ASSESS

ADVERTISING
CONCEPT
EFFECTIVENESS

HOW-TO GUIDE
 Assess Advertising Concept Effectiveness
HOW-TO GUIDE

While many advertisements have a chance to win graphic design competitions, most do not deliver
on the simple, fundamentals characteristics required for effective marketing communications.

Read this summary to learn the key characteristics of a solid advertising concept, and
download our Advertisement Evaluation Matrix.

What Makes an Advertising Concept Effective

Engaging — Does the advertisement stop the reader and engage them to continue spending their
time to learning more about your offer?

Credibility — Are your claims believable? Can they be backed up?

Impression — Will the ad be remembered? Does it create a lasting impression? How likely is this
ad to be recalled in a future survey?

Action-Oriented — does the ad provide a strong, clear call-to-action?

Significance — Does the ad promote features & benefits the audience will care about? Is there any
way to make the message more relevant?

Integration — Is this advertisement part of an integrated, multi-channel campaign that accurately

reflects your brand & core messaging?

Branding — How well does this ad promote your key brand attributes?

2 ASSESS ADVERTISING CONCEPT EFFECTIVENESS HOW-TO GUIDE

 Action Plan
STEP 1 - Establish your Brand

A Brand Scorecard Will

1 Establish
your Brand Guide You in Setting Goals

If your brand is not

Position Each integrated, up-to-date, or
2 Product/Service just needs a tune up, use
our Brand Scorecard to get
set clear goals, objectives,
targets, and initiatives for
your brand this year.
Assess Each
3 Ad Concept

Make the Right

4 Decision Brand Strategy Scorecard

VIEW RESOURCE

3 ASSESS ADVERTISING CONCEPT EFFECTIVENESS HOW-TO GUIDE

 Action Plan
STEP 2 - Position Each Product/Service

Establish your Core Messaging Helps

1 Brand You Share Your Product/
Service

Position Each
2
Use our Positioning
Product/ Statement Worksheet
Service
and/or Feature, Advantage,
Benefit Tool to define
your core messaging.

Assess Each
3 Ad Concept

Make the Right

4 Decision
Positioning Statement Worksheet

VIEW RESOURCE

4 ASSESS ADVERTISING CONCEPT EFFECTIVENESS HOW-TO GUIDE

 Action Plan
STEP 3 - Assess Each Ad Concept

Establish your Turn On Your Advertise-

1 Brand ment Evaluation Matrix

Use our Advertisement

Position Each Evaluation Matrix to
2 Product/Service evaluate the effectiveness
of each proposed
advertising concept.

Use this tool to identify

3 Assess Each where each advertisement

Ad Concept can be improved before
production.

Make the Right

4 Decision

Advertisement Evaluation Matrix

VIEW RESOURCE

5 ASSESS ADVERTISING CONCEPT EFFECTIVENESS HOW-TO GUIDE

 Action Plan
STEP 4 - Make the Right Decision

Establish Your Get Ready to Launch Your

1 Brand Best Campaign Yet

Re-assess improvements &

Position Each select the best advertisement
2 Product/Service for the campaign.

Assess Each
3 Ad Concept

4 Make the
Right Decision

6 ASSESS ADVERTISING CONCEPT EFFECTIVENESS HOW-TO GUIDE

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