We live in a world in which we are constantly exposed to advertising, be it in print, TV, online or even your mailbox. In fact, we are exposed to 362 ads per day on average, yet only 3 percent of these will leave an impression.
So how does ad stand out from advertising clutter and makes their ads stay in target audiences’ mind? And that is just 12 ads a day that actually engages us.
According to David Oglivy (1983), he used the exact same, simple layout for all the advertisements in magazines for years until his competitor accused him of foisting a course-style on all their clients. (See follow)
However, is simply structuring the layout and presentation sufficient to help your ad be remembered today?
Sure they still are essential factors in a successful ad campaign, however, I believe ‘Creativity’ is more important these days. A solid idea will last longer than 15 minutes.
Here are I think 4 print ads techniques that are creatively brilliant:
1. Animals in Advertising Works
Research study shows that 44 per cent of millennials see their pets as starter child, and the Washington Post reported that 3/4 of Americans under 30s own a dog. Fur baby economy is real! But what’s the psychology behind that?
Apparently we, human are genetically predisposed to attend to and be drawn to other living beings such as animals (Wilson, 1984). And some even argues that we are naturally attracted to animals (McCutchen, 2005). Pets have long been used as a strong factor to grab audiences’ attention and to ultimately send the important message.
Andrex has been the leader in the toilet tissue market for over 40 years, and the Andrex puppy has featured in more than 120 commercials to date, symbolising the qualities of softness and strength — Andrex’s core values.
2. Storytelling
Every ad is a storyteller, but the truth is, not ever visual ad is GOOD at storytelling. The key to every most celebrated ad is a character’s unfulfilled desire. If there is desire, there is a story.
Marketing agency Lola Madrid used anagrams in one of Scrabble ad to tell a love story between two lovebirds. Their primary goals were ‘to convey words are magical and powerful, and that they connect us with people:
P.S: In a similar notion, a Spanish Christmas Ad has attracted more than 5 million viewers, with 3.5 minutes Pixar-liked film.
3. Play with audiences’ taste buds
Heinz Ketchup is one of the most well-known brand in the world. And they are famous for making amazingly ad that sells:
Simply looking at the ads makes ones’ mouth water already.
4. Humour
Many of the most memorable ad tend to be funny. Humour definitely has a place in sales and marketing, a funny ad makes your product/service more likeable and appealing. We purchase from people we like, and humour is the fundamental element to forming positive relationships.
