David Bernstein’s formula for an effective advertisement. Visibility, Identity, Promise, Singlemindedness. The advertisement should be seen, there should be no doubt about whose advertisement it is or its subject, a benefit should be offered, and the ad should stick to the point.

The advertisement must be visible, i.e., easily noticed. The identity of the advertiser, or his product or service, must be obvious and not hidden by either too clever presentation or bad design. The offer (the promise) must be made clearly. To achieve all this the advertisement should concentrate on its purpose, and not be confusing by trying to say too many different things.

Here is a more detailed explanation of each element of the VIPS formula by David Bernstein:

Visibility: This refers to the extent to which the ad is seen or noticed by the target audience. It is important for an ad to be visible in order for it to have an impact. Factors that can influence visibility include the placement of the ad (such as on a website or in a magazine), the size and design of the ad, and the frequency with which it is shown.

Identity: This refers to the image or identity that the ad portrays to the viewer or reader. It should be consistent with the brand’s overall identity and messaging. This includes elements such as the design and layout of the ad, the tone and language used, and the overall style and feel of the ad.

Promise: This refers to the benefit or value that the ad promises to deliver to the viewer or reader. It should be clear and compelling in order to persuade the viewer or reader to take action. This could include promises of a particular product or service feature, a discount or special offer, or a unique value proposition that sets the brand apart from its competitors.

Singlemindedness: This refers to the focus and clarity of the ad’s message. It should be clear and concise, with a single, specific call to action. This means that the ad should have one main message and a clear call to action for the viewer or reader, rather than trying to convey multiple messages or calls to action. This helps to ensure that the ad is effective at persuading the viewer or reader to take the desired action.

By considering these elements, marketers can evaluate the effectiveness of their campaigns and make changes as needed to improve results.