Noted :: Is There Recipe For Making An Ad “Stick”?

Advertising 101 teaches us that every ad campaign, although unique to a product or service, must always begin by clearly identifying the target audience, objectives, strategies and goals.  Once there is a foundation, the tactics are generally the next item to be determined.  But all too often, this is where the process can become tricky and stale.  It is an agency’s job to determine the secret ingredient that will make a campaign stick.

In general, consumers possess a wide range of attitudes and behaviors that affect their purchase decisions.  They make decisions with their gut and most often their purchases are the result of an emotional response. Therefore, advertising must reflect how the consumer makes their buying decisions and not rely on just the media tactic to do the job.

An ad campaign must have that special hook to evoke human emotion (both positive and negative) and human response – it has to speak to the consumer.  During the Olympics, I noted a few of the “best of” ads.

Proctor & Gamble’s Olympic Sponsorship spot is still one of the most memorable campaigns of 2012

Here are a few other ads that contain the secret sauce that create successful and memorable campaigns:

Nike “What Really Counts”

Chrysler “It’s Half-Time In America”

General recipe for success:  Don’t overstate the benefits but rather use that emotional connection with your consumer to cook up a campaign that has the “secret sauce” needed to successfully sell your product.

Have any other advertisements “stuck” with you in recent memory?

~Tracy