New Discussion: Missing the Opportunity!

Metra 1

For a couple of year’s I have been passing a particular billboard along the expressway. It’s not a bad piece of advertising, but it just doesn’t do the best job – even tho it is so close to doing what it should be doing. The billboard is blue with large, easy to read white type. It has only a few words, and as a billboard is a well crafted and it’s a well positioned advertisement. It talks about taking a commuter train instead of driving. The text reads: “We’re on Time, Are You?” followed by a Metra logo. At first glance it seems to work, but not really. It relates to someone being on time, but the viewer has to get to the end of the sentence to find out who is on time.

I keep thinking that if the advertiser had just thought a little a little bit about the actual target audience: the expressway driver – and about how the viewer actually reads and interprets the message – it could have been so much better.

Wouldn’t it have been more effective to skip the logo and just say: Metra’s on Time, Are You?
Sometimes there isn’t a lot of difference between capturing and audience – and losing an audience


About Nate Marks

We live and work in a world of visual images.
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One Response to New Discussion: Missing the Opportunity!

  1. Mike Willett says:

    Some advertisers feel that more words mean more results. Some feel just the opposite, but getting it just right is rapidly becoming a lost art. Brief, smart, to the point use of copy is one of the most important caveats in the field, yet one rarely paid attention to. Most ad readers are not planning on getting something to drink, finding a comfortable chair, and spending the afternoon reading ads. The advertiser has an extremely brief window to get the job done, so why don’t we work harder at it? If you are advising clients on their advertising, you owe it to them to provide them with this kind of direction. Volume is not necessarily quality!

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