Make your creative really work for you...
Say it, say it again, and then say it a few more times.
Posted on July 8, 2009 | Permalink
By Lane Casteix
Advertising and promotional effectiveness can be dramatically reduced by a failure to observe the simple rule of graphic continuity. What this rule says is your ads, point of sale (POS) materials, etc. will be more effective if you use the same elements/theme long enough to have an impact. A potential customer must see your ad numerous times before he will actually take action on it. During these repeated impressions, he is building familiarity (and comfort) with your product/message.
Action comes after a comfort level is built. People buy brands with which they have a level of trust. Advertising often does not actually sell a product as much as it builds trust in a product. That trust comes from familiarity through seeing repeated advertisements and promotions on a brand. This familiarity through these repeated impressions creates credibility for the product. Increasing the number of impressions should enhance this effect by building on the familiarity, assuming of course the message is appropriate for the target audience and product.
By using the same image or design or theme over and over, you make more impressions on your customer and have a better chance of impacting him in a positive way. The classic modern example of the use of graphic continuity is Absolut Vodka. For years their ads all used the same layout and theme. You knew it was an Absolut ad the moment you saw it, even though they were varied in style. It was the same design and same theme, but the execution varied enough to keep it interesting. Even though they have changed the theme in recent years the policy of continuity remains. They take “sameness” and use it to their great advantage.
Conversely, it is possible to fragment and weaken your impressions when dissimilar or disconnected messages are generated over several promotions or advertisements. Absolut’s advertising would not have been nearly as effective, if they had come out with all new creative periodically. This continuity is what “builds” impressions and makes your promotional dollar stronger and far more effective.
Money is tight and every dollar must count. Make those slim budgets work harder by emphasizing continuity.