What makes an advertisement effective? Take a second to think about it. We’ll wait…. Now that you’ve thought about it, we’re going to give you a hint. It’s not a cut and dry answer. As we’re sure you’ve guessed, it’s not just one thing that will make an advertisement effective, it’s multiple aspects. That being said though, turns out that creativity is still the most important part of advertising effectiveness. There are 5 other important contributors to advertising effectiveness. According to a study done by Nielson Catalina Solutions, creative lands on top at 47% but the other 5 include reach at 22%, brand at 15%, targeting lists at 9%, recency at 5% and lastly, context at 2%. It’s interesting to note that creative is still the top driver of advertising effectiveness, but this does not mean that brands can neglect the other 5 contributors. Let’s take a look at recency. Recency is a theory stating that advertising will have a greater sales impact when exposure occurs close to a purchase. Determining when your audience will buy will determine when to run your ad. If they buy on the weekend, then the ad should be run on Thursday or Friday right before their purchase. This article only touches on the topics that increase advertising effectiveness and each contributor could have an article of their own. It’s crucial for brands to understand what drives their advertisement effectiveness in order to increase sales.
