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Before we start• Advertising IS NOT:– The ART of entertaining people.
• Advertising IS:– The ART of getting people into desired
actions, perceptions or beliefs.
Great advertising NEEDS:• CLEAR objectives.• Clearly defined message / messages that
needs to be conveyed.• Focused message.• Credible message. You have to believe your
message in order for others to believe it.• Clear briefing to the advertising agency.• Benchmark initial outputs to 13 Principals.• Manage execution to ensure final output.
THE 12 PRINCIPALS OF GREAT ADVERTISING
Principal 1• Clearly conveys the desired message
– The ad conveys the desired message / proposition clearly and strongly. This should be the primary objective from the ad and if not achieved then no point in going any further.
Principal 1Examples
• Clearly conveys the desired message
–Mobinil and Vodafone launched two campaigns at the same time conveying the same message. Which do you think conveys the message more strongly:
– https://www.youtube.com/watch?v=AsCIBP0rIF8– http://www.youtube.com/watch?v=I6_1-mkESuU&feature
=youtu.be
Principal 2• Built on a BIG IDEA
– Great ads are centered around A big idea. The big idea is the story line or creative frame in which the message is conveyed. BIG ideas should be BIG.
Principal 2Examples
• Built on a BIG IDEA
– A big Idea is ONLY big if it is ALL about the main message.
– http://www.youtube.com/watch?v=M7FIvfx5J10– http://www.youtube.com/watch?v=nLwML2PagbY– http://www.youtube.com/watch?v=rb9fpQ_8OUY
Principal 3• Creativity and Originality
– The Big Idea should be creative and original for the ad to stand out and make an impression. Great ads usually have SIMPLE but CREATIVE ideas that usually leave you wondering:
HOW DID THEY THINK OF THIS?
Principal 3Example
• Creativity and Originality
– Extreme examples of creativity– https://www.youtube.com/watch?v=Ij2Xbu-XhCI– https://www.youtube.com/watch?v=Bkf9HvYdxX4
Principal 4• Campaignability
– The Big Idea should be campaignable. It should be able to sustain itself and grow with the Brand over a given time. Great ads are like great movies you can extend them to part 15.
Principal 4Example
• Campaignability
–Mac Vs Pc is a perfect example of campaignability
– http://www.youtube.com/watch?v=0eEG5LVXdKo
Principal 5• Conveys the Brand Positioning
– The ad should be measured against the Brand positioning and the main elements of the positioning should be present.
Principal 5Examples
• Conveys the Brand Positioning
– Following are two ads for Carrier Egypt. Which do you think conveys the Brand positioning and which acts against it:
– https://www.youtube.com/watch?v=HRqHOa_V3hs– http://www.youtube.com/watch?v=6l0C5bTDgKw
Principal 6• Clear Branding
– The last thing you want to do is consumers LOVING an ad but claiming it for a competitor. Great ads are known only for their Brands.
Principal 6Example
• Clear Branding
– No clearer example of ingenious branding than this Audi commercial
– https://www.youtube.com/watch?v=2_UIp8jFgTI
Principal 7• Memorability
– Great ads are ads that people remember and talk about. Make sure that yours will.
Principal 7Examples
• Memorability
– Great memorable ads– https://www.youtube.com/watch?v=dr1RGCFVTiI– http://www.youtube.com/watch?v=TnzFRV1LwIo
Principal 8• Relevance to Target Group
– The target has to relate to your ad not say: This is not for me.
Principal 8Example
• Relevance to Target Group
– El Bawadi launched a campaign for Halawa that will leave you wondering : Is this Brand for me:
– https://www.youtube.com/watch?v=ZIff3dZgM9Q
Principal 9• Credibility
– The ad in general and the message in specific should be credible. If I don’t believe you, don’t expect me to react.
Principal 9Examples
• Credibility– Panda campaign, though rated high on
memorability and likeability but portrayed a negative, aggressive Brand image and rated low on message credibility.
– https://www.youtube.com/watch?v=XYz3sl0LEA4– Another vivid example of credibility is
Blackberry vs iphone. Which do you think is credible?
– https://www.youtube.com/watch?v=LwxNNsmGhVI
Principal 10• Creates Change
– Great ads create change in:• Consumer perceptions• Habits• Emotions• etc
Principal 10Examples
• Creates Change
– Some ads changed consumer habits and re shaped specific markets:
– http://www.youtube.com/watch?v=fwqrLYLdU5I&feature=youtu.be
Principal 11• Has a retainable property
– Great ads usually carry a retainable property that is always remembered and becomes associated to the brand.
Principal 11Examples
• Has a retainable property– Axe Boom Cheka wowoa– https://www.youtube.com/watch?v=vgxxAwue7Fs– https://www.youtube.com/watch?v=1eYi1qL1A-M– https://www.youtube.com/watch?v=cDBXeBoYK2A
Principal 12• Low production and airing cost
– Great ads can cost low. They can still be simple and to the point.
Principal 12Example
• Low production and airing cost
– VW creative ad– https://www.youtube.com/watch?v=U-tKdWUPJ-w– Etisalat creative campaign with low
production cost– https://www.youtube.com/watch?v=RWbh-zdOcNA– https://www.youtube.com/watch?v=-hsEAOvcnPA
Contact Us
+2 01009990994 Yasser El Azzawy
www.brandology.me
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