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As the holiday season approaches, many of us begin to feel the annual pressure of holiday shopping. Whether searching for the perfect gift or trying to stay within a budget, holiday shopping can be stressful. Thankfully, Black Friday sales offer some respite from the holiday spending frenzy. For those of us who love a good bargain, Black Friday is a holiday in itself. We scour the Black Friday ads, make our lists and plan our route to ensure we hit the best sales. The anticipation of Black Friday makes even the most diehard shoppers a little giddy. And when the big day arrives, it's a mad dash to find what you’re looking for at an “unbeatable” price. For business owners, Black Friday is a huge opportunity to bring in a lot of revenue. Businesses can draw in huge crowds of shoppers using bold, enticing doorbuster ads. Whether you love or hate it, Black Friday is a big part of the holiday shopping season. Seasoned businesses such as Best Buy, Walmart, and Target have perfected the art of the Black Friday sale. What's the secret to their success? Let's begin by looking at the origin of our beloved Thanksgiving weekend.

How “Black Friday” Got Its Name

"Black Friday" was first used in the 1960s to describe Philadelphia's heavy traffic and congestion after Thanksgiving. During that time, police officers used the term to describe the chaos of large crowds of shoppers and sports fans. Many traffic jams, accidents, shoplifting, and other issues gave the name Black Friday a negative connotation. To bring positive attention to the day, retailers attempted to use "Big Friday" to describe the annual shopping day. However, it wasn't until the mid-1980s that retailers fully embraced the name Black Friday. Embracing the name and its chaotic nature, retailers began using it as an opportunity to advertise discounts and doorbuster deals.

Black Friday and the Wall Street

You may be mistaken if you think Black Friday is only renowned for its shopping deals and chaotic past. The term “Black Friday” also has a storied history on Wall Street. While the day after Thanksgiving is one of the busiest days for retailers, it's also a big day for stocks. In 1869, two financiers, Jay Gould and Jim Fisk, tried to corner the gold market to increase prices significantly. As part of their plan, the two men purchased as much metal as they could at the New York Gold Exchange. In an intervening move, President Ulysses S. Grant caused their plan to crumble on Friday, September 24. In an instant, the stock market plummeted, causing thousands of Americans to declare bankruptcy. This event also became known as "Black Friday." Today, Black Friday is considered one of the busiest shopping days of the year. And as the holidays continue to grow closer, many retailers are already fueling the hype around their Black Friday deals. If you're not as prepared, that's okay! You've come to the right place. At Wizard of Ads®, we've helped clients create successful Black Friday ads to drive traffic and sales. Backed by years of experience in the home services industry, we know what it takes to create ads that work. To get the most out of Black Friday this year, book a call with Ryan Chute of Wizard of Ads® today.

Small Business Saturday

Now, if you think that your small business can't possibly compete with big box stores on Black Friday, you're wrong. While Target Ads and Walmart Black Friday deals seem to get the attention, Small Business Saturday is designed for you. Founded by American Express in 2010, Small Business Saturday has become an annual tradition for many shoppers to support small businesses. Designed to encourage holiday shoppers to patronize small businesses, Small Business Saturday is a great way to join the fun. In fact, last year, American Express reported that consumers spent an [estimated $23.3 billion](https://about.americanexpress.com/newsroom/press-releases/news-details/2021/American-Express-12th-Annual-Small-Business-Saturday-Reaches-an-All-Time-High-with-an-Estimated-23.3-Billion-in-U. S.-Consumer-Reported-Spending-11-28-2021/default.aspx) at small businesses on Small Business Saturday. That's a lot of dough! What's more, cardholders can be rewarded with cashback while shopping at small businesses with American Express. Recognized nationwide, Small Business Saturday offers the perfect opportunity to let your community know why small businesses matter. Advertising your small business throughout the holiday weekend is a brilliant marketing move to increase foot traffic and sales. And if you have extra time, don't forget to support other small businesses by shopping at them too!

Is Thanksgiving on a Thursday?

Historically established in 1621, the Pilgrims first celebrated Thanksgiving after their first harvest. The feast lasted three days and was attended by 90 Native Americans and 53 Pilgrims. Since then, the holiday has evolved quite a bit. In fact, George Washington was the first president to declare Thanksgiving a national holiday in 1789. At the time, it was celebrated on November 26th. This date, however, was later changed to the fourth Thursday of November by Abraham Lincoln in 1863. Interestingly enough, Thanksgiving was almost not celebrated in 1939. Due to the Great Depression, Franklin Roosevelt moved the holiday up a week to boost retail sales and the economy. This was dubbed "Franksgiving" and wasn't very popular. Because of this, in 1941, congress passed a law that solidified the fourth Thursday of November as the official holiday. But why is the history of Thanksgiving so important? The timeline of Thanksgiving and holiday shopping has changed a lot over the years. In fact, there is controversy over when Christmas shopping should begin, as some feel it takes away from Thanksgiving. In years past, stores would even open their doors on Thanksgiving Day. This would allow shoppers to get a head start on their Christmas shopping. Recently, however, many stores have begun to close on Thanksgiving Day to allow employees to spend time with their families. As a business owner, it is crucial to be aware of the changing landscape of holiday shopping. By understanding the history of Thanksgiving and holiday shopping, you can make informed decisions about your holiday deals and operations.

Turning Dust Into Gold

When it comes to Black Friday, consumers nationwide flock to stores hoping to find the best deals on holiday gifts. But why do we all fall subject to the frenzy? A large part of it has to do with the way stores market Black Friday deals. Using psychological tactics, retailers make the common belief that we cannot miss out on these fantastic opportunities. But what are we really missing out on? To get rid of this inventory, stores deeply discount these items to provide the illusion of a great deal. But is it really a great deal? To the ordinary consumer, yes. This is crucial to business owners because it helps them unload inventory that would have otherwise gone to waste. So how can you turn dust into gold this holiday season? Here are six psychological tricks expert marketers use to get us to open our wallets on Black Friday:

The “Shopping Momentum” phenomenon

During Black Friday sales, shoppers are in a frenzy – and you can get caught up in the momentum. When we buy a discounted item, we are more likely to continue spending, even if we don’t need it. It’s the same reason why casinos are designed the way they are – to keep you gambling. The reason this momentum works is that it creates a sense of convenience. When we are in the buying mindset, we are more likely to say yes to things we wouldn’t usually buy. This is because they are in front of us and are easy to add to our cart. For shoppers, this can quickly add up to hundreds of dollars on unneeded items. For business owners, however, this can be a goldmine. Thus, when crafting your Black Friday ads for 2022, don't be afraid to leave some items off the sale. The shopping momentum will likely make the sale for you.

“The love for coupons”

Let's face it. Everyone likes saving money. While some people are more frugal than others, there is a general sense of appreciation that comes with a deal. This is especially true when it comes to big-ticket items. Black Friday is the perfect time to offer coupons and discounts on your products and services. Not only will this entice people to buy from you, but it will also psychologically make consumers purchase more. This is because people feel like they are getting a good deal and want to take advantage of savings. If you want to make the most of Black Friday, consider offering coupons and discounts on your products and services. This will not only help you boost sales, but it will also make consumers feel good about their purchases. Win-win!

