Best practice from Millward Brown
1. Creativity pays
Ads that are creative and generate an emotional rather than just a rational response are more likely to be successful.
2. Appeal to people’s emotions
Research from Millward Brown shows that 53 per cent of ads with the highest Awareness Indices contain only emotional messages.
Further, winners of he IPA Effectiveness Awards score nearly double the norm on Millward Brown’s Awareness Index which reflects highly engaging advertising.
3. Make sure the brand message is clear
No matter how creative a campaign, it will only work for the brand if it is clear that the brand is part of the ad.
4. Choose the right channels to market
Understand which channels to market – blogs, Word of Mouth, online, TV, radio, posters etc - your target audience is interacting with, where and when is key to effective communications campaign.
5. Test the campaign
Test how it works across multiple media to understand whether it can be further improved to achieve your brand objectives
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