What Makes A Good Ad?

What makes a good ad?

As you learn more about advertising, you'll know several concepts on how to create a good ad whether it's for print, radio, TV or the internet. But for me, I like the traditional concept called CAN - Connectedness Appropriateness Novelty.

Connectedness is when you make sure your target market can identify themselves with the ad. If you're targeting moms, then use a model who looks and talks like a mom. The key here is to select a model that best represents the target market of your brand. Most companies fail when they try to push superstars to endorse products that you'll have a hard time imagining them using it.

Appropriateness means an ad that is suitable for the message you want to convey. Also, the message must be sensitive to any pressing issues. What I'm trying to say is that there will be times that people will interpret your ad at a different way if its not properly positioned and appropriately conveyed to the masses.

Novelty is where the fun part comes in. This is where the imagination and weird concepts turned into something tangible and relatable. Some companies go for the comedic-type of ad to make it more memorable. Some uses the straightforward Ads where they tell you immediately what they want to tell you. Other's do the repetitive type of ads to ensure maximum retention of the message.

Combining the three attributes will give you an awesome Ad.

And to give you an example, try to spot the three elements in this famous Old Spice Ad - Questions.



Tags: advertising, marketing, marketing communications