Pro - Creative Solutions

What makes ads great?

It would be a classic case of begging the question to say that they “stand out”. Of course they do.

Besides hard work, there are usually four key elements in a great ad: a disruptive and relevant visual, strong brand identification, a brilliant headline, and “something else” The something else is a variable. It might be curiosity. “What’s going on here? It looks interesting.”

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What to advertise?

What the advertising message should be. In general, there are really only two kinds of effective advertising message:
Firstly, does the business/product have a Unique Selling Proposition (“USP”)
"A unique selling proposition is a customer benefit that no other product can claim"

Secondly, does the thing that is being advertised “add value” and if so, how?
For example, advertising for washing powders will focus on the “added value” created by whitening agents or the fact that a particular formulation will last longer than the competition

Whatever is advertised, it is important that the message is:
• Seen
• Read
• Believed
• Remembered
• Action upon by target customers

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The dollar is a world brand. In essence it is simply a piece of paper. But branding has made it valuable. All the tools of marketing and brand building have been used to create its value. On the front you will find the owner of the brand: the Federal Reserve. There is a testimonial from the first President of the United States, George Washington. There is a simple users guide: “This note is legal tender for debts public and private.” And if you’re still not convinced, the owner has added the all important emotional message: “In God We Trust”. The dollar is a world brand. It confers a uniform value globally. But as I said it’s really just a piece of paper. Branding has made it worth something.

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