IAI ADS ALL ADS CREATED BY IAN MASON! NOTE: KEEP A NOTEPAD AND PENCIL HANDY—YOU JUST MIGHT LEARN SOMETHING VALUABLE!
“ You can’t save souls in an empty church” David Ogilvy
<ul><li>In Mr. Mason’s words, you may have a good ad, but if people don’t see it, the ad doesn’t matter. </li></ul>
or,  Four Easy Ways  to Make  Better Ads.
If nobody remembers your ads,  then they won’t  remember your product.
Memorability
<ul><li>If nobody remembers your ad, what’s the point? </li></ul><ul><li>There are 4 components to memorability. </li></ul>
Memorability   Simplicity
Memorability   Simplicity Insight
Memorability   Simplicity Insight Benefit
Memorability   Simplicity Impact Insight Benefit
Simplicity
<ul><li>No good ad is complicated—it needs to be simple enough to comprehend and not be overdone. </li></ul>
“ Any fool can write a bad ad, but it takes a real genius to keep his hands off a good one.” Leo Burnett
<ul><li>If your ad is too complicated, it turns terrible. It takes a genius to stop while he’s ahead. </li></ul>
 
<ul><li>In this case, in the first meeting of the advertising board, someone gets the idea to draw a businessman with a fi...
Simplicity
<ul><li>There’s 40 year birthday cake with slices shaped like a ramp, the chocolate smears are like tire treads, and there...
Simplicity
<ul><li>The message: If a Huggies diaper can hold the water from a water tank, Huggies diapers must be very strong and wat...
Simplicity
<ul><li>The message: The Scotch Magic Invisible Tape is so invisible you can’t see it. </li></ul>
Simplicity
<ul><li>The message: Having a Mul-T-Lock lock on your door is like having NO door. </li></ul>
Insight
<ul><li>Good ads should explain what it means, and engage the viewer. </li></ul>
“ I hear and I forget. I see and I remember. I experience and I understand” Confucius
Insight
<ul><li>Explained the information, and was suited to the audience. </li></ul>
Insight
Insight
<ul><li>Since this is an ad for Pedigree Puppies, this is what’s called a HEAVY ad. It contains a lot of text (two pages w...
Insight
<ul><li>This ad was all about a doctor hearing people out and helping them solve their teenaged problems just like Kids He...
Insight
<ul><li>This ad for a Californian fly fishing school takes the fact that fishermen in general love to boast into account. ...
Benefit
<ul><li>What does the viewer get for themself? </li></ul>
“ Customers buy for their reasons, not yours.” Orvel Ray Wilson
Benefit
<ul><li>The message: With Batter Blaster (instant spray-on pancakes that only need to be cooked [spray yourself a pancake]...
Benefit
Benefit
<ul><li>This “package” ad was really a folded up shirt with the postage and address markered right on it. Wrapped inside t...
Benefit
<ul><li>The message: Milky Way Caramel bars are extremely stretchy. On one page of a magazine, there was the first picture...
Benefit
<ul><li>The message: the Pilot P-500 pen is extra fine. So fine, that when you get a bandage, people will write on it like...
Benefit
<ul><li>The message: The Smart Car is so small, it can park itself between every space (Get it? Space as in parking space ...
Benefit
<ul><li>The message: With Tide, you don’t have to worry about stains on your big day, presumably with Tide To Go. They had...
Impact
<ul><li>You have to make your mark, stay in the audience’s mind. </li></ul>
“ A good idea, relevance and benefit are as important as ever. But with all of the ads out there today, unless you get not...
<ul><li>At a certain point in time when 711 was failing, they renamed many of their stores KWIK-E-MARTS and redesigned the...
Impact
Impact
Impact
Impact
Impact
<ul><li>The message: Sunchips are made truly by the sun. The sign is in fact “made with the help of solar energy”. I don’t...
Impact
<ul><li>Instead of saying, “Vote for Democrats, we’re awesome” or “Vote for Democrats, Republicans suck” this sign simply ...
Impact
<ul><li>To emphasize the crash test rating this car received, it drove around for several weeks with a lamppost stuck to i...
Impact
 
<ul><li>In the Macy’s Parade, where inflatables of popular figures are carried around in a parade, this ad was made to loo...
<ul><li>HOPEFULLY YOU LEARNT SOMETHING! </li></ul>
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Ian Mason's Print Ads Presentation

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A slideshow presentation by Ian Mason. He spoke everything and only used the slides for a reference, so I just inserted slides with roughly what he said often.

