www.brandology.me

The 12 Principals of
Great Advertising
Before we start
• Advertising IS NOT:
– The ART of entertaining people.

• Advertising IS:
– The ART of getting people int...
Great advertising NEEDS:
• CLEAR objectives.
• Clearly defined message / messages that
needs to be conveyed.
• Focused mes...
THE 12 PRINCIPALS OF GREAT
ADVERTISING
Principal 1
• Clearly conveys the desired message
– The ad conveys the desired message /
proposition clearly and strongly....
Principal 1
Examples

• Clearly conveys the desired message
– Mobinil and Vodafone launched two
campaigns at the same time...
Principal 2
• Built on a BIG IDEA
– Great ads are centered around A big idea.
The big idea is the story line or creative
f...
Principal 2
Examples

• Built on a BIG IDEA
– A big Idea is ONLY big if it is ALL about
the main message.
– http://www.you...
Principal 3
• Creativity and Originality
– The Big Idea should be creative and
original for the ad to stand out and make
a...
Principal 3
Example

• Creativity and Originality
– Extreme examples of creativity
– https://www.youtube.com/watch?v=Ij2Xb...
Principal 4
• Campaignability
– The Big Idea should be campaignable. It
should be able to sustain itself and grow
with the...
Principal 4
Example

• Campaignability
– Mac Vs Pc is a perfect example of
campaignability
– http://www.youtube.com/watch?...
Principal 5
• Conveys the Brand Positioning
– The ad should be measured against the
Brand positioning and the main element...
Principal 5
Examples

• Conveys the Brand Positioning
– Following are two ads for Carrier Egypt.
Which do you think convey...
Principal 6
• Clear Branding
– The last thing you want to do is
consumers LOVING an ad but claiming it
for a competitor. G...
Principal 6
Example

• Clear Branding
– No clearer example of ingenious branding
than this Audi commercial
– https://www.y...
Principal 7
• Memorability
– Great ads are ads that people remember
and talk about. Make sure that yours will.
Principal 7
Examples

• Memorability
– Great memorable ads
– https://www.youtube.com/watch?v=dr1RGCFVTiI
– http://www.yout...
Principal 8
• Relevance to Target Group
– The target has to relate to your ad not
say: This is not for me.
Principal 8
Example

• Relevance to Target Group
– El Bawadi launched a campaign for
Halawa that will leave you wondering ...
Principal 9
• Credibility
– The ad in general and the message in
specific should be credible. If I don’t
believe you, don’...
Principal 9
Examples

• Credibility
– Panda campaign, though rated high on
memorability and likeability but portrayed
a ne...
Principal 10
• Creates Change
– Great ads create change in:
•
•
•
•

Consumer perceptions
Habits
Emotions
etc
Principal 10
Examples

• Creates Change
– Some ads changed consumer habits and
re shaped specific markets:
– http://www.yo...
Principal 11
• Has a retainable property
– Great ads usually carry a retainable
property that is always remembered and
bec...
Principal 11
Examples

• Has a retainable property
– Axe Boom Cheka wowoa
– https://www.youtube.com/watch?v=vgxxAwue7Fs
– ...
Principal 12
• Low production and airing cost
– Great ads can cost low. They can still be
simple and to the point.
Principal 12
Example

• Low production and airing cost
– VW creative ad
– https://www.youtube.com/watch?v=U-tKdWUPJ-w

– E...
Contact Us
+2 01009990994
Yasser El Azzawy
info@brandology.me

www.brandology.me

www.facebook.com/Brandologyegypt
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The 12 principals of great advertisng

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What makes GREAT advertising? These are some factors that ensure a GREAT ad

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The 12 principals of great advertisng

