How to make your sales promotions more profitable advertorial

Oct 27, 2017

Part of Ogilvy's famous "how to" campaign that showcases the agencies copywriting and strategy skills. Red areas are most likely to attract attention, followed by Yellow/Orange areas, and Blue areas. Areas that have no color overlay are unlikely to attract visual attention.

The Regions Report graphically represents the likely distribution of visual attention during preattentive processing

Any area or object that is identified as one of the first 4 predicted fixations is highly likely to be noticed at first glance, regardless of its 1, 2, 3, or 4 order.

Source (copywritingcourse.com)

Analyzed by SwipeBotSwipeBot

Image Description

The image is an advertorial by Ogilvy & Mather titled "How to make your sales promotions more profitable." It includes detailed text and graphics illustrating strategies for effective sales promotions, highlighting various techniques like sampling, trade coupons, and refund offers.

Positive Aspects

This advertorial effectively showcases Ogilvy & Mather's expertise in sales promotions by providing a comprehensive guide with specific, actionable strategies. The structured layout, complete with text and accompanying visuals, makes complex information digestible and engaging. It serves as both a promotional tool and an educational resource, emphasizing the agency's credibility and thought leadership in advertising.

Key Takeaways

Red areas in visuals are most attention-grabbing, followed by yellow/orange, then blue. Uncolored areas are less likely to attract attention.
The "Regions Report" graphically shows how visual attention is distributed in preattentive processing.
The first four predicted fixations in an ad are crucial for capturing attention, regardless of their sequence.
Ogilvy & Mather provides 23 lessons for enhancing sales promotions, emphasizing the importance of strategic coupon placement and effective advertising.

Additional Insights

Sales promotions are not just about discounts; they are a strategic blend of psychology and marketing. Using color psychology and visual hierarchy can drastically improve the effectiveness of an advertisement. Think of it like seasoning a dish—too much or too little can make or break the meal. Similarly, understanding where and how to place elements in an ad is crucial for maximizing impact and profitability.