To determine if an advertisement is effective, one must have a general idea of some criteria. Because advertising is creative, and there is no map to a perfect ‘formula’ that would produce the ideal advertisement, one should also use their ‘gut’ reaction, because isn’t that what consumers do also?
1) How clear is the message?
2) Does the copy ask for a Call to Action?
3) Does the artwork or visuals enhance the message, or vice versa?
4) Is the company’s logo and/ or name visible and memorable?
5) How well does the ad stand out amongst its competing brands/ products?
6) How well does the ad compliment the perceived market’s attributes?
7) Who are the target markets, are they reached by this ad?