Uncensored CMO9 Elo 2022

5 ways to make effective advertising - Jon Evans

Now it's the summer holidays, and that means everybody's taking a well earned break from all their hard work. And that includes the Uncensored CMO, but producer James never wants to let me off an episode, And he said, why before you go away, why don't you just do a quick episode. So, I thought, why not do a little bonus episode?

It got me thinking, what subject do I know a little bit about that might be useful to my listeners? And, this is where I have to put my System1 hat back on, because what we do better than anybody else is advise people on how to make advertising that works. We like to frame that as how to make a five star ad. So in this special edition episode, I talk about why emotion and advertising matters and how I can prove it. And some of the tips that we give all our customers on how to make advertising that actually works.

What I covered in this episode:

The crazy amount of money spent on adverts
Why 50% are still a waste of money
The data for why your creative matters
Why Creative is your most important tool
Why emotional beats rational advertising
Why System1 was created
Orlando Wood and his masterpieces
- Lemon
- Look Out
Why we make decisions
ESOV and how creativity is an amplifier
The reason to pre test your advertising
Right brain vs Left brain advertising
The decline in creative effectiveness
The importance of Fluent devices
The 5 things that make a 5 Star ad
Why you should take no notice of awards
A shameless plug for System1

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