session goal : gain ideas and insights into characteristics of high-performing print ads

Creating Attention-Getting and Motivating Advertising in the IT Market.

Presented by:EDUCAUSE Reviewand Jack Semler, Readex Researchwww.readexresearch.com

Session Goal: Gain ideas and insights into characteristics of high-performing print ads

Our agenda will provide a: Brief overview of the research that we have done for

EDUCAUSE Review

what is measured in this research

how to interpret the numbers from actual ads in actual studies.

Review of the methodology

List of key characteristics in good advertising

Ad contrasts and “Which Ad Scored Best”

Definition of Terms

As we look at our series of ads, you will see references to ad scores, actual scores from actual studies:

RS = Recall Seeing

RR = Recall Reading

The average score for one page, four-color ads over the two studies from which examples will be used is RS 65% and RR 24%.

Methodology

Executive Summary: 9 key elements to powerful print advertising

1. Present one central selling proposition. Avoid clutter and extraneous ideas.

2. Support the basic proposition with all elements of the creative. The headline, illustration and text should work together.

3. Appeal to the reader’s needs and self-interests. “What’s in it for me?”

4. Show the product in use. Help the reader imagine using the product or service.

5. Design the ad for easy reading. Don’t make it a chore to get through your ad.

6. Sell the merits of the product or service. Why should the reader buy?

7. Emphasize benefits, not facts. Facts are what the product/service is....benefits describe what the product/service does.

8. Use humor carefully. What you think is funny may not be to others.

9. Finally, don’t be shy about frequently repeating a successful ad.

RS 64%

RR 31%

2. Support your basic proposition with all elements of the creative. The headline, illustration and text should work together.

RS 81%

RR 34%

Avoid asking a question in your headline that can be answered with a “No.”

In your next fiscal/budget year, how do you expect your overall marketing budget to change compared to your current year?

Significant reduction

Modest reduction

Stay the same

Modest increase

Significant increase

3. Appeal to the reader’s needs and self-interests.

Answer the question: “What’s in it for me?”

RS 66%

RR 30%

4. Illustrate the product in use.

Help the reader imagine using the product or service.

RS 61%

RR 24%

You have an average of four seconds to connect with readers. Make sure you do this as quickly and clearly as possible.

5. Design the ad for easy reading.

Avoid reverse and creative tactics that are fun and playful but make it hard to read what the copy says.

RS 67%

RR 21%

6. Sell the merits of your product or service.

Why should readers consider buying the product or service?

RS 61%

RR 15%

Pretend the headline for your ad is the first thing your sales representative would say on a call.

What percentage of your current marketing budget is dedicated to digital channels AND online advertising?

Less than 10%

10%-19%

20%-34%

35%-50%

51% or greater

7. Emphasize benefits, not facts

Facts are static points about what the product/service is.

Benefits describe what the product/service does for the reader.

RS 58%

RR 16%

8. Use Humor Carefully

While this ad is not, in my opinion, designed to be humorous, there is a playful element which can go one way or the other.

RS 62%

RR 20%

8. Use Humor Carefully

Testimonials.

Final Idea:

Keep the copy flowing outwards: You versus We

Final Idea:

Keep the copy flowing outwards: You versus We.11 You-0 We