Advertising Fundamentals

Ateneo and De La Salle University
2 de Nov de 2010
Advertising Fundamentals
Advertising Fundamentals
Advertising Fundamentals
Advertising Fundamentals
Advertising Fundamentals
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Advertising Fundamentals

Notas del editor

  1. Run during the Super Bowl XVII on January 22, 1984 and was never repeated on commercial TV. This was not because it was ineffective; to the contrary, its incredible word-of-mouth-producing impact negated the need for repeat showings. -considered by some to be the greatest TV commercial ever made. -grabbed attention -broke through the clutter of the many commercials during the superbowl -memorable -discussed by millions of people -and ultimately it played an instrumental role in selling truckloads of Mac computers. -Created a unique image for the Mac: ADROIT,
  2. Hedkandi Salon: Love what you see Advertising Agency: WAX, Calgary, AB CanadaCreative Director: Joe HospodarecArt Director: Brad ConnellCopywriter: Stephanie BialikPhotographer: Gerard YunkerStylist: Leah Van LoonDigital Retouching: Sheldon McLeanPublished: July 2010
  3. In order to demonstrate that Lay’s Kettle Cooked Chips are made with traditional, artisan cooking methods, the brand hired a team of skilled artisans to hand-carve a billboard made of wood. The billboard was located in San Francisco, CA and took approximately ten days to complete. Watch the video too. Advertising Agency: Juniper Park, USAPartners, Executive Creative Directors: Terry Drummond, Alan Madill, Barry QuinnCreative Director / Art Director: Hylton MannCreative Director / Copywriter: Andy LinardatosPrint Producer: Mark ProleProps: Prop ArtTime lapse: Chad RichardIllustrator: Gary Bullock
  4. Vegetarian restaurant chain Ambient CA, USA
  5. Advertising Agency: DDB DM9JaymeSyfu, Manila, PhilippinesExecutive Creative Directors: Merlee Jayme, Eugene DemataCreative: Allan MontayreAssoc Creative Director / Art Director: Gogie SinsonCopywriter: Biba CabuquitPhotographer: Mark Nicdao
  6. To promote their exhibition stand at the Franfurt Book Fair, Eichborn the publisher with the fly prepared 200 flies with an ultra light banner. The banner was attached with natural wax. After a short time the banner dropped off by itself. And the flies were not harmed. Agency: Jung von Matt/Neckar, GermanyCreative Directors: Jacques Pense, Michael OhanianArt Directors: Benjamin Beck, Thomas LupoCopywriters: Norman Scholl, Lennart FrankAccount Managers: Daniel Adolph, Christine SeeligPublished: 2009  
  7. Advertising Agency: TBWA SwitzerlandCreative Directors: Michael Kathe, Martin FriedlinCopywriter: Michael KatheArt Director: Dominique MagnussonArt Buying: Christina HengstmannAccount Mng.: Guido Zehnder   GOLD
  8. -created buzz -generates curiosity
  9. Advertising School: Chosun University, Gwangju, South KoreaCreative Director: Ho-kyun JungArt Directors / Photographers: So-ra Jung, Ho-kyun JungCopywriter: Jae-shik SeoReleased: January 2009
  10. Stories - plot, character setting Ex: Pond’s 7Days
  11. Honda Accord -This is the world's costliest TV commercial.-Everything is real with no graphics used costing 6.2 million US Dollars and 606 takes and retakes -simplicity, unexpectedness, concreteness
  12. -although convincing message is a necessary condition for an effective ad, it is not sufficient. A successful ad campaign is founded on a convincing value proposition and effective execution (creative, sticky). Value proposition – essence of a message and the reward to the customer for investing his/her time attending to an ad. Marketing mistakes – result from brand management’s failure to identify a meaningful value proposition. Agency mistakes – ad agency’s inability to design an effective execution, even though client presented it w/ a value proposition.
  13. 1. Background -purpose of the campaign -includes analyses of the competitive environment and cultural dynamics related to the brand category 2. Target Audience -Precise description of the exemplary target market -“You can’t hit a target unless you know where to aim!” (Harvey Penick) 3. Thoughts and Feelings A prior research on what the target audience currently think and feel about the brand Research and account planning are needed as the foundation for the advertising job -creative staff often complain about how marketing research reports and other directives excessively constrain their opportunities for full creative expression -never forget the advertising is a business, with an obligation to SELL PRODUCTS.
  14. 4. Objective and Measures -what the clients want to accomplish -Ex: -to make the audience feel deserving of a better lifestyle -The consumers feel the product is overpriced, how can you change the perception and convince them that the brand is of good value bec of its superior quality 5. Behavioral Outcome -CALL TO ACTION -beyond thoughts and feelings, it focuses on the specific action that the advertising campaign is designed to motivate in the target audience Ex: request further info, to go online and participate in a contest, to contact a sale person, or go to a retails outlet w/in the week to take advantage of a limited-time sales opportunity 6. Positioning -brand management team must clearly articulate the brand’s meaning, or what it stands for in the audience’s collective mind -slogan , or request ideas from ad agency for alternative slogans
  15. 7. Message and medium Message: -identifies the most differentiating and motivating message about the brand -should focus on product benefits rather than product features -supports the proposition with evidence about product features that back up the claimed benefits -copywriters can be creative but are required to work within the context Medium: -it is the client’s job in concert w/ the ad agency to identify what medium or media is/are best for reaching the target audience -creatives are told exactly what they are about to produce Strategy -gives copywriters an understanding of how their creative work must fit into an overall marcom strategy that includes elements other than advertising -Ex: -the new brand will be launched with a series of major events -aggressive buzz building campaign -online promotions to encourage consumer trial 9. Nitty Gritty details -Deadline -Budget
  16. 1.UPS -Identifies an important difference that makes a brand unique and then developing an advertising claim that competitors either cannot make or have chosen not to make - -EX: Sea Oil 4T Motor Oil – has additives for extended use of up to 2x longer.
  17. 2. Brand image -involves psychosocial rather than physical differentiation
  18. 3. Resonance Creative Style -Resonance – analogous to the physical notion of noise resounding off an object -EX: Dove: campaign for real beauty
  19. 3. Emotional Creative Style -much contemporary advertising aims to reach the consumer at a visceral level through the use of emotional strategy -Ex:
  20. I had a motorcycle accident. I was unconscious. I stopped breathing. But I was going to be fine. All I needed was someone who knew first aid. To get my heart working. To give me a chance to live. I waited. I waited. And I waited.
  21. I was at the pool. I slipped. I banged my head. Blacked out. Luckily, Dad was there. I’d be OK. Dad would know first aid. He’d know to lie