Need to make your ads stand out? Try this.
CBS Sunday Morning recently ran a cover story on advertising in the U.S. It stated that in the 1970’s, Americans were subjected to about 700 ads per day. This seems almost quaint compared to the 3,000 different ad messages we see now. From corporations who will pay up to $15,000 to tattoo their logo on your forehead, to the not-so-subtle art of product placement in films and TV, it seems there’s no sacred ground left when it comes to marketing products.
Of course all of this begs the question, HOW can a business ensure their ads rise above the noise? To find out, Sunday Morning correspondents interviewed the top brass at some of largest ad agencies in New York. All of them said the same thing, i.e. if you want your ads to stand out these days, you’ve got to entertain the audience.
Recently I attended a dinner where seven people were imitating the Citibank identity theft spots with the old ladies. (“Sounds good ‘cause they free. Shoouuut.”) Now, when was the last time you heard of a credit card ad as dinner party conversation? My point is that lots of companies play it safe in advertising, but “safe” ads don’t encourage people to talk about your business.