This advertising critique is of the JEEP Facebook post above … and … please … someone get me a coffee or coke so I don’t fall asleep … because this ad is so b-o-r-i-n-g and a nothing-burger!
The last time I looked, ALL new cars selling for over $20,000 come with synch technology that lets the driver “connect at your convenience” and have heating and cooling to “control your environment”!
This ad tells me what I would EXPECT and ASSUME already! Nothing new. Nothing superior. Nothing exciting. Nothing different.
This is like advertising for a new TV and saying it comes with a remote control and sound adjustment! Duh – of course it does!One of the biggest sins in advertising is to be boring. You must do research and tell people interesting things they have NOT heard before. This is what will get and keep their attention – and get them to buy.
In fact, It is not unusual for me to spend 75% of my time researching a product or service to discover these interesting things, and only 25% of my time writing the advertising.
In advanced marketing, we use something called Consumer Awareness Level. In Jeep’s case, people are already aware of the features mentioned in the ad, so it does no good to use them in the headline. Instead, they should research and feature what is new and exciting that would get potential customers to click on the ad and come into a dealership!
#advertising #marketing #research #direct response #consumer #Facebook #Jeep #auto #digitalmarketing