June 2nd, 2011
Success in advertising is not about how much you pay but how you create it. That is why many expensive advertising fail while some other inexpensive ones succeed. Money has nothing to do with advertising. Gary R. Dahl once said that “You don’t need a huge ad budget to create effective ads” (Dahl, 2007, p.46). Idea, media and production are the key to open the successful advertising’s world.
The most important thing about advertising is ideas. No matter how much you pay, your money would be wasted by a bad idea. Simplicity and clarity are two aspects that have direct effects on the ideas as well as the advertising. Kiss, which stand for “Keep it simple, stupid” is a fundamental rule that every advertisers must know to succeed with their job (Parker, 2006, p.53). For example, instead of writing “Everything storewide has been marked down 50 percent” in your headline, “50 percent savings” is a simpler but much better headline which will enhance your ad’s effectiveness (Parker, 2006, p.101). “Customers are deluged with information… one way to ensuring that your customers will remember what you’re saying is to keep it simple” (Parker, 2006, p.54). In fact, the simpler your advertising is, the more it succeeds, and the less it costs! “Great TV is simple TV. (…) It’ll also be less expensive to produce” (Dahl, 2007, p.136). Expensive advertising doesn’t mean effective advertising; simplicity sometimes is a key element. “Dullness won’t sell your product, but neither will irrelevant brilliance” is a famous quote from a well-known advertiser, David Ogilvy. It perfectly tells you how important clarity is to succeed in advertising. Don’t try to be clever! In January 2000, dozens of “fledgling” dot-com companies tried to broadcast their commercials during the Super Bowl, which costs them as much as $1.5 million per 30seconds. However, after six months, most of them didn’t exist anymore. Their commercials are too clever to be persuasive...