Over the course of two days, I saw two stark examples of what could easily be considered the best and worst of airline advertising messages encompassed in two ads done for domestic US-based airlines.
Tag: call to action
The money continues to be on the promotion and now engagement phases of customer acquisition. White papers are a dime a dozen, so are loads of articles and posts patiently written with the audience in mind. Tell me the truth, you've been guilty of wanting to hire someone who can write crisp copy that sells, which is not the same as just writing copy, without wanting to pay them a premium for doing so. You are not alone.
As much as we (rightly) praise Google for having transformed our lives for the better, sometimes we all want answers that go beyond the right search query. Sometimes we want to reach out to someONE rather than someTHING. But engaging in a conversation requires trust. And just as no newsletter sign-up form or invitation should be without trust-building assurances and privacy statements, no social media invitation or landing page should be without its own persuasive and trust-building cues.
It's bad creative that makes online advertising ineffective, so stop obsessing over targeting and placements, according to a study from online-ad-research group Dynamic Logic. After analyzing the highest and lowest performers from its database of more than 170,000 online ads, the Millward Brown company determined that creative factors such as persistent branding, strong calls to action and even human faces -- and not super-targeted or high-profile ad placements -- make for better ad recall, brand awareness and purchase intent.