Interpretation of 17 advertising effectiveness measures
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1. 85% of ads go unread <br />Interpretation: How to squeeze into the 15% of successful ads. Attracting readers is half the battle. Quester’s perspective: On the other hand, less than 1/5 of advertisements are attractive. The reasons for advertising failure are very complex. According to a survey of the US advertising market: 36% of advertising waste is due to advertisers’ incorrect understanding and ideas about the market; 31% is due to the failure of the advertising agency’s creativity; and 83% is due to the fact that the choice of advertising media may be wrong. Of the above three points, the first one should be borne jointly by the advertising company and the client, the second one lies purely with the advertising company, and the third one the advertising company should bear the main responsibility. In an advertising company, if you are a planner, you should focus on the first point, if you are a designer, you should focus on the second point, and if you are a media developer, you should focus on the third point. You should know what can attract people, or you should know what are the characteristics of excellent advertising. You can refer to two other articles: What qualities should a good advertisement have? The "3I" Standards for Successful Print Advertising 2. The number of people who read the ad headline is 5 times the number of people who read the main text, which means that the headline has 5 times more reading power than the main text .<br />Interpretation: In other words, the reading power of the headline and the main text is 5:1. Obviously, your ad should have a headline or a slogan of some kind. Quester’s perspective: From another perspective, if you were a designer, how much length and weight should you give to the ad title? This survey result is a good reference. Of course, what to say in the title is the next question. 3. If you can express whatever you want in the title, you will waste 80% of the advertising cost. <br />Interpretation: The reason is the same as above. Here they just talk about what your title should be about, what it should include (based on previous advertising experience, they suggest embedding the brand name or the name of the subject content into the title, such as: "Once Remy Martin is opened, good things will come naturally." And so on. But not everything is so dogmatic), and how to attract attention (the traditional 3B principle, baby, beauty, and the beast). From Quester’s perspective: “Once Remy Martin is opened, good things will come naturally” is James Wong’s advertising slogan. James Wong wrote a booklet on advertising, and those who are interested should read it. What the title says is definitely not the usage of the above-mentioned 3B principle. 3B is a reference for selecting the content of the advertising picture, not the title. The art of attracting people with words is another skill. 4. Ad space increased by 1 times, and the attention rate increased by 0.7 times Quester’s perspective: This is the ratio between content and blank space, a balance that is difficult to achieve. Let us try to make an inference based on this assumption: A4 advertising area, commonly used typeset text, pure text without special effects, with 1/4 line space. I believe this attention rate should be a very low standard, we assume the value is 1. However, after testing, it was found that even if the space between lines of text was doubled to 1/2, the attention level did not change much. Even if the space is doubled, there will be no improvement. This shows that the “blank space” refers to “concentrated blank areas” rather than “evenly distributed” areas. That is to say, half of the screen needs to be left blank in order to achieve an attention rate 1.7 times that of the original effect. (In fact, if all ads were left half empty, they would definitely be seen, not because of the content, but because of the weirdness) So leaving half of the space empty will put the customers’ acceptance to the test. Adequacy of content? What is the cost-effectiveness of blank (the cheaper the product, the less worthwhile it is to do so)? 5. The number "100" yuan is 25% more touching than "one hundred yuan" because it is closer to reality Quester’s perspective: The statement of “close to reality” is rather far-fetched. It should be said that Arabic numerals convey information faster than words, have no national boundaries, and can reach the brain directly without being read. Therefore, mixing Arabic numerals in text will increase the speed of understanding the text. (According to the Chinese national writing standard, Arabic numerals should be used instead of Chinese numerals whenever possible in text. This is also the "numbers speaking principle" and is convenient for speed reading.) Previous Page 1 2 Next Page Read Full Article |
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