How To Judge Advertising Creative}

How to judge advertising creative

by

Nadeem Ahmed Khan

Advertising is all about communicating with the consumers. Here, audiences would typically pay attention to the advertisement only if it is creative, attractive and provide information about the product which is useful for them. While creating and formulating the advertising campaign first we need to decide on how we can make it different from other competitors advertisement. How creatively we can put the information through content, images, audio and video so that the information will reach to the audiences in a catchy and engaging manner. For this we need to judge our advertising creative so that we can learn how effective it would be to achieve objectives.

Judging the advertising creative is not easy. Youve got to balance the head, the heart and the gut against the good of the brand.

Do you love what it can do for your brand? : If you dont love the advertisement creative which you have created, how do you expect your consumer to love it? A great advertisement has to have everyones heart and soul put into it. You have to feel great about your advertisement creative because it you only like it then it will be Ok in the end but if you love it then only you will fight for it.

Is it on Strategy? : While planning advertising campaign we must chart down some strategy which we should follow while executing it. While judging the advertising creative we must look for the answer in the advertisement, an expression of what we have been writing in our strategy documents.

Does it have a concept/ an Idea? : The advertisement campaign has to build on an idea that is scalable. A concept that can easily be extended on all media platforms for a long period of time.

Be part of the Story: If an advertising campaign is able to tell a story about the brand or the product its all the more better. Advertisement campaign has to be creative enough to narrate a story easily and effectively without any misinterpretation.

Is it telling the truth? : Advertisements should always be truthful; otherwise it bounces back on the brand.

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Advertising helps in creating awareness about a product and its advantages. In order to advertise a product and to convince the buyers one has to develop a strategy, an advertising strategy. Developing a campaign to communicate ideas about products and services in the most simple and interesting way to the potential customers is known as advertising strategy.

Before developing advertising campaign one needs to think about the campaign in a rational and logical fashion. Developing advertising strategy will also reflect other business considerations like overall budget, brand recognitions efforts and objectives like public image enhancement, market share growth as well.

According to Alexander Hiam and Charles D. Schewe, authors of Portable MBA in Marketing, a businesss advertising strategy determine the character of the companys public face. If you have a small business with limited capital and cant spend much to advertise your product or brand as a large corporation, still with advertising strategy you can develop a highly effective advertising campaign. Creativity and flexible planning, based on an in-depth knowledge of the target consumer is the key to effective advertising strategy.

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