PRI's Fast Tips
Here are some interesting thoughts, from Robert Bly, author of Persuasive Presentations for Business:
To define what constitutes a good print advertisement, we begin with what a good print advertisement is not:
• It is not creative for the sake of being creative.
• It is not designed to please art directors, agencies or clients.
• Its main purpose it not to entertain or win awards.
As for what print advertisements should be, here are some characteristics:
• They stress a benefit
• They arouse curiosity and invite readership
• They provide information
• They have a strong incentive and/or offer
Advertising aggressively in a recession can not only boost sales and market share, it can also open a lead on the more timid competition. It can skillfully reposition a product to take advantage of new purchasing concerns, give the image of corporate stability within a challenging business environment, and give an advertiser the chance to dominate the market.
Very often, the difference between a successful company and a failure is not one's better products or abilities, but the courage that one has to bet on its ideas, its marketing, to take calculated risks and learn the art of enticement.
