Evaluating Advertising Effectiveness

By Natasha | May 16, 2008

When evaluating the potential effectiveness of different advertising, use the following questions:

Does the ad clearly identify your brand? Does it do so immediately and throughout the ad?
Does the ad feature a tag line that reinforces the brand’s promise?
Does the ad reinforce your brand’s identity?
Does the ad connect with the reader on an emotional level? Does it win the reader’s heart or capture his or her imagination?
Is there something about the ad that makes the reader admire the brand?
Is your ad significantly different from that of your competitors? Does it look and feel different from anything else featured in the same media?
Does the ad reinforce the positive value and values of your brand?
Could no competitor make the same claim? If you inserted a competitor’s logo in the ad, would it make no sense or be unbelievable?
Does the ad lead the reader/viewer to believe that he or she will be better off in some way for having interacted with your brand? Does it create a more favorably perceived end-state for him or her? Does it leave a vivid picture in his or her mind?

Topics: Marketing |

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