For many advertisers in China, the creation and evaluation of print advertising is often more subjective, some hope in the artistic expression of advertising creation, followed by feelings and aesthetic feeling, and some of the graphic advertising screen is attractive, color good-looking or whether "creative" as the main evaluation criteria and basis Some people judge the quality of a plane advertisement only by the subjective experience or personal preference of a few people. In the end, how should the scientific and comprehensive evaluation of the graphic advertising creation? DMB market Research for many years engaged in advertising research and consumer research, in the accumulation of a wealth of advertising effectiveness evaluation and research experience based on the establishment of a systematic advertising effectiveness evaluation and research model.
DMB that a successful flat-screen advertisement quickly wins the reader's attention in a short period of time and recommends the key points of interest to them accurately, and the content and form of the advertisement are indispensable. The "3I" standard is usually used to measure the graphic advertising creation. The so-called "3I" that is impact (impact), information (information content) and image (brand image) and so on 3 aspects:
First, Impact (impact):
From the perspective of visual performance, the visual effect is to attract readers and use their own language to convey the interests of the product, a successful print ads on the screen should have a very strong appeal, the scientific use of color, reasonable collocation, the accurate use of pictures and suction. But to avoid the misuse of visual effects to attract the attention of readers, the use of visual effects must make the advertising screen and wide tell the content of the close and organic combination.
The title is also a key weapon to get readers ' attention and convey interest information, the title must be simple and clear, so that the busy day of the reader can quickly understand and understand that the vague title will lose a lot of readers attention, no headline ads directly affect its memory rate and persuasive. DMB research has shown that colorful theme slogans can improve the attractiveness and recall rate of advertising, and improve the appeal effect of key interest points.
Second, information (information content):
A successful planar advertisement conveys the key points of interest accurately through simple and clear information content. The content of advertisement information should be able to integrate the communication elements such as consumer's demand point, benefit point and support point systematically. Instead of getting readers to look hard for content, when readers need to spend a lot of effort figuring out what the ads are "talking about," the ad loses a lot of readers, and print ads shouldn't distract readers with unwanted content, and if the ads pile up extra content and distract readers, Don't expect readers to take the initiative to uncover the effects of your product because they're not used to doing too much extra thinking.
The function of the text is to support the interest points mentioned in the title by vivid description, and to deepen the reader's impression of the advertisement product through the benefit support information, it is the additional content. The advertising text should be clear and readable throughout, the text that is too compact and hard to read will lose a large number of readers; small illustrations and subheadings can enhance persuasion to some extent, but not as much as possible; the text blank helps to recall, but not to persuasive readers; humorous expressions can enhance the freshness and entertainment of advertisements, So as to enhance the recall rate, but can not be abused more can not be used as a graphic advertising creation goals.
Third, image (brand image):
From the brand positioning strategy to measure the height, a successful graphic advertising screen should be consistent with a stable, unified brand personality and consistent with the brand positioning strategy; the style and overall performance of the different advertising versions below the same promotional theme should be consistent and consistent.
The advertisement creation appraisal should stand in the general reader's angle, understands them to the advertisement real feeling, throws off the professional angle of view, returns the origin to carry on the analysis. The amount of love or creativity that a few people spend can never be used as a standard for evaluating the success of an ad, an ad that may be perfect from a professional standpoint, but not necessarily acceptable and understandable to the reader.
