As an involved member of the Arabian horse industry I am subscribed to a number of email lists. One in particular is the Modern Arabian Horse, a magazine that is sent out to all the members of the Arabian Horse Association. A few days ago this advertisement popped up in my inbox. I really do not like a cluttered inbox so I quickly open and delete the emails I get from most of these subscriptions but this one stopped me on my way to the trash can icon.
What I can’t seem to understand about this advertisement is why in the world there is a cat, what is has to do with watches or being “ride on time”. Which brings me to the confusing copy; “Calm, Forward, and Ride on time”. How does being calm and forward relate to watches or to me wanting to purchase this watch? This advertisement took a small chunk out of the company’s marketing budget and I would be curious to know what the return is. How is this very confusing image and copy going to create an action in its audience?
Good advertising starts with good copywriting. A good advertisement should have the power to change peoples mind about what you are selling. It should tell the audience “why”, why they need this product, why it is going to benefit their lives for the better if they own it. And advertising is only successful when it produces results, as in sales. It must call people to action.
If the business selling this watch just wanted to create a buzz I suppose they succeeded in doing so, I am obviously talking about it. But as a sales generator, I believe it missed the mark.
