http://www.mecatoys.com/toys-r-us-advertising-agency/
A KEY ELEMENT OF EFFECTIVE ADVERTISING
You can apply this principle to every form of advertising: Outdoor; online; print; television; radio. Take radio, for example. Whether it’s a single radio commercial or a series of radio commercials, here’s a simple method for improving the effectiveness of your radio advertising.
Unless you're doing "Institutional" or "Image" advertising -- which ad agencies love but which usually are bad investments for advertisers -- your advertising should have a clear Call to Action.
Contrary to popular belief, a "good" advertisement is not one that wins awards. It isn't one that people tell you they love. It isn't one that entertains the client or the audience.
A "good" advertisement is one that motivates the listener to act on the sales message. To go to the car dealership and test drive the advertised vehicle. To visit the department store's perfume counter and sample the fragrance. By calling the toll-free number and asking for the advertised information booklet.
There is nothing as powerful as a Sense of Urgency to motivate people to act.
"Limited supply" -- if genuine and if communicated convincingly -- can lend a sense of urgency to a sales offer. (Think about those stories from previous holiday seasons, when "Cabbage Patch" dolls or "Tickle Me Elmo" dolls were in such short supply that they sold for 10 times their retail prices.)
The limited supply might refer to the product itself. Or it might be a gift with purchase -- but only while the limited supply lasts.
Another very strong incentive to act is embodied in a deadline.
In the United States., we are required to file out income tax returns with the I.R.S.. For individual taxpayers, the annual deadline for filing their tax returns is April 15.
Based upon a completely nonscientific survey I've made of people I've met in life, I'd estimate that 43% of American taxpayers mail their income tax returns on April 14 or 15.
Why do they wait so long?
Is it because April 15 is just too darned early in the year? Do you think if the deadline were moved to June 15, taxpayers would have their returns filed in May?
No. They'd file on June 14 or 15.
Why?
Because true, enforceable deadlines are among the strongest motivators known to humans.
The following is NOT a deadline:
"With prices like these, you know they won't last forever!"
Neither is:
"Hurry, this sale ends soon!"
A deadline is:
"Friday night at 9."
"December 31."
"Tomorrow at Noon."
When you embrace the wisdom of making genuine, valuable special offers with deadlines, you’ll make more money with your advertising.
Point of Purchase Video for Toys R Us Spring Line
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