When creating a selling concept, getting the right idea is the crucial part.
So-called 'specialist' agencies would have us believe that they are somehow more capable of creating advertising that sells because of their experience in the product category, but the reality is that most advertising created by specialist agencies is less effective than that created by agencies that don't specialise. How is this?
The truth is, if you can sell a hair product you should be able to sell a car. This is because from hard-edged retail to top-end fashion and everything in-between, selling a product always requires the same strategic thinking process. Good agency staff are experienced in building this strategy and thereby hitting on the emotional triggers of the target market. If you think about it, the person who responds to a TV ad for a confectionary product may be the same person who responds to an ad in a magazine for a for a diet regime or whatever.
Agencies also need to consider the different media available and understand their special needs - a billboard for example, needs to be restricted to no more that 5 or 6 words. Smart agencies know to tailor their creative solutions with the various media in mind, so that they can maintain consistency of message across varied platforms.
Subscribe to:
Post Comments (Atom)
No comments:
Post a Comment