The Big idea_Advertising.


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A unique or creative idea for an advertisement or campaign that attracts consumers’ attention, gets a reaction, and sets the advertisers product or service apart form the competition.

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The Big idea_Advertising.

  1. 1. AdvertisingThe biggest fun you can have with your clothes on !
  2. 2. © Copyright @ Author: Prashant Kumar (MBA: Communication Management, SymbiosisInternational University; B.A., L.L.B.)No part of this artwork must be copied, Xeroxed, printed or…… without prior permissionfrom the author.
  3. 3. AdvertisingThe biggest fun you can have with your clothes on !
  4. 4. The Big Idea
  5. 5. What is it ?
  6. 6. How Big can be its impact?
  7. 7. Fire, Wheel, IC Engine, Powered Flight…
  8. 8. But in the big bad world of advertisingA unique or creative idea for an advertisement or campaign that attracts consumers’ attention, gets a reaction, and sets the advertisers product or service apart form the competition.
  9. 9. Is that all ?
  10. 10. What does the Big Idea look like ?
  11. 11. It is almost simple alwaysOpen Happiness, Just Do It, The Word’s Local Bank
  12. 12. campaignableIt is - gives birth to many creative executions
  13. 13. It is long lasting – for generations
  14. 14. It is contagious in spirit
  15. 15. It springs from a unique consumer insight
  16. 16. Born from a unique consumer insight
  17. 17. • Yes, it relates to a common aspiration and un- expressed desire / irk of the consumer• The product / brand and its message gives wings to both• For example - Neighbor’s Envy. Owner’s Pride / Devil• Another example - Got Milk ; October 1993 ; California Milk Processor Board
  18. 18. The mint with the hole
  19. 19. Got Milk ?
  20. 20. The Big Idea is not always the slogan
  22. 22. So, why the Big Idea• It builds a connect with the consumer and the product• It can be exploited over a long period of time• It thus etches itself into the consciousness of the audience• It becomes part of folklore and popular culture
  23. 23. Which all means...
  24. 24. Bigger mindshareBigger marketshare
  25. 25. The Surprise Me Factor
  26. 26. Everybody Loves a Surprise (even nasty ones)
  27. 27. • It creates a positive emotion• Thus helping connect better with the brand..
  28. 28. What are the surprises employed?
  29. 29. The teaser - a way of pre-defining a surprise
  30. 30. The Twist in The Tale
  31. 31. Understanding the visualization and copywriting synchronization
  32. 32. ‘A picture is worth a thousand words’… says thevisualiser. It took you seven words to say that, counters the copywriter.
  33. 33. What speaks?Copy or VISUAL
  34. 34. Copy?
  35. 35. Or Visual?
  36. 36. The art of complementing• The visual will often convey the situation or the players• The copy will convey the product benefit / offer / promise
  37. 37. Why long copy?• It explains the product / service clearly to the really interested person• Creates emotional connect, as words paint a vivid picture• A picture says only one thing – words help say many things• If it is well written, the reader will remember it for a long time
  38. 38. What does research say?• The 80-20 rule. 80% of people read only the headline.• McGraw Hill studied 3597 ads in 26 publications. It showed that ads with 300 or more words were more powerful in interesting the consumer inducing action and reinforcing the decision to buy• A Merryl Lynch ad in New York Times pulled in over 10,000 responses. It had 6450 words!
  39. 39. Some thumb rules• Never explain the visual ; It insults the reader’s intelligence• Make the headline about a unique feature or a unique benefit• Lead in with a line that flows from the headline.• Surprise the reader with a line that negates the visual• This is not a Television (showing a television• But a revolution!
  40. 40. The argument for shorter copy• People don’t have time (unless you say something really really interesting)• People don’t have time• People don’t have time• The visual says it all
  41. 41. The case for the visual• It conveys everything in one glance• Many people are illiterate – that’s true!• A visual can stay etched in the mind• It is a great way to show people, products and consumption
  42. 42. The Press Ad Today
  43. 43. Yesterday, once more!
  44. 44. Good Old Days
  45. 45. • Direct Talk – the benefit is upfront• Direct Visual – the product being used• Proper lengthy explanation of the product• Its benefits are upfront ; idea is to inform
  46. 46. The Competitive Today• Evolved metaphors – attempt to communicate at deeper levels• Product purposes have evolved – so have ads• Car ads then - From A to B ; About engineering and sturdiness• Car ads now – From social grade B to A ; About belonging and self-expression
  47. 47. • Copy has reduced, visuals have taken centre stage• Typefaces have evolved. So has the way they are treated• More slice of life imagery, rather than product centric visuals• Combination and morphing technologies on the rise
  48. 48. The TVC Script
  49. 49. Television The intrusion in our lives The TVCThe intrusion in television viewing
  50. 50. The basics of a TV script• Keep to one single message• Tell a story in 30 seconds• Keep it very, very, very interesting• Make it Zap Proof
  51. 51. Writing a TVC• What’s the objective ?• Introducing a new car?• Asking people to buy a new insurance?• Telling them to use a new contraceptive?
  52. 52. What’s the brand’s core message?• Just Do It• Open Happiness• Express Yourself
  53. 53. Writing a TVC• Who’s your audience?• What do they like to see?• What are the realities of their lives?• Can you touch upon their lives in an unforgettable manner?
  54. 54. Let’s write one!• Panadoxil is the new wonder drug.• It cures early stage Alzheimer’s.• If you use it in time, you can ward off the ailment.• Its available over the counter. But quite expensive.• Create a TVC