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GMA: How To Review An Ad

Presentation given to the Georgetown Marketing Association on October 2, 2007 as an introduction to advertising and a basic primer for assessing it.

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GMA: How To Review An Ad

  1. 1. How To Review An Ad October 2, 2007
  2. 2. You already have an MBA in advertising. aka:
  3. 3. First here’s a quick look at my background.
  4. 4. Here are a couple of my most recent campaigns.
  5. 5. So now I’m at Deutsch.
  6. 6. We are a full-service advertising agency. Coordination Across Multiple Platforms Consumer Strategic Positioning “The Idea” Broadcast / Cable TV Website Development Design Print / Flyer Radio Outdoor Online / Direct Response Local / Grassroots / Viral Public Relations °
  7. 7. Simply said, we connect people with ideas... People Ideas
  8. 8. For these companies:
  9. 9. What I do at Deutsch is called many things.
  10. 10. I just so happen to also have a picture of this guy hitting on my girlfriend.
  11. 11. Thank you for having me.
  12. 12. How is this all going to go down tonight? <ul><li>What goes into making an ad </li></ul><ul><ul><li>Commercial break </li></ul></ul><ul><li>How you judge an ad </li></ul><ul><ul><li>Commercial break </li></ul></ul><ul><li>Why ads are just one piece of the puzzle </li></ul><ul><ul><li>Commercial break </li></ul></ul><ul><li>AQ </li></ul>
  13. 13. At the end of all this you should be able to confidently answer: What do you think is a good (or not so good) ad (right now)? And why?
  14. 14. Because when P&G, Unilever, J&J, Nike, etc. come interview you for internships or full-time jobs, this is what they ask.
  15. 15. Section 1: What Goes Into Making An Ad
  16. 16. What is advertising? <ul><li>Advertising is paid, one-way communication through a medium in which the sponsor is identified and the message is controlled by the sponsor. </li></ul><ul><li>Every major medium is used to deliver these messages, including: television, radio, movies, magazines, newspapers, the Internet, billboards, OOH, etc. </li></ul>
  17. 17. In 2005, worldwide advertising spending was $385 billion. It is projected to exceed half-a-trillion dollars by 2010.
  18. 18. Most of those Companies (brand marketing teams) work with Advertising Agencies to make ads.
  19. 19. Sure there is some separation of duties. <ul><li>BRAND MARKETER </li></ul><ul><li>Provide the company vision, business background, and product/ service brief. </li></ul><ul><li>AD AGENCY </li></ul><ul><li>Provide the advertising expertise, strategic guidance, creative brief, ideas, and executions. </li></ul>
  20. 20. At best, an ad agency should feel like part of your marketing team.
  21. 21. You get many dance partners each with his or her own special moves. Account Manager Media Planner Creative Account Planner
  22. 22. Together we are your… <ul><li>Strategic Partner </li></ul><ul><li>Creative Leader </li></ul><ul><li>Brand Steward </li></ul><ul><li>Business and Cultural Thinker </li></ul><ul><li>Measurement and Evaluation Advisor </li></ul>Team that creates great advertising.
  23. 23. Great advertising doesn’t just come out of thin air. There is a process.
  24. 24. On Air/ In Books Optimization Consumer Research Internal/Client Review Creative Development Creative Brief Optimize Consumer Research (if necessary) Shoot Final Campaign Decision A closer look at the creative development stage.
  25. 25. A good creative brief answers these questions: <ul><li>Why are we advertising? </li></ul><ul><li>Who are we talking to? </li></ul><ul><li>What do we want to say? </li></ul><ul><li>Why can we say this? </li></ul><ul><li>How should the advertising speak? </li></ul><ul><li>What do want to happen as a result? </li></ul>
  26. 26. A lot more goes into making an ad than you probably expected. <ul><li>What it is not: </li></ul><ul><li>What it is: </li></ul><ul><li>Business objectives </li></ul><ul><li>Category knowledge </li></ul><ul><li>Target audience insight </li></ul><ul><li>Communications strategy </li></ul><ul><li>Media strategy </li></ul><ul><li>Creative idea and production </li></ul>
  27. 27. Congratulations. You’ve made it through Section 1. Now it’s time for a quick commercial break with a few of my favorite TV spots.
  28. 28. Leave Nothing
  29. 29. GTA
  30. 30. Three Little Words
  31. 31. Cat Herders
  32. 32. Section 2: How You Judge An Ad
  33. 33. Since this probably won’t cut it in the interview.
  34. 34. It’s all about objectives . In absence of objectives, take your best guess.
  35. 35. Hint: There are steps before sell more _______.
