Power in the CREATIVE! User Feedback Personal Characteristics Mood Familiarity Relevancy Intent Response Awareness Behavioral Transactional Use it! Use everything you know about the target audience to develop an ad that will speak to them Cue it! LOCAL, call them by name (“Calling all Richmond Moms!”) Sell it! Don’t assume their position within the purchase funnel – always provide info on the product & advertiser Name it! Ensure brand prominence on every frame of the ad Call it! Clearly show the user what to do and give them a compelling reason to do it Map it! Depending on the goal, link the user to a page where they can most easily complete the next steps