People only remember one or two main points from any advertisement. Don't try and do too much. What counts is not what the advertiser puts in, but what the viewer takes out.
- Keep it Simple. Give people time to absorb the information. Avoid too many thoughts, too many words, too many things going on at once.
- Look for a Big Idea. A relevant theme or story that draws viewers in. The idea should dramatize what the sale is all about, not just the fact you are holding a sale.
- Stay in Character. People must link the sale to your name. Your sale advertising must reflect the same personality as the rest of your marketing program.
- Take the opportunity to re-enforce your key benefit. This is another wayof ensuring viewers associate the sale to your name. It also serves to build your "Brand Equity".
- Show examples of what's on sale - but not too many. Examples give your message impact, realism, and make it easier to remember. But don't try to show everything within one ad. Consider using a "donut" format - same beginning and ending, but with a hole in the middle where you can insert different examples.
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