First Mental Image (FMI):
Attending a business seminar. Learning from a team of experts who are teaching you how to run your business more efficiently.
This ad opens with a solid first mental image. A business seminar is a familiar, non-threatening environment. And most small business owners have attended at least one business seminar in the past looking for advice.
The Message:
A simpler way to ship: No weighing. No measuring. No fluctuating costs based upon destination.
As USPS put it, “If it fits, it ships for a low flat rate.” The key to this message is its relevancy. It simplifies a confusing, frustrating and costly part of operating a small business.
But this advertisement could have been more effective had it displayed sharper contrast between USPS and its competition.
Yes, the advertisement showed the viewer the four different sizes of flat rate boxes. But USPS should have demonstrated the kinds of items that could fit into these boxes.
How about shocking the viewer by placing something large and heavy into at least one of the boxes?
And what about pricing? Are they hiding something? The ad never once told the viewer what the “low flat rate” was for the program.
They also needed to remind viewers that ‘Priority Mail’ means that your item will arrive to its destination within a 2 – 3 day timeframe.
Last Mental Image (LMI):
Convenience and simplicity. USPS offers a free supply of flat rate boxes, and free pickup.
The bottom line: The USPS Priority Mail flat rate program is a simpler way to ship. The ad comes full circle with the message of running your business more efficiently.
Conclusion:
This ad demonstrates that advertising is easy when you have something to say. The message was on target. And the ad opened with a solid first mental image, coming full circle with its the last mental image.
But again, the credibility and memorability of the ad would have soared had it done a better job with demonstration and pricing. Overall, a good ad with a simple message.
Wed, Jul 22, 2009
Deconstructing Ads