Ad It Up
Are you gonna make 'em laugh? Cry? Run and hide? Your advertising strategy makes all the difference.
Advertising costs are high, and consumer attention spans are
low. It's a scary combination that has every business owner
searching for advertising's Holy Grail: the ad that's not
only memorable but also has a measurable impact on the bottom
line.
The trend over the past few years has been toward wacky image
ads seemingly unrelated to the products they're touting. A sign
of the times, those ads emerged during the freewheeling late 1990s,
when companies could put outrageous images and words onto a page or
screen and still see unlimited cash flow in their pockets.
Other companies have opted for the traditional approach, running
"educational" ads using text rather than images, or
featuring customer testimonials. What will work for your
business?
Content Continues Below
The good news is, probably any of these strategies will
work—if you know how to use them. Here's a look at
four companies that took different paths in their advertising as
well as expert opinions on what they did right and wrong—and
how you can use their strategies in your business.
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