Be Imaginative
Below is a MRR and PLR article in category Business -> subcategory Advertising.
Be Imaginative
Summary:
A successful advertising campaign not only reaches your target audience on a personal level but also extends its impact beyond, creating widespread buzz.
Keywords:
advertising, marketing, branding, campaign, copywriting
Main Article:
What’s the quickest way to ruin an ad campaign before it even starts? Overthink it. Advertising isn’t rocket science, and you don’t need an advanced degree to create or grasp one.
Under no circumstances should you discard an ad for lacking literalness. In fact, if your ads are too straightforward, it’s time to rethink them completely.
Consider Volkswagen’s iconic “Lemon” ad. Are Volkswagens defective? Certainly not. Yet, the headline grabs your attention, prompting you to learn how VW ensures top quality. Imagine the missed opportunity if Volkswagen had dismissed that headline for being too abstract.
Why do people engage with ads? Mostly because they’re entertaining and informative. If your ads are purely informative, your budget is wasted. However, an ad shouldn’t exist solely for entertainment. A great ad balances both, with your product or brand as the star. This blend is the thrill of advertising.
How much information does your audience truly need? What kind of story will resonate with them? These are crucial questions to tackle early. When reviewing an ad, assess it against these guidelines.
A good campaign connects personally with your target audience, boosting sales and reputation. A great campaign does more, sparking interest beyond your audience.
Take Apple's “1984” commercial. Aired only once, it became legendary, covered by major media at no extra cost to Apple. Despite not showing the product, it made Apple a household name and skyrocketed demand for the new Macintosh.
Similarly, BMW’s Mini Cooper launch in the U.S. defied conventions without TV ads. Instead, Minis were mounted on SUVs roaming city streets, accompanied by witty billboards and creative guerrilla marketing. This approach generated a buzz and waiting lists for the car.
Thinking big can transform a company. If you limit your vision, you may miss broader opportunities. Your advertising should reflect your company’s aspirations, even if those are still on the horizon.
Challenge yourself and your agency to think bigger.
This article introduces the third of twelve steps. Challenge yourself, your team, and your agency to revolutionize your advertising strategy. Missed a previous step? Contact the author for a complimentary copy. Remember, every revolution starts with just one step.
Jeff Berney is a freelance idealist, brand evangelist, and writer. Contact him at jeff@jberney.com
© 2006
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