Assess Advertising Concept Effectiveness

1. Assess Advertising Concept Effectiveness ASSESS ADVERTISING CONCEPT EFFECTIVENESS HOW-TO GUIDE

2. 2 Assess Advertising Concept Effectiveness How-to Guide While many advertisements have a chance to win graphic design competitions, most do not deliver on the simple, fundamentals characteristics required for effective marketing communications. HOW-TO GUIDE What Makes an Advertising Concept Effective Assess Advertising Concept Effectiveness Read this summary to learn the key characteristics of a solid advertising concept, and download our Advertisement Evaluation Matrix. Engaging — Does the advertisement stop the reader and engage them to continue spending their time to learning more about your offer? Credibility — Are your claims believable? Can they be backed up? Action-Oriented — does the ad provide a strong, clear call-to-action? Significance — Does the ad promote features & benefits the audience will care about? Is there any way to make the message more relevant? Integration — Is this advertisement part of an integrated, multi-channel campaign that accurately reflects your brand & core messaging? Branding — How well does this ad promote your key brand attributes? Impression — Will the ad be remembered? Does it create a lasting impression? How likely is this ad to be recalled in a future survey? 2 Assess Advertising Concept Effectiveness How-to Guide While many advertisements have a chance to win graphic design competitions, most do not deliver on the simple, fundamentals characteristics required for effective marketing communications. HOW-TO GUIDE What Makes an Advertising Concept Effective Assess Advertising Concept Effectiveness Read this summary to learn the key characteristics of a solid advertising concept, and download our Advertisement Evaluation Matrix. Engaging — Does the advertisement stop the reader and engage them to continue spending their time to learning more about your offer? Credibility — Are your claims believable? Can they be backed up? Action-Oriented — does the ad provide a strong, clear call-to-action? Significance — Does the ad promote features & benefits the audience will care about? Is there any way to make the message more relevant? Integration — Is this advertisement part of an integrated, multi-channel campaign that accurately reflects your brand & core messaging? Branding — How well does this ad promote your key brand attributes? Impression — Will the ad be remembered? Does it create a lasting impression? How likely is this ad to be recalled in a future survey?

3. 3 Assess Advertising Concept Effectiveness How-to Guide 1 2 3 4 Establish your Brand Position Each Product/Service Assess Each Ad Concept Make the Right Decision Action Plan STEP 1 - Establish your Brand If your brand is not integrated, up-to-date, or just needs a tune up, use our Brand Scorecard to get set clear goals, objectives, targets, and initiatives for your brand this year. V I E W R E S O U R C E Brand Strategy Scorecard Tool A Brand Scorecard Will Guide You in Setting Goals 3 Assess Advertising Concept Effectiveness How-to Guide 1 2 3 4 Establish your Brand Position Each Product/Service Assess Each Ad Concept Make the Right Decision Action Plan STEP 1 - Establish your Brand If your brand is not integrated, up-to-date, or just needs a tune up, use our Brand Scorecard to get set clear goals, objectives, targets, and initiatives for your brand this year. V I E W R E S O U R C E Brand Strategy Scorecard Tool A Brand Scorecard Will Guide You in Setting Goals

4. 4 Assess Advertising Concept Effectiveness How-to Guide 1 2 3 4 Establish your Brand Position Each Product/ Service Action Plan STEP 2 - Position Each Product/Service Assess Each Ad Concept Make the Right Decision Use our Product Positioning Worksheet and/or Feature, Advantage, Benefit Tool to define your core messaging. V I E W R E S O U R C E Product Positioning Worksheet Core Messaging Helps You Share Your Product/ Service 4 Assess Advertising Concept Effectiveness How-to Guide 1 2 3 4 Establish your Brand Position Each Product/ Service Action Plan STEP 2 - Position Each Product/Service Assess Each Ad Concept Make the Right Decision Use our Product Positioning Worksheet and/or Feature, Advantage, Benefit Tool to define your core messaging. V I E W R E S O U R C E Product Positioning Worksheet Core Messaging Helps You Share Your Product/ Service

5. 5 Assess Advertising Concept Effectiveness How-to Guide 1 2 3 4 Assess Each Ad Concept Action Plan STEP 3 - Assess Each Ad Concept Establish your Brand Position Each Product/Service Make the Right Decision Use our Advertisement Evaluation Matrix to evaluate the effectiveness of each proposed advertising concept. Use this tool to identify where each advertisement can be improved before production. Advertisement Evaluation Matrix V I E W R E S O U R C E Turn On Your Advertise- ment Evaluation Matrix 5 Assess Advertising Concept Effectiveness How-to Guide 1 2 3 4 Assess Each Ad Concept Action Plan STEP 3 - Assess Each Ad Concept Establish your Brand Position Each Product/Service Make the Right Decision Use our Advertisement Evaluation Matrix to evaluate the effectiveness of each proposed advertising concept. Use this tool to identify where each advertisement can be improved before production. Advertisement Evaluation Matrix V I E W R E S O U R C E Turn On Your Advertise- ment Evaluation Matrix

6. 6 Assess Advertising Concept Effectiveness How-to Guide 1 2 3 4 Make the Right Decision Re-assess improvements & select the best advertisement for the campaign. Action Plan STEP 4 - Make the Right Decision Establish Your Brand Position Each Product/Service Assess Each Ad Concept Get Ready to Launch Your Best Campaign Yet 6 Assess Advertising Concept Effectiveness How-to Guide 1 2 3 4 Make the Right Decision Re-assess improvements & select the best advertisement for the campaign. Action Plan STEP 4 - Make the Right Decision Establish Your Brand Position Each Product/Service Assess Each Ad Concept Get Ready to Launch Your Best Campaign Yet

7. Demand Metric is a marketing research and advisory firm serving a membership community of over 100,000 marketing professionals and consultants in 75 countries. Offering consulting playbooks, advisory services, and 500+ premium marketing tools and templates, Demand Metric resources and expertise help the marketing community plan more efficiently and effectively, answer the difficult questions about their work with authority and conviction, and complete marketing projects more quickly and with greater confidence — thus boosting the respect of the marketing team and making it easier to justify resources the team needs to succeed. To learn more about Demand Metric, please visit www.demandmetric.com About Demand Metric Follow us on Twitter Like us on Facebook Join Linkedin Group © Demand Metric Research Corporation. All Rights Reserved. Demand Metric is a marketing research and advisory firm serving a membership community of over 100,000 marketing professionals and consultants in 75 countries. Offering consulting playbooks, advisory services, and 500+ premium marketing tools and templates, Demand Metric resources and expertise help the marketing community plan more efficiently and effectively, answer the difficult questions about their work with authority and conviction, and complete marketing projects more quickly and with greater confidence — thus boosting the respect of the marketing team and making it easier to justify resources the team needs to succeed. To learn more about Demand Metric, please visit www.demandmetric.com About Demand Metric Follow us on Twitter Like us on Facebook Join Linkedin Group © Demand Metric Research Corporation. All Rights Reserved.