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

 Log in and download
the complete report!
Not registered yet? Sign up for free to access
over 350 reports, guides, and more than 100 webinars.

CREATE YOUR ACCOUNT

Research
Tools
Training
Software
Demand Metric has the world’s largest library
of practical marketing tools and templates,
all ready for you to customize.

LEARN MORE
Playbooks & Training
Toolkits Courses

Stay on top of the marketing

Our Playbooks are built with best
practices in mind. They contain
proven processes and a detailed
action plan that will help you achieve
your objectives and deliver results.
landscape and learn new skills. Our
on-demand video training courses
will help you and your team build
effective marketing processes on
more than 20 topics.

Webinars Tools &

Templates

Having clear insight into

Industry professionals,
thought leaders, and
Demand Metric analysts
share research results
and best practices that
will help you achieve
the best results.
both key metrics and what’s
behind them is necessary
to improve your end results.
Demonstrate the value your
marketing organization is
delivering with our tools
and templates.

Reports &
Guides

Based on surveys conducted with our member base, we share

how your peers are tackling a broad range of marketing topics
in different formats such as Benchmark Reports, Solution
Studies, Frameworks, and How-to Guides.

sign up for a free trial

It’s time to optimize your
core Marketing Processes.

Not registered yet? Sign up for free to access this report

and over 350 other practical resources for modern marketers.

GET STARTED