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 a classic advertorial by Ogilvy & Mather, detailing strategies to make sales promotions more profitable. The layout is text-heavy, featuring various sections with numbered tips and advice on topics like sampling, couponing, trade coupons, and premium packs.

Positive Aspects

The image effectively showcases Ogilvy & Mather's expertise in crafting profitable sales promotions. The structured layout makes it easy to follow, and the use of bold headings helps guide the reader through the different strategies. The advertorial format lends credibility and authority to the content, reinforcing the agency's reputation for successful advertising campaigns.

Key Takeaways

Visual Attention: Use color strategically in advertising to guide the viewer’s attention. Red areas attract the most focus, followed by yellow/orange and blue.
Sampling and Couponing: Offering free samples and coupons can significantly boost product trial and sales, maximizing consumer engagement.
Trade Coupons and Price-Offs: Simple, well-designed coupons and price reductions can effectively increase consumer response and redemption rates.
Premium Packs: Selecting the right premium can enhance perceived value and motivate consumer purchases.
Advertorial Success: Delivering clear, actionable strategies in a structured advertorial format can enhance credibility and effectiveness.

Additional Insights

David Ogilvy was a master of turning advertising into an art form that sells. His approach to copywriting was all about understanding consumer psychology and crafting messages that resonate. This advertorial is a perfect example of how well-structured, insightful advice can not only educate but also persuade, ultimately driving sales. Remember, clarity and strategy are your best allies in any promotional campaign!