Drawing Them In – When a bigger (ad) is not necessarily better
The Great Singapore Sale is a period of heavy advertising with merchandisers expecting consumers to step into their stores. Yet, our recent survey among Singaporeans confirms what John Wanamaker famously said, “Half the money I spend on advertising is wasted.” Too often, consumers do not notice an ad & do not remember what was advertised.
This survey, conducted near the tail-end of the GSS this year among 1,053 Singaporeans and PRs aged 15 – 65, uncovered how advertisers fared. Thirty GSS print ads across various industries were selected to understand the factors that make one ad better than others. In the interest of understanding the effectiveness of advertising to draw in the crowds, Ipsos Singapore found that among those who made a purchase during the sale, 84% looked at GSS specific advertisements prior to their purchase. This indicates that the ads did play an essential role in informing shoppers about GSS offers.
The Characteristics of a Successful Ad During the 2013 GSS
In order to aid viewer memory and get lasting impressions in consumers’ minds, it is important to incorporate elements that help identify the brand and tie it back to what the brand is all about e.g. icons, themes, characters, colours, taglines, styles, etc. Colours, characters and taglines do help get consumer attention while flipping through the pages. But only the use of right colours helps consumers to remember and connect with the brand.
Among the top 10 ads that we saw, 7 out of 10 have incorporated corporate colours in their ads. A print ad is also a good medium to provide detailed information to viewers, but adding too many details may cause readers to get frustrated and skip it. Adding a buzzword like ‘GSS’ or ‘Sale’ may get consumers’ attention but this does not necessarily mean that consumers are going to read it. Simply, if the messages are not specific to the consumer’s interest, it can dilute consumer response to your advertising. Ads that are seen to stand out are the ones with simple layouts and messages which are simple, focused and single-minded.