The most effective ads are also the most creative, The Newspaper Works’ research and insights specialist Adrian Fernandes told an audience of young media agency workers at a NGEN workshop in Sydney yesterday.
The Newspaper Works is an industry partner of NGEN, an initiative of the Media Federation of Australia to assist workers starting out in the industry.
Audience members were taken through the process of creating an advertising campaign, beginning with strategy development, through to the implementation and buying process.
Mr Fernandes said headlines were vital to the ad creation process, as this was what drove most users to a brand.
Newspapers are rich with information, he said, and brands can take advantage of this when advertising in this medium through a policy of “less is often more”.
“Many print ads fail on this point. There is too much information on the page.”
To get an ad noticed in the newspaper, a really good image is necessary, according to Mr Fernandes. “Imagery is key for newspaper standout,” he said.
However, a great ad goes beyond its visual appearance on a page, said Mr Fernandes.
“Getting people talking about an ad is important,” he said. “Memorability is strong in newspapers.”
The workshop was held over Tuesday and Wednesday at Pyrmont.
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