Roy Morgan research have this week released results for Australian newspaper readerships for the last 12 months as at March 2016 and it’s no surprise that major mastheads around the country have fallen in readership.
It can often be a creative challenge to come up with a print ad that is going to work… firstly it needs to get noticed and secondly it needs to get results.
The Newspaper Works has recently conducted a survey on the effectiveness of the creative designs in print ads, and how they work to achieve results and brand awareness for the advertiser. The findings are interesting and provide some great insights to advertisers.
The core questions in their surveys covered areas including the look of the design itself, the headline, whether there was a clear offer or not, whether it had great images etc and also investigated the action taken afterwards such as search or visit online, phone, buy or try etc.
The primary creative element that came out of the surveys as the most influential part of a press ad was the “headline”. This one fundamental ingredient of the design proves to have the biggest effect on what happens next. While many won’t read on after the headline, if you get it right, the consumers you are targeting will continue to read on and have potentially started their path to purchase.
The second biggest draw card in the creative department proved to be good copy. Your core consumers will always be hungry for information and The Newspaper Works found that convincing copy is strongly linked to the trial of a new product.
Another result although expected, highlighted the need for a print ad to stand out from the rest. With so many ads out there and so many competitors in the market it is becoming increasing difficult to do so. However, the more attention grabbing and ‘different’ your ad is, the more likely a consumer will harbour positive feelings towards your brand.
Finally and as equally vital to the success of your print ad, is what not to do. Having too much info or clutter in your print ad will not entice a consumer to read or even notice your ad. Along with having a boring or bland ad, these no-no’s can actually prove to have an adverse effect and will leave consumers with a negative perception of your brand.
If you effectively incorporate these key findings into your next press ad you will be on the right path to achieving brand awareness, sales and positive results. QA’s creative team enjoy working with our clients to create strong press ads that achieve real results.