Diagram No. 2: Extreme Situation
Posted: Sat Feb 01, 2025 8:55 am
How to Make Creative and Effective Advertising? Here are 6 Tested Schemes That Work
All effective ads are similar, and every ineffective ad is ineffective in its own way. That’s how you could paraphrase the opening sentence of “Anna Karenina.” Is that true?
In 1999, Jacob Goldberg, David Mazursky, and Sorin Solomon looked at five hundred america rcs data ads that had won industry festivals (or were close to winning). They described their results in “The Fundamental Templates of Quality Ads.” As it turned out, 89% of the ads that caught the judges’ attention fit one of six patterns identified by the researchers .
Learn to use them, and you will start creating effective and creative ads.
Where does the belief in their effectiveness come from? The researchers tested this in practice . Three groups of twenty people created ads for three products. One without prior preparation, the second based on a brief, and the third based on a brief and after a short training in the use of creative patterns. Then the creations were shown to consumers. The ads from the third group were rated the highest and best remembered (28.5% of respondents – in the remaining cases it was 20% and 14.8% respectively).
Use a visual metaphor (substitute something in place of your product/service) that will highlight its feature.
nike advert
greenpeace2
Showcase a product coping with an extreme situation to highlight a key feature or value.
All effective ads are similar, and every ineffective ad is ineffective in its own way. That’s how you could paraphrase the opening sentence of “Anna Karenina.” Is that true?
In 1999, Jacob Goldberg, David Mazursky, and Sorin Solomon looked at five hundred america rcs data ads that had won industry festivals (or were close to winning). They described their results in “The Fundamental Templates of Quality Ads.” As it turned out, 89% of the ads that caught the judges’ attention fit one of six patterns identified by the researchers .
Learn to use them, and you will start creating effective and creative ads.
Where does the belief in their effectiveness come from? The researchers tested this in practice . Three groups of twenty people created ads for three products. One without prior preparation, the second based on a brief, and the third based on a brief and after a short training in the use of creative patterns. Then the creations were shown to consumers. The ads from the third group were rated the highest and best remembered (28.5% of respondents – in the remaining cases it was 20% and 14.8% respectively).
Use a visual metaphor (substitute something in place of your product/service) that will highlight its feature.
nike advert
greenpeace2
Showcase a product coping with an extreme situation to highlight a key feature or value.