  36. 36. Ads, like ogres, have layers. What’s the strategy? What’s the creative idea? What are the executional elements? These can often be nuanced— and nuancing can sometimes save great ideas
  37. 37. Dreams
  38. 38. Starting with the executional elements . <ul><li>I like Abe Lincoln… </li></ul>Peeling back to the creative idea . <ul><li>Your dreams miss you. </li></ul>Getting down to the strategy . <ul><li>If you can’t sleep, you can’t dream. </li></ul>
  39. 39. The key is to understand to what you’re reacting. Likeability On Briefness High Low Low High 1 3 4 2
  40. 40. Likeability matters. <ul><li>Things to consider: </li></ul><ul><li>“ Liking” does not require the ad to be entertaining or humorous. </li></ul><ul><li>-Those can in fact backfire. </li></ul><ul><li>Extensive research shows that ad-liking is higher where: </li></ul><ul><li>-It provides relevant news </li></ul><ul><li>-Consumers feel empathy </li></ul><ul><li>-It is entertaining in the right way </li></ul><ul><li>Ad-liking diminishes where consumers find the ad to be: </li></ul><ul><li>-Confusing (e.g. too many scenes) </li></ul><ul><li>-Over-familiar (boring) </li></ul><ul><li>-Alienating (irrelevant, obnoxious, not believable) </li></ul>
  41. 41. The target matters. <ul><li>Questions in this area: </li></ul><ul><li>Who this ad is designed for? And does it match up with who the product or service being advertised is designed for? </li></ul><ul><li>Is the target only the end user/buyer? What about employees, the press, the retailers, other stakeholders? </li></ul><ul><li>Will this execution appeal to the right audience? </li></ul>Via David Armano
  42. 42. The message matters. <ul><li>Questions in this area: </li></ul><ul><li>Would you say this to your prospect in person? </li></ul><ul><li>Is the message from the marketer’s or person’s point-of-view? </li></ul><ul><li>Is the benefit clear? Of the product/service? Of the execution? </li></ul><ul><li>Did you learn anything/see anything that makes you think better (differently) about the company/product? </li></ul>
  43. 43. The media matters. <ul><li>Questions in this area: </li></ul><ul><li>Does the media seem like an appropriate place for the ad? </li></ul><ul><li>What else about the context of where you’re seeing (or how your hearing) this ad affects what it makes you think and feel? </li></ul><ul><li>Have you see this ad or other parts of the campaign often? </li></ul><ul><li>Does the media choice enhance the creative idea? </li></ul>Without
  44. 44. Possibly the most important question to ask: Does The Ad Break Through The Clutter? And does it grab your attention? Does it stand out from other advertising? From other content?
  45. 45. Source: TGI, 2004 % “ People don’t read advertising. They read what interests them and sometimes it’s an ad.” “ The adverts are as good as the programmes” -Howard Gossage
  46. 46. But at the end of the day, you have to ask, Does this ad work ? <ul><li>Questions in this area: </li></ul><ul><li>Are the strategy, idea, and execution right for our target? Are they compelling? </li></ul><ul><li>Is there a call to action? </li></ul><ul><li>Given you’re already guessing the objectives, how do you expect this ad to work? </li></ul>
  47. 47. What brands of X can you think of? Spontaneous brand awareness Often, we track our advertising effectiveness this way… Have you heard of Brand Y? Prompted brand awareness Thinking back to category X, what brands have you seen advertising for? Spontaneous advertising awareness Have you seen Brand Y’s advertising? Prompted advertising awareness What do you think of brand Y? Brand Image Measures Have you seen this (unbranded ad)? Ad recognition Who was it for? Branded Ad Recognition Did you like it? Likeability What did you think of it? Ad Diagnostics Did it make you want to buy Brand Y? Persuasion
  48. 48. And get results that look like this.
  49. 49. But truthfully, there is no one, simple, precise way to measure effectiveness. Communication Effects Bottom Line Effects Advertising Tracking Econometrics Sales / purchase data Ad awareness/recall Ex-factory sales Ad communication / attitudes Retail panel data(Nielsen) Consumer panel data (IRI) Brand Equity Tracking Market share data Brand awareness Penetration data (MRI) Brand image / attitudes Claimed usage / predisposition
  50. 50. There’s a reason Direct Response ads tend to look different.
  51. 51. Totally awesome. Section 2 is dunzo. Once again it’s time for a quick break. This time we look at a few ads that broke through and were passed along. They became a media buy multiplier.
  52. 52. Evolution
  53. 53. Experience
  54. 54. Gorilla
  55. 55. Chris C.
  56. 56. Section 3: Why Ads Are Just One Piece Of The Puzzle
  57. 57. Clearly there’s more to advertising than just TV commercials.
  58. 58. There’s Outdoor.
  