Nine ways to improve an ad

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Originally from Communication Arts in 1963 by BBDO's Fred Manly with illustrations by Hal Riney. Still relevant today on two fronts. There are times when single minded, brilliantly focused messages work. And rules are meant for breaking if we are to invent new ways of engaging. This is a lesson I am sharing at BU College of Communications, in Fundamentals of Creative Development. A little history from 50 years ago.

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  • Edward, thank you for sharing! AWESOME AD ADVICE :)
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Nine ways to improve an ad

  1. NINE WAYS TO IMPROVE AN ADFriday, August 31, 12
  2. PRESENTED IN FUNDAMENTALS OF CREATIVE DEVELOPMENT EDWARD BOCHES CM 417 FALL, 2012Friday, August 31, 12
  3. ORIGINALLY BY FRED MANLEY BBDO ILLUSTRATIONS BY HAL RINEYFriday, August 31, 12
  4. FROM COMMUNICATION ARTS 1963Friday, August 31, 12
  5. THIS AD IS INEPTFriday, August 31, 12
  6. Always show the productFriday, August 31, 12
  7. Be positiveFriday, August 31, 12
  8. Name in headlineFriday, August 31, 12
  9. Include people enjoying the productFriday, August 31, 12
  10. Be newsworthyFriday, August 31, 12
  11. Make that headline prominentFriday, August 31, 12
  12. Avoid negative connotationsFriday, August 31, 12
  13. Tell the reader where to buy itFriday, August 31, 12
  14. And, of course, localizeFriday, August 31, 12
  15. Think one. You can lie on a bed of nails, but you can’t lie on one nailFriday, August 31, 12
  16. CONCLUSION The world of advertising is But there remain two relevant certainly not what it used to lessons in this wonderful be. demonstration from nearly 50 years ago. We make fewer and fewer print ads. One, there is a timelessness, and at times appropriateness, Complexity in story telling -- to the classic ad that from the likes of TV series to brilliantly conveys one point. transmedia marketing programs -- is often more By giving away less, it effective than the single entices us to learn or care minded focus that prevailed more. in the years after the Creative Revolution of the 1960‘s. And two, rules are made for breaking. Especially if we And in an age of social media are to invent new ways of and mobile technology, utility solving problems, attracting is replacing message based attention, and involving our marketing all together. communities.Friday, August 31, 12

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