Effective advertising surpasses eye-catching graphics and clever ideas. Just because consumers look at a print ad or watch a commercial – or talk or blog about it afterwards – doesn’t mean they’ll be motivated to buy your product. And an idea that’s merely “clever” can backfire by either causing offence or just calling more attention to itself than to your brand.
Effective advertising campaigns are measurable and results-oriented. They target a precisely identified demographic, send a message, prompt action, generate sales, increase profitability and grow brand loyalty. Effective advertising campaigns also do more than win awards for their agency – some campaigns are more successful at impressing advertising industry judges than improving the client’s revenue, market share or industry profile.
Our Advertising Creative Brand Element consists of three primary stages:
Campaign Development
Technetium Creative works with you to carefully evaluate your branding goals and target demographic to determine the optimal campaign. We don’t simply look at your industry and provide more of the same approach as your competitors.
We consider each avenue and method of advertising – print, digital, broadcast, outdoor and grassroots tactics – then craft a campaign that makes the best use of those we determine will deliver the highest-impact results. For example, if your company is business-to-business, billboards may not be recommended, as they’re more effective in reaching a mass consumer audience for mass market products and services.
Involvement of our entire creative team during all phases of the campaign development process ensures a thorough approach that delivers the full benefit of our collective talent and experience throughout a wide range of disciplines.
Execution and Facilitation
How your campaign is conducted is just as important as how it’s developed. To paraphrase the well-known Zen Koan, if a campaign is launched and no one knows about it, has it made an impact? Technetium Creative focuses just as intensely on the effective implementation of your campaign to reach your target market and achieve the desired results.
Media Planning and Management
Campaign effectiveness is measured by identifying the Four "A" Metrics – increased Awareness, increased Affinity (consumer identification with and loyalty to your brand), increased Action (sales) and Analytics (measuring the impact and level of the previous three) – and the key publications or media venues for best exposure and optimal impression/dollar ratio for placement.
Applying a continual analytic yardstick to any advertising campaign is a standard way to ensure maximum return on investment, as well as your target market’s loyalty to your brand image.