Here are five principles for developing great advertising. While they are not meant to be a comprehensive list of everything you need to do to produce great advertising, doing these elements correctly can help you to a large extent in producing tremendously successful advertising.
--- [](https://www.emmgroup.net/) [](https://www.emmgroup.net/) # The Five Principles of Great Advertising by [Sat Duggal](https://www.emmgroup.net/insights/author/sat-duggal) [Custom Marketing Framework](https://www.emmgroup.net/insights/topic/custom-marketing-framework) August 19, 2009 - [Tweet](https://twitter.com/share) Here are five principles for developing great advertising. While they are not meant to be a comprehensive list of everything you need to do to produce great advertising, doing these elements correctly can help you to a large extent in producing tremendously successful advertising. 1. **Based on powerful idea relevant to target audience.** Relevance must be based on deep consumer insight, offering distinctive permission to purchase in preference to competition. 2. Must convey brand uniqueness, leading to a keen sense of difference. http://youtu.be/cfRu_d59cLM 3. Creates a link to physical characteristics or usage of product and deeper emotional appeal. http://youtu.be/kX-RryzCG8E 4. Adds to consumers’ knowledge of the brand. 5. Can be executed across relevant touchpoints The five principles of great advertising can therefore be summarized as: - Establish relevance to target audience. - Exhibit uniqueness from competition. - Prove credibility through product characteristic or use. - Add to consumer knowledge. - Execute through relevant touchpoints. [](https://cta-redirect.hubspot.com/cta/redirect/472727/9f083f5a-325a-478e-ac82-38982c65f803) Keywords: [Custom Marketing Framework](https://www.emmgroup.net/insights/topic/custom-marketing-framework) -