Designing An Ad Campaign

An effective advertising campaign takes thoughtful planning and execution. The average person sees thousands of advertisements daily, so it is important to stand out from the crowded playing field. Have your message heard clearly through strong, yet simple, messaging.

Set a goal for your campaign and then check off the below list of necessities to make the most of your budgetary dollars:

Determine Your Audience

Knowing your audience is essential. Who are they? Where do they live? What do they like to do for fun? What are their dislikes? You need to understand your audience as well as you understand your partner or parents. Once you determine your audience demographics, you can then begin developing your campaign materials.

Consistent Messaging

Decide on key messaging to communicate with your audience and stick with it. Do not try to say too much – simplicity is key. If you have different size ads across the same or different mediums (digital and print), your messaging must remain consistent. If not, your goal will quickly become mirky amongst the thousands of other campaigns running alongside yours.

Brand Voice

Determine your brand voice before you decide on campaign copy. Do you want to sound fun? Prestigious? Flippant? Sarcastic? What was your brand voice for previous campaigns? If you already have an established brand voice, make sure it is communicated well throughout the different elements of your campaign.

If you do not have a brand voice, establish one and make sure it is a voice you want to hear repeatedly in the long haul. You do not want to change your brand voice regularly, unless absolutely necessary, as consumers will not be able to distinguish your brand from others.

Link to A Dedicated Landing Page

Build a beautiful landing page specifically for your campaign and link all online ads and outreach to that page. You do not want people scrambling to figure out where they need to go for information. Having a dedicated landing page will also make your reporting team’s lives a lot easier when they analyze campaign traffic.

Use Powerful Imagery

A remarkable image can sometimes speak much louder, in terms of impact, than even the most eloquent copy. Choose distinct imagery – a photo, an illustration, a graphic, etc. – and use it throughout all campaign materials.

Utilize A Call To Action

Tell your audience exactly what they need to do to benefit from your campaign. If you don’t, they will move on to the next ad.

Creating eye-catching and memorable ads isn’t impossible, but it isn’t easy, either. Work together with an agency to get the most out of your advertising budget and you’ll undoubtedly see a strong return on investment.

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