Interpretation of 17 Advertising effect measurement

One or 85% of the ads are not seen.

Interpretation: How to squeeze into the 15% of successful advertising, to attract readers is half the success.

Quester perspective: In turn, less than 1/5 of advertising can attract people. The reasons for the failure of advertising are complex, according to U.S. advertising market research shows: 36% of the advertising waste is due to advertisers to the market awareness and ideas are wrong, 31% because the advertising agency's creative failure, 83% because the choice of advertising media may be wrong.
The above three points, the 1th should be the advertising company and customers jointly bear responsibility, the 2nd is purely advertising companies, the 3rd advertising company should bear the main responsibility.
In an advertising company, if you are a planner, you should focus on the 1th, if you are a designer, should focus on the 2nd, if you are a media developer, you should pay attention to the 3rd.
You should know what attracts people, or you should know what the quality of good advertising is, and you can refer to another two articles:
What qualities should a good advertisement gather?
"3I" standard for successful flat advertising

Second, look at the number of ads headline is 5 times times the number of the body, that is, the title than the text more than 5 times times the reading power

Interpretation: In other words, the title and the reading effect of the text is 5:1. Obviously, your ad should have a title or a slogan class thing.

Quester angle of view: From another angle, you are the designer, you should give the banner of how much space and weight? The results of this survey are a good reference. Of course, what you say in the title is the next question.

If you can speak freely in the title, you're wasting 80% of your advertising money.

Interpretation: The reason is the same as above. Here is just what your title should be and what should be included (according to previous advertising experience, they suggest embedding the name of the brand name or subject content in the title, such as: "A horse is open, good things come naturally". Wait a minute. But not everything is so dogmatic, and how to attract attention (traditional 3B principles, babies, Beauties, beasts).

Quester angle of view: "The head horse one opens, the good thing nature comes" is the yellow 霑 advertisement gold sentence. Huang 霑 wrote a pamphlet about advertising, and interested people should look for them to read.
The title said nothing is the above 3 B principle such usage, 3B is used for advertising screen Content selection of the reference, not the title.
The art of attraction of words is another skill.

Four, the advertisement blank increases 1 time times, the attention rate increases 0.7 times times

Quester perspective: This is the proportion of content and blank, it is difficult to achieve the balance.
We try to make an inference based on this hypothesis:
A4 format of the advertising area, commonly used typesetting text, no effect pure text full, 1/4 lines empty. Believe that the rate of attention should be very low standards, we assume the value of 1. But after testing, even if the text is empty add one to 1/2 empty, the attention level has not changed much. Even twice times the line is empty, there will be no improvement.
This means that this "white space" refers to the "set of empty areas" rather than the "average distribution" approach.
So, in other words, the screen needs to empty out half of the blank position to achieve the original effect of 1.7 times times the attention rate. (In fact, if all ads are empty half, it will be seen, not because of the content, but because of strange)
So it's going to be a test, a customer's ability to accept, half empty? The adequacy of the content? A blank price/performance ratio (the cheaper the product, the less it is worth doing)?

Five, the number "100" yuan than "100 yuan" more touching hearts 25%, because it is close to the actual

Quester perspective: "Close to the actual" argument is more far-fetched. It should be said that Arabic numerals faster than the transmission of words, without national boundaries to understand the restrictions, "No reading" direct to the brain, therefore, in the text of the inclusion of Arabic numerals, will increase the understanding of the speed of text. (According to the Chinese national character standard, all can use Arabic numerals in the text, try to use Arabic numerals instead of Chinese numerals, also "the principle of digital speech", easy to read quickly)