Advertising Example --J&J

McNeil Consumer HealthcareJohnson & Johnson/Merck

Advertising Education Seminar

November 9, 1999

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Who are we? & Why are we here?

Who: McNeil and J&J MerckStephen George - Marketing Manager, Loyalty Marketing

Lisa Berry - Marketing Manager, Pepcid AC New Products

Eileen Prophett - Ass’t Marketing Manager, Relationship Marketing

Why: ExperienceTrainingPASSION!

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““Successful advertising sells the Successful advertising sells the product without drawing product without drawing attention to itself. It rivets the attention to itself. It rivets the consumer’s attention on the consumer’s attention on the product.”product.”

-- -- David David OgilvyOgilvy

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Over to you:Over to you:

What is Great Advertising?What is Great Advertising?

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FUQUA’sTOP SIX

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MemorableRelevantOwnableProvocativeCredibleConsistent

Great Advertising is:Great Advertising is:

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What is the role of What is the role of advertising?advertising?

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Position your product to consumer

Create a lasting relationship with the consumer

Introduce news

Create a unique and ownable image

The Role of Advertising is:The Role of Advertising is:

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Evaluating AdvertisingEvaluating Advertising

•Start with the Strategy

•The Creative Brief is the strategic ..framework for what we see

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Advertising objective/intent

Target Audience

Accepted Consumer Belief (ACB)

Single-Minded Proposition (SMP)

Reason to Believe (RTB)

Character

Elements of a Creative Brief:Elements of a Creative Brief:

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1. What is your gut reaction?1. What is your gut reaction?

I liked it/ I didn’t like it

Why? (because it was funny, interesting, stupid, boring, irrelevant, etc.)


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2. Is a clear strategy 2. Is a clear strategy communicated?communicated?

Core message delivered

Consistent with the target

Consistent with Brand character


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3. What’s the 3. What’s the Big Selling IdeaBig Selling Idea??

It had better be single-minded, relevant, interesting, memorable

Is the Selling Line (endline) relevant interesting, memorable?

The Billboard Test


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4. What’s the 4. What’s the Big PictureBig Picture??

Are the visuals reinforcing the core message?

The video test (turn the sound off) ~ does it still communicate?

Are the visuals relevant, interesting, memorable?


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5. Is 5. Is DramaDrama used and is it good? used and is it good?Interesting and relevant ~ did it stir the

imagination and emotions?

Is the product the hero or does it just seem like a supporting actor?

Is the product integrated into the story?

Is it unique, ownable, campaignable?

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6. Product Registration and Recall

What is the product being sold?

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7. Is it Campaignable?

Does it have legs? (Can it be built on and extended?)

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Evaluation SheetEvaluation Sheet

Convince ________________________ (target):

That Brand X _______________(SMP/benefit):

Because ___________________ (RTB/support):

The Character/Tonality is:_________________

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Evaluating Print Advertising

Is it any Different than TV?

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Is the message clear at a glance?

Is the benefit in the headline?

Does the illustration support the headline?

Does 1st line of copy support the headline/illustration?

Some Points to Consider on Print:

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Is the ad easy to read/follow?

Is the product easily identified?

Is the brand clearly identified?

Some Points to Consider on Print:

Documents

Advertising Example --J&J