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Image Ads The third group
If you dine at a local restaurant and have a good experience, you'll probably return. But if you go to that restaurant and hate it--for example, you get food poisoning or the waitstaff was rude--most likely very little could be done to convince you to return. Let's say that restaurant ran an ad where the logo was the dominant element displayed in their ad. For reasons we discuss in our online course, that advertiser will be mainly attracting two groups of people. The first group of readers who will notice the logo are the people who had a good experience, who now like the restaurant, and because of that are more apt to notice the name. Selective perception being what it is, they'll see that ad much faster than an average reader. Alhough this group isn't the worst to reach, it isn't really the best, either. Restaurants, like many businesses, succeed by convincing people to try them, making them happy, and then they'll come back mostly on their own. These people who already like the restaurant will probably return anyway, so they may not be the best target customer for advertising. The second group of readers who'll notice the restaurant's logo are the people who had a bad experience. They are also tuned into the name and can't help but notice it. In all likelihood, they will not respond to an ad for that restaurant (unless, perhaps, it's under new management) no matter what the ad said, so, again, this is probably not the best group to target either. It's the third group of readers--those who have not yet tried the restaurant--that are the real target customers. The restaurant should be getting these people in to try their food so its business will grow. Unfortunately for the restaurant, their logo is meaningless to these potential new diners so the ad may not be noticed at all. Instead, we'd recommend tuning into what these target customers care about when choosing a restaurant, whether it's good food, a lot of food cheap, ethnic food, a great view or a certain atmosphere, and put that at the top of the ad. This will capture the attention of the right group of potential customers and hopefully the balance of the ad will convince them to visit the restaurant. If, however, only those readers who know of the restaurant see the ad, as in the original scenario, then no additional customers may respond to the ad. No matter what type of business you're in, be careful not to limit your response by attacting people to your ad with your logo. It's meaningless to your most important audience, your new customers, and contrary to popular belief, may not get them to remember your name. Instead, it may make them miss your ad altogether.
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