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Christmassy ad

The Effectiveness Recipe for NFP Ads

In my previous article, I explored how emotions play a big part in Not-For-Profit ads, showing how happy and positive emotions boost long term effectiveness; while sadness only results in short term growth. This time I’d like to consider the other elements that make successful NFP ads. My colleague Orlando Wood, in his latest book with the IPA, explained that ads can appeal to either the right or the left part of the brain and that most effective ones are usually those that talk to the right brain. Decades of pop…