Three essential campaign elements.
By Mark Blezard
Exactly what an advertising campaign should contain will vary from product to product. However, there are three basic building blocks that always work well together.
1) Humour. Careful, clean use of humour is extremely powerful. We have a stressful enough life as it is, so the ability to bring a smile to someone's face will not only bring the customer closer to identifying with your product, but there is a far greater chance that they will remember you.
2) Sincerity. If your product is somewhat inferior to a rival's, don't paper over the cracks, use it to your advantage. With a sprinkling of humour, make the 'honest Joe' statement. People will warm to this message and stop comparing you and, perhaps, even lead them to criticise the overly complicated/costly alternative.
3) Factual. This is the old 'It does exactly what it says on the tin' chestnut. Facts about your product should match the customer's application and usage of it. Focusing on facts gets the benefits over more directly than telling a story. It is quicker, more obvious, and therefore reduces the amount of media space/time you need to purchase.
And, finally, a superb combo of all three...