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Ian Mason's Print Ads Presentation

  1. 1. IAI ADS ALL ADS CREATED BY IAN MASON! NOTE: KEEP A NOTEPAD AND PENCIL HANDY—YOU JUST MIGHT LEARN SOMETHING VALUABLE!
  2. 2. “ You can’t save souls in an empty church” David Ogilvy
  3. 3. <ul><li>In Mr. Mason’s words, you may have a good ad, but if people don’t see it, the ad doesn’t matter. </li></ul>
  4. 4. or, Four Easy Ways to Make Better Ads.
  5. 5. If nobody remembers your ads, then they won’t remember your product.
  6. 6. Memorability
  7. 7. <ul><li>If nobody remembers your ad, what’s the point? </li></ul><ul><li>There are 4 components to memorability. </li></ul>
  8. 8. Memorability Simplicity
  9. 9. Memorability Simplicity Insight
  10. 10. Memorability Simplicity Insight Benefit
  11. 11. Memorability Simplicity Impact Insight Benefit
  12. 12. Simplicity
  13. 13. <ul><li>No good ad is complicated—it needs to be simple enough to comprehend and not be overdone. </li></ul>
  14. 14. “ Any fool can write a bad ad, but it takes a real genius to keep his hands off a good one.” Leo Burnett
  15. 15. <ul><li>If your ad is too complicated, it turns terrible. It takes a genius to stop while he’s ahead. </li></ul>
  16. 17. <ul><li>In this case, in the first meeting of the advertising board, someone gets the idea to draw a businessman with a fingerprint for a head to represent identity. At the second meeting, someone decides to add another fingerprint, presumably to make it look more natural. The next meeting someone added another. This went on until the whole meaning of the ad was lost. These next few are what simple ads should look like. </li></ul>
  17. 18. Simplicity
  18. 19. <ul><li>There’s 40 year birthday cake with slices shaped like a ramp, the chocolate smears are like tire treads, and there’s a car hidden behind the stack of plates. </li></ul>
  19. 20. Simplicity
  20. 21. <ul><li>The message: If a Huggies diaper can hold the water from a water tank, Huggies diapers must be very strong and waterproof. </li></ul>
  21. 22. Simplicity
  22. 23. <ul><li>The message: The Scotch Magic Invisible Tape is so invisible you can’t see it. </li></ul>
  23. 24. Simplicity
  24. 25. <ul><li>The message: Having a Mul-T-Lock lock on your door is like having NO door. </li></ul>
  25. 26. Insight
  26. 27. <ul><li>Good ads should explain what it means, and engage the viewer. </li></ul>
  27. 28. “ I hear and I forget. I see and I remember. I experience and I understand” Confucius
  28. 29. Insight
  29. 30. <ul><li>Explained the information, and was suited to the audience. </li></ul>
  30. 31. Insight
  31. 32. Insight
  32. 33. <ul><li>Since this is an ad for Pedigree Puppies, this is what’s called a HEAVY ad. It contains a lot of text (two pages worth). People who have puppies usually want to know all they can about their new pup. This ad gives the reader information to engage them AND advertises the product. </li></ul>
  33. 34. Insight
  34. 35. <ul><li>This ad was all about a doctor hearing people out and helping them solve their teenaged problems just like Kids Help Phone, showing that Kleenex cares. In fact, the whole ad was printed on a full-page extra-strength Kleenex tissue! So if you needed a shoulder to cry on, there was a tissue right in front of you! </li></ul>
  35. 36. Insight
  36. 37. <ul><li>This ad for a Californian fly fishing school takes the fact that fishermen in general love to boast into account. In fact, the whole ad is a multiple choice questionnaire to boast about how well you know fishing and fish. At the end, it tells you the answers are at their website, so obviously these people are going to visit the website and perhaps take lessons from the school. As you can see, insight is about ENGAGEMENT. </li></ul>
  37. 38. Benefit
  38. 39. <ul><li>What does the viewer get for themself? </li></ul>
  39. 40. “ Customers buy for their reasons, not yours.” Orvel Ray Wilson
  40. 41. Benefit
