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Advertising Campaigns That Fight Against "Ad Clutter"

Long gone are the days when a business could rely on a Baltimore advertising agency to select a local publication or two, and simply run an advertising campaign to get the job done.

For one thing, there are significantly more publications today than ever before. Even specialty niches have become saturated. Additionally, the opportunity for online banner ads, Google ads and ads within social media outlets have completely changed the landscape in which audiences roam. There is more clutter to compete with, making the art of persuasion much more difficult.

Let's face it, that's what you're trying to do with your advertising campaigns –– persuade readers/listeners/viewers to do something, buy something, feel a certain way, or believe something.

The Art of Communication and Persuasion

The Art of communicating with and persuading your target audience is complex As the National Federation of Independent Business states and our experience confirms, there is no one magic bullet. Advertising is a process, not a one-time event. Advertising research has shown that a consumer usually needs to see an ad five to seven times before responding, called the "rule of seven" in the advertising industry. This level of exposure is required because consumers pass through five stages of communication/persuasion before making a decision:

  • Unawareness
  • Awareness
  • Comprehension
  • Conviction
  • Action

Given the need for such frequency, as you can imagine or perhaps have already found, advertising can quickly get expensive. That's why Incite Creative recommends a comprehensive marketing strategy that identifies other ways to communicate with and persuade your target audience.

Looking to persuade your audience to take action? Give us a call at 410-366-9479.

Tips for Creating Better Advertising Campaigns

  • Have a clear strategy going in
  • Identify the media outlets that your audience uses
  • Tailor your message to the intended target audience
  • Make informed decisions about frequency and ad size
  • Less is more –- promote only the primary benefit you wish to convey
  • Don't put all your eggs in one basket - advertising is just one part of your overall marketing mix

To discuss your media strategy, email us today.

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