Nue Media Mix™

People are busy these days. Advertisers need to catch the interest of a busy audience whose attention is already divided among media types, then hold that attention. Repeat.

And again.

The fact that we humans need to be exposed to a message multiple times before we remember it adds another layer of complexity to the campaign strategy. Then comes the challenge of holding that attention until the consumer takes the desired action—be it logging on to a website or calling for information

Essentially, there’s a limited amount of space and time in which to convey an advertising message.

These tips can help make the most of the message:

• Hook the audience early with a relevant message or concept.
• Portray a consistent image and relate to the brand in all advertisements within a campaign
• Write clear and compelling content with a simple message that’s specific about what’s being advertised.
• Tailor content to the target audience based on their demographic profile and location.
• Make it easy for people to pass along your message—advertise special offers for referrals.
• Be persuasive. To motivate the target audience, trigger an emotional response, or present a compelling argument. Consider using one or a combination of the rhetorical appeals first described by Aristotle—ethos, pathos, and logos:
• Ethos refers to the appeal of the speaker’s character or authority. A good example of ethos in advertising is celebrity endorsements.
• Pathos appeals to the audience’s emotions. It can be used to convey feelings of confidence and integrity in a brand, or to inspire a feeling or emotion that brings about the desired action. Think 80s Sally Struthers.
• Logos is logical appeal. In advertising this persuasive strategy is usually marked by facts, figures, and data.