If you want to know if something achieved its objective you have to know what the objective is. This principal holds true in life and in advertising.

Before you can judge whether this piece of copy is right or wrong, you need to know what you are trying to achieve.

This is called the Advertising challenge and is also known as the role of the Advertising.

There are many different types of challenges. Here are some of the most common.

To position or re-position a Brand.

Here the Marketer is trying to make the brand synonymous with a benefit. Examples are the shampoo that gives you shiny hair or the safest Bank for your savings.

To drive traffic.

The challenge for most retail businesses is to get people into the store. Once in, the product, the pricing, the service and other variables can work to actually deliver the sale. The advertising can only make prospects vist.

To get a response.

Sometimes the role of the advertising is to get people to pick up the phone and call or to visit a website. As with retail, advertising can only take you that far. Closing the sale will depend on other factors.

Knowing what your Advertising Challenge is will help you evaluate if the advertising is likely to work.

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