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10 principles of
good theme advertising


 



Lintas (fra 1970'erne)

it involves the consumer
it is consumer orientated
it concentrates on one selling idea
it concentrates on the most important and persuasive idea available
it is unique and competitive
it is credible and sincere
it is simple, clear, complete
it clearly associates the selling idea with the brand name
it takes full advantage of each medium
it makes the sale (it establishes or maintains a strong wish to buy)

Nogle relevante spørgsmål

(kilde: også Lintas)

er der en stærk konkurrencedygtig proposition at tilbyde
er den relevant
er den tidssvarende
er den socialt acceptabel
har den stil

10 kendetegn for annoncer der virker

 



Bob Donath Markedsføring nr. 7, 1986

visuel magnetisme
målrettet et godt defineret publikum
inviterer læseren ind på scenen
lover en belønning for den tid han bruger på reklamen
dokumenterer med facts og ikke med generelle vage vendinger
præsenterer forslaget i en logisk rækkefølge
taler enkelt sprog. Fra person til person
er let at læse
lægger vægt på hvad der tilbydes og ikke på af hvem
afspejler firmaets karakter/genkendes

Advertising Criteria

 

 

 

Tassone Stevenson, 1990, Worldwide Partners.

Successful ads ...

..have a high degree of visual magnetism for appeal
..have selected the right target audience to reach
..invite the reader/viewer/listener into the scene
..promise a reward to the target
..back-up the promise with facts (quality, value, function)
..present the positioning correctly
..talk in person-to-person style
..are easy to understand
..emphasize the benefits, not only the features
..reflect the advertiser's character

Ten Golden Rules to Grab Intension, Hold Interest, and Influence Buying Start with a question - or your strongest benefit
Make it newsworthy
Make it specific
Identify with needs of reader - quickly!
Emphasize benefits, not selling points
Write toward the present tense
Make the words suit the action
Use sub heads to keep the reading
Use short, punchy, dramatic, attractive, effective words and punctuation
Write with E's: Emotional, Enthusiastic, Entertaining and Easy-to-read

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