Assess Advertising Concept Effectiveness

Jesse Hopps

While many advertisements have a chance to win graphic design competitions, most do not deliver on the simple, fundamental, characteristics required for effective marketing communications. Read this summary to learn the key characteristics of a solid advertising concept, and download our Advertisement Evaluation Matrix.

What Makes an Advertising Concept Effective?

  • Engaging - does the advertisement stop the reader and engage them to continue spending their time to learn more about your offer?
  • Credibility - are your claims believable? Can they be backed up?
  • Impression - will the ad be remembered? Does it create a lasting impression? How likely is this ad to be recalled in a future survey?
  • Action-Oriented - does the ad provide a strong, clear, call-to-action?
  • Significance - does the ad promote features & benefits the audience will care about? Is there any way to make the message more relevant?
  • Integration - is this advertisement part of an integrated, multi-channel campaign that accurately reflects your brand & core messaging?
  • Branding - how well does this ad promote your key brand attributes?

Action Plan:

    1. Establish your Brand - if your brand is not integrated, up-to-date, or just needs a tune up, use our Branding Selection Tool and Brand Scorecard to get set clear goals, objectives, targets, & initiatives for your brand this year.
    2. Position Each Product/Service - use our Product Positioning Tool and/or Feature, Advantage, Benefit Tool to define your core messaging.
    3. Assess Each Ad Concept - use our Advertisement Evaluation Matrix to evaluate the effectiveness of each proposed advertising concept. Use this tool to identify where each advertisement can be improved before production.
  1. Make the Right Decision - re-assess improvements & select the best advertisement for the campaign

Marketing