4. • Advertising allows you to communicate a
salient message to a large group of
consumers faster than any other form of
communication.
• At its best, advertising will create a sense of
urgency for the consumer, an awareness
often honest and accurate that there are
products, places, styles or sensibilities that
cry out for action or attention.
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Breakthrough ideas
are based on sound
strategy, outstanding
visuals and copy, and
the correct application
of timing and media.
The art is in ensuring
that all elements of
communication work
together so that the
end result is more
powerful and effective.
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There are various styles of
advertising:
• soft sell or a hard sell,
• a subtle approach or a blatant
approach,
• an informative style or a modern
and edgy one.
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• Style will always change: with the product or service
you are selling; with the timing of the message; with
the medium you are using. Some advertising sells
brands. Great advertising also builds them.
• The true craft is in identifying ways to interest
consumers in what is being offered. A creative
strategy can put you on the right course, but in a
world filled with clutter and distractions you must
develop communications that capture consumer
attention and interest.
• Once a brand’s core attributes are defined, the
message must be communicated to generate
customer awareness a message that incorporates
the basic tenets of the brand promise: quality, price,
customer-service and follow-up.
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strategic: a lack of strategic foundation and
focus;
a mismatch of target and product;
a bland, vanilla positioning platform;
a lack of differentiation and a lack of
relevance
9. We work with large budgets,
small ones, and others in the
middle.
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• The secret in making a budget work is
resource allocation: Focus on those areas
that have the greatest efficiencies and
effectiveness given the size of the budget you
have.
• The key with smaller budgets is to focus,
prioritize, and not try to do too much. All too
often we see clients with very small budgets
who want to compete against companies with
much larger market share. Copycatting is not
an effective tactic for penetrating a market,
particularly with a small budget.
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• Advertising is a mix of science and
art.
• Most companies approach marketing
problems in the same way we all do a
certain level of copy testing, using
qualitative and/or quantitative
research techniques. That is the
science side of it.
• The art is in the ideas. It s in being
able to see something that others don
t see and to develop creative ideas
around it. There s a lot of art to that. It
s not just something you can wake up
one morning and do.
11. There are some fundamental
rules which successful
advertising must follow
11
• You need to understand the brand you re
about to take on. Ask questions such as:
What are its core equities? Who are the
brand’s consumers?
• You need to understand the consumers and
observe how that brand fits into their lives
and their day-to-day routines. Once you’ve
got that, you can develop a strong, critical
consumer insight. Then marry that insight
with the core equities of the brand.
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To be a really good
creative, you have to
experience a lot of
things. read a lot, see a
lot of movies, talk to a
lot of people. When you
start to think out
solutions, it s really a
subset of your
experiences. You need to
be someone with a wide
range of experiences and
who finds it easy to come
up with creative ideas or
solutions to problems
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• Good breakthrough advertising has a
moment of pure magic to it. It finds a
way to engage the target consumer.
• One key to doing this is by generating
some cleverness in the ad. It can come
in any number of ways through drama,
humor, the use of music, offering a
slice of life, or some sort of
technological special effects.
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Advertising
Direct Marketing
Interactive/ Internet Marketing
Sales Promotion
Publicity/ Public Relations
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Media mix
Target market
coverage, including
geographic
coverage
Creative aspects
and mood
Flexibility
Budget
considerations
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• A wide variety of media and
media vehicles are available to
advertisers. While it is possible
that only one medium or vehicle
might be employed, it is much
more likely that a number of
alternatives will be used.
• The objectives sought, the
characteristics of the product or
service and the size of the
budget are just some of the
factors that determine what
combination of media will be
used.
