ABM Session 2.pptx
- 1. The Big Idea of Advertising Session 2 1
- 2. Do your Homework Study the product you are going to advertise Rolls Royce Advertisement – “At 60 miles an hour the loudest noise in this new Rolls Royce comes from the electric clock” Find out what type of advertising is your competition doing for similar products and with what success Research among the consumers How they think about your kind of product What language they use Important attributes What promise is most likely to work 2
- 3. Positioning Dove could have been positioned as detergent bar ! SAAB started selling when it was positioned as Winter car AVIS : “When you are only number two you try harder” 3
- 4. Brand Image Next comes What image you want for your brand? Brand Personality Every advertisement is a contribution to its brand image Consistency is the key Jack Daniel vs Glenfiddich vs Pernod vs Bacardi Marlboro’s cowboy image consistent over 25 years 4
- 5. What’s the Big Idea? 5 Key Questions: 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 30 years? Dove –doesn’t dry your skin running since 1955 American Express- Do you know me since 1975 And so on.. 5
- 6. Make your Product the Hero Be more persuasive than your competition “The Positively Good”- more clear, more honest, more informative Repeat your winners – You are not advertising to a standing army you are advertising to a moving parade Never attempt too many things Be convergent and not divergent 6
- 7. What is a Good Advertisement? One which pleases you because of it’s style or which sells the most? If it doesn’t sell its not creative. Period 7
- 8. What is a Good Advertisement? 8 Extent to which ad contains elements that are novel, different, or unusual. Achieved through: Originality. Flexibility. Elaboration. Synthesis. Artistic value.
- 9. Impact of Combinations of Creative Elements on Sales What Creativity Combinations Work Best? % Relative Effectiveness (Sales Uplift of Pairing Relative to Average Effectiveness) Originality + Elaboration More effective +96 Originality + Artistic value +89 Elaboration + Artistic value +28 Originality + Synthesis + 1 Originality + Flexibility − 1 Synthesis + Elaboration − 5 Flexibility + Synthesis −20 Synthesis + Artistic value −29 Flexibility + Elaboration −59 Flexibility + Artistic value Less effective −99 9
- 10. Taking Creative Risks Essential for creating breakthrough advertisements that get noticed. Nike’s willingness to allow their ad agency, Wieden+Kennedy, to take creative risks has paid off in powerful and effective advertisements like this one. Source: NIKE Inc. 10
- 11. Inputs to the Creative Process Background research. continued General preplanning input: Gather and organize information on product, market, and competition. Analyze trends, developments, and happenings in the marketplace. 11
- 12. Product- or service-specific research. Gathering information through studies conducted by client on product or service and target audience. Problem detection: Asking consumers familiar with product to list aspects they do not like. Provides: Input for product improvements or new product development. Ideas regarding which features to emphasize. Guidelines for positioning brands. Branding research: Helps gain better insight into consumers and develop more effective campaigns. Y&R Group’s BrandAsset Valuator (BAV™). 12
- 13. Qualitative research input. Provides valuable insight at early stages of creative process. Focus groups: Consumers from target market are led through a discussion regarding a topic. Give a better idea of: Who target audience is. What audience is like. Who creatives need to write, design, or direct to. Which creative approach to use. Ethnographic research: Observing consumers in their natural environment. Expensive to conduct and difficult to administer. 13
- 14. Surf Excel Vs Ariel Ariel –P&G Product, Surf Excel –HUL Introduced in 1991 through compact technology that uses enzymes The brand proposition is stain removal, a proposition to which the brand has stayed very close to over several years. 14
- 15. Advertising Research Define the Problem and Research Objective Primary research/ Secondary Research Projection of Women over time Co-created by Moms (Dettol Soap) 15
- 16. The Advertising Research Foundation initiated the David Ogilvy Awards. The Cleaner of Your Dreams campaign for Mr. Clean won the Grand Ogilvy Award for an IMC campaign based on consumer research. Source: Procter & Gamble 16
- 17. The Creative Process Inputs to the Creative Process: Verification, Revision Process: Evaluate ideas. Reject the inappropriate ideas. Refine the remaining ideas. Give ideas final expression. Techniques: Directed focus groups. Message communication studies. Portfolio tests. Evaluation measures, such as viewer reaction profiles. Storyboard: Series of drawings that present a proposed commercial’s visual layout. Animatic: Videotape of storyboard along with audio soundtrack. 17
- 18. Creative Strategy Development 1 Advertising Campaigns Set of interrelated, coordinated marketing communications activities that center on a single theme or idea. Appear in different media across specified time period. Campaign theme: Central message communicated in all advertising and promotional activities. Expressed through a slogan or tagline. Summation line that briefly expresses company or brand’s positioning and the message it is trying to deliver to target audience. 18
- 19. Quick Recap Advertising Campaign Key Ingredients of a good advertisement – meaningful and compelling message, Fresh and unique idea, brilliant execution across Examples: Coke, Mentos, Surf Excel, Fevicol Advertising Research Advertising strategy Big Idea Creative Execution Tactics Pillars of an Advertising Campaign 19
Editor's Notes
- Summary Overview: This slide presents the findings from a study that related the five creativity factors to purchase behavior, conducted by German professors Reinartz and Saffert. As noted, campaigns that combined originality with elaboration had the greatest impact followed by those combining originality with artistic value. Although all of the creativity factors had a positive impact, elaboration was the most powerful followed by artistic value while synthesis was least important.
