|
|
Article: The all-important ad promise.(Chasers)
- Article from:
- BtoB
- Article date:
- January 17, 2005
CopyrightCOPYRIGHT 2005 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
|
Advertisers should resolve in 2005 to define their promise and clearly communicate it. We thank a reader for that important reminder. We've been saying it for years under Chasers Criteria No. 4: "The Successful Ad Promises a Reward.'' Yet it's surprising how many advertisers seem to assume that the audience desperately needs what they're selling. By and large, b-to-b products and services have to be sold. They aren't simply bought.
Unless a promise is clearly communicated, there's a diminished chance of an eventual sale. We believe that the promise of a reward should be self-evident. That's usually done with the headline, often in concert with a visual element. ...