X

Cookie Policy

I understand that the data I am submitting will be used to provide me with the above-described products and/or services and communications in connection therewith.

Marketing

Total Recall

Find out what the latest research can teach you about creating ads your prospects won't forget.

This story appears in the November 2003 issue of . Subscribe »

Companies spend billions of marketing dollars each year to design memorable ad campaigns. But what does it really take to make your business's name or message stick in a prospect's mind? These methods will make your next campaign memorable:

How can you get prospects to spend more time with your ads? According to Philip W. Sawyer, director of Starch Communications, a Harrison, New York, testing firm specializing in readership studies, the most memorable print ads have messages that grab the reader. Those ads include headlines that contain a benefit and a strong visual focal point, such as a close-up of a model looking directly at you. One large photo works best in magazines, while in newspapers, you can use multiproduct visuals. A Starch Communications study on behalf of the Newspaper Association of America showed that when three-quarters of ad space was devoted to illustrations, recognition rates improved by 50 percent.

Testing also shows that, on average, larger ads in print media are more memorable. However, a creative ad in a small space can be more memorable than a so-so one that takes up a full page.

Some colors enhance memorability in print media-including sky blue, golden yellow and shades of blue-green. Red is a good spot color in newspapers, where Sawyer says color increases recognition by 20 percent. But there's new information about four-color ads in magazines: A few years ago, color ads earned 24 percent higher recognition scores than black-and-white ads. Now, full-page black-and-white campaigns are breaking through the clutter, and four-color ads have lost their advantage.