Recently I’ve been reading a book for Business class, called “The Irresistible Offer,” by Mark Joyner. In his book, Joyner said that 3 main parts made up a great advertisement. First of all, it had to have a High Return on Investment for the buyer, that is, the buyer must think that the product is a great deal. Second of all, there must be a Touchstone offer, which is where you give the facts, and what it will do for the buyer. Lastly, you must provide some proof that you are trustworthy, and that the offer is not too good to be true. I was asked to examine four different ads, and see which one was most efficient.
The first commercial is one from M&M’s and was made in 1957. It includes M&M’s popular slogan, “Melts in your mouth, not in your hands,” and also gives some proof, which is of a man holding normal, melted chocolate in one hand, while the other hand had fully intact M&M’s. The ad also included different choices for the buyer, and did give reasons on why the buyer would want it. The problems with this ad, however, is that no price was included, and that there was no information on where M&M’s can be bought.
The next commercial shown was the RadioShack TRS-80. This ad is good because it shows all the good parts about the product, the price, where you can buy it, and also how it will benefit you. The ad also showed how the computer worked. The problem is that it didn’t say why this certain computer was better than any other on the market.
After that was the Commodore IBM PC. This ad was much longer, and also pretty boring, the speaker not being very enthusiastic about the product. This ad, however, did show a High Return on Investment offer. That being the fact that the Buyer can save time transporting it back and forth, and also that it can do everything the bigger computers can do. The ad also has a good touchstone offer, because it does explain how the computer will help you, the specific facts, and the price.
The final ad was an American Express card ad. The only benefit stressed in this ad, however, was that it is widely accepted everywhere. Things like the price, where you can buy it, how you can trust it, and how it is better than other cards are not in this ad.
I think that the best ad shown was the RadioShack TRS-80 ad, because it had a High Return on Investment for the buyer, it had a good Touchstone offer, and also has proof that it works. The Commodore IBM PC is also very good, the only thing being that they didn’t have as much proof and also that the salesman didn’t sound very energetic. The M&M’s ad also works pretty well, but it had some pretty big flaws. The ad would persuade the buyer to buy it but would give no indication of the price, or where it could be gotten. In last place is the ad for the American Express card, because that ad did nearly nothing to persuade the customer to buy the card.
In conclusion, when I want to make an ad in the future, I will have to persuade the customer that the product has a high return on investment, that the product can do a lot for the customer, and also provide some proof for that.