“The “Fear” of missing out”

Fear of missing out, or FOMO, is a powerful emotion that can drive people to make snap decisions. FOMO will be in full effect on Black Friday as people scramble to get their hands on the best deals. For example, Best Buy Black Friday ads always feature doorbusters – deeply discounted items that are available for a limited time. Using words that create a sense of urgency, like “doorbuster” or “limited time only,” effectively creates the feeling of FOMO. FOMO can be a powerful motivator for people to buy when coupled with a great deal. Think about it – if you see a fantastic deal on something you want, you’re more likely to buy it then, especially if everyone else is after the same thing. That’s why it’s so important for retailers to use language that will trigger FOMO in their customers. Even if you own a service-based business, use words and phrases that create a sense of urgency. With a bit of speed and some fantastic deals, you can create Black Friday ads that will drive huge profits.

“Stress reliever”

Your customers are going to be under a lot of pressure during the holidays. They’re trying to find the perfect gifts for their loved ones, deal with family drama, and stay within their budget. Black Friday shopping provides a much-needed outlet for all of that stress. After all, who doesn’t love shopping for good deals? To ensure that you add to the holiday cheer, make sure your Black Friday ads are clear and concise. Your customers should be able to easily see what deals you’re offering and how they can take advantage of them. If your ad is confusing or overwhelming, they will likely click away and find something else. To sound more enticing, you may even choose to market as a “one-stop shop” for Black Friday shopping. For example, Target's 2022 Black Friday ad features the tagline “Finish your list for less.” This tells shoppers about their deals and promises an easy and convenient experience. Avoid being too “sales-y” in your language, as this can turn people off. Instead, focus on how your products or services can benefit the shopper and make their life easier. Your goal is to get them excited about what you have to offer without coming across as pushy. Once you've created a stress-free atmosphere, then you can start pushing the sales.

“Buy-one-get-one offer (BOGO)”

Buy-one-get-one offers are a great way to get people to buy more than they originally intended. With these deals, shoppers feel like they're getting tremendous value, making them more likely to purchase. Other taglines you can use for these offers include: “Two for the price of one!” “One for you and one for a friend!” “Get double the savings!” And more! Using these types of deals can increase your sales and boost your bottom line. You can also make holiday shopping easier for your customers, which they'll appreciate. I mean, who doesn't love “free” stuff? Again, this can apply to home services such as HVAC, plumbing or even electrical. For example, you could offer a BOGO deal for furnace tune-ups, heating and cooling systems, and more. This would be a great way to get new customers in the door and make them aware of your services. Additionally, it would demonstrate your generosity and care about their needs, two things that are sure to win them over.

“Diderot Effect”

In psychology, the Diderot Effect refers to the need to buy more items to match a new item we purchase. For example, let's say you buy a new pair of shoes. Once you have them, you may feel the need to buy a new shirt and pants to go with them. And then, once you have those items, you may need to buy a new bag and jacket. And so on. Named after 18th-century French philosopher Denis Diderot, the Diderot Effect can have many positive and negative uses. For business owners, the Diderot Effect can be a great way to market products to consumers. And, of course, retailers use the Diderot Effect to get us to spend more money during sales like Black Friday. So, how can you utilize the Diderot Effect to your advantage? If you want to increase your bottom line, consider complementary advertising products alongside your main product. For example, if you're selling a new winter coat, advertise gloves, hats, and scarves along with it. For service-based businesses, offer your clients additional services that complement what they're already paying for. By offering complementary products and services, you can increase the amount each customer spends with you, boosting your bottom line. This works especially alongside BOGO offers, doorbusters, and other sales strategies that are popular during Black Friday shopping. At Wizard of Ads®, we house the strategies any business needs to increase its bottom line this holiday season. Equipped with knowledge and experience, we'll put your business on the right path for Black Friday success. Are you ready to make the most of your Black Friday? Book a call with Ryan Chute of Wizard of Ads® today to get started!

What is the funniest commercial, in your opinion? Do you like those funny commercials from 2022? Or are you an old soul that appreciates the classic funny commercials from the 90s? Whatever it is, we can all agree that a good laugh is always welcome regardless of the decade or star. But here's the more important question: do you recall the brand being advertised in those hilarious commercials? Some might say yes, and others might not remember at all. If you remember and have even bought the product because of the ad, one thing's for sure — the commercial worked. However, not all funny commercials get us to buy. Being funny is great, but it's not enough to make an ad successful. Although humor alone is enough to get sales, there's more to effective commercials than comedy. Effective funny commercials make the difference between entertaining and persuasive. The secret lies in the balance. Commercials need to strike the proportion of entertainment and clear messaging to leave a lasting impression. The Sales Gods favor only funny commercials that achieve this perfect harmony with profitability. The question is: what exactly are the keys to effective funny commercials? Discover them here!

Funniest Super Bowl

Before we delve any deeper, let's look at some beautiful examples that the lords of advertising have bestowed upon us. Undoubtedly, the Super Bowl remains the largest television platform for marketers. According to Adweek, more than 50 percent of US households watched the telecast of the Super Bowl LVI. That equates to a handsome 149.9 million people. How about the commercials, you ask? The ads reached an average viewership of 106 million and generated more than four billion impressions. In other words, land a spot in Super Bowl and expect millions in return. That is if you display practical and funny commercials. Otherwise, your store will remain dry as a barren desert. There are many hilarious commercials and silly advertisements during the Super Bowl. For instance, Steve Carell, Lil Jon and Cardi B's Pepsi commercial was pretty funny. Or, NFL's former wide receiver Isaiah Mustafa's "The Man Your Man Could Smell Like" ad was amusing too. All these were unique and compelling ads, but the one that stuck with me most was "Gym Attack" by Doritos.

"Gym Attack" - Doritos

Doritos proved that you don't need a ton of script and a long screen time to be funny and practical. According to Nielsen, within 30 seconds, [Doritos captured the hearts of 116 million viewers](https://www.nielsen.com/insights/2010/doritos-super-bowl-spot-was-the-most-watched-ad-of-all-time/#:~:text=3 minute read | February 2010&text=A Doritos commercial featuring two, according to The Nielsen Company.). Considering the ad only played during the fourth quarter and still ranked number one is an incredible feat.

Now, what sets this advertisement apart from other funny commercials out there?

• First, the commercial made one statement: woe to the unfortunate souls who steal Tim's Doritos. I mean, great acting and spot-on editing.
• Second, it was a 30-second hilarious masterpiece that still gets me even 12 years later. It's undoubtedly one of the best funny commercials Doritos has ever made.
• Third, they conveyed the message that Doritos are to die for. Doritos were relevant throughout the ad: the bag, the Dorito shuriken, and even the Dorito yoroi samurai armor.

