself and your agency to think bigger, challenge your staff and your advertising agency to revolutionize your ad program. And, remember, every revolution begins with one step.

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nwldg: Be imaginative company
Be imaginative company
A good advertising campaign will reach your target audience and talk to them on a personal level. This affects your sales and reputation. A great advertising campaign will do more than that, and it will create a buzz outside of your target audience. Advertising is not rocket science. You shouldn't need a degree in the physical sciences to create or understand an ad. you should never under any circumstances, kill an advertisement because it is not literal enough. If you find your ads are too strict, you should destroy them all and start fresh. Are Volkswagens flawed pieces of junk? No, but an ad with the headline lemon gets your attention, it makes you want to read the story, which proceeds to explain how the particular car shown in the ad would never be driven because VW cares so much it weeds out the lemons. You never get a bad car, think what an opportunity would have been missed if the folks at Volkswagen had taken that headline too. Think about it from this angle.
https://1.bp.blogspot.com/-AKzs4W0_Ki4/XoUAT9_WjqI/AAAAAAAANuw/agghDUpuZv4v5JIskRfdMf345JoKIC0KACLcBGAsYHQ/s1600/Be%2Bimaginative%2Bcompany.jpg
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