Creating Awareness
It's best to test a variety of creative elements. Different ads will produce different response rates. Prospective customers may also appreciate your firm's willingness to break from monotony. What does variety say about you?
Remember that your goal is to have the right prospects become profitable customers. Recognize that prospects have a distinct buying process: awareness, consideration, purchase.
Include a compelling reason for prospects to call, request a catalog, or visit your Web site. Print ads create awareness. Web sites allow prospects to consider your product or service offering in more depth. Prospects learn more about your company; people like to know who they're doing business with. Your Web site moves prospects closer to the transaction phase.
William Bernbach
"The most powerful element in advertising is the truth."
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