With all these ingredients in the ad, I have no doubts that Doritos' sales spiked during the year and after. Look no further if you're searching for the best advertising partners to produce your following funny commercials. Wizard of Ads™ can help you make the comic and compelling ads you need to dominate your category. Are you interested? Book a call with Ryan Chute, and let’s get you hooked up. The truth is: producing anything funny is all about creating a funny statement. Roy H. Williams couldn't have explained funny statements better than in one of his Monday Morning Memos. Discover below.

A Funny Statement

Advertising is all about solving problems, do you agree?Allow me to explain. Your target audience has a problem, and your business [presumably] has a solution to solve their predicament. Advertisements serve as the bridge that lets you connect with your audience and let them know you have an answer. So, by way of mathematical transitivity, ads do solve problems. However, most entrepreneurs know that solving consumer problems requires big ideas. Why? Why do some of your ads flop? Because if ads are all you need to solve your customer's problems, then why don't all ads work? Ads need big ideas to make them fun, creative, innovative, entertaining and effective. David Ogilvy, the Father of Advertising, says:

"Big ideas come from the unconscious. This is true in art, science, and in advertising. But your unconscious has to be well informed, or your idea will be irrelevant. Stuff your conscious mind with information, then unhook your rational thought process.”

Stuffing your mind is easy— just read tons of books and watch how the Picassos of advertising do their masterpieces. But unhooking your rational thought process? That's the hard part. Roy H. Williams suggests that humor is a powerful tool to do it. Humor runs through the veins of funny commercials, and he explains mood through the concept of "funny statements."

• A statement that belongs and fits a narrative is predictable — not funny.
• A statement that doesn't belong or fit makes no sense — again, not funny.
• A statement that doesn't belong but fits — funny.

When we expose ourselves to comedic reverie, we fill our minds with puns and ideas that unlock our humorous potential. This enables us to create funny ads. Ads that don't belong but fit our market's tastes, needs, wants, and cravings. That's the trade secret to funny commercials, but being funny is not enough.

When Funny Commercials Aren’t Making You Buy

It's comical how some ads succeed in making people laugh but ultimately fail in their divine purpose. That is to make people buy — because laughter doesn't pay the bills. If funny commercials get people laughing but not buying, your advertisement fails. Funny commercials only work if they persuade couch potatoes to get off their ass and buy. Ace Metrix conducted a study to determine if humorous ads do more than make viewers laugh. Does the ad increase sales or at least spark interest in the product? After all, businesses and advertisers spend millions to land their ad campaigns in prime-time spots. We'll feature the results below:

The Key to Effective Funny Commercials

We learn a valuable lesson from Ace Metrix's study. There are two critical nuggets that advertisers and businesses alike must consider before publishing funny ads. Here are they:

Commercials were less likely to increase desire or intent to purchase than commercials that played straight.

Results showed that funny commercials are more memorable and appealing than unfunny commercials. However, those same commercials could not increase the intent to purchase or desire compared to ads that played plainly. This means that [some] funny ads are helpful for entertainment rather than persuading consumers to buy. We're not saying that all funny ads are not practical, nor are we insinuating that unfunny ads are ineffective. Just look at the most popular and effective funny ads of the century:

• "Geyser" by Huggies
• “Ultrasound” by Doritos
• “Use Condoms” by ZaZoo
• “Long Long Man” by Sakeru Gummy
• "The Showdown" by McDonald's

These ads were funny but also paved the way for a spike in sales. There is a reason why some funny ads fail to hit homerun, and the reason is:

Humor should only supplement the delivered message.

When humor becomes your spiel, it can distract from the ad's message and ultimately fail to persuade customers. Funny commercials should utilize humor to enhance their message, not become the sole reason for their existence. Take Kmart's infamous "Ship My Pants" commercial, for example. The idea was cute, the concept was okay, and the execution was funny. While it garnered a lot of attention with its clever wordplay, Kmart was nowhere to be found throughout the ad. They focused too much on the comedy but didn't focus on the message. Where is Kmart now? Bankrupt. Was it because of the ad? Heck no. But a good ad could have bought them time to come up with ideas and compete with Walmart and Target. The research pointed out that whether you have funny commercials or not, you need to emphasize the advertised product. Otherwise, you'll make people laugh and then immediately wonder, "what the heck did I just watch?" Now, consider Huggies' Geyser commercial. The ad showed their diaper being strong enough to contain a baby's pee (thinking of his severe bladder problems). That's how you feature an ad's advantage while portraying the product throughout.**The key is using humor as a supplemental tool in your commercial, not the entire spiel.**If you're looking for funny, effective, persuasive, and money-making commercials, we can help you out. Wizard of Ads® has been the trusted partner in creating the best residential home service industry ads. Want the same ads for your business? Book a call.

Humorous ads are taking over the advertising world for a good reason. Advertising with humor appeals to the general public more than any other type of advertising. What was the funniest ad campaign that you ever saw? I bet you could still recall why it was funny and probably even the advertised brand. Why is this? Why do those humorous car ads from Volkswagen stick to us like glue while the average car ad slides right off our memory? Whether those are clever job ads or humorous print ads, a giggle is inevitable when the ad is funny. What makes it more intriguing is that initial interest in the product is not needed to appreciate the ad's humor. What exactly makes humor so powerful in advertising? The answer lies in the psychology of humor (more on this later!). Humor generally improves mood and releases feel-good chemicals in the brain. This helps our brains relax and lowers defenses, allowing information to be more easily processed. If you're advertising endeavors fail to generate your desired engagement and revenue, you probably need humor ads. We're here to help you change that. In this article, we'll explore the science behind humor and examine how humorous ads play vital roles in consumer behavior. If you want to influence your market with humor and quips, keep reading.

The Science of Humor

Humans are naturally tense. Whether watching a movie, going to work, or scrolling through TikTok. Human biology is founded in the stress chemicals and hormones. That's why we're always seeking reward and avoiding punishment to relieve the tension. So when we come across humor, a release button is pushed. Have you ever noticed laughter resembles the high-pitched whistle of escaping steam in a pressure cooker? The higher the pressure, the more intense the laughter. When we release that tension through humor leaves us with a feeling of lightness and joy.

“A good ol’ belly laugh is as good as a cure.” – Ryan Chute

Let's look at the psychology of humor in everyday living. Imagine being a nervous wreck meeting your better half’s friends for the first time. The first meet-up is the litmus test to determine whether you pass the "friend test," everyone knows that. You're calculating every move and ensuring you don't overstep, offend, or make the atmosphere uncomfortable. You happen to have a few tricks up your sleeve and entertain the group; giggles fill the room. Until someone pulls a deck of cards out and starts doing magic tricks, suddenly the air is filled with laughter, the tension dissipates and you can relax. You slowly (but surely) integrate yourself into the pack — this is the power of humor. Now let's apply that same principle to advertising. When we see humorous ads that make us laugh, they grab our attention and stick in our memories. One more thing they do is create a positive association with the brand. Inc. says that advertising with a humor appeal had a more significant impact and attitude towards the brand. Humor is a powerful tool to enhance brand recall, evaluation and purchase intention. But why is this the case? When we laugh, our brains release dopamine, a feel-good chemical, causing us to associate the ad with positivity and joy. Humor activates the reward center in our brain, called the mesolimbic pathway. This part of our brain is also responsible for motivation, pleasure, and addiction.

