ADVERTISING (ABOVE & BELOW THE LINE)

Everyone of us is exposed to thousands of promotional messages each and every day. 

SOME WE REMEMBER, SOME WE DO NOT.

We pass posters, read newspapers and magazines, see TV, hear the radio, see designer labels or tee shirt messages on the people we pass, see buses, get email, log on. Messages, messages everywhere we look. Some we remember, some we do not.

The crucial thing is – do we remember them for the right reason? If we remember an advertisement because of the idea but do not recall the product then the ad has failed. If we remember the product but it has no relevance to us then the ad has failed.

No matter how creative, no matter how different, if it isn't involving your customers in the brand experience then it is not cost effective.
The best advertising is based on a creative market insight. It takes a single minded idea and consistently delivers to the target audience.

Good advertising can take a 'me-too' product and transform it into a unique and vibrant market leader.


Sometimes that means producing simple, factual, well written ads. Sometimes that means producing an outrageous idea that imparts little or no product information. There's a time and place for both.

SKD | www.simonkingdesigns.co.za 

Simon King Designs | SKD