What makes good What makes good advertising?advertising?

OutlinesOutlines

Examining the role of creativity in Examining the role of creativity in advertising.advertising.

The importance of targeting the right The importance of targeting the right audience. audience.

The old and new rules of good The old and new rules of good advertising.advertising.

Why “good advertising” Why “good advertising” is essentialis essential?? 90% of advertising is bad.90% of advertising is bad. 90% of it is unnoticed and fails.90% of it is unnoticed and fails. No matter how many times an ad is run, No matter how many times an ad is run,

if it is dull, boring, and poor the audience if it is dull, boring, and poor the audience will ignore it.will ignore it.

We know when we have seen a good ad, We know when we have seen a good ad, and even more so when we have seen a and even more so when we have seen a bad ad.bad ad.

The role of creativity and The role of creativity and planning for successplanning for success

Advertising is a critical part of marketing:Advertising is a critical part of marketing: The future of many brands depends on the The future of many brands depends on the

quality of a series of 30 second television quality of a series of 30 second television ad.ad.

If the advertising is not right, then the brand If the advertising is not right, then the brand could be badly damaged. could be badly damaged.

CREATIVITY has become the entry ticket to the CREATIVITY has become the entry ticket to the contemporary advertising marketplace, which is contemporary advertising marketplace, which is shaped by shaped by technological innovationtechnological innovation and and clutterclutter..

New technology has opened a whole new vista for New technology has opened a whole new vista for creativity, including:creativity, including: Computerized design tools, morphing and digital special Computerized design tools, morphing and digital special

effects, digital video-editing, holograms, virtual reality, effects, digital video-editing, holograms, virtual reality, multimedia presentations, ink-jet personalization, public multimedia presentations, ink-jet personalization, public relations planning software and interactive media.relations planning software and interactive media.

How do ads can be noticed in such How do ads can be noticed in such saturation?saturation?

A number of steps clients and agencies A number of steps clients and agencies can take to break through the clutter, can take to break through the clutter, including:including:

Producing a tightly defined, research-based Producing a tightly defined, research-based advertising briefadvertising brief..

Precisely targeting the audiencePrecisely targeting the audience Being interesting, surprising and relevant.Being interesting, surprising and relevant. Inventing indelible imagery (image, description, Inventing indelible imagery (image, description,

metaphor).metaphor). Perfecting time.Perfecting time. Having a consistent approach.Having a consistent approach. Appearing effortless (good ads provide the Appearing effortless (good ads provide the

audience with intense experiences, delivered with audience with intense experiences, delivered with the maximum of cool.the maximum of cool.

Advertising as visual Advertising as visual metaphormetaphor

The majority of advertising is in effect, The majority of advertising is in effect, the resourceful use of visual metaphors.the resourceful use of visual metaphors.

It is not just the promotion of a logo or a It is not just the promotion of a logo or a particular brand signature since visual particular brand signature since visual metaphors require emotional connections metaphors require emotional connections and associations to work effectively.and associations to work effectively.

Brands that have managed to achieve Brands that have managed to achieve iconic status built and retain this position iconic status built and retain this position through emphasizing the emotional through emphasizing the emotional rather than the functional rewards rather than the functional rewards associated with purchasing the product associated with purchasing the product or service.or service.

The visual metaphor of advertising can The visual metaphor of advertising can convey a number of brand values convey a number of brand values including;including; Its superior performance;Its superior performance; The psychological rewards associated with The psychological rewards associated with

it;it; The people who use it; andThe people who use it; and The social context in which it features.The social context in which it features.

The English Riviera’s palm tree is a The English Riviera’s palm tree is a metaphor for the South of France.metaphor for the South of France.

To create top notch advertising there To create top notch advertising there must be a synergy between must be a synergy between creativitycreativity and and strategystrategy..

Market researchMarket research To produce a good brief, organizations To produce a good brief, organizations

require up-to-date market research.require up-to-date market research.