Evolution of Laughter

Humor has been a widely studied topic in psychology. Some researchers even suggest that it evolved to bond and communicate with others. The act of laughter itself has changed human evolution. For example, a study in 2016 looked at the level of affiliation between pairs of people based on their laughter. Laughter samples were obtained from teams of college students (some are friends, and some are strangers). Audio snippets of the laughter were played to 24 diverse societies across six continents. Listeners were then asked whether the laughing pair was strangers or friends. The results were remarkable as people correctly guessed the relationship based on their laughter, around six out of 10 times. Acoustic characteristics of laughter can distinguish friends from strangers. Laughter can also be used to determine hierarchical relationships among social groups. In 2014, a group of researchers detected the hierarchical rank through the sound of laughter. They recorded spontaneous laughter from a fraternity and analyzed acoustic features such as pitch and duration. The results revealed that laughter from higher-ranking individuals is more dominant, while pledges have a more submissive tone. Another research on the evolution of laughter states that laughter can be traced back 10 – 16 million years. As suggested by The Conversation, laughter's principal function is to create and deepen social bonds. As our ancestors lived among complex social groups, the quality of their relationships became crucial to their survival. To cater to this need, humans evolved a 'cognitive strategy' to help forge sustainable alliances with others. This cognitive strategy could have been laughter. After all, we laugh far more often in the presence of others compared to when we are alone. Moreover, we laugh more comfortably when fully integrated into a social group. These studies suggest that humor has a vital social aspect and can convey social information about relationships. How does this relate to humorous ads? Humor in advertising can create a sense of affiliation and rapport between the brand and the consumer. Humorous advertisements make us feel a part of a social group— the brand and us. This often results in increased brand recall and positive attitudes toward the advertisement. Science itself points to the effectiveness of humor in advertising. If you don't use neuro puns in your advertisements, then it's high time you do so. Otherwise, you risk letting your ads drown out in the noise of today's advertising landscape. Laughter breaks that ceiling and puts your advertisements at the forefront of your prospects’ minds. Wizard of Ads™ can help you craft humorous ads that will leave a lasting impression on your audience. Book a call with Ryan Chute of Wizard of Ads® today to learn more.

What Makes People Remember Ads?

Do you have ads you can't shake off your mind? It is safe to say that more than one ad comes to mind. No matter how much you try, they're engraved in your entire being. There are many reasons why some people may recall ads more than others. They may be humorous ads, or the advertisers use excellent graphics or a catchy jingle. Whatever it is, we can only draw one conclusion from this remembrance— the ad worked. Some advertisements fall into this category. However, how many of these ads do you recall? Our brains have developed an internal mechanism to block out information that doesn't seem necessary. Some advertisements fall into this category. With that in mind, creating memorable ads is now more critical. The only way to take a person's eyeballs and keep them focused on your ad is by grabbing their attention. To keep them glued to what you say, your ad must be catchy, memorable, and relevant.

Is Humor the Key to a Memorable Ad?

We all want memorable ads, but is humor the key to it? There's more to unique ads than only humor. In actuality, you can produce memorable ads in five different ways:

1. Sprinkle in some humor.

As a residential home service business owner, you should know that your audience doesn't like you. For real, because you're selling an externally triggered grudge purchase. This means people buy because they NEED your solutions, not because they want them.

Humor softens the cushion of your impact and calms the raging storm within your buyers. Plus, who doesn't like a funny ad? People fixate on humorous ads more than they do on serious ones.

2. Create a catchy jingle, slogan, or tagline.

Who doesn't even know the brands with taglines "I'm loving it" or "Just Do It"? Do you also groove to the smooth RnB when you hear "Nationwide is on your side" playing? A catchy slogan from a bakery in the Philippines says, "we don't just bake; we master bake."

These are all well and good, but they don't immediately disrupt the market at will. Catchy lines work better when you pair them with a brand with solid recall or recognition.

3. Get endorsed by a celebrity.

Celebrities have a strong pull on how popular an ad could be. They usually have captured audiences and followers that bring traction to their endorsements. However, the caveat is that the endorsement only works when they're relevant to the celebrity.

Would you hire a beauty icon to endorse a sewer repair service? Exactly.

4. Educational.

Education is another way to make your ads stand out and make a mark. It can sound different from Mrs. Norris' 4th-grade science class, but it should share new insights on the solution. The human brain is wired to recall useful information, so anything that piques our curiosity could be useful.

5. Unique.

Some of the most controversial ads have one thing in common: they are all unique.

Uniqueness is a quality no longer observed in today's advertising age. One popular brand that still abides by the same level of unique flair ever since is Old Spice. We can never get enough of how bizarre, odd, memorable, and effective their advertising is.

Among the list, humor takes the cake, especially in residential home services. Allow me to explain: First, being humorous does not require a strong brand recall or recognition as with catchy slogans, jingles, or taglines. That means you can make any uninterested audience laugh as long as you have fun ideas up your sleeve. Second, hiring a celebrity endorser is cheaper than publishing humorous ads. Next, educational ads are more challenging than quipping a funny one-liner or creating an entertaining punchline. Finally, all humorous ads are, in one way or another, unique. Why? Because they stick to people's minds more than other forms of advertising. Perhaps the more important question we should all ask is, "are humorous ads linked to your consumer's buying behavior?” We'll answer that question right below.

Humor and Consumer Behaviour

Recall that, as humans, we are always seeking ways to distract us from life's harshest realities. Advertisements can also be distracting as long as they're attention-grabbing and captivating. A humorous appeal in advertising does this and does it magnificently. Let me explain. Humans are naturally inclined to reminisce life's happiest moments— a.k.a. the highlights of our experiences. Bad and mediocre memories get plunged down our memory drain, while the best kinds are kept in our subconscious. That’s why we have a bias or tendency to seek things that feel good. You and I can both agree that laughing at humorous advertisements feels good. I would argue that you wouldn't mind binge-watching those ads that made you elicit a giggle.**When an ad makes us feel good, we also feel good about the brand behind that advertising.**Here's the rub: our buying behavior and decisions are also anchored on the brands that make us feel euphoric. Think about it, would you buy a seemingly superior ad with poor customer service? Or will you choose a relatively weaker brand with customer support that genuinely cares about its audience? We want brands that make us feel good, the same as advertising. Humorous ads give us that feeling, encouraging us to choose their brands. Why? Because all purchase decisions happen in the part of the brain that exclusively feels. This area has no faculty for words or logic.

