Advertising effectiveness. Motto.

Effective may be considered such ads, which immediately also attracts the attention of the consumer. While working on commercials D. Ogilvie recommends the following principles and techniques:

Here are some of them:

• It is not necessary to register trademark in a specific color scheme. Legal protection extends only to those specific colors, while the supply of sign in black and white cover any of his performance in color;

• watch out for reproducibility, avoid small parts that merge with printing or any other reproduction;

• think carefully about color, composition, location of sign, so that He, along with packaging of goods to create a single memorable image.

Motto (slogan) - Shock line advertising, a short slogan, a short trope, or, as we have said, "battle cry" of the firm


All have become accustomed to such typical slogans:

• Melts in your mouth, not in their hands;

• STIMOROL - unique steady taste;

• Nowhere except in Mosselprome (Mayakovsky);

• Good to the last drop - the motto of the company Maxwell House since 1873;

• TEFAL: you are always thinking about us, etc.

We recall two basic objectives motto - to ensure consistent advertising campaigns and summarize key theme or idea, associated with the product or the company name. For example, the bag with crispy potatoes reads: "It's hard to eat just one!". The motto does not carry information for the consumer, but it creates emotional, subconsciously shaping attitudes to the manufacturer and advertised products. Good Slogan easily remembered, and hence in the brain Consumer laid sustainable positive attitude to the firm.

The motto of the good of its functionality. The same shock phrase can be used in television commercials, billboard advertising, newspaper ads, and even on product packaging or in a store window. This kind of "information Message eye purchaser. " That is why the motto is regarded as one of the permanent identity elements, along with trademark and company name.

Note that the slogan, in contrast to a trademark may vary with time. Coca-Cola Company over 100 years of existence has changed the slogan 98 times, and Trademark - never. Advertising and motto reflect the zeitgeist.

It is very difficult to formulate rules of good writing slogans. After all, even taking the same recipe, a wonderful hostess cake while the other received only a miserable likeness. Nevertheless, remember: the motto should be be clear, short, easily pronounceable. It is desirable to coordinate the rhythm of the motto with the product, use onomatopoeic features of the language, as well as the principle of pun, such as: Knorr - tasty and fast.

Make an attempt to mottoes grouped as follows:

1. Using friendly words and promises of good. You'll be pleasantly surprised affordability of our prices. User-friendly world of hotels.

2. Repetition of the same letters in each word of the proposal. "Day" - makes good. It's time to drink beer.

3. Repetition of words, sentences and their parts. It is easy to buy - easy to fly away. Sell millions - appeal to millions.

4. Use of uppercase letters, digits, graphic characters. Remember the beautiful pill RFP. Ramis II - a leader in the design.

5. The desire for simplicity and brevity. Mind and beauty: "Olivetti". Strength and Grace: Firm And Bu-Ai.

Ads consist of a set of elements (components). Now is the time to understand their purpose and capabilities to this end, we consider first major. These include the title, illustrations, subheadings, the primary text echoes the phrase, mottos (slogans), trademarks (logos) codes.

Verify the effectiveness of advertising

Since advertising is one of the channels of communication with the seller by the buyer, it is true that it is subject to all laws of sales. You can highlight the main methods of influence on the consumer through advertising.

Text messages: When creating them must be remembered that the consumer is not very willing to think and therefore should not be used in advertising texts long mouthful. The shorter and clearer advertising message, the more likely that it at least someone will notice, for example drove past a billboard.

Nonverbal channels: If there are people in advertising, their posture must conform to both the general textual content of advertising, and to state that ads should call the customer. Check for correct posture is relatively simple. Try it yourself to pose of a man with a poster and listen to your own feelings. If any sense of internal discomfort does not occur, then everything is done properly, otherwise - the pose of the character to be changed.

Color and sound: This work is best left to professionals. Since each state has its own characteristics. When used properly, they can cause even a necessary condition, regardless of the total text content of advertising.

