Take a moment and think of an advertisement you remember distinctly. Can you remember it with ease? What about this ad makes it so easy to remember? Maybe it was the catchy headline, slogan or the bright colors the team used when designing it. That’s the ad creator’s creativity on display.
Creativity is important in advertising because it increases the ad’s impact on your audience. Unique ads are remembered and can become associated with your organization for a long time. Creative ads also lead to improved click-through rates, conversion rates and action. Creating a unique ad can be achieved by addressing four key aspects:
Design
Designs that catch the eye and keep attention on the ad are worth their weight in gold. Design is important in the formation of your ad. An easy design principle to follow is the Z Pattern. This pattern is created by having information flow across the piece in the shape of a Z. This will keep the reader’s eye moving and interested throughout the piece. Include information relating to how to contact your organization near the end so it is fresh on their mind. The color, font, readability and balance are all also important design aspects. These elements should all work together to create an attention-grabbing piece. Following these basic graphic design elements ensures your ad is effective.
Good design also ensures what is written can be read. Creative and attention-grabbing design can be ruined if the ad can’t be read. This will result in a barrier between your message and your recipient.
Copy
Creative copy engages readers. A good advertisement contains a call to action that influences people to act by speaking to them emotionally or physiologically. Creativity can have a monumental impact. A creative message can leave a lasting impression with your audience.
Content
Make reading your ad worth your audience’s time. Include a free resource they can download or an offer for a service. The content you deliver to your audience should solve a need. If you release content that does not reflect your audience’s interests, you will lose the connection you have built with them.
Strategy
Ad placement is key to reaching your target audience. Advertise where they are, not where you want them to be. By meeting them where they are, you have a much higher possibility of putting your products or services in front of them. Don’t limit yourself to one publication or one online outlet. Ads can be placed on several different media platforms, whether digital or print, to reach a large audience. Digital advertisements may come in the form of a social media post; whereas print ads may be seen in a newspaper or magazine.
The Communications Group understands the need for strategic ad placement firsthand. When faced with the issue of a client facing friction between traffic to their online website, ComGroup conducted research and discovered the information was too difficult for users to find. The solution was to create an online website specifically for the client’s promotional content to limit user friction. Ads were created to drive traffic to this website, eliminating the friction for our client.
The Communications Group knows advertising. It’s where we got our start. Our 35 years of experience in the field has given us valuable insight we can use to help your business grow. Check out our advertising services, and contact us for more information!
