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 30 years of experience in outdoor advertising design.  Insider uses and endorses Callaham’s services.

TNT Fireworks

Rating: 5 (great)

I actually think this is a terrific ad.

• We’ve got a large logo that is familiar to the prospect base.
• There are bright colors and some that aren’t so bright used for contrast and emphasis.
• The judicious use of outlined text and drop shadows improves legibility.
• The fonts are crisp, simple, and easy to read.
• The selling message is only five words long.
• The directional is brief and found exactly where the target audience will be looking for it.

Will it win an Obie? Nope. Will it improve the advertiser’s ROI? Yep. This ad is easy for the target market to see and read, which means more potential purchasers of fireworks will go to this store, try to double their dollar’s buying power, and spend a little more than they intended because “the kids wanted this other one, too” The ad does its job well and earns a 5 (great).

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