The Seven Questions of Advertising: Ready…Aim…

News, Resourceson June 3rd, 2010No Comments

In our information-cluttered age, it seems to be getting harder and harder to get people’s attention—the more advertising there is, the less effective it seems to become. There’s some truth to that. The average reader spends less than 3/10 of a second looking or listening to an ad. The sheer quantity of what’s out there in the form of advertising is called “clutter” in the ad biz, it’s rapid turnover is called “churn”. Churn and clutter put a high demand on on targeted messages, placed in front of the right audiences, using the kind of media they prefer.

For broadcast and print advertising, it’s crucial to make the connection between advertising and the results you expect. It’s not just a matter of making the right media buys, it’s also important to understand the kinds of customers you want to connect with and what will motivate them to action

So, how do you figure out what to say, who to say it to, and how to deliver your message? A good way to start is by asking some simple (but very important) questions.

We use a very simple tool for nearly all of our projects that helps define the audience we intend to reach, what we want them to do and so on. Called “The Seven Questions of Advertising”, it lays out the essential elements to any advertising assignment. Without further ado, here they are:

* What are we advertising? – What problem are we trying to solve?

* To whom are we advertising? – Whom are we trying to reach?

* What does this audience actually think? – What are their perceptions or opinions of us right now?

* What do we want them to think and/or do?

* What is the single, most persuasive idea we can convey? – one and only one.

* Why should the audience believe it?

* What are the development guidelines? – budget, deadlines, quantity, etc.

Just for grins, why not take a look at your current ads and see how they measure up to the “7 Questions?” Or, give me a call and bring your current ads in and I’ll be happy to share my thoughts with you on how effective they should or could be. Doesn’t cost you a thing and you might find out something that will help you reach a better result. 802-747-7561.

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