ANA Assess Advertising Concept Effectiveness
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Demand MetricASSESS
ADVERTISING
CONCEPT
EFFECTIVENESS
HOW-TO GUIDE
Assess Advertising Concept Effectiveness
HOW-TO GUIDE
While many advertisements have a chance to win graphic design competitions, most do not deliver
on the simple, fundamentals characteristics required for effective marketing communications.
Read this summary to learn the key characteristics of a solid advertising concept, and
download our Advertisement Evaluation Matrix.
What Makes an Advertising Concept Effective
Engaging — Does the advertisement stop the reader and engage them to continue spending their
time to learning more about your offer?
Credibility — Are your claims believable? Can they be backed up?
Impression — Will the ad be remembered? Does it create a lasting impression? How likely is this
ad to be recalled in a future survey?
Action-Oriented — does the ad provide a strong, clear call-to-action?
Significance — Does the ad promote features & benefits the audience will care about? Is there any
way to make the message more relevant?
Integration — Is this advertisement part of an integrated, multi-channel campaign that accurately
reflects your brand & core messaging?
Branding — How well does this ad promote your key brand attributes?
2 ASSESS ADVERTISING CONCEPT EFFECTIVENESS
Action Plan
STEP 1 - Establish your Brand
A Brand Scorecard Will
1 Establish
your Brand Guide You in Setting Goals
If your brand is not
Position Each integrated, up-to-date, or
2 Product/Service just needs a tune up, use
our Brand Scorecard to get
set clear goals, objectives,
targets, and initiatives for
your brand this year.
Assess Each
3 Ad Concept
Make the Right
4 Decision Brand Strategy Scorecard
VIEW RESOURCE
3 ASSESS ADVERTISING CONCEPT EFFECTIVENESS
Action Plan
STEP 2 - Position Each Product/Service
Establish your Core Messaging Helps
1 Brand You Share Your Product/
Service
Position Each
2
Use our Positioning
Product/ Statement Worksheet
Service
and/or Feature, Advantage,
Benefit Tool to define
your core messaging.
Assess Each
3 Ad Concept
Make the Right
4 Decision
Positioning Statement Worksheet
VIEW RESOURCE
4 ASSESS ADVERTISING CONCEPT EFFECTIVENESS
Action Plan
STEP 3 - Assess Each Ad Concept
Establish your Turn On Your Advertise-
1 Brand ment Evaluation Matrix
Use our Advertisement
Position Each Evaluation Matrix to
2 Product/Service evaluate the effectiveness
of each proposed
advertising concept.
Use this tool to identify
3 Assess Each where each advertisement
Ad Concept can be improved before
production.
Make the Right
4 Decision
Advertisement Evaluation Matrix
VIEW RESOURCE
5 ASSESS ADVERTISING CONCEPT EFFECTIVENESS
Action Plan
STEP 4 - Make the Right Decision
Establish Your Get Ready to Launch Your
1 Brand Best Campaign Yet
Re-assess improvements &
Position Each select the best advertisement
2 Product/Service for the campaign.
Assess Each
3 Ad Concept
4 Make the
Right Decision
6 ASSESS ADVERTISING CONCEPT EFFECTIVENESS
About ANA
The ANA (Association of National Advertisers) makes a difference for
individuals, brands, and the industry by driving growth, advancing the
interests of marketers and promoting and protecting the well-being of the
marketing community.
Founded in 1910, the ANA provides leadership that advances marketing
excellence and shapes the future of the industry. The ANA’s membership
includes more than 1,000 companies with 15,000 brands that collectively
spend or support more than $400 billion in marketing and advertising annu-
ally. The membership is comprised of more than 750 client-side marketers
and 300 associate members, which include leading agencies, law firms,
suppliers, consultants, and vendors.
Further enriching the ecosystem is the work of the nonprofit ANA
Educational Foundation (AEF), which has the mission of enhancing the
understanding of advertising and marketing within the academic and
marketing communities.
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