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Merchandise (product or service offer)
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- Does the advertisement offer merchandise that appeals to the target audience?
- Special features
- Price appeal
- Timeliness
- Does the merchandise being advertised have merit in and of itself?
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Medium
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Location
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- Is the advertisement situated in the best spot to be effective in the medium used?
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Size
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- Is the advertisement large enough to do the job expected of it?
- Does it omit important details?
- Is it overcrowded with nonessential information?
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Headline
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- Does the headline express the major single idea about the merchandise advertised?
- Is the headline a benefit claim or label?
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Illustration, Photography
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- Do the illustrations and/or photographs express and support the idea that the headline conveys?
- Do the illustrations and/or photographs play up the product (merchandise) as hero?
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Copy
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- Does the copy use active or passive voice (avoid passive)?
- Does the advertisement use basic English (or basic language of the target audience)?
- Does the copy give the basic facts (features) about the merchandise or does it leave out information that would be important to the reader in making a buying decision?
- Does the copy emphasize the main selling points?
- Are the benefits to the customer spelled out?
- Is the message clear? Can the customer quickly tell what the advertisement is about?
- Does the first line of copy support or explain the headline and/or illustration?
- Does the copy establish audience identity so that the customer sees themselves in and involved by the advertising?
- Does the copy repeat itself to reinforce important selling ideas or actions you want the customer to take?
- For broadcast advertisements, have you written conversationally so that the advertisement is clear through words and sounds?
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Layout/Format
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- Does the arrangement of the parts of the advertisement fit the advertising medium being used?
- Does the arrangement of the parts of the advertisement and the use of white space make the advertisement easy to read?
- Does it stimulate the reader to look at all the contents of the advertisement?
- Are the format, structure, and style of the advertisement matched so they are compatible with each other, and with the product or services being offered?
- For TV advertisements, are the video and audio matched so you don’t confuse the customer?
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Landing Page Layout/Design
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- Is the landing pages focused and simple?
- Does the landing page tell the customer where they are?
- Is the landing pages restrained in its use of computer overhead or does it take over the customers computer?
- Does the landing page require computing power and applications that the target customer may not have?
- Does the landing page of multiple calls to action?
- Have you limited the fields of information that you want the customer to fill out before they receive the offer? Too many fields cuts down respondents.
- Do the visual cues on your landing page advance the respondent to the call to action?
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Attitude
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- Is the advertisement written and presented from the customer’s point of view or from the merchants?
- Does it have the customer’s interest clearly in mind?
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Believability
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- Is the advertisement believable or does it sound exaggerated?
- Are the pricing and product assertions believable?
- Are unusually low prices substantiated?
- Is the advertiser (brand) clearly identified in the advertisement?
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Type Face
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- Does the advertisement use a distinctive typeface?
- Is it different from competitors?
- Is it large enough and easy for the customer to read?
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Identification
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- Does the advertisement reflect the merchant’s image?
- Does the advertisement use a merchant (store) signature that is quickly and readily identifiable?
- Does the advertisement include information about the merchant’s location, its services, and any distinctive offer characteristics?
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Offer Available
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- Are all of the characteristics of the offer stated that would help the customer in making their purchase decision?
- Credit offer and/or payment methods
- Delivery information: free delivery, take with, shipping and handling charges, etc.
- Phone, mail, email, or website order acceptance
- Complete details on product: size, color, finish, material, warranties, care details
- Duration of offer stated
- Quantity limits if any
- Returns policy if any
- Category price range story if any
- Category selection story if any
- Related or add-on sales merchandise, price point/s if any
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Clarity
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- Is the merchandise, promotion and /or offer being advertised clearly communicated to the customer?
- Does the advertisement have only one central theme or idea that you are trying to communicate to the customer?
- Have all the excess words, phrases or even ideas been removed?
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Attention
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- Does the advertisement attract customer attention?
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Interest
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- Does the advertisement—through illustration, headline, and copy—appeal to the target customers’ wants and needs?
- Does the advertisement create a desire on the part of the customer to read on? Does the advertisement involve the customer?
- Does the advertisement establish what’s in it for the customer? “What’s in it for me?”
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Desire
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- Does the advertisement create customer desire for the merchandise being offered?
- Does the advertisement have an emotional appeal?
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Action
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- Is there a call to action? Does the advertisement stimulate customer action?
- Are time limits, quantity limit, events or other action devises used in the advertisement?
- Is there a Trial Period?
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