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Essentials of Advertising

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Basic information and examples

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Essentials of Advertising

  1. 1. ADVERTISING: ART OF IMPRESSIONS Vasiliy Staros,n, Ph.D. 1
  2. 2. 76% of consumers don’t believe that companies tell the truth in adver,sements Yankelowich,2006 Last Year
  3. 3. FMCG Durable goods B2B Social ads Non-­‐profit organiza,ons 3
  4. 4. • In 1965, 80% of 18-­‐49 year-­‐olds in the US could be reached with three 60-­‐second TV spots. In 2002, it required 117 prime-­‐,me commercials to do the same.” (Jim Stengel, Global Marke,ng Officer, P&G) • 78.2% of Germans are irritated by adver,sing, only 24% actually s,ll watches it (GfK Markaorschung) • 85% of Chinese stop watching TV during commercial breaks. More than half change the channel, while the rest do housework, eat, chat or use the bathroom. (McKinsey & Co.)
  5. 5. Advertising Myths 1. Frequency is mostly not a driver for action 2. There is no golden rule about OTS Last Year
  6. 6. 76% of consumers don’t believe that companies tell the truth in adver,sements
  7. 7. Ad is just a part of promo mix Ad builds a rela,onships with consumers and builds brand iden,ty 7
  8. 8. • Tradi,onally – paid form of mass commnica,ons • Object: goods, services, ideas, events, persons etc. • New trends: individualiza,on, IT, online • Broadcas,ng vs Narrowcas,ng 8
  9. 9. AD MESSAGE • Core communica,ve idea • Symbolic proposi,on • The benefit to deliver • Coding process • Вопрос кодирования – задача разработчика определить суть решаемой проблемы и предложить соответствующую концепцию, используя нужные образы, сюжеты, слова и символы. • Декодирование – процесс толкования смысла сообщения. Субъективное восприятие. 9
  10. 10. CODING PROCESS Challenge 1 To define product benefit, idea and produce it in crea,ve concept which has to be delivered to audience 10
  11. 11. CODING PROCESS 2 Challenge 2 Decoding. Your message has to be percieved in intended way 11
  12. 12. Awareness RESULT Inform Remind Purchase Entertain 12
  13. 13. STOP Interrup,ng Direc,ng Shou,ng High-­‐powered messages Reac,ng Return on investment Big promises Explaining START Engaging Connec,ng En,cing Engaging content Interac,ng Return on involvement In,mate gestures Revealing/Discovering
  14. 14. Print AD TV/Radio Outdoor Ambient Internet DM “Personal” 14
  15. 15. • From mass media towards more fragmented channels • More relevant and interested audience • Difficult to measure • Feedback needed • Brand associa,ons through the magazine it appears in 15
  16. 16. Really smart print ad OLAY 16
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  18. 18. • The ,me of mass spreading efficiency has gone • Cabel TV • Fragmented audience • Content order • Switch off your ads • Online TV • Product placement 18
  19. 19. • Billboards, lightbox, standers etc • Integrated into environment • S,mulate to par,cipate • Street art 19
  20. 20. • Harley-­‐Davidson taoo • Logo and slogans on your shirts, caps, bags etc Body-­‐ art • Tatoo art 20
  21. 21. Brand as a basis (values, arhetype) Propose a solu,on, not ad (involve, educate, entertain) Create content (instruments and info) Analyze your content (situa,on of geŽng the info, touch points) 21
  22. 22. Crea,ve brief 1. Background 2. Objec,ves (brand awareness, rise sales, to educate, to improve the understanding of doing the things etc.) 3. Target audience 4. How do I want the audience to react? 5. The proposi,on 6. Requirements and mandatories 22
  23. 23. 1. Humor 2. Fear 3. Music 4. Sex 5. Ra,onal 6. Emo,onal 7. Limita,on 23
  24. 24. • Rise of interest coz of feeling of personal safety regarding the context • Medical services and insurance • Many experts argue for high percep,on 24
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  26. 26. • Frequently used (at least 30%) • Aracts the aen,on • Has to be related to promoted benefits • Should not diffuse posi,oning 26
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  30. 30. • Affect your subconscious • Emo,ons • Use carefully • Ethical issues • Regional factor 30
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  33. 33. • Good to remember запоминается • Clear set of associa,ons • Source of brand iden,ty • Repeated calls • Copy rights Ques%ons: New or well-­‐known? What’s the link with a message? What emo%ons? 33
  34. 34. • Also used in print and TV ads • B2B • Appropriate for complicated products • Require some costumer involvement 34
  35. 35. • Used with others • Trust • Hope • Passion • Friendship • Safety • Angry • Romance • Reliability • Family values • Надежность • Love 35
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  37. 37. 37
  38. 38. • Limited edi,on • Limited ,me • Encourage to ac,on • O‘en used as a sales promo,on 38

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