Humor as a stimulus

Humor is an umbrella term that covers a bunch of ideas. It could mean a psychological state filled with amusement or the act of creating something funny. However, in the context of our discussion, we want to use humor as a stimulus. A weapon to feed people with and expect a positive reaction. Humor doesn't necessarily have to be a joke; it can also be funny imagery or a situation. It could even be anything else as long as it deviates from what we perceive as normal. The key is that it should elicit a positive emotional response from the consumer. The only way it does that is when the ad is relatable and relevant. Take note of the keyword: relevant.

Using a “Slice of Humor”

A 2022 study published in the Journal of Interactive Marketing brushed on the concept of a “slice of humor.” They found that using a slice of humor or humorous quips can nudge observers to support a certain brand. But there's a caveat: **the humor only works effectively when used in the appropriate context.**What does this tell us?In advertising, incorporating humor can positively impact consumer attitudes toward the brand and the memory of the ad. However, it is essential to note that not all humorous ads are successful. **Your humor must never overshadow the message of your advertisement.**While humor's influence on advertising is extensive, it could go overboard and water down your brand. The key is to strike the perfect balance. Be funny but maintain relevance to the solution for them to have a practical impact on consumers. You can do this by appropriating the humor with the solution being advertised. The memory of the humor must lead to brand recall and recognition; otherwise, why are you even advertising? Look at Morris-Jenkins' most popular commercial series: Bobby and Mr. Jenkins. The ad worked wonders because the humor seamlessly infused with what they were advertising. Plus, they balanced Bobby's Forrest Gump-esque idiot-savant disposition with a serious-yet-wise old sage, Mr. Jenkins. That's how you make humorous ads that work, and undoubtedly the duo is one reason for the brand's overpowering popularity.

Humor Energizes People in the Workplace

The power of humor doesn't only impact your audience, but even your marketing team that works on your advertising. A study in 2014 found the energizing effect of humor in the workplace. The authors, Cheng and Wang, suggested that humorous ads energize employees' behavior, consequently impacting their performance. People who watched funny videos worked twice as long on tiring tasks than those who didn’t. What does this tell us? When your creative marketing department comes together for a humorous ad campaign, you can expect more engagement. They'll be more motivated and invested in the job, resulting in more humorous ideas and better advertisement. Think of humorous ads as the stone that hits two birds in one throw. The targeted audience benefits from the ads, and your business also reap those advantages.

How Do You Want Your Ads Remembered?

The question remains now: “how do you want your ads remembered?” Are you satisfied with boring ads that may be easily forgotten? Or do you want your humorous ads that stick to the minds of your target audience and get them to buy? It all depends on you. However, let me leave this final warning: humorous ads may only sometimes be successful. It takes careful planning, analysis, and execution to work in your favor. But when done right, humorous advertising can leave a lasting impact on consumers and bring in those coveted profits. Wizard of Ads™ can give you those funny ads that convert. Book a call with Ryan Chute of Wizard of Ads® today, and let's get to it.

Podcasts are all the rage these days. From true crime to politics to pop culture, there's a podcast for everyone. With almost half of the American population listening to podcasts, it's no wonder businesses are starting to take notice. So, what does this mean for radio ads? Are they a thing of the past? Not at all! Radio ads are a great way to reach your target audience. In fact, in 2020, 83 percent of Americans listened to the radio every week. Despite its reputation as an old-fashioned medium, radio is still exponentially more powerful in today's media than most other mediums. What's more, radio ads are still utilized today by most of the biggest brands in the world. There is a reason for that. So while the podcasting boom might have you thinking that radio is dead, it's actually very much alive and well. And if you're looking to pick a fight about the effectiveness of radio advertising leading into 2023, game on.

So, Nobody Listens to the Radio Anymore?

Radio and podcasts alike are both excellent mediums for delivering content. They're both relatively cheap to produce and can be easily consumed by listeners. That being said, there is a critical difference between the two. Radio is a passive medium, meaning that listeners can consume it without putting in much effort. Podcasts, on the other hand, are active. Podcast listeners have to choose to listen to a podcast, while radio listeners don't have much of a choice. In other words, radio has a much broader reach. But that doesn't mean podcasts can't be effective. Both mediums can be used to great effect; it just depends on what you're trying to achieve. Whatever the case, do not let the rise of podcasts or poorly conducted surveys dissuade you from using radio ads. At Wizard of Ads®, our expert team understands how to create and buy effective radio ads that work like a charm. We've helped businesses of all sizes create successful radio campaigns, and we can do the same for you. To learn more about how we can help, book a call with Ryan Chute of Wizard of Ads® today!

The Margin of Error-Prof. Gelman

Why should you trust my judgment? After all, I am one person fighting against the hundreds of marketing “strategists” who say that radio is dying (or dead). The truth is, you don't have to listen to me. However you shouldn't listen to the person trying to sell you their thing, despite your best interest. Andrew Gelman, a statistics and political science professor at Columbia University, argues that the margin of error is misunderstood. What the margin of error does tell us, Gelman argues, is how much uncertainty there is in our estimate. The larger the margin of error, the greater the uncertainty. Gelman goes on to say that the margin of error should be taken into account when interpreting polls and surveys. He argues that it's important to remember that the margin of error doesn't tell us anything about the likelihood that the true value falls within the confidence interval. When looking at polls and surveys, it's important to remember that the margin of error exists and take it into account when interpreting the results. That being said, well conceived radio ads purchased with the correct frequency and reach are considerably more effective than other channels. Luckily, Nielson, an American information, data and market measurement firm, provides accurate insight regarding the matter at hand.

What Nielsen’s Case Study Shows

Nielsen has found that people tend to provide inaccurate information about their media consumption habits. In fact, their research suggests that people over-report the amount of time they spend listening to the radio. That's why the company uses "portable people meters" to track the listening habits of a representative sample of Americans. For example, in San Francisco, Nielsen measures the listening habits of 2,400 adults. This data is then used to generate estimates for the entire population of the city. And what does this data show? Radio is very much alive.

Why Do Radio Ads Still Work Today? Even in the Age of Podcasts?

In the age of digital media, it may seem counterintuitive to advertise on the radio. But despite the rise of streaming services and podcasts, radio advertising is still going strong. Why is radio so resilient in the face of new technologies? Part of the answer has to do with the fact that radio is still one of the most popular forms of media. This is because radio also has some unique advantages as an advertising platform. Here are a few reasons why radio advertising is still an effective way to reach your target audience:

More affordable than any other broadcast-type mediums

One of the reasons why radio is so popular is that it is one of the most affordable mediums available. This means that businesses of all sizes can afford to run ads on the radio. So, how much does it cost to advertise on radio? Radio advertising rates are usually based on the number of listeners that a station has. The rates can also vary depending on the time of day that the ad is played. Choosing the right time slot is important in order to reach the largest number of listeners. However, overall, radio advertising is still cheaper than other types of mediums, such as television or print. This is generally a small price to pay for such a powerful marketing tool.

