What can you ascertain about the product, its features or benefits by looking at this ad? Not much. It doesn't leave the consumer with a sense of confidence that clicking on one of the three weight loss options will help. We can't even call this a brand awareness ad since there seems to be no real branding in it other than the name of the fitness celebrity attached to the product. What is the product? This ad creates more questions than it answers. This is a curiosity click, which is not the most effective strategy for getting the consumer to commit to act, either before or after the click. The chances of consumers getting what they were looking for once they click are pretty low with an ad like this, and this is likely to affect whether they will bother clicking to begin with.  

This ad takes a step in the right direction by placing additional information in the banner through a rollover. It makes a great statement in the introductory copy. Then, it tells you specifically what you will get if you click. The fact that you get more information in a rollover negates some of the assessing consumers have to do since they get some answers prior to being asked to click. WeightWatchers certainly has a ton of brand equity. But even if it didn't, I think most consumers will know what they will be getting when they click through with this ad.

This ad is packed with interaction and value to the consumer. I commend the advertiser and its agency on giving the consumer so many choices, the least of which is an actual click through to a website. 

<< Previous page | Next page >>