Complex messages are hard to share in 15 or 30 second soundbites. Especially if you are driving down the highway and it's not easy or safe to jot down the phone number or an important date.
Here's an example of a newspaper ad that reaches the target audience and delivers the detailed message in a simple and effective way. The audience: adults who are suffering from sleep disorders. The photo of the man asleep at his work station makes you stop and look. The headline-- Tired of Being Tired-- offers a strong implied benefit that help is just a seminar away. Then to pique your interest there's a block of ad copy that explains that lack of sleep causes fatigue and is dangerous to your health; that fatigue leads to accidents on the job and on the highway and all sorts of health related issues. The ad promises help from doctors at Baylor University during a presentation of treatment options on April 17, 2008. Details include where and when and how to register. Readers of the Dallas Morning News with sleep problems will find that help may be a phone call away. I like the ad, the layout and the way the info is presented. I suggest they add a web address and a way to register online.
No comments:
Post a Comment