Broader Audience Reach

Another great thing about radio advertising is that it allows businesses to reach a broader audience. This is because radio stations are typically played in various locations, such as in cars, homes and workplaces. Thus, businesses can find and contact potential customers no matter their location. Additionally, radio advertising is not limited to one geographic location like some other types of marketing, such as television or print. This makes it an ideal marketing tool for businesses that want to reach customers in multiple areas. Remember, the more locations a business can reach, the more potential customers it can connect with.

Higher ROI According to a Case Study by Neilsen

Since its inception, Nielsen has conducted dozens of sales-effect studies quantifying radio's sales growth and advertising return. But does post-pandemic consumer behavior spell the end of this powerful marketing medium? Nielson's case study, conducted with a national office supplies retailer, suggests that radio's influence is as strong as ever. Maybe even stronger. Using their portable people meter, Nielson found the AM/FM radio campaign drove a +23 percent sales increase in households with children. In addition, the study concluded a 6 percent customer growth, 11 percent sales lift, and 21 percent increase in category spending. While other marketing channels are important, radio's unique mix of reach, frequency and targeting ability continues to deliver results. How? The power of repetition.

The Repetition Effect on the Subconscious mind

The Repetition Effect is a psychological phenomenon where individuals are more likely to remember something if it's repeated multiple times. This effect occurs because repetition aids in the formation of long-term memories. When we hear something multiple times, the information is transferred from our short-term to long-term memory. This is why radio can be such an effective marketing tool. The repetition of the ad will help to ensure that listeners remember the product or service being advertised. Interestingly, the Repetition Effect also works on a subconscious level. Even if we are not consciously paying attention to an ad, our brain will still process the information. So, even if we are only half-listening to the radio while driving, we may still be influenced by the ads that we hear. Of course, the effectiveness of radio ads also depends on the quality of the ad itself. Overtime, your numbers will indicate whether or not your ad is working. If you don't see an uptick in business after running your ad, it may be time to revise the content.

Numbers Don’t Lie

Whether you own a small business or a large corporation, numbers will always be an important indicator of success. When it comes to radio ads, the power of numbers shouldn’t be underestimated. Like podcasts, radio ads are extremely effective in reaching and influencing listeners. And while you may be opposed to running ads on the radio because they’re "outdated", you're making a big mistake. At Wizard of Ads®, we’ve seen firsthand how effective radio ads can be. Dedicated to your short and long-term success, our team is passionate about developing ads that get results. If you’re looking for a team that understands radio ads and media buying, look no further. Book a call with Ryan Chute of Wizard of Ads™ today to learn more.

Hey, you. Yeah, you. Could you grab me a Kleenex? My allergies are acting up. Thanks. Excuse me for one moment.—-------------------------Now, you may be thinking, "What kind of introduction is that?" or "Why do I need to know about this person's allergies? "But bear with me. I promise it'll all make sense in a minute. You see, when I asked for a Kleenex, you probably didn't think twice about it. You probably thought of the rectangular tissue boxes you buy during allergy season. That's because Kleenex is a household name. Over time, Kleenex has become so synonymous with tissues that we often use it as a generic term. Like Band-aid or Scotch Tape, Kleenex has become part of our everyday vernacular. In other words, although there are plenty of other great brands, we consider certain brands the best in their class. While Band-aids, Kleenex, and Scotch Tape are household products, the same principle applies to any product or service. Think about fast food, for example. When you hear the word McDonald's, what comes to mind? Chances are, you think of a few things: convenience, low prices, and (undeniably) consistent food. McDonald's, of course, is one of many fast-food chains that offer these services. The same goes for cars, beauty products, or any other product or service. As a result of their excellent reputations, people tend to think first of some brands and models. And while your small business might not have the marketing budget of Kleenex, you can still learn from their success. With the right marketing strategies at your disposal, you, too, could become a household name. And we are ready to help.

What Makes a Brand a Household Name?

A household name is a brand widely recognized and remembered by the general public. In other words, they have successfully established themselves as a reliable source for whatever product or service they offer. So, what is the secret sauce of a household name? A brand becomes a household name after successfully establishing itself as a trusted and recognizable entity. This means having a clear and consistent message across all channels. It also means ensuring that the branding is visible and memorable. Repeated advertising is one of the most effective ways to achieve this goal. It is also essential to have a product or service that people can trust. This means providing quality items or services that meet customer expectations. People who are happy with their purchase are more likely to return and recommend the company to others. A household name cannot be built without a loyal customer base. The best way to do this is by creating a reputation for being trusted and responsive to customer needs. This means creating repeat customers who will continue to do business with the company for many years. At Wizard of Ads™, we build household names through resilient advertising that stands the test of time. With the help of our expert copywriters, we can help you create ads that resonate with your audience for good. To learn more about how you can become a household name, book a call with Ryan Chute of Wizard of Ads® today.

“Linear, no-threshold thinking.”

Have you ever wondered why some brands become household names while others disappear into obscurity? It all comes down to how they think about advertising. Linear, no-threshold thinking assumes that every statistic is scalable. For example, if a product has a 97 percent satisfaction rate, it must sell like hotcakes, right? Wrong. In the real world, statistics like these are often meaningless. The problem with linear thinking is that it doesn't consider the human element. More is needed to have a great product. It would be best if you also had a great ad strategy that resonates with your target audience. Think about it this way: your audience won't know about your product or service if they don't see your ads. Now for those of you who are thinking, “My brand is well-known, so I don’t need to worry about this,” think again. If you already have a prominent brand, congratulations! But don't stop there. Minimizing your marketing dollars can be the difference between a successful company and one that scrapes by.

Continuous Advertising of Household Brands

Even the most prominent household brand names need to advertise continuously to stay top-of-mind with consumers. After all, there are always new products and services competing for attention. That's why you see Pepsi ads on TV, billboards, and just about everywhere else you look. They want to ensure that you think of them when you're thirsty. The same is true for other brands like Tide, Nike, Ford, Amazon, Apple, and more. Advertising keeps them at the top of consumers' minds, so they're the first choice when it's time to buy. Don't believe me? Let's allude to 2010 when Pepsi canceled all its television and Superbowl advertising to focus on social media marketing. While they gained many new followers, Pepsi's market share dropped by 5 percent in the following year. It doesn't seem like a lot. That 5 percent drop in market share equated to a loss between 50 and 100 million dollars. What's more, Pepsi dropped from the second best-selling soft drink in the USA to third. Here is what American entrepreneur Bob Hoffman had to say about their decision: “What we often confuse is the use of digital media with its power as a marketing or advertising entity. The fact that more people are using online for news is not de facto proof that it’s a good advertising medium. Let me give you an example of that: the old-fashioned telephone. Everyone in the world had a telephone. It was a hugely popular means of communication. That didn’t make it a good advertising medium. It was a lousy advertising medium.” Like the telephone, the popularity of online media doesn’t make it a suitable advertising medium. Plenty of other mediums are better suited for advertising, such as television, radio, and print media. Ad writers, however, are drawn to online media because it’s measurable. They don’t care that 65% of internet traffic is bots and all sorts of people click on their ads that aren’t leads. They’re just super happy to see all those ‘impressions’. This is particularly true of social media, constantly evolving and introducing new features. But why is offline media still so damn effective for advertising, despite the allure of online media? Although frustrating, there are reasons household names like McDonald's, Pepsi, Apple, Amazon, Facebook, and Nike continue to advertise offline. It works. And for considerably less than your digital spend.

