Advertising is a science but most of us must practice it as an art. You see, the result of advertising is absolutely predictable when you take into consideration all and I do mean all of the factors affecting the outcome. The result of advertising is an equation where every factor, weighted according to its actual influence perfectly affects the outcome to a certainty. The trouble is in the unbelievable number of factors that actually influence advertising outcomes.
People who take into consideration maybe three to seven factors have winning advertising strategies more than losing ones strategies. Those who consider a dozen or so factors, win even more of the time. But is becomes tedious and even self-limiting to begin to gauge everything that can impact the outcome of advertising. As an artist uses intuition in the artistic process, so must a good advertiser in interpreting what may and may not create the desired outcome from an advertising campaign.
Timing, competitive factors, weather, the economy, product/service characteristics and limitations are the most popular things that a majority of us consider. Psychological needs, alternative motivations, least objectionable offers and fear of loss are very few of the other things that can affect a buyer’s decisions.
Naturally, the extent of this conversation could get very deep and detailed. But the purpose of bringing it up is to make you aware that there is more to advertising than asking yourself if you like your advertising idea. The more common sense thought you put into what you are trying to accomplish, the better are your odds of getting what you want.
Time invested into figuring out how best to get the result you wish even if you make a poor decision is much better than not trying at all. You see there are three levels of effort. The first two will with common sense and persistence eventually yield success. The third never will. The three levels of effort are winning, losing and not trying.
