We assume that you know that you have to return your investments in advertising?
Yes, the purpose of advertising is to sell, but have you ever seen a poorly designed ad, that actually not sells but only informs?
Let’s first explain what is poor quality advertising (which just informs).
An “informational ad” is an ad that does not provoke your interest, even if the advertised product is good and worthwhile. This ad does not encourage you to take any action (wanted by the advertiser). This is because it does not provide you with the necessary motivation (emotional and logical) to take it (and sometimes even don’t ask you to take any action).
This advertising just informs you about something, but nothing more.
Here is a simple example:
Let’s say you walk down the street and you notice a billboard with the following message “NEW RESTAURANT+ NAME” + Good photo of a meal + more information written with a small font on the lower right corner of the board (ie. difficult to read and the font [the typography] is not attention grabbing one).
Well …what happens? You understand that there is a new restaurant. But did you find an answer to the question “Why i should visit this restaurant?” or did you say to yourself “I want to visit the restaurant!”. Did this ad give you a guideline on what to do (why and how to do) + some real emotional and logical motivation to do it? Did you remember the restaurant name? And where the restaurant is located? Did this advertisement take in to account your “billboard attention lifespan”?
Аnswers to how many more questions did this ad not give you?
So no need to ask you what do you think about the effectiveness of this ad. But if we ask you, how many “ads” like this you see every day? What will be your answer?