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20130603 brand management chapter 6
1. Brand Management
Session 6: Advertising – the greatness of Creativity
Zeeshan Kingshuk Huq
Guest Faculty
zeeshan.huq@gmail.com
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Why this session, and what you can expect from it
To have a common understanding with regard to
What is the relationship between Brand, Product, and
Advertising
Advertisement basics
How to generate great advertising
Do’s and don’ts and tips
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Remember the relationship?
Brand is a promise
Product is the system of delivering this promise
Advertisement proposes and makes you believe this
delivery of promise
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Advertising is a major part of Brand Management
What is the general objective of Advertising?
“We sell, or else” – David Ogilvy
What is a good advertisement?
“I have seen one advertisement actually sell not twice as
much, not three times as much, but 19½ times as much as
another. Both advertisements occupied the same space.
Both were run in the same publication. Both had
photographic illustrations. Both had carefully written copy.
The difference was that one used the right appeal and the
other used the wrong appeal.” – John Caples
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The Cult of Creativity
Creativity is the secret of success and it’s a job of both:
client and agency
Creativity awards versus creativity that works
What is creative?
“’If it doesn’t sell, it isn’t creative.’ Amen.” – David Ogilvy
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How to produce advertising that sells
Do your homework
Position your brand distinctively
Create / project the right image
What is the big idea?
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How to produce advertising that sells
Do your homework
Position your brand distinctively
Create / project the right image
What is the big idea?
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It’s really tedious, but there is no substitute for it
You don’t stand a chance unless you’ve done your
homework well – occasional success can skid on the
slippery surface of irrelevant brilliance
Follow simple, but real detailed steps:
First: Study the product you are going to advertise
Second: What kind of advertising your competitors have
been doing for simialr products, and with what success
Third: Research among consumers
There’s no excuse – if you can’t afford a professional
service, do it yourself
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How to produce advertising that sells
Do your homework
Position your brand distinctively
Create / project the right image
What is the big idea?
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You’re lost if you’re not positioned right
What is positioning
“What the brand does, and
for whom”
- Dove could be positioned as
a detergent bar for men with
dirty hands, or a toilet bar for
women with dry skin
Comparative analysis of the
leading car brands – which
one means what
Toyota
Mercedes
Volvo
BMW
VW
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How to produce advertising that sells
Do your homework
Position your brand distinctively
Create / project the right image
What is the big idea?
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How to produce advertising that sells
Do your homework
Position your brand distinctively
Create / project the right image
What is the big idea?
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What is the big idea?
It’s not easy, and don’t think it’s available in plenty
The more through your understanding of the brand and
product is, the more likely you are to hit jack-pot
How do you know it’s a big idea?
Did it make me gasp when I first saw it?
Do I wish I had thought of it myself?
Is it unique?
Does it fit the strategy to perfection?
Could it be used for more than 5 years?
Sometimes, the product itself will be the big idea
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Which one is more powerful? Copy or Visual?
There’s no thumb-rule
Sometimes the copy is the strength of an ad
Sometimes the visual is enough
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Which one is more powerful? Copy or Visual?
There’s no thumb-rule
Sometimes the copy is the strength of an ad
Sometimes the visual is enough
Sometimes both complement each other so well
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Which one is more powerful? Copy or Visual?
There’s no thumb-rule
Sometimes the copy is the strength of an ad
Sometimes the visual is enough
Sometimes both complement each other so well
Whatever it is, it needs
to tell a “story”
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Summary: Great Advertising Principles
1. It concentrates on one big idea
2. Its promise discriminates a brand from its competitors
3. It involves the target consumer
4. It establishes/ develops a relationship with the consumer
5. It is credible – it feels genuine
6. It is simple and clear
7. It integrates the brand name with the central idea
8. It takes full advance of each medium
9. The idea must be campaignable
10.It must help build the brand personality
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360º Campaigns
Try all touch-points – and take best ones
Research should dictate over guts
It’s not only the media, but the message on the media
that’s the real catch
A 360º campaign evolves from client’s brief, then to
agency client service’s creative brief, and the creative /
strategy’s work, coupled with media’s purchase and
strategy
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Brand Person provides a brief
A good brief is a reflection of how well the brand person
understands and owns his/her brand
Brief means brief
Concise – no more than 2 pages
Simple and Clear – for anyone, free from jargons
Positive and truthful – inspiring, driving excellence
Outline
Should be presented in person to the agency, including
the creative team, preferably with product demo
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Client Service/ Strategy ensures Creative Brief
All elements of Client’s brief
Format depends on agency, but must include
The “Conceptual Target”
Desired brand personality / tone of ad
Research findings / back-up information (may be in
separate appendices)
Usually written by the client service person, also written
by Strategy Person
Demonstrates clearly that the agency fully understands
the company’s brief and is sympathetic to its terms
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Assessing Proposed Advertisement
Check whether the proposed advertisements answer
the brief given to the agency
Concentrate only on those proposals which do
Ask your self the following questions
Is there a big idea? Is it memorable? Is it relevant?
Does it discriminate the brand from its competition?
Will it involve the target consumer?
Does it establish/ develop a relationship? Reveal
understanding? Invoke a positive response?
Does it feel genuine?
Is it simple and clear? Single minded? No distraction?
Is the brand name integrated? Inseparable from idea?
Does it make full use of the medium’s capabilities?
Is the idea campaignable?
Is the style, manner consistent with brand’s persona?
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What are the expertise / role of a Brand Person?
S/he is the parent of the brand, agency is the mentor
that grooms the brand
Skill-set needed:
Creativity
A natural observer – gathers insights
Networking, resourcefulness
People-savvy
Rational, analytical ability
Capability to write succinctly
Attention to details
S/he is the sole responsible person for the growth of the
brand – there’s nothing s/he can escape from. Rest of
marketing department supports her/him.
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Myths and details of advertising
ALL CAPS IS USUALLY DIFFICULT TO READ
Long texts set in reverse is difficult to read
Consumers are not stupid, neither are they blind
Simplicity is the best approach – and possibly the most
difficult one as well
Long headlines are more likely to be read
Sex do not sell if it’s irrelevant
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Few Other Mantras
Make the product the Hero
Learn it from all great brands
Own an adjective, not a superlative
There can always be a better one than the best
If the consumer is convinced more about your offer than
your competitor’s one, s/he’ll buy yours
Every campaign should have an ROI
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Few Other Mantras
Repeat your winners
Ambition
Everyone: how much ownership have you taken?
It’s difficult to take away something when it’s yours own
Pursuit of knowledge
Which surgeon do you want?
What has the agency done with the money they’ve spent of
their client?
What really works?
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Brief to Agency
Why do we want new advertising?
Who are we talking to?
What effect should the advertising have on the consumer? What
does s/he think now? What would we like her to think/do?
The story – what is the single most persuasive benefit we can
offer?
Why should the believe it?
What are the executional considerations?
What are the practical considerations, e.g. timing, advertising
properties, competitive reaction, regulatory aspects, etc
Authority
Budget strength
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Brand Position Statement
Brand Name
Brand Consumer Benefit
Brand Personality
Product / Range / Description
Major Competitors
Target Consumers
Reasons to Believe the Benefit
Packaging
Advertising Property
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Pre-test of Ad – a probable outline
Every research and advertising agency has their own
format and method of ad pre-test
General aspects should cover the simple formula of
SMILE
Simplicity
Memorability
Interest / relevance
Linkage to the brand
Emotional involvement