A successful business or corporate brand requires creative, yet balanced advertising strategies to communicate their message. An example of good branding lies in the golden arches of McDonalds. No matter what the country, the golden arches evoke immediate images of burgers and fries. The branding, as well as strong, creative advertising campaigns for McDonalds has propelled this hamburger chain into one of the most lucrative businesses in the world.
But creative advertising means more than creative for the sake of creative. An advertising agency must first do their homework by studying consumer trends, identify target markets for the product or service they are promoting, and ultimately deliver a clear, concise, and consistent message to the consumer.
Studies have proven that the average person is bombarded with thousands of images daily and his or her brain will decide within the first few seconds of seeing these images whether to engage or move on. Think about all the jingles and images you have grown up with over the years and those that remain today. Like, “Winston tastes good like a cigarette should” or “Nike, just do it.” The key to a successful advertising campaign lies in engaging the consumer emotionally while using logic and reason to back up that initial emotional response.
Behind most successful companies you will find smart, creative advertising campaigns that appeal to the consumer’s senses and sensibilities. These messages are then repeated visually as well as audibly. And in the end, a good advertising campaign will help define and sometimes create a company’s very own unique selling proposition.