Playbook

Five questions for online advertising

Social media is recipe for failure without research and focus

Photo by Kyran Aldworth on Unsplash

Local and indie businesses are advertising on social media. It is cheaper than the traditional medium such as television and radio. However, without focus, it will fail.

Praveen Vaidyanathan is a brand strategist. He shared a six questions by Leslie Butterfield, founder of DDDH agency. It is as useful for local businesses as it must have been for the brands such as Mercedes Benz.

1. What do we want people to do as a result of seeing this advertising?
2. How do we believe the advertising will work to achieve this?
3. Who are we talking to?
4. What is the single most important thing this advertising should convey?
5. Why should people believe this?
6. What practical considerations are there?

Read: Excellence in Advertising by Leslie Butterfield Link