Why Are Advertisers Frustrated With Their TV and Radio Campaigns?

There are several reasons why advertisers are frustrated with their TV and radio campaigns. While these offline mediums can reach a large audience, they supply minimal measurable results in terms of customer engagement. Moreover, viewers and listeners typically have no way to interact with the ad beyond simply watching or listening. However, television and radio campaigns have repetition with the listeners that, when done correctly, is highly effective. In other words, when we hear a great message multiple times in a set period, the message will start to make its way from short-term memory to long-term memory. This is because hearing something new, interesting, and different repeatedly creates an anchor between the sound and long-term retention in our brains. Remember the jingle you used to sing as a kid for your favorite cereal brand? Your ABCs. The Friends or Seinfeld intro music. Are you loving it? Just do it. That's the awesome power of sound at work! It is common to see marketers generate long-term success regarding television and radio advertisements. Even if the listener doesn’t require your product or service, repeating your message will position you for future sales.

The Secret Sauce: Crossing the Repetition Threshold in Ads

Of course, only some ad mediums are equally effective at reaching the repetition threshold. While digital media is a terrific source for fulfilling demand (lead gen), radio and television ads create specific demand for your brand. An advertiser needs to understand the importance of generating demand for their brand. This ensures that customers always think about them first even when they aren't actively searching for the thing they sell. That is the key to becoming a household name. Think about it like this: Done correctly, TV and Radio win the heart’s preference, then patiently wait for the customer to be ready to buy. Digital media waits for the customer to be actively looking to buy, then tries to win their preference. While having a robust digital presence is important, mass media advertising is the best way to create demand. Through effective repetition, TV and radio can actually achieve household name status.

Repetition in Credibility

Credibility is critical when it comes to effective advertising. To achieve brand credibility, businesses need to have a consistent brand presence. This can be achieved through repetition in TV and/or radio advertising. Businesses can build trust with their audience by having a consistent brand presence. This trust is essential to convert leads into customers. Think about it – if you saw an ad for a new product once, would you believe it? If you noticed that ad multiple times, you would think that the product must be popular. You may try it out. The same principle applies to your business. If you want people to trust your brand, you need to be visible and consistent. As you can imagine, this is easy. Consistent branding takes a lot of time and effort to achieve. But, like our favorite global brands, business success and growth is worth it.

Repetition in Brand Familiarization

Familiarity is another critical factor when it comes to building a solid brand. People are more likely to trust and purchase products from brands that they recognize. Remember when I asked for a Kleenex? Through strategic advertising and repetition, Kleenex has become a generic term for facial tissue. I don’t think twice about asking for a Kleenex because the brand is so familiar. This is why repetition is so important – the more we see or hear an ad, the more familiar it becomes. The consistency of your brand can be the make-or-break factor in whether or not people purchase your product. Why? Because when people see or hear your brand name multiple times, it starts to become more familiar to them. In other words, if your competitor is running TV, radio, and online ads effectively, chances are your audience will prefer them if you're not present offline. Depending on the size of the corporation, that alone can result in millions of dollars in costs.

Repetition in First Thought

First thoughts matter – especially when it comes to your brand. Again, repetition plays a role here. The more times we see or hear something, the more likely it is to be our first thought regarding that subject. This is a great marketing tactic from a long-term standpoint. By promoting your name and messages, your business will remain top-of-mind when potential customers are ready to buy. And once your company becomes a household name, it becomes that much easier to keep selling. Unlike Pepsi, however, do not stop once you reach household name status. While household brand names like Pepsi can recover from multi-million dollar losses, the same cannot be said for small businesses. In fact, the reason so many small businesses fail today is due to their inability to keep up with the ever-changing landscape of marketing and advertising. As a business professional myself, let me offer you some helpful advice: Remember what got you to the top in the first place – great products or services, competitive pricing, and good marketing. When you want to break through to the next level in your business, you’re going to nee to level up your brand message and media buy.

A Lesson from Pepsi

Pepsi has been one of the most successful soda brands for many years. They have achieved this level of success in part due to their aggressive marketing campaigns. Pepsi spends billions of dollars annually to ensure that its name is constantly in the public eye. And it has paid off – Pepsi is now one of the most recognizable brands in the world. Pepsi’s successes and failures can teach us a lot about the power of marketing. If a company is willing to invest heavily in marketing, it can become a household name and reap the rewards for years. However, if a company’s marketing strategy is unsuccessful, it can waste billions of dollars with little to show for it. The takeaway for businesses is that marketing is essential to success but must be approached carefully. In addition to digital marketing, traditional media still plays a crucial role. Like Pepsi, both must be managed to generate business growth and success. Marketing, however, takes a significant amount of time that business owners may not have. At Wizard of Ads™, we know the power of marketing and how to harness it for your business' success. Our commitment to short and long-term success will ensure your business's growth for years to come. Are you ready to become a household name? Book a call with Ryan Chute of Wizard of Ads® today to get started.

Let's talk about ad analysis. "Why should I care? I'm the business owner. I’ll leave that to my marketing department." Any home service business, whether you sell HVAC or do plumbing, relies on some form of advertising. Agree? Writing ad copy is more than just promoting your brand. Advertisements have been etched deeply in the culture of society that we've become numb to it. Now, do you want ads that become your market's passing whim or ads that actually shatter the Sea of Sameness? Exactly. That's why ad analysis is essential, to know which works and which doesn't. Ad analysis is a powerful tool to improve your advertising messages and put you at the top. Otherwise, stop wondering why your ads have a negative ROI. Ad analysis is your friend, and it can boost your revenue when implemented correctly. You want that, right? If that's your stand, keep reading.

Saliency (Relevance of an Ad Copy)

In the world of ad analysis, saliency refers to how relevant or appealing an ad is to its intended audience. Writing ad copy is not as easy as it seems. It should be framed from the angle of what your audiences want to hear, not what you want to say. To this end, advertisers often use various tactics, this includes:

• Targeting specific demographics
• Incorporating popular cultural references
• Using persuasive language
• Employing attention-grabbing imagery

All of these techniques are used to increase the saliency of their ads. However, advertisers need to strike a balance. This means using these tactics while ensuring the relevance of the ad with the solution being promoted. Now that we’ve established what saliency is, the deeper question we must answer is: why is learning it important? The answer is simple. Whenever you publish ads, your focus should be making a mark on your audience. This is where ad analysis comes in. If your ads only become static in the background, then you're wasting valuable money. Capturing a space in your customer's long-term memory takes both saliency and repetition. In other words, your need to publish relevant ads that reach your target market repeatedly. That's what Wizard of Ads® aims to bring to the table. When you work with us, you can expect salient advertising that speaks the language of your target audience. If that's what you want, book a call and we'll get you started.

