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1. Assess Advertising Concept Effectiveness
Executive Summary
While many advertisements have a chance to win graphic design competitions, most do not deliver on
the simple, fundamental, characteristics required for effective marketing communications. Read this
summary to learn the key characteristics of a solid advertising concept, and download our
Advertisement Evaluation Matrix.
What Makes an Advertising Concept Effective?
 Engaging - does the advertisement stop the reader and engage them to continue spending their
time to learn more about your offer?
 Credibility - are your claims believable? Can they be backed up?
 Impression - will the ad be remembered? Does it create a lasting impression? How likely is
this ad to be recalled in a future survey?
 Action-Oriented - does the ad provide a strong, clear, call-to-action?
 Significance - does the ad promote features & benefits the audience will care about? Is there
any way to make the message more relevant?
 Integration - is this advertisement part of an integrated, multi-channel campaign that accurately
reflects your brand & core messaging?
 Branding - how well does this ad promote your key brand attributes?
© 2013 Demand Metric Research Corporation. All Rights Reserved.

2. Action Plan:
1. Establish your Brand - if your brand is not integrated, up-to-date, or just needs a tune up,
use our Brand Scorecard to get set clear goals, objectives, targets, & initiatives for your
brand this year.
2. Position Each Product/Service - use our Product Positioning Worksheet and/or
Feature, Advantage, Benefit Tool to define your core messaging.
3. Assess Each Ad Concept - use our Advertisement Evaluation Matrix to evaluate the
effectiveness of each proposed advertising concept. Use this tool to identify where each
advertisement can be improved before production.
4. Make the Right Decision - re-assess improvements & select the best advertisement for the
campaign.
© 2013 Demand Metric Research Corporation. All Rights Reserved.