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Q2S05-BUSMGT756-advertising.pdf
•Functional branding •Emotional branding •Viral branding •Cultural branding
In the first half of this course…
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What Is Advertising?
• Nonpersonal communication • Identified sponsor • Usually paid (but can be earned) • Various media (includes social media) • Value proposition • Persuasive • Target audience (recently, micro-target
individuals through personal devices)
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“An important idea not communicated persuasively is like having no idea at all.” - William Bernbach
“Advertising isn’t a science. It’s persuasion. And persuasion is an art.” – Bill Bernbach
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One ad – one persuasive idea
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The advertising players
The Client
Brand manager, product owners, salespeople, UX
designers
The Agency
Planner, copywriter, creatives, designers, SEO, community managers, PR
The Media The Audience
Media buyer, planner, media salespeople,
vendors
Consumers, users, influencers, cultural
Intermediaries
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Great advertising has…
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Creativity
Strategy
"Advertising doesn't create a product advantage. It can only convey it." -- William Bernbach
When the product is right, you don't have to be a great marketer. -- Lee Iacocca
Brand Strategy
Consumer Insight
Market challenge
Value proposition
Bring the idea to life
The Big Idea
Creative proposition
Art & Design
Advertising process
The Client
The Agency
The campaign
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"The sole purpose of business is service. The sole purpose of advertising is explaining the service which business renders." -- Leo Burnett
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Consumer insights
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Data Big or Bulk Raw Unorganized organic or designed
Clicks, reviews, comments, views, exchanges, chatter
Information
Knowledge
Meaning Answers questions Organized
What consumers – do, say, go, believe, click?
Synthesis Coherent propositions
Drivers of the most significant target segment/audience
Insight Actionable
The Value Proposition
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"Techniques of art, layout, typography, radio and television productions and fine writing are important.
Nevertheless, they are secondary to the basic selling proposition around which the ad or commercial is built. It is not the purpose of the ad or commercial to make the reader or listener say 'My, what a clever ad.' It is the purpose of advertising to make the reader or listener say, 'I believe I'll buy one when I'm shopping tomorrow,' or 'I wonder if Joe could get one for me wholesale?
The place to start in advertising is the basic selling appeal. An appeal that fulfills some existing need in the prospect's mind, an appeal that can be readily understood and believed." -- Morris Hite
What is the unique benefit?
Which consumers?
Value proposition
How do we achieve this?
A simple statement that summarizes why a customer would choose your product or service. It communicates the benefit that customers receive by framing the firm as the problem-solver.
We help (X) do (Y) by doing (Z)
"What helps people, helps business." -- Leo Burnett St ra
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Likely to attract the prospect’s attention
Describable in one simple phrase
Revolves around the benefit
Conveys the value proposition
Operationalizes the brand strategy
The Big Idea
Anchored in a sound consumer insight
Experiential and shareable
It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea. - David Ogilvy
Design for Advertising - simplicity
“An ad is finished only when you no longer can find a single element to remove.” – Robert Fleege
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Design for Advertising - creativity
If it doesn’t sell, it isn’t creative.” – David Ogilvy
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“Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.” – Leo Burnett
Design for Advertising - fun
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“No sentence can be effective if it contains facts alone. It must also contain emotion, image, logic, and promise.” – Eugene Schwartz
Design for Advertising - compelling
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The campaign “Marketing is no longer about the stuff that you make but about the stories you tell.” – Seth Godin
Insight
Idea
Strategy
PR
Social media
Storytelling
Influencers
Community
Broadcasting
Engagement
Objective 1
Objective 2
Achievable Objectives
Brand Strategy
Key Performance Indicators
Campaign Activities
Metrics
Conversion rate
Retention rate
Cost per acquisition (CPA)
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"The most powerful element in advertising is the truth.“- William Bernbach
The truth in advertising
"Anyone who thinks that people can be fooled or pushed around has an inaccurate and pretty low estimate of people - and he won't do very well in advertising." -- Leo Burnett
"Regardless of the moral issue, dishonesty in advertising has proved very unprofitable." -- Leo Burnett
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Conclusion
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Brand Strategy
Consumer Insight
Market challenge
Value proposition
Bring the idea to life
The Big Idea
Creative proposition
Art & Design
The Client
The Agency
The campaign
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•Advertising process •Consumer Insights •The Big Idea •The campaign
We learned today…
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