Brand Building Brand Image Brand Philosophy Social Media

Mayo, Lettuce, and Magazines on Rye

June 23rd, 2010

Make art- not advertising. Whether it’s a two page spread in a print publication or a vertical banner on a website, at BlackDog, we believe if the ad you’re placing isn’t as interesting, attractive, and useful to readers as the content it’s sandwiched between, you’ve missed the Big Idea. 
Promotions that are irrelevant or out of sync, campaigns that are boring, interstitial ads (the frustrating ads that hijack your attention by forcing you to watch an ad before a page will load), floating ads (the in-your-face ads that float across your screen to block the page and raise your blood pressure), ads that blink, pop-ups, and awareness initiatives that annoy your viewer all impact the way your brand is perceived and experienced.

Allowing these lackluster intrusions degrades the visitor’s experience, cheapens your brand image, devalues your ad space by diminishing your advertisers’ return on investment, and leaves your  viewers feeling as though (by tolerating all of the unwanted messaging they’ve been subjected to in exchange for the content provided) they’ve already paid for their subscription.

Here are a few characteristics of a good advertisement:
-A good ad is art- it is crafted, it utilizes design principles, it has meaning, it has relevance. The ultimate compliment a print ad can receive isn’t a marketing award- it’s when a reader carefully tears the ad out so they can keep it somewhere more visible (on their fridge, in a frame, etc.).

-A good ad is bold- it captures a viewer’s attention. Bland ads rob readers and visitors by taking up space that should have been allotted to more appealing content. Leave your ski mask and slim jim at home and give us ads worth looking at.

-A good ad is a mutually beneficial exchange for advertiser and viewer- it provides information that the reader actually wants, which, in turn, significantly increases the return on investment for the advertiser.

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