What makes a good ad?

Or catalog? Or direct mail program? Or web site?

Several components probably. Crisp copy. Strong visuals. Good design. These are obvious, but there are other factors as well, ones that go deep to the real core of effective marketing communications.

Recently, I was privileged to assist in judging the annual awards contest for the Milwaukee Business Marketing Association. With well over 400 entries ranging from print to CD-ROM, the contest was an excellent reminder and indicator of several of the really key elements of effective communications.

While most of the entries featured good copy, art, and design, the outstanding entries shared several critical elements. When the judging was complete, I could identify four keys that make for good marketing communications.

1. The effective marketing communications materials were based on specific communications objectives: increasing awareness, generating inquiries, establishing brand identity. Many of the stronger entries even had numerical, measurable objectives.
2. The winning entries defined and targeted their audience, whether architect, purchasing agent, or production manager. They addressed the needs of the audience, not the egos of the advertiser.
3. The best advertising featured audience benefits: greater yields, cost savings, increased sales. And it did it with numbers and facts, not puffery.
4. Finally, successful marketing communications is focused and simple. Those entries that concentrated on fewer ideas got the message across.

Objectives, defined audience, benefits, and simplicity. When implemented with crisp copy, strong visuals, good design, and all around high quality production, you can produce more effective marketing communications that helps achieve your goals.

Michael T. Brandt
March 1999

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15-Jul-2003