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.
- 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. - Must convey brand uniqueness, leading to a keen sense of difference.
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3. Creates a link to physical characteristics or usage of product and deeper emotional appeal.
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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.