  1. 1. www.brandology.me The 12 Principals of Great Advertising
  2. 2. Before we start • Advertising IS NOT: – The ART of entertaining people. • Advertising IS: – The ART of getting people into desired actions, perceptions or beliefs.
  3. 3. Great advertising NEEDS: • CLEAR objectives. • Clearly defined message / messages that needs to be conveyed. • Focused message. • Credible message. You have to believe your message in order for others to believe it. • Clear briefing to the advertising agency. • Benchmark initial outputs to 13 Principals. • Manage execution to ensure final output.
  4. 4. THE 12 PRINCIPALS OF GREAT ADVERTISING
  5. 5. Principal 1 • Clearly conveys the desired message – The ad conveys the desired message / proposition clearly and strongly. This should be the primary objective from the ad and if not achieved then no point in going any further.
  6. 6. Principal 1 Examples • Clearly conveys the desired message – Mobinil and Vodafone launched two campaigns at the same time conveying the same message. Which do you think conveys the message more strongly: – https://www.youtube.com/watch?v=AsCIBP0rIF8 – http://www.youtube.com/watch?v=I6_1mkESuU&feature=youtu.be
  7. 7. Principal 2 • Built on a BIG IDEA – Great ads are centered around A big idea. The big idea is the story line or creative frame in which the message is conveyed. BIG ideas should be BIG.
  8. 8. Principal 2 Examples • Built on a BIG IDEA – A big Idea is ONLY big if it is ALL about the main message. – http://www.youtube.com/watch?v=M7FIvfx5J10 – http://www.youtube.com/watch?v=nLwML2PagbY – http://www.youtube.com/watch?v=rb9fpQ_8OUY
  9. 9. Principal 3 • Creativity and Originality – The Big Idea should be creative and original for the ad to stand out and make an impression. Great ads usually have SIMPLE but CREATIVE ideas that usually leave you wondering: HOW DID THEY THINK OF THIS?
  10. 10. Principal 3 Example • Creativity and Originality – Extreme examples of creativity – https://www.youtube.com/watch?v=Ij2Xbu-XhCI – https://www.youtube.com/watch?v=Bkf9HvYdxX4
  11. 11. Principal 4 • Campaignability – The Big Idea should be campaignable. It should be able to sustain itself and grow with the Brand over a given time. Great ads are like great movies you can extend them to part 15.
  12. 12. Principal 4 Example • Campaignability – Mac Vs Pc is a perfect example of campaignability – http://www.youtube.com/watch?v=0eEG5LVXdKo
  13. 13. Principal 5 • Conveys the Brand Positioning – The ad should be measured against the Brand positioning and the main elements of the positioning should be present.
  14. 14. Principal 5 Examples • Conveys the Brand Positioning – Following are two ads for Carrier Egypt. Which do you think conveys the Brand positioning and which acts against it: – https://www.youtube.com/watch?v=HRqHOa_V3hs – http://www.youtube.com/watch?v=6l0C5bTDgKw
  15. 15. Principal 6 • Clear Branding – The last thing you want to do is consumers LOVING an ad but claiming it for a competitor. Great ads are known only for their Brands.
  16. 16. Principal 6 Example • Clear Branding – No clearer example of ingenious branding than this Audi commercial – https://www.youtube.com/watch?v=2_UIp8jFgTI
  17. 17. Principal 7 • Memorability – Great ads are ads that people remember and talk about. Make sure that yours will.
  18. 18. Principal 7 Examples • Memorability – Great memorable ads – https://www.youtube.com/watch?v=dr1RGCFVTiI – http://www.youtube.com/watch?v=TnzFRV1LwIo
  19. 19. Principal 8 • Relevance to Target Group – The target has to relate to your ad not say: This is not for me.
  20. 20. Principal 8 Example • Relevance to Target Group – El Bawadi launched a campaign for Halawa that will leave you wondering : Is this Brand for me: – https://www.youtube.com/watch?v=ZIff3dZgM9Q
  21. 21. Principal 9 • Credibility – The ad in general and the message in specific should be credible. If I don’t believe you, don’t expect me to react.
  22. 22. Principal 9 Examples • Credibility – Panda campaign, though rated high on memorability and likeability but portrayed a negative, aggressive Brand image and rated low on message credibility. – https://www.youtube.com/watch?v=XYz3sl0LEA4 – Another vivid example of credibility is Blackberry vs iphone. Which do you think is credible? – https://www.youtube.com/watch?v=LwxNNsmGhVI
  23. 23. Principal 10 • Creates Change – Great ads create change in: • • • • Consumer perceptions Habits Emotions etc
  24. 24. Principal 10 Examples • Creates Change – Some ads changed consumer habits and re shaped specific markets: – http://www.youtube.com/watch?v=fwqrLYLdU5I&feature=youtu. be
  25. 25. Principal 11 • Has a retainable property – Great ads usually carry a retainable property that is always remembered and becomes associated to the brand.
  26. 26. Principal 11 Examples • Has a retainable property – Axe Boom Cheka wowoa – https://www.youtube.com/watch?v=vgxxAwue7Fs – https://www.youtube.com/watch?v=1eYi1qL1A-M – https://www.youtube.com/watch?v=cDBXeBoYK2A
  27. 27. Principal 12 • Low production and airing cost – Great ads can cost low. They can still be simple and to the point.
  28. 28. Principal 12 Example • Low production and airing cost – VW creative ad – https://www.youtube.com/watch?v=U-tKdWUPJ-w – Etisalat creative campaign with low production cost – https://www.youtube.com/watch?v=RWbh-zdOcNA – https://www.youtube.com/watch?v=-hsEAOvcnPA
  29. 29. Contact Us +2 01009990994 Yasser El Azzawy info@brandology.me www.brandology.me www.facebook.com/Brandologyegypt

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