There is a desired result, which wants to reach an advertiser has stringent criteria for evaluation of advertising, so you can start pretested the effectiveness of advertising campaigns. It is important to understand that advertising should not be too original or fun, it just needs to perform its task.

The most difficult thing for health checks of advertising to find a mistake, to understand why advertising is not working as it should (if it happened) and what must be done to change this situation. You have to understand that a person does not respond on individual factor, but on the background consisting of many elements, which are mismatch and may lead to the fact that advertising will become ineffective.

Eg. Advertising does not give the desired effect. In this case it is necessary to understand that consumers perceive the whole message, rather than spread out on his constituents. Need to remove from the advertising on each element of the queue again to check the reaction of the consumer. This way you can identify problem areas over which the need to work more closely. After making any necessary changes once again stands to test the reaction of potential customers.

Finally, any advertisement must comply with the stages of sale. To get started is to build a trusting relationship with the consumer. At this stage, advertising should not be too intrusive, and avoid comparisons with respect to similar products of competitors. Better to demonstrate compliance with the interests of the advertiser to consumer interests. Once, when a trust relationship established, the advertiser can tell you more about your product, but do not forget that the consumer is not only the material side of the issue, but also the emotional component of advertising. One of the most effective ways to create effective advertising - the formation of positive image of the owner of the goods. In this case, the potential buyer, too, want to be like a person from advertising. Only the last stage of the advertiser can communicate to the consumer price of the goods and the final conditions of sale.

Proper advertisement or a little more about the effectiveness of

You know, let us place the billboards here on this highway and down the street ... And, there are audio clips? Great! Rental would like to get on the radio station X, - says the head of the advertising department of a firm, not noticing the astonishment advertiser. After guiding and clarifying questions, followed by an explanation of this "iron" logic of advertising campaigns. It turns out, the director of the company loves radio station X, and the aforesaid route daily comes to work. Hence, he will see advertising firm.

These stories happen all the time. But even if we admit that your approach to advertising is pragmatic and meaningful, each time at the initial stage of developing an advertising campaign the question arises: how to evaluate the effectiveness of advertising? And it's better to do it at the very beginning and not the result, when money is spent, but achieved a goal - is unknown.

How to evaluate the effectiveness of advertising

On the issue themselves advertisers tend to prefer the modest silence.

Least because there is much advertising, as many do not cease talking about her poor performance. Advertising guru David Ogilvy said that most of the advertising "shamefully ineffective." Remark is true, but trying to assess the effectiveness of advertising, you should remember that this is just another marketing tool that does not work by itself.

An example from real life. Manual furniture store has launched a massive advertising campaign. Television, radio and outdoor advertising. A potential buyer walks into a store. Somewhere deep in the subsoil of the high stand sits seller and enthusiastically read a glossy magazine. Instead ask the visitor that he wanted to buy, the seller, looking for a second reading, once again lowers his head onto the page. Will the effective running advertising campaign, if sales staff behaves this way?

In advertising there is only one criterion: if it increases sales, then working. Hence, launched advertising campaign is effective. We can distinguish three types of advertising effectiveness: a commercial, communicative and operational. Any advertiser are primarily interested in commercial advertising effectiveness. In other words, how effective advertising is selling. But even now we can not with absolute guarantee to predict how sales will increase as a result of a specific advertising campaign. Sales affect all elements of marketing mix. On the professionalism of salespeople, as in the example above, as well as to the general condition of a particular market or the actions of competitors. If a competitor decides to bring down the market and sharply lower prices, then no, even the most brilliant advertising in this case will not help. But be that as it may be, the advertising that sells, it is advertising in the first place, well done

If you decide to involve the development of advertising ideas Professional advertisers It is not necessary to require them to any specific ideas and options for future advertising until they obtain the most complete source information. First of all, we need answers to the questions: what is advertised and to whom specifically designed your product or service. This is the first and most important phase of constructive cooperation between the advertiser and the advertiser.