Why are ads shite and go on unoticed? I've just finished reading Predatory Thinking by Dave Trott and put my thoughts (and his) into a bit of a digestable presentation deck.
19. 1.
Impact
You’ve
goOa
get
noFced.
There’s
far
too
much
noise
and
crappy
adverFsing
out
there.
@priteshpatel9
20. 1.
Impact
You’ve
goOa
get
noFced.
There’s
far
too
much
noise
and
crappy
adverFsing
out
there.
But
then
there’s
too
many
marketers
f**king
about
at
this
bit
@priteshpatel9
23. 2.
Communica6on
WTF
is
it
you’re
trying
to
tell
me?
Simplify
the
message
@priteshpatel9
24. 2.
Communica6on
WTF
is
it
you’re
trying
to
tell
me?
Simplify
the
message
“if
you
can’t
explain
it
simply,
then
you
haven’t
understood
it
well
enough”
@priteshpatel9
29. Impact
90%
fail
at
this
stage
CommunicaFon
Persuasion
@priteshpatel9
30. Impact
90%
fail
at
this
stage
CommunicaFon
Most
marketers
measure
success
on
this
bit
Persuasion
@priteshpatel9
31. Impact
90%
fail
at
this
stage
CommunicaFon
And
don’t
simplify
this
bit
Most
marketers
measure
success
on
this
bit
Persuasion
@priteshpatel9
32. Impact
90%
fail
at
this
stage
CommunicaFon
And
don’t
simplify
this
bit
Most
marketers
measure
success
on
this
bit
Persuasion
And
don’t
even
think
about
the
value
proposiFon
@priteshpatel9
33. Impact
90%
fail
at
this
stage
CommunicaFon
And
don’t
simplify
this
bit
And
don’t
even
think
about
the
value
proposiFon
Most
marketers
measure
success
on
this
bit
Persuasion
Success
ought
to
be
measured
here
(clue:
outcomes)
@priteshpatel9
37. Real
World
Example
You’ve
all
done
this
at
some
point
too
@priteshpatel9
38. Real
World
Example
You’ve
all
done
this
at
some
point
too
This
example
demonstrates
it
happens
everyday
in
the
real
world
@priteshpatel9
39. Real
World
Example
You’ve
all
done
this
at
some
point
too
This
example
demonstrates
it
happens
everyday
in
the
real
world
Honest
a)ribu.on:
@davetroO
gave
this
example
&
I
just
stole
it
but
it’s
probably
the
best
example
there
is.
@priteshpatel9
41. Ey
up
love!
Impact
(you’re
on
the
radar)
@priteshpatel9
42. Ey
up
love!
Impact
(you’re
on
the
radar)
Make
us
a
cuppa
tea
please?
@priteshpatel9
43. Ey
up
love!
Make
us
a
cuppa
tea
please?
Impact
(you’re
on
the
radar)
Communica6ng
your
offer
@priteshpatel9
44. Ey
up
love!
Make
us
a
cuppa
tea
please?
Impact
(you’re
on
the
radar)
Communica6ng
your
offer
Your
OH
has
a
choice
here.
He/she
could
say
no
@priteshpatel9
45. Ey
up
love!
Make
us
a
cuppa
tea
please?
Impact
(you’re
on
the
radar)
Communica6ng
your
offer
But
you
come
back
with…..
@priteshpatel9
46. Ey
up
love!
Make
us
a
cuppa
tea
please?
Impact
(you’re
on
the
radar)
Communica6ng
your
offer
If
you
make
me
a
cuppa,
I’ll
take
the
bins
out
@priteshpatel9
47. Ey
up
love!
Impact
(you’re
on
the
radar)
Make
us
a
cuppa
tea
please?
Communica6ng
your
offer
If
you
make
me
a
cuppa,
I’ll
take
the
bins
out
Persuasion
(what’s
in
it
for
me?)
@priteshpatel9
60. In
2011
around
£18.3
billion
was
spent
on
all
forms
of
adverFsing
and
markeFng
in
the
UK.
@priteshpatel9
61. In
2011
around
£18.3
billion
was
spent
on
all
forms
of
adverFsing
and
markeFng
in
the
UK.
Of
that,
4%
was
remembered
posiFvely.
@priteshpatel9
62. In
2011
around
£18.3
billion
was
spent
on
all
forms
of
adverFsing
and
markeFng
in
the
UK.
Of
that,
4%
was
remembered
posiFvely.
7%
was
remembered
negaFvely.
@priteshpatel9
63. In
2011
around
£18.3
billion
was
spent
on
all
forms
of
adverFsing
and
markeFng
in
the
UK.
Of
that,
4%
was
remembered
posiFvely.
7%
was
remembered
negaFvely.
89%
wasn’t
no6ced
or
remembered.
@priteshpatel9
64. So
89%
of
adverFsing
is
a
waste
of
money.
@priteshpatel9