effectivea d v e r t i s i n g
BATTLE
FOR THE
LIMELIGHT
You have a great
product and your
current customers love
it, your company is
doing reasonably well,
but you want more.
It’s time to think about
advertising says
Vesna Siljanovska. But,
in a world saturated in
images and messages
all fighting to grab your
attention, how can you
be sure that your advert
will get noticed?
There is an infinite number of images, your desired audience. Once you have challenge: “No one really likes adverts.
concepts and ideas out there, so decided on your target market, you People do however generally like things
when you start to develop your then need to explore the most effective that are fresh, interesting, provocative
advert – from scratch – the prospect advertising opportunities available or completely unexpected!”
of creating something eye-catching, within your budget.”
memorable and thought- provoking is PinkGreen Creative highlights some
really quite daunting. Russell urges you to remember: great examples of good advertising by
“Good advertising does not mean companies such as Honda, Millets and
Russell Smith, Managing Director of expensive advertising. Always check Dove. A spokesperson from Unilever,
design agency Intuitive Design, explains: out the competition, analyse what’s which produces Dove beauty products,
“The reason that people buy into a good or bad about adverts already on explains: “Dove’s Campaign for Real
franchise is because the franchise the market. This will give you some Beauty, which promotes the idea that
works. The brand is therefore key to direction on how you want, or, more beauty comes in all shapes, sizes and
the advert franchises produce. It is importantly, how you don’t want your ages, is a good example of aligning
important to get the balance between adverts to appear.” the values of the brand with what’s
the brand and message that you are important for its target audience: [this]
trying to convey, or the particular Think outside the box seeks to promote products that help
promotion that you are advertising.” Being creative and innovative is our consumers look good, feel good
essential when it comes to increasing and get more out of life.”
Starting point the impact of your marketing message.
Russell advises: “The first step should be Graphic designers and advertising The impact of Dove’s Campaign for
to define your target market to make specialists, Kate Hague and Cat Bailey Real Beauty, launched in 2004, is
sure you send the right message to of PinkGreen Creative, explain the phenomenal. Unilever now boasts
www.franchisornews.co.uk | 24
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