1. 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