by clicking the arrows at the side of the page, or by using the toolbar.
by clicking anywhere on the page.
by dragging the page around when zoomed in.
by clicking anywhere on the page when zoomed in.
web sites or send emails by clicking on hyperlinks.
Email this page to a friend
Search this issue
Index - jump to page or section
Archive - view past issues
Agrimarketing : July August 2008
34 AgriMarketing ¦ July/August 2008 E very now and again it makes sense to step back and examine, from a global perspective, the results of the ad effective- ness research that Readex Research conducts within the agricultural space. Recently we conducted a review of the top scoring ads, based on our Red Stick- er study, covering the period 2005-2007. During this time- frame, we completed almost 40 individual studies that included well over 1,000 advertising items. The Red Sticker study is a multi-level recall study. The first measure is a Recall Seeing (Saw) score and it is that measure that is the basis for the following observations. After looking at each of the top ads, it became readily apparent as to the four or five common characteristics that all of these ads seem to have. Now, this is not to say that ALL high scoring ads have all of these characteristics. Creativity is an art and, obviously, there is a wide range of possibilities. Still, it’s interesting to analyze and observe commonalities. 1. Bold Illustrations. When advertis- ing a piece of equipment, it’s a bit easier to show the product with a very large, prominent, exciting pho- to. Chemical, seed or other advertis- ing faces a bit more of a challenge, but this is where creativity shines. Illustrations that are considered bold, or perhaps even controversial, help the product leap off the page and grab attention as readers work through the publication. 2. Photography. It is very rare to see a high scoring ad with artwork underlying the visual element. Photography is the norm. It should be clean and clear with the product as the central focus point. 3. Showing the Product in Use. This is typically accomplished with small inset photos that highlight how the product works or how it is best deployed. Not only is this practice something we observe in high-scoring agricultural ads, but it is a key component to high scoring ads across the business-to-business spectrum. Utilizing this tactic real- ly helps the reader clearly under- stand how they could be using the product in their own operation or work setting. 4. Clear Headlines and Benefit Statements. Readers come to the pages looking for products and ser- vices which are going to help them. As a result, advertising must quick- ly convey main ideas and main benefits. These ads do a great job at reaching out and telling the reader, HIGHEST SCORING AG ADS by Jack Semler, President/CEO, Readex Research This ad for John Deere’s 8430 that ran in the November, 2006, issue of Top Producer magazine had the highest “Recall Seeing (Saw)” score in studies conducted by Readex from 2005 through 2007. is now available online! To view, go to www.AgriMarketingDigital.com. To receive an e-mail alert when each issue is available, e-mail your request to be added to the list to: info@AgriMarketing.com.
CAMA 2008 Canada