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apart from a logo and web address is going to invoke curiosity in many especially if they have purchased from the company before. It is saying, "Something new is happening. You don't want to miss out on this!"

There is no basic rule of thumb that says what style of campaign will work because there are too many variables involved. You have to really know your target market. The size of your ad and it's presentation is critical. It would be tempting to fill the available space with as much information as possible but this runs the risk of nothing standing out. You have about three seconds to draw the reader in so making an impact is crucial. There are many ways to do this and it may be that a subtle, understated approach yields the best results. Very often, less is more and this applies also to colour and choice of imagery.

Sometimes a left-field approach will work wonders. Who can forget the Cadbury Gorilla playing the drums in an ad for chocolate? There's no obvious tie-in but the simple use of familiar colours from the packaging make this certain of a high recall. We are used to seeing certain things in a certain way and when the status quo is challenged we sit up and take notice.

The key is to develop a relationship with your customer. Guide them through with a simple message and a strong offering. Any business is looking for a positive return on investment (ROI) so by creating a synergy with the consumer you are increasing the likelihood of coming to you. Do this regularly and they will keep coming back.

If you would like to know more about the psychology of advertising effectiveness you may want to look out for Effective Advertising: Understanding When, Why, and How Advertising Works by Gerard Tellis (SAGE Publications, 2003). It's a bit pricey but a very informative guide.

Tellis has studied the subject for many years as part of his role as professor of marketing at the University of Southern California Marshall School of Business plus in visiting positions at Erasmus University, Rotterdam and the University of Cambridge.

The book provides a meta-analysis of advertising, marketing, consumer behavior, and psychology over the past 50 years. He uses scientific evidence to question numerous myths about advertising effectiveness while presenting new theories which are backed by extensive research.

Learn more about this author, Jeremy Orbell.
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