Have you ever seen an aviation industry ad that made you stop, read, remember and believe? What made it memorable? What made it great?
The truth is, much industry advertising is forgettable, but it doesn’t have to be. Research shows that the best ads share key characteristics—from clarity of message to evocative images—that boost readership and foster lasting impressions. Understanding these characteristics and how they work together is an important way to ensure that your advertising pays large dividends.
Great ads do a lot of things well and often look deceptively simple. This branding ad, developed for Breeze-Eastern Corporation, increases awareness and shapes perception of the company and its products by underscoring its position as the world’s only dedicated provider of helicopter hoist and winch products. The implied message is that because this is all the company does, it does it exceptionally well. Let’s take a closer look.