Which Ad Won?

by ewenmack 42 replies
Let's play a game so you can power up
your ad writing skills...

Was it the one with the pretty images
or the one with the big block of text?

Best,
Ewen

#offline marketing #won
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  • Profile picture of the author animal44
    Big block of text.
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  • The marketer in me wants to say the ad with the bold headline and lots of text. But the first ad actually has photos of what the results may look like, and ....

    What the hell...the second one.

    The first ad has no compelling offer...in fact, no offer at all. It looks like the ad was created by a photographer...that moonlighted as an ad salesperson.

    The second ad is pure direct marketing.
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  • Profile picture of the author SARubin
    I'm going to guess the second one (the advertorial style one with big block text) was the winner.

    The first one is eye catching, but it looks like an ad that's trying to sell something. The second one looks more like valuable info. (almost like a news story)

    I think it was David Ogilvy? (correct me if I'm wrong) Who said space ads that look like news, and don't look like advertisements, almost always get more readers, and almost always pull better.

    I hope you'll give us the answer when this guessing contest is over?
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  • Profile picture of the author Mike AT
    I''ll go for the ad with pretty images.

    Because it's easy to understand and also the benefits is in there.

    I can't read all the text of both ads but, I guess the ad with an image will work. Anyway, this is just a guess.
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  • Profile picture of the author savidge4
    This may be a tough one to call... did anyone notice the phone numbers are the same... same company targeting 2 different segments of market... oh how interesting. The first one has 3 forms of contact.... the second one does offer 2 but visually the mail in is the preferred choice.

    So image 1 ( the pretty pictures ) is either a real poor attempt at millennials targeting ( no social connection ) or they are targeting Gen X. I'm saying more Gen X than anything. Specifically targeted to females 40 to 60 if we wanted to get right down to it... Looking at it this way the line "Enriching your life..." becomes the compelling offer. A place to get away from the job the kids.. quiet time... a more enriched life. This is also a branding effort. Kinda powerful I would say in the right context.

    Ad #2 the block of text.. probably a newspaper ad. Targeting Boomers. Classic advertising.. speaking right to those that are anywhere near the buying process. No in your face branding here.. other than say the guys face. I will bet they have a TV ad that runs.

    Intuitively I want to say #2. You could very quickly look at ad #1 and say this is a pre-sell piece that is looking to brand the company, and get the idea implanted in those that will be in the marketspace in the years to follow. looking at the whole picture this is the long play effort of the campaign.

    BUT... ad 1 does something that ad 2 does not... there is a tripwire in the ad.. Doors and Windows. Gen X buy the bulk of homes in the real estate market.. New home.. means new doors and windows. People that buy doors and windows become proven buyers, and may do additional work on their new homes, and look for the conservatory upgrade. Again Enriching their lives, and their new home.

    My final answer will be.. #1
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  • Profile picture of the author Shams Sikder
    I'd say the first one because it looks more attractive. Plus the second one requires mailing in a section of the paper to get a free report, seems like too much work.
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  • Profile picture of the author Oziboomer
    I guess neither worked particularly well although one might have performed better than the other.

    Their last web crawl on Wayback machine was in 2008.

    ...and a quick check of companies house records in the UK turned up this-->



    I guess no amount of good marketing can keep a business afloat forever.

    Best regards,

    Ozi
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    • Profile picture of the author Ron Lafuddy
      Originally Posted by Oziboomer View Post

      I guess neither worked particularly well although one might have performed better than the other.

      Their last web crawl on Wayback machine was in 2008.

      ...and a quick check of companies house records in the UK turned up this-->



      I guess no amount of good marketing can keep a business afloat forever.

      Best regards,

      Ozi
      I'm gonna go out on a limb here, (call it a hunch) and just conclude that... there are indications... it's very possible... they will not be renewing their advertisements, at this time.

      It's not a psychic thing I'm getting...more of a gut feeling.

      Ron

      On a serious note, I like the advertorial and it's my preference for many things, but the pictures DO add a lot. My guess would be the first one.
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  • Profile picture of the author yukon
    As a buyer I would never pick a wall of text fluff over descriptive images.

    With the images I already know what I'm buying into, the wall of text requires a snail mail form which might take weeks for a response. Hell, by the time you hear back from the snail mail you could have the four season room installed.

    Either way I have no doubt OP will claim the wall of text won, even If there wasn't a split test.
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  • I slightly favor the text ad. But if it were just me looking for a 'conservatory" The first ad. I just want to buy. I don't want to jump through hoops to find out the "real truth' behind dealers.

    The headlines are just wrong. To me the second ad has a strong headline but it attracts a small segment of the buying public. The first ad has a headline that offers a benefit (sort of) . At least the company name isn't the headline.

    If I were actually in the market for such a thing, the first ad would attract me slightly more, because i don't want to waste time jumping through hoops.

    The text ad would have been a much clearer winner if the headline wasn't so directed at the type of company, and more directed to the benefits of owning, or triggering a fear. And the headline didn't trigger a strong fear, in my opinion.

    It's interesting to me that the direct marketers mostly like the text ad and the "regular people" like the display ad more.

    Of course, the direct mail ad starts a direct mail campaign and probably a phone call. And there is a stronger call to action, with a booklet as a gift. So it's probably the more profitable. But the headline (appeal) is weak in my opinion.

    My guess is that the second ad pulled three to one in actual sales.
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  • Profile picture of the author Oziboomer
    I also guess you've got to look at the market they were selling into and the period when these ads were run.

    This would have been a time when Yellow Pages and Newspaper Ads were still strong.

    The first ad with the pictures has so many more things going for it.

    The image of the finished conservatory shows the prospect the result in advance.

    The image and the words "Enrich your life" points right to the improvement in Status.

    A homeowner buying a conservatory wants to improve their status and show the neighbours what they have.

    The first ad is much clearer at illustrating

    What the person will have.

    How they will feel when they have it.

    How it will change their life everyday.

    Improvement in their status.

    The second ad lacks in building any desire and even the booklet offer is weak.

    The title of the booklet is not congruent in several places. Near the photo "The Smart Person's Guide to Choosing a Reputable Conservatory Company" and in the request form it says "Ask for the 10 important questions booklet"

    In the headline is says SEVEN critical qualities. - not consistent from headline to offer.

    You just wonder why they wouldn't do a good ad with a great headline.

    Good image like the first.

    A call to action to download or mail in for your "Homeowners Guide to Choosing a Conservatory".

    The only way the second one would work is if it was placed inside a publication on Conservatories and the desire was already there and the reader was deciding between two suppliers but even then the incongruency in the second ad would push me away from choosing the company.

    Best regards,

    Ozi
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