Effective advertising is …
We are bombarded by a never ending stream of commercial messages. How much do you retain? Not much.
The most effective advertising is simple in concept and simple in execution. Responsibility for simple advertising rests with both the company who wish to sell the product or service and the advertising agency. It is up to the company to identify the one clear point the advert should deliver about the brand. One point! It should be meaningful and distinctive. Then it’s up to the advertising agency to communicate that message clearly in a creative and interesting way. When executed professionally, the communication breaks through the clutter of competing messages
Be on the lookabout for ads that stuff so many selling messages into it, nothing will stand out to the viewer.
Spend time determining the one main point you want your advertising agency to communicate (the concept). Be simple in what you say and be simple in how you say it.