  41. 42. <ul><li>The message: With Batter Blaster (instant spray-on pancakes that only need to be cooked [spray yourself a pancake]) you don’t need to wait for breakfast. In this case, the bacon is an inchworm. Below, the egg has a walker. There also exists one where the bacon is a snail’s shell and two protruding sausages are the eyes. </li></ul>
  42. 43. Benefit
  43. 44. Benefit
  44. 45. <ul><li>This “package” ad was really a folded up shirt with the postage and address markered right on it. Wrapped inside the shirt had been a box. Inside the box was a sample of usa detergent, enough for one load of laundry. SINCE IT WAS FREE, people took it and said, “What the heck” and threw shirt and detergent in the wash. When the shirt came out pearly white, they would later buy usa detergent instead. I am thinking we should give IAI stuff out free (especially to new people who have nothing better to wear) as a sort of advertisement. Even if people don’t wear it, it will be seen in other people’s inventory. </li></ul>
  45. 46. Benefit
  46. 47. <ul><li>The message: Milky Way Caramel bars are extremely stretchy. On one page of a magazine, there was the first picture on the left. It reads, “continued on page 64”. Once you get to page 64, you see it still stretching. It reads, “continued from page 9”. This is to make it seem super stretchy, like it has stretched that far. </li></ul>
  47. 48. Benefit
  48. 49. <ul><li>The message: the Pilot P-500 pen is extra fine. So fine, that when you get a bandage, people will write on it like a cast. And clearly too. </li></ul>
  49. 50. Benefit
  50. 51. <ul><li>The message: The Smart Car is so small, it can park itself between every space (Get it? Space as in parking space AND the gap between words). </li></ul>
  51. 52. Benefit
  52. 53. <ul><li>The message: With Tide, you don’t have to worry about stains on your big day, presumably with Tide To Go. They had another version with ketchup and yet another with soy sauce. </li></ul>
  53. 54. Impact
  54. 55. <ul><li>You have to make your mark, stay in the audience’s mind. </li></ul>
  55. 56. “ A good idea, relevance and benefit are as important as ever. But with all of the ads out there today, unless you get noticed, you ain’t got nothing” Leo Burnett
  56. 57. <ul><li>At a certain point in time when 711 was failing, they renamed many of their stores KWIK-E-MARTS and redesigned them. On the roof, they had Bart and Melville sitting up top, sipping drinks. They sold Buzz soda for drinks and KrustyOs for cereal. They also had little jokes and cardboard cut-outs placed around! Nearly all of the people who went to other department stores switched to the KWIK-E-MARTS because they loved the idea of being in a “Simpson’s” setting, even though the stores had less variety. </li></ul>
  57. 58. Impact
  58. 59. Impact
  59. 60. Impact
  60. 61. Impact
  61. 62. Impact
  62. 63. <ul><li>The message: Sunchips are made truly by the sun. The sign is in fact “made with the help of solar energy”. I don’t know if you can see it, but there are white letters sticking out from the billboard. The sun’s rays hit the letters, casting shadows of writing onto the billboard. The top picture is at one point of the day, the bottom at another. </li></ul>
  63. 64. Impact
  64. 65. <ul><li>Instead of saying, “Vote for Democrats, we’re awesome” or “Vote for Democrats, Republicans suck” this sign simply states all bad things that the Republicans stood for and stirs bad memories so you agree and say, “Yes, you’re right. I HAVE had enough.” </li></ul>
  65. 66. Impact
  66. 67. <ul><li>To emphasize the crash test rating this car received, it drove around for several weeks with a lamppost stuck to it. Of course they didn’t actually hit it, and that the damage taken is understated, but it stuck in people’s minds. </li></ul>
  67. 68. Impact
  68. 70. <ul><li>In the Macy’s Parade, where inflatables of popular figures are carried around in a parade, this ad was made to look like Tweety Bird got stuck in it—strings hanging down and all. This ad was for “impossibly thick yogurt”. It could only be up around this time, but drew a lot of onlookers to stare. Even I noticed it first! </li></ul>
  69. 71. <ul><li>HOPEFULLY YOU LEARNT SOMETHING! </li></ul>

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