- Summary Overview: This slide discusses how creative risks are essential. Use of this slide: This slide can be used to discuss how creative risks are essential for creating breakthrough advertisements that get noticed.
- Summary Overview: This slide presents the concept of general preplanning input. Use of this slide: This slide can be used to illustrate the type of background information that many agencies provide. General preplanning input can include: Books and periodicals (Advertising Age, Adweek, Brandweek) Trade publications and scholarly journals Pictures and clippings Ads from the competition Other information sources: Local, state, and federal governments Secondary research suppliers Various industry trade associations Advertising and media organizations
- Summary Overview: This slide presents the concept of product- or service-specific preplanning input and problem detention approach. Use of this slide: This slide can be used to explain that creative people receive product/service-specific preplanning input that generally comes in the form of studies conducted on: The product or service The target audience A combination of the two This slide also presents an approach called problem detection, which was developed to find ideas around which creative strategies could be based. A problem detection study can provide valuable input for product improvements, reformulations, or new products.
- Summary Overview: This slide is an introduction to qualitative research. Use of this slide: This slide can be used to explain that many agencies use qualitative research, in addition to quantitative research studies. Qualitative research techniques: In-depth interviews Focus groups Focus groups bring together 10 to 12 people from the target market, who are then led through a discussion regarding a particular topic. These groups give insight into why and how consumers use a product or service, what is important to them in choosing a particular brand, what they like and don’t like about various products or services, and any special needs they might have that aren’t being satisfied. A focus group session might also include a discussion of types of ad appeals to use or evaluation of the advertising of various companies.
- Summary Overview: This slide presents the Grand Ogilvy Award Winner in 2018. The campaign was developed by the Leo Burnett agency for Procter & Gamble’s Mr. Clean household cleaning product. The results of several research studies showed that the Mr. Clean brand lacked distinctiveness and was seen as generic, old-fashioned, and unworthy of a premium price. Armed with the consumer insights, Leo Burnett came up with the creative idea to change perceptions of cleaning chores from dreaded to dreamy through the portrayal of the Mr. Clean character. The agency created a commercial called “Cleaner of Your Dreams” that opens with a woman in the kitchen dreading cleaning chores when suddenly Mr. Clean saunters onto the scene and begins cleaning the home as he dances suggestively. At the end of the commercial, it is revealed that Mr. Clean is just a fantasy and it is her husband who has been doing the cleaning chores.
- Summary Overview: This slide shows the objectives for the verification and revision stages of the creative process, as well as the research techniques that can be used. Use of this slide: Use this slide to show the objectives of the verification and revision stages of the creative process. The purpose of these steps is to evaluate the ideas that were generated and then refine them. At this stage of the creative process, members of the target audience may be asked to: Evaluate rough creative layouts. Indicate the meaning they get from the ad. Indicate what they think of its execution. Verbalize their reaction to a slogan or theme.
- Summary Overview: This slide shows the introduces the concept of advertising campaign, which is a series of interrelated, integrated, and coordinated marketing communication activities that center on a central theme or idea, in different media, across a specified time period. Use of this slide: This slide can be used to discuss the concept of advertising campaigns. Most ads are part of a series of messages that make up an IMC or advertising campaign. Determining the unifying theme or idea around which the campaign will be built is a critical part of the creative process, as it sets the tone for the individual ads and other IMC tools that will be used. A campaign theme should be a strong idea, as it is the central message that will be communicated in all advertising and promotion activities. The theme is usually expressed through a slogan or tagline that reduces the key idea into a few words or a brief statement.