They need to think aboutThey need to think about::

What is happening in the marketplace What is happening in the marketplace and what and what is likely to happen is likely to happen in the near in the near future?future?

Who is the compaign Who is the compaign aimedaimed at? at? Does enough information exist to Does enough information exist to profile profile

the target marketthe target market or is more required? or is more required? What What needs to be doneneeds to be done to get this to get this

information?information?

In addition to research, goals In addition to research, goals should answer:should answer: What should the advertising What should the advertising

achieve?achieve? How does an advertiser want to How does an advertiser want to

influence consumers?influence consumers? Does the advertiser want to raise Does the advertiser want to raise

their awareness?their awareness?

Does the advertiser want to change Does the advertiser want to change their perceptions?their perceptions?

Who is the brand competing against?Who is the brand competing against? How does the brand stack up against How does the brand stack up against

them?them? How can it be truly differentiated How can it be truly differentiated

from the rest?from the rest?

The answers to such questions must be incorporated The answers to such questions must be incorporated into an advertising brief which lays out the current into an advertising brief which lays out the current position together with the desired position.position together with the desired position.

The advertising brief is the best that it can be.The advertising brief is the best that it can be.

Clear briefs will help to deliver innovative ideas that will Clear briefs will help to deliver innovative ideas that will lead to effective advertising, moving the brand forward.lead to effective advertising, moving the brand forward.

Briefs should be honest, with realistic expectations, so Briefs should be honest, with realistic expectations, so it will be easier to evaluate the campaign's success.it will be easier to evaluate the campaign's success.

Targeting the advertising Targeting the advertising messagemessage

The most creative ad will never sell if it is The most creative ad will never sell if it is not aimed at the appropriate consumer not aimed at the appropriate consumer segmentssegments

The major challenge for advertiser is to The major challenge for advertiser is to select the right media to reach their select the right media to reach their intended audience and buying into these intended audience and buying into these media as cost-effectively as possible.media as cost-effectively as possible.

It is essential that the tourism and leisure It is essential that the tourism and leisure industries become much smarter in defining industries become much smarter in defining and targeting the right market segments.and targeting the right market segments.

Too few advertisers make research required to Too few advertisers make research required to target much ‘tighter’ groups of consumers than target much ‘tighter’ groups of consumers than current practice allows.current practice allows.

Many of them, continue to spend money Many of them, continue to spend money targeting people who are not likely to purchase targeting people who are not likely to purchase their products.their products.

Waste is unavoidable in advertising and Waste is unavoidable in advertising and in many instances it is still the case that in many instances it is still the case that the mass advertising media is a more the mass advertising media is a more effective tool for reaching consumers effective tool for reaching consumers than highly targeted, but more expensive than highly targeted, but more expensive direct marketing techniques.direct marketing techniques.

Tourism and leisure organizations should Tourism and leisure organizations should try to discover as much about their try to discover as much about their consumers as is practically possible so consumers as is practically possible so that they can eliminate from their media that they can eliminate from their media schedule all those who will not purchase schedule all those who will not purchase their products. their products.

The old and new rules of The old and new rules of good advertisinggood advertising

Winner adsWinner ads Ads with humorAds with humor Ads with childrenAds with children Product demonstrationsProduct demonstrations Real-life situationsReal-life situations Ads with petsAds with pets

Loser adsLoser ads Hidden camera Hidden camera

testimonialstestimonials Company CEOsCompany CEOs Ads with celebritiesAds with celebrities Brand comparisonBrand comparison Musical commercialMusical commercial

The 8 old rules of The 8 old rules of advertisingadvertising You must have a USP – You must have a USP – unique selling proposition.unique selling proposition.

You must offer rational benefitYou must offer rational benefit Humor does not sellHumor does not sell You must have a memorable sloganYou must have a memorable slogan You must have a logo in the adYou must have a logo in the ad You must show the product in the adYou must show the product in the ad Every ad in a compaign must look the sameEvery ad in a compaign must look the same Creative ads do not sell.Creative ads do not sell.