I've recently read an interesting article about advertising on target and on strategy. Had to read it twice to understand what it was saying lol...anyway, according to the article, these 2 criteria are crucial to effective and successful advertising campaign.
So, what's on target and on strategy? It means that your ad campaign must have the appropriate language used so that it's in the correct tone of voice to your target audience. For eg, if you're targeting investors, your copy should sound intelligent and serious instead of informal. It ensures that your campaign can 'connect' with your right target audience (T.A).
The message you deliver should also be intrusive and interruptive in order to make an impact - the 'punch' factor so that it captures your T.A's attention. And needless to say, having your message sound natural and convincing (something closer to the T.A's real life) helps in building up the emotional connection between your product and the T.A. For example, adding a "slice of life" factor to your ad campaign.
A good example on featuring something 'closer' to their TA's life is the 2005 Dove "Campaign for Real Beauty". It featured women of various sizes (like their T.A - real women) instead of bone-thin supermodels. It made their TA feel like they are one of them and thus the emotional connection automatically sets in. I think it's really smart as it brings the campaign into a deeper sense of worth rather than the superficial feature of supermodels that we obviously know that it's "so not referring to us". It makes us (ordinary real life women) feel that we are being understood, valued and cherished; And that they actually go all the way in making the effort to know what we actually want.
Just that sincerity alone makes us happy and more willing to buy their products. Smart. =D
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