Denny's Zinger: YO! GOTCHA! Ads, Ads, Ads—In Unexpected Places
Ads are ubiquitous.
and on airport baggage carousels.
Broke cities sell ads on fire trucks and hydrants.
Somewhere between 254 and 5,000 is a number that represents just how many commercial messages an average consumer gets each day.
—Matthew Creamer. AdAge.com
Are These Ads Effective?
I suggest that you keep two rules in mind before you buy.
Rule No. 1: Make sure they interrupt and keep on interrupting. A logo or a headline noted for a nanosecond is forgotten. Money wasted.
On the other hand, see Illustration No. 1 in the media player at upper right. A man is stuck with that ad for 20 to 90 seconds (depending on his age). The message will get through, because it's the only thing to look at (unless a seven-foot-tall basketball player is standing next to you).
Rule No. 2: Is the ad accountable? In other words, does some kind mechanism exist whereby the advertiser can track revenue back to a specific ad?
Example: See Illustration No. 2 in the media player at upper right.
In France I opened my Yahoo inbox. The lede item was a sponsored ad featuring a teeny red dress.
This could result in two kinds of clicks:
- Advertent: I was interrupted and clicked to see it.
- Inadvertent: A mis-click and this marvelous OmniPrix catalog pops up.
Either way, if I bought, the marketer could figure the ROI.
Denny Hatch's new book is Write Everything Right!
*****Five Stars This book is not written in a traditional business or self-help type of book. It's more like tips and notes, but it works out great. If you ever write something to sell or attempt to convince someone to your point of view, this is a must have book. The analysis of situations and the tips and pointers are excellent. I don't know if this book will make me a better writer immediately. However, the advice and pointers that he gives not only make lots of sense, but it got my mind to analyze everything I write for better results. -Buster Boy, Amazon.com.
You are invited to read the first 3 Chapters FREE. No cost. No Risk. No obligation.
Write Everything Right! Kindle Edition