Marketing Eye

9 Characteristics of An Effective Advertising Campaign

Henry Ford once said, “A man who stops advertising to save money is the man who stops his clock to save time.” More importantly, the man who advertises without an effective advertising strategy is a man awaiting failure. Advertising strategies are the blueprints that help businesses sell products or services to consumers. New products that will be launched or old products that need to be marketed should be accompanied by an effective advertising campaign. An advertising campaign is a set of advertising messages revolving around a single idea and is designed based on the advertising strategy. Advertising efforts can achieve benefits, such as brand awareness and increased sales, for the company.

 

So what are the characteristics of an effective advertising campaign? Here are 9 characteristics:

Appeal to the right audience

Draws attention

Value communication

Educate the target

Relates to the brand

Trust is key

Include a call to action

Short and sweet

Easy to remember

Appeal to the right audience

Identify the market segment that has a need for the product in which you are advertising. Knowing who your audience is allows you to craft a message specifically for that market and make decisions on media allocations. Marketing is a very specific and focused process; therefore, it’s a big mistake to try to appeal to the mainstream masses. An effective advertisement targets the right audience on the right platform at the right time.

Draws attention

According to digital marketing experts, the average person is exposed to approximately 5,000 to 14,000 advertisements each day. Your ad should catch the audience’s attention. If you target the right audience, you’ve just increased your chance of being noticed.  Your advertisement should excite people to read, watch, and/or hear your overall marketing message. Remember, the more attention your draw to your brand, the less attention will be given to your competitors.

Value communication

If the cost of a product outweighs its benefits, it will not sell. Your advertisement should communicate the value of your brand and product to your target market. After viewing your advertisement, your consumers should be able to answer the following questions:


1) How is my life better with the product?

2) Is this betterment worth the price?


Consumers are always seeking value. Your products/services will sell if the product value is successfully communicated in the advertisement.

Educate the target

Your advertisement should educate your customers on the product, especially if it’s a new product on the market. The ad should encompass information with regard to the 3 P’s—Product, Price, and Place. Talk about the product capabilities, the price you charge for the product, and where the product can be obtained. Depending on the popularity of your brand, you may or may not have to include certain information, such as where to buy the product.

Relates to the brand

Your ad should include your brand identity, such as logo, typography, colors, style, and visuals. The images or videos that are included in your advertisement should reflect your brand image and personality. How do you know if you’ve done a great job at this? Take out your logo and your company’s name in the advertisement and see if your consumers can guess your brand correctly.

Trust is key

The truth is the most powerful element in advertising. Build consumer confidence by stating true facts about your products in advertisements. Stretching the truth is the fastest way to lose brand loyalty. Your goal is to increase brand awareness and build brand loyalty.

Include a call to action

Your target audience just viewed your advertisement. They gained all the knowledge necessary about the products. Now what? Don’t leave your audience hanging! Always end your advertisement with a call to action. Should your audience pick up the phone and dial a number? Should they head to the nearest store? Your advertisement should be designed to encourage an immediate response.

Short and sweet

A study from Microsoft Corporation shows that people have a shorter attention span than a goldfish. We lose concentration after 8 seconds. This is why all advertisements should be short, simple, and memorable. Do not clutter the advertisement with unnecessary information that will take attention away from your primary message. Know how much information is enough information.

Easy to remember

Most consumer decisions are memory based; therefore, companies must find ways to embed the products and services into the consumer’s mind. You can make your advertisement memorable by including an element of surprise, incorporating a fun jingle, or even starring an influencer in the advertisement. Get creative.


Make your advertisement informative, fun, and memorable. Your advertisement should get people talking! Effective advertising campaigns can improve your business’s bottom line. However, make sure that your advertising campaign aligns with your company’s marketing strategy. Marketing Eye can formulate comprehensive strategies fit for your business. You may contact us online, or you can speak directly to a marketing manager at 404-626-8070.

What are you waiting for? It’s time to create an advertisement that will shake the world.



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comments ( 2 )
  • Kaelyn Green
    Kaelyn Green
    26 Sep 2018

    These are excellent points. I personally found the research from the Microsoft Corp study to well integrated into this breakdown.

    Reply
  • Kaelyn Green
    Kaelyn Green
    26 Sep 2018

    Such a well-designed infographic, I love the focus on technology industries since its such a versatile field.

    Reply