If you’re launching an ad campaign, you certainly want a return on your investment. So it’s nice to know that research shows how to make your ad campaign increase sales or profit.
Here are the results of a study done by The Journal of Advertising Research, as published in Ad Age today, which found that the following strategies are most likely to increase sales or profit:
* Focus on hard objectives, such as specific market-share gains, rather than soft ones, such as brand awareness
* Focus on price, not volume
* Focus on penetration (winning new consumers) rather than loyalty
* Influence consumers emotionally rather than rationally
* Create ads with “talk value”
* Have a high share of voice relative to brand market share
* Include TV in the mix
* Include a small number of media channels with a concerted messageSource: Les Binet & Peter Field, June issue, Journal of Advertising Research.
While some of these elements are part of an overall marketing strategy, many of them are very much intertwined with your copy. So remember, for instance, to consider keeping your focus on specific objectives that win new consumers.
Of course, each advertising campaign is different and some “rules” are meant to be broken, but the above list is certainly a good guideline when mapping out your ad campaign — or, for that matter, any marketing materials or marketing campaign.
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