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What are the characteristics associated with highly successful journal ads?

Highly successful print campaigns are generally those in which the journal ad and the sales aid share similar graphics and copy. Further, they often have characteristics attributed to good consumer advertising, namely simplicity and clarity.

Physicians' recognition of a journal ad and product recall is almost always higher when the ad is part of a unified campaign, i.e., the ad and the sales aid share similar graphics and copy ... and communicate a clear and concise message. Also, ads that do well usually have most of the following attributes:

	Uniqueness
	New claims
	Clarity
	Simplicity
	Relevance
	Believability

Highly successful campaigns are generally those in which the journal ad and the sales aid share similar graphics and copy. Further, they often have characteristics attributed to good consumer advertising, namely simplicity and clarity.

Uniqueness and new claims are nice to have and should be exploited whenever possible. When the term new/unique is used, it should appear prominently and not be buried in the text. When uniqueness is not possible, then simplicity and clarity become even more important. These characteristics, which are often attributed to good consumer advertising, also work well in medical advertising. Finally, relevance of the message and believability of the claims gives an ad its punch and its lasting power.

A sampling of ad recognition and product recall scores from some of the top performing ads that have been evaluated by ACNielsen HCI, and that have many of the attributes noted earlier, are shwon below.

Click on image for larger view

Do's and Don'ts

*Do's*
		Clarity, simplicity, relevance and believability are among the key requirements of a strong ad. Whenever possible, uniqueness and new claims need to be emphasized.
		Coordinate message and graphics in all marketing elements for greatest impact.
		Make sure the ad communicates the main message quickly.
		In printed material, make certain that the eye follows a logical pattern that leads to the product name.

*Don'ts*
		Don't change a campaign unless there are compelling reasons. Changing for the sake of change...end of year, product team is tired of current ad, new agency, etc. are not compelling reasons.

Sources of Information Core Messages Sales Effort
Professional Advertising Promotional Campaigns Consumer Advertising
ROI/Maximizing Promotional Efficiency FAQs Main Page


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