by Leigh Goessl

Created on: August 06, 2009

Advertising is an important piece of the marketing campaign puzzle. The goal of successful advertising is to effectively reach a desired audience and hopefully find a high degree of success in conversion to sales, meaning the ad works and a customer makes a purchase.

A company that does not correctly identify the best approach to advertising and connecting with their target market segment is likely going to be disappointed in the results. On the other hand, a company that is precise in selecting the optional advertising venue and style has a better chance of striking gold with conversion rates.

In today's fast-paced age there is a case for achieving advertising success through dumbing down of ads. Although there is a flip side to this case and an argument that dumbing down doesn't necessarily equate to successful advertising or reaching the desired audience effectively.

Perhaps there are good arguments made for each side of the fence, but there is a definitive appeal to marketers who opt to dumb down their ads. Social trends are a pretty good indicator on approaches to use in advertising, and today's society thrives on instant gratification and fast-paced movement.

The fact is many potential customers don't like to watch ads in today's world. In the age of TiVo, podcasting, Twitter, text messaging and chat lingo/slang, it has become pretty clear people don't want to waste time wading through lots of commercials, words or text. Even in Internet writing, people tend to skim and only hone in on the information they want to read.

What's a marketer to do if their audience is skipping over the ads entirely? And what's the point of spending thousands of dollars on ads no one will pay attention to? Why dumbing down ads to the most simplistic form of course.

This school of thought aligns with the idea of dumbing down ads to the most simplistic of forms to try and catch the short attention span of today's potential customers. However, for this to succeed, one of the most important facets is to correctly identify the market segment the product or service is catered to. Not much different than traditional marketing.

Marketers have to be clever in order to attract the attention of the audience they want. This will vary depending on the product or service. The idea is to connect with the right viewers, design ads which are brief, simple, yet appealing and has the ability to catch the attention of the audience's eye.

If an ad is too long to make someone think, the

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