MRI Starch considered 8k single page ads in 202 magazine issues - looked a "Engagement Score" combination of % of readers than noticed advert and % that read more than half of it, key techniques;
- Gigantism (Magnification)
- Successful headlines less than 9 words
- Automobile use solutions and benefits - explained through copy - reads consistently draw to this information
- Finance ads - brief, explanatory copy that explains features and benefits (rather than overly creative content and "bells and whistles" which can baffle) consumers expect to seek more advise so best to keep simple and easy to understand.
- Not just the saving but how that makes consumer feel - this is not a desperate attempt to get customers but something that they are going to enjoy (similar to Wal-Mart who showed what family could use the money they will save the money on - that is the reward of shopping at Wal-Mart not the reason to shop there)
- Slice of life, communicating a human story connects with readers
- Carefree and abundant feeling of joy - bright, colours and blue sky everything that consumers want in a holiday, ad flow is also important.
- Readers generally crave direct, benefit orientated information - respond positively and with interest to these ads
- Product adverts should show the advert clearly, well defined. Not hide any floors and give consumer how it will look in their hand and support with benefit oriented copy
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