Repeat an ad
If response to an ad is good, run it – without change – two or three times and check the responses of each appearance or broadcast against previous ones. Ad management is the only way to make sure that your ads are effective.
Keep repeating the process. Much advertising loses effectiveness because the advertiser doesn’t keep reminding people. Repetition helps increase knowledge of and interest in, the product. You can soon estimate how often you should repeat each ad – exactly or with minor changes.
Analyze all ads in relation to response
Divide ads into at least two classes: high-response ads and low-response ads. Then look for differences between the two classes.
The time the ad was broadcast or run may be responsible for a particular response level. Other factors, however, may be just as influential as time or even more so, though in radio time is often crucial.
Consider the message and how well it was expressed. Did the copy stick to the theme or did it wander? If you used slogans, did they help make the point? For print, consider the effects of illustrations, type, size, color, and ad location. In broadcast, consider whether or not the voice of the person doing the ad or music used may have had an effect.
Emphasis on brand names should also be checked. Price figures should be analyzed. If price lines are involved either in the ad or in the merchandise line of which the advertised product is a part, you should consider them also.
Check the effect of the length of broadcast ads. Did you get the best results with 10-second, 30-second, or 60-second announcements?
Check the size of print ads. Size often has a bearing on response. As a general rule, the larger the ad, the larger the response.
Try to see a pattern of dominance
Your analysis of high-and-low response ads may show that certain details make the difference between a high or low response. Try to find the combinations that work best for your firm and merchandise.
Note changes occurring over time
You should never take a winning combination for granted. There is no single formula that will insure high response ads every time. Advertising changes. Therefore, you should watch the ads of others to see what changes are occurring. Continue to analyze your own ads, make small changes occasionally, and note any variations in response.
Listen to what people say about your ads
In doing so, try to discover your mental framework within which any comment about your ad was made. Then try to find points that reinforce believability and a feeling that your product fulfills some wish or need.
However, you should not be misled by what people say. An ad can cause a great deal of comment and bring in practically no sales. An ad may be so beautiful or clever that as far as the customer is concerned the sales message is lost.