OOOPS - The 10 Commandments in Advertising

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Mistakes are what drives things further, but some of them are avoidable. Find out what are Advertising's 10 Commandments

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OOOPS - The 10 Commandments in Advertising

  1. 1. OOOPS!advertising’s 10 commandments to help you avoid mistakes already made by others
  2. 2. ex-copywriter ex-client service ex-brand manager strategic planner
  3. 3. MISTAKES in marcomm (marketing and communication)
  4. 4. creative strategy client service production brand management Who makes mistakes?
  5. 5. WE’RE ALL IN THIS TOGETHER THE TRUTH IS THAT
  6. 6. S**T HAPPENS
  7. 7. Every forest has its rotten tree
  8. 8. and that’s a very very good thing!
  9. 9. Ba./Bsc. in marketing or advertising ART or SCIENCE ?
  10. 10. value creation value communication value capture What can go wrong? wrong products, irrelev ant features wrong strategy, channels, execution, lies bad business model, or just a myopic one 1 2 3
  11. 11. 10 COMMENDMENTS IN ADVERTISING
  12. 12. Campaign: Snicker’s Get Some Nuts Year: 2007
  13. 13. COMMENDMENT NO. 1 Thou shalt not insult Unless you’ve got the guts to take the heat coming to you.
  14. 14. Campaign: Aqua Teen Force Guerilla Year: 2007
  15. 15. COMMENDMENT NO. 2 Thou shalt not disregard the context The social context can lift you to the skies or burry you in the ground.
  16. 16. Campaign: The NY Times DM Year: 2011
  17. 17. COMMENDMENT NO. 3 Thou shalt not go live before double-checking Check it, check it again and than check the checking.
  18. 18. Campaign: Walkers Wheatear Forecast Year: 2010
  19. 19. COMMENDMENT NO. 4 Thou shalt not create situations you can't control Human nature is far more opportunistic than you may believe.
  20. 20. Campaign: PSP Street Smart Year: 2009
  21. 21. COMMENDMENT NO. 5 Thou shalt not be an impostor If you pretend to be something you’re not, people will catch you red handed.
  22. 22. Campaign: KFC Oprah Cupon Year: 2009
  23. 23. COMMENDMENT NO. 6 Thou shalt not promise if you can't deliver The fastest way to transform loyal or neutral consumers in haters.
  24. 24. Campaign: IE 8 – OMGIGP Year: 2009
  25. 25. COMMENDMENT NO. 7 Thou shalt not forget who your buyer is Unless you want to ditch them and go after younger/older/cooler/geeker people.
  26. 26. Campaign: Silo Electronics – Banana Promotion Year: 1986 only 299 "bananas" for a new stereo
  27. 27. COMMENDMENT NO. 8 Thou shalt not leave room for interpretation Make sure people understand what you want to say, not what they would like you to say.
  28. 28. Campaign: Greenpeace against Kit Kat Year: 2010
  29. 29. COMMENDMENT NO. 9 Thou shalt not pour gas on the fire If a situation is bad, make sure you don’t make it worse.
  30. 30. Campaign: The New Coke Year: 1985
  31. 31. COMMENDMENT NO. 10 Thou shalt not be a follower Copy-cats will never be leaders.
  32. 32. “Anyone who has never made a mistake has never tried anything new.” ― Albert Einstein 2 TYPES OF FAILURE GOOD honorable failure is where an honest attempt at something new or different has been tried unsuccessfully and BAD incompetent failure where people fail for lack of effort or competence in standard operations
  33. 33. MISTAKE when you do something wrong, even though you knew the right way to do it. FAILURE when you are trying something new, and you don’t know ahead of time how to make it successful. vs.
  34. 34. Stage 1: Shock and Surprise Stage 4: Depression Stage 6: Insights and Change Stage 5: Acceptance Stage 3: Anger and Blame Stage 2: Denial Credit: Steve Blank
  35. 35. "FAIL FAST" is the buzzword in Silicon Valley
  36. 36. Anyone who has never made a mistake has never tried anything new. Albert Einstein
  37. 37. “Anyone who has never made a mistake has never tried anything new.” ― Albert Einstein ONE MORE THING
  38. 38. After so many years of investigating mistakes, and more recently successes also, it might seem a challenge to keep these new editions fresh and interesting. Examples of good and bad handling of problems and opportunities are forever emerging. But sometimes we bring back an oldie, and with updating, gain a new perspective.
  39. 39. Marketing wizard Richard Chapman takes you on a hilarious ride in this book, which is richly illustrated with cartoons and reproductions of many of the actual campaigns used at the time. Filled with personal anecdotes spanning Chapman's remarkable career (he was present at many now-famous meetings and events), In Search of Stupidity, Second Edition examines the best of the worst marketing ideas and business decisions in the last 20 years of the technology industry.
  40. 40. This book explains how marketing and advertising works today! It is based on insights from analysis of over $1 billion worth of advertising. An estimated $112 billion in advertising spending in the U.S. alone is wasted, cutting deeply into company profits. "What Sticks" uncovers bold new insights from the largest-ever global marketing research project among 30 Fortune 200 companies.
  41. 41. Get to know those brands that have made iconic, early stumbles in social media resulting in consequences well beyond a loss of a few “friends” or “followers.” The blunders chronicled here cost companies millions, bruised well- honed corporate reputations and sunk careers. There are plenty of mistakes to learn from here – or at least chuckle at in disbelief.
  42. 42. facebook.com/cuAtelierSapte anton.gherca@ateliersapte.ro

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