The "3I" Standards for Successful Print Advertising
|
For many domestic advertisers, the creation and evaluation of print advertisements are often quite subjective. Some place their hopes on the artistic expression of the advertisement creation, following their feelings and aesthetics; some use whether the image of the print advertisement is attractive, whether the colors are beautiful, or whether it is "creative" as the main criteria and basis for evaluation; some only judge the quality of a print advertisement based on the subjective experience or personal preferences of a few people. How should we evaluate print advertising creation scientifically and comprehensively? DMB Sony Market Research has been engaged in advertising research and consumer research for many years. Based on its rich experience in advertising effectiveness evaluation and research, it has established a systematic advertising effectiveness evaluation and research model. DMB believes that a successful print advertisement is one that quickly captures readers’ attention and accurately recommends key points of interest to them in a short period of time. Both the content and form of the advertisement are indispensable. The "3I" standard is usually used to measure print advertising creation. The so-called "3I" refers to Impact, Information and Image: 1. Impact: From the perspective of visual expression, visual effects attract readers and convey the benefits of the product in their own language. A successful print advertisement should have a very strong appeal on the screen, with scientific use and reasonable matching of colors, and accurate and attractive use of pictures. However, we must avoid abusing visual effects to attract readers' attention. The use of visual effects must ensure that the advertising image and the content of the advertising appeal are closely and organically integrated. The title is also a key weapon to attract readers' attention and convey beneficial information. The title must be simple and clear so that readers who are busy all day can quickly understand and comprehend it. An obscure title will lose the attention of a large number of readers. An advertisement without a title directly affects its recall rate and persuasiveness. DMB research shows that colorful slogans can help increase the appeal and recall of ads, and can also help improve the appeal effect of key interest points. 2. Information: A successful print advertisement accurately conveys the key points of interest through simple, clear and concise information content. Advertising information content should be able to systematically integrate communication elements such as consumers' needs, interests and support points. Don't make readers work hard to find content. When readers need to spend a lot of energy to figure out "what the advertisement is about", the advertisement will lose a lot of readers. Print advertisements should not distract readers with redundant content. If the advertisements pile up redundant content to distract readers, don't expect readers to take the initiative to discover the effectiveness of your product, because they are not used to doing too much extra thinking. The role of the main text is to support the key benefits mentioned in the title through vivid descriptions, and to deepen the reader's impression of the advertised product through benefit support information. It is additional content. The body of an advertisement should be clear and easy to read. A text that is too compact or difficult to read will lose a large number of readers. Small illustrations and subheadings can enhance persuasiveness to a certain extent, but the more the better. Blank space in the body of the text aids in recall but is not conducive to persuading readers. Humorous expressions can enhance the freshness and entertainment of the advertisement, thereby increasing the recall rate, but they should not be abused and should not be used as the creation goal of print advertisements. 3. Image (brand image): From the perspective of brand positioning strategy, a successful graphic advertisement should conform to a stable and unified brand personality and conform to the brand positioning strategy; different advertising versions under the same promotional theme should maintain consistency and coherence in their creative style and overall performance. Advertising creation evaluation should be conducted from the perspective of the general readers, to understand their true feelings about the advertisements, and to return to the origin for analysis, regardless of professional perspectives. The likes of a few people or the amount of creative expenditure can never be used as a criterion for evaluating the success of an advertisement. Even if an advertisement may be perfect from a professional perspective, it may not be acceptable or understandable to readers. |
<<: Implementation of tens of thousands of concurrent connections on a single machine with nginx+lua
>>: Talking about the practical application of html mailto (email)
Recommend
Detailed explanation of how to configure secondary domain name on Apache server under Linux environment
This article describes how to configure a seconda...
Use of Linux watch command
1. Command Introduction The watch command execute...
Steps to install MySQL using Docker under Linux
As a tester, you may often need to install some s...
Implementation of element input box automatically getting focus
When making a form in a recent project, I need to...
W3C Tutorial (2): W3C Programs
The W3C standardization process is divided into 7...
How to use JavaScript to implement sorting algorithms
Table of contents Bubble Sort Selection Sort Inse...
HTML user registration page settings source code
Design the web page shown above: <!DOCTYPE htm...
Linux uses stty to display and modify terminal line settings
Sttty is a common command for changing and printi...
In-depth understanding of slot-scope in Vue (suitable for beginners)
There are already many articles about slot-scope ...
Graphic tutorial on installing Ubuntu 18.04 on VMware 15 virtual machine
In the past few years, I have been moving back an...
WeChat applet implements form verification
WeChat applet form validation, for your reference...
MySQL 5.5.56 installation-free version configuration method
The configuration method of MySQL 5.5.56 free ins...
vue dynamic component
Table of contents 1. Component 2. keep-alive 2.1 ...
Detailed tutorial on setting up multiple instances of MySQL 8 on CentOS 7 (you can have as many as you want)
cause I recently started to refactor the project,...
A detailed discussion of evaluation strategies in JavaScript
Table of contents A chestnut to cover it Paramete...