You already know how often I point out adverts I think are a complete waste of space (and money) hoping we can learn something from them.
Well, here’s another one that’s appeared as a full page in a number of Sunday newspaper magazines. As it’s for the RSPCA it’s probably a freebie or charged at a low cost charity rate.
But that’s no reason it should be just a waste of space.
You just need to think about those great rules of advertising… A. I. D. A. to realise why this one is such a dud.
Look at it! A meaningless, non-attention getting headline that takes up 2/3 of the page. And the rest of the ad is merely a referral to a website.
Appealing to people who know about the evils of non-cage free eggs is probably a waste of time coz they would have a fair idea of where to go for the right eggs when they eat out.
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Surely, a better approach would have been to appeal to people who don’t know anything about eggs produced by caged or uncaged birds (and that’s probably most people).
A headline like “These eggs could kill you!” would surely attract the reader’s attention, arouse their curiosity and get them to read more. Then the authors could use some of the rest of the space to give reasons why and to point out why eating caged bird eggs is bad for the reader and the planet. They could still have a link to their beloved website too!
It’d make a lot more sense than wasting the page (or just filling it!).
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