Rate This Ad allows a billboard designer to rate a random piece of billboard artwork using the following scale: 1 (not good), 2 (below average), 3 (average), 4 (very good), 5 (great). Then the designer talks about what they may have done differently for outdoor advertising. This week’s rating is provided by Greg Callaham www.gregcallaham.com) who has over 30 years of experience in outdoor advertising design. Insider has used and endorses Callaham’s services.
Zaxby’s
Rating: 4 (very good)
- This Zaxby’s ad does a very good job of getting the target audience’s attention with bright colors and a mouth-watering hero shot of the product.
- The font change in the tagline emphasizes the onomatopoeia of the word “drizzle.”
- In one quick glance, the viewer knows there is fried chicken at Zaxby’s with a variety of sauces with which to dip, dunk, or drizzle it.
- I applaud the designer and marketing department for resisting the temptation to clutter up this ad with a price point and/or directional. Nice work!
- This ad earns a 4 (very good).
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Paid Advertisement
Disagree with (very good). It’s not GOOD— you need to decide if it’s a right or left hand reader; copy goes closest to the highway and pictorial too large; logo too small ( can only read an 8 inch letter at 250 ft— 12 inch at 500 ft. Logos sell copy secondary. ( my golden rule is if you can’t read your 1/4 inch scale at 12 ft in your office area
– it won’t read in the highway!!