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While many advertisements have a chance to win graphic design competitions, most do not deliver
on the simple, fundamentals characteristics required for effective marketing communications. What Makes an Advertising Concept Effective
Assess Advertising
Concept Effectiveness
Read this summary to learn the key characteristics of a solid advertising concept, and
download our Advertisement Evaluation Matrix.
Engaging — Does the advertisement stop the reader and engage them to continue spending their
time to learning more about your offer?
Credibility — Are your claims believable? Can they be backed up?
Action-Oriented — does the ad provide a strong, clear call-to-action?
Significance — Does the ad promote features & benefits the audience will care about? Is there any
way to make the message more relevant?
Integration — Is this advertisement part of an integrated, multi-channel campaign that accurately
reflects your brand & core messaging?
Branding — How well does this ad promote your key brand attributes?
2. 2 Assess Advertising Concept Effectiveness How-to Guide
While many advertisements have a chance to win graphic design competitions, most do not deliver
on the simple, fundamentals characteristics required for effective marketing communications.
HOW-TO GUIDE
What Makes an Advertising Concept Effective
Assess Advertising
Concept Effectiveness
Read this summary to learn the key characteristics of a solid advertising concept, and
download our Advertisement Evaluation Matrix.
Engaging — Does the advertisement stop the reader and engage them to continue spending their
time to learning more about your offer?
Credibility — Are your claims believable? Can they be backed up?
Action-Oriented — does the ad provide a strong, clear call-to-action?
Significance — Does the ad promote features & benefits the audience will care about? Is there any
way to make the message more relevant?
Integration — Is this advertisement part of an integrated, multi-channel campaign that accurately
reflects your brand & core messaging?
Branding — How well does this ad promote your key brand attributes?
Impression — Will the ad be remembered? Does it create a lasting impression? How likely is this
ad to be recalled in a future survey?
3. 3 Assess Advertising Concept Effectiveness How-to Guide
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4
Establish
your Brand
Position Each
Product/Service
Assess Each
Ad Concept
Make the Right
Decision
Action Plan
STEP 1 - Establish your Brand
If your brand is not integrated,
up-to-date, or just needs a tune
up, use our Brand Scorecard to
get set clear goals, objectives,
targets, and initiatives for your
brand this year.
V I E W R E S O U R C E
Brand Strategy Scorecard Tool
A Brand Scorecard Will
Guide You in Setting Goals
4. 4 Assess Advertising Concept Effectiveness How-to Guide
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4
Establish your
Brand
Position Each
Product/
Service
Action Plan
STEP 2 - Position Each Product/Service
Assess Each
Ad Concept
Make the Right
Decision
Use our Product Positioning
Worksheet and/or Feature,
Advantage, Benefit Tool to
define your core messaging.
V I E W R E S O U R C E
Product Positioning Worksheet
Core Messaging Helps
You Share Your Product/
Service
5. 5 Assess Advertising Concept Effectiveness How-to Guide
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Assess Each
Ad Concept
Action Plan
STEP 3 - Assess Each Ad Concept
Establish your
Brand
Position Each
Product/Service
Make the Right
Decision
Use our Advertisement
Evaluation Matrix to evaluate
the effectiveness of each
proposed advertising concept.
Use this tool to identify where
each advertisement can be
improved before production.
Advertisement Evaluation Matrix
V I E W R E S O U R C E
Turn On Your Advertise-
ment Evaluation Matrix
6. 6 Assess Advertising Concept Effectiveness How-to Guide
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4 Make the
Right Decision
Re-assess improvements & select the best
advertisement for the campaign.
Action Plan
STEP 4 - Make the Right Decision
Establish Your
Brand
Position Each
Product/Service
Assess Each
Ad Concept
Get Ready to Launch Your
Best Campaign Yet