We rarely buy a newspaper or magazine for its advertising. Because of this, advertisers and their agencies have a hard job on their hands to make the readers pay attention to their advert and not gloss over it or turn over the page. There are many ways this can be achieved – eye-grabbing photography, clever headlines, propositions that seem to good to be true, bold use of colour and clever positioning in the publication amongst others – pushing the bounds of taste or decency for instance. Humour maybe.
The end result can only be achieved by a frank dialogue between the client and their agency. The agency has to understand what the client is trying to achieve and the client has to sometimes accept that the agency’s proposal might not be what he wants but might possibly be what he needs! At the end of the day, the target audience is actually the client’s potential customer, not the client themselves!