A Dollar A Person A Year

So salience and repetition are the two ingredients you need for successful ads. By success, we mean, the ads actually sink into the psyche and subconscious of your audience. It's easy to wrap our heads around the salience part because that’s the exact reason for ad analysis. But how many repetitions exactly does it take to get a message across? Through his extensive experience in radio advertising, Roy H. Williams has an answer for that. He argues, the entire process takes a person about three times, within seven nights, every seven nights, for a year. That's equivalent to 156 times in 52 weeks. You’re probably thinking about the towering costs to cover your market, but Roy’s computation might surprise you. According to him, it would only cost a dollar per person, per year. Of course, there's a catch. Roy H. Williams emphasizes that the ads have to be well-crafted and audience-focused in order for them to work effectively. This is where ad analysis becomes even more relevant. Analyzing the performance of your ads helps you align the message with your audience. Here are 5 aspects you must keep in mind:

1. You will target the same person 156 times for a year UNLESS the impact quotient of your ads is exemplary. This means that your ads exceed the relevance and credibility of your competitor's ads. Why? Because...
2. Increasing the saliency of your advertisements reduces the number of repetitions it takes to sink in. A healthy dose of ad analysis to see what works and what doesn't help in this regard.
3. Count every person you reach. As residential home service providers, you don't need a tightly targeted demographic. Keep in mind that all households and businesses experience household breakdowns ever so often. That’s why targeting a wide range of people is better – like casting a net for a huge number of fish.
4. This "one dollar one person one year" guideline will be rejected by most advertising professionals. They will crunch the numbers for its absurdity, without considering that it's possible depending on the ad. Ad analysis enables campaigns to become successful – reaching a wide audience and generating sales leads.
5. In TV or radio advertising, never purchase a broad rotator (6 am to 11 pm). In Roy H. Williams' experience, you'll only reach 1/3 or 1/4 of the people you were promised.

A dollar a person a year is not a scientifically proven guideline for sure. However, it's the product of the experience of a radio ad-smith. Certainly, it will be different in the case of Facebook advertising or even PPC ads. The point is that salient ads have the capacity to penetrate your market's psyche with less cost. Ad analysis does that. So, next time you're planning a marketing campaign, consider doing ad analysis. Admittedly, it may not be glamorous or shiny. However, it's a reliable, tried-and-true method to ensure the success of your ad campaign, especially amidst today's number of ads.

How Many Times a Day Do We See TV Ads?

Did you know that most people will have viewed two million TV commercials in a lifetime? That's a lot, those same ads will keep on playing for eternity even when you switch the TV off. Advertisements plague our entire existence. From TV cereals to billboards down to food wrappers, our world is surrounded by ads. Red Crow Marketing says the average American adult is exposed to around 4,000-10,000 advertisements per day. This includes not only TV ads, but also ads on websites, social media, billboards, and so much more. With all those ads constantly bombarding us, standing out and making an impact on viewers is nearly impossible. In fact, among those digits, people only "notice" less than a hundred ads a week. Take note of the keyword: notice. Not remember, not recall, only notice. Only a tiny fraction of these will be remembered in a week. For people in the advertising industry, this is a constant struggle. After all, what sort of ROI do you expect to receive without any sort of impact on the viewer? Advertisements are meant to grab attention, and yet we often don't even notice them. How can an ad stand out in a sea of five thousand others? Improve your advertising through ad analysis. This can help advertisers understand how their ads are being perceived and improve their saliency in a crowded marketplace. Now let's get down to business, how should we analyze ads?

Some Useful Questions When Analyzing Ads

Advertisements are infused into every aspect of our lives. We're so used to advertising that it's no longer viewed today as a means to an end (purchase). Ads are no longer branches of entertainment, rather, we have reached a point where ads became white noise. Ads attempt to become a projection of how our lives ‘should be’. For instance:

• Sexy people in ads represent our sexiness
• Laughing people in ads represent our happiness
• Successful people in ads represent our success

In other words, ads hope to be a seductive mirror for people to view and interpret reality. Ads are a false misrepresentation of our ideal selves. As emphasized by Naomi Klein, a cultural critic: Powerful and influential brands attempt to develop relationships with consumers through advertising. A connection that resonates completely with people's sense of self to the extent of slavery for these brands. Advertising, therefore, is no longer a means to an end but a powerful force that molds our sense of self. That's why having a critical eye is necessary. In our topic’s context, your advertising should be impactful enough that you become the most desired brand in the industry. Pour in as much salience, reliability, and credibility all at once that your ads become irresistible. When people encounter a home service need, you become their gold standard. If your ads are not yet at that level, ad analysis could help. Here are some questions to ask when analyzing your ads:

• Who appears in the ad?

Do you feature a celebrity or the business owner? Featuring well-known personalities that are relevant to your business creates a powerful ripple effect. If unfamiliar, that's okay. Consider also the expressions of the people featured in the ad. Are they smiling, laughing, or expressionless? These dispositions can convey various emotions and either make or break your advertising.

• What is the setting of the ad?

The scene and other peripheral elements must all be coherent with the ad being presented. For instance, fantastical music won't work for a rather somber-themed ad.

• Who is the audience for the ad?

Targeting is always important for business owners because it helps trim down advertising costs and limit the scope to relevant people. However, this is NOT AS IMPORTANT for residential home services.

Why? Because no one has any idea when an AC or a drain pipe will break. Targeting limits your scope to a specific audience. Every other people within your service area may encounter those same problems.

• How language and conversation are used in the ad?

The language used should match the audience being targeted. Advertisements for luxury services like pools or exterior design often use sophisticated and elegant language.

Moreover, is your ads hitting the right spot in your customer's pain and pleasure points? Are your words addressing their underlying felt needs? Consider all of these.

• How is pathos (emotions and desires) used in the ad?

Here's a secret. Every buying decision is made from the part of the brain that exclusively feels and has no faculty for words. Pulling the right emotional levers can get you a sale. Just don’t stray too far from your message and ensure those emotions play significant parts in the ad.

• Is there race, ethnicity, gender, class, and sexuality presented in the ad?

These are powerful elements to insert in advertisements but their relevance should be carefully considered. The last thing your want is to look like a business that virtue signals audiences. It's the message that counts, these are only peripherals you can use to reinforce that message.

Ad analysis is all about refining your advertisements to significantly spike their impact quotient. Salient ads are your best weapons if you want to drive sales and build a strong brand image. While you may not achieve "a dollar a person a year" in advertising, you make sure it's dang near close. The more salient the ads, the less you have to pay before it sinks in. The question is: are you up for analyzing your ads? If not, Wizard of Ads® can help you. We have been a part of refining the ad campaigns of countless residential home service businesses. That means we can also make sure your ads check out. Conversely, if you're entirely dissatisfied with your ads, our team is able to write your killer salient ads for you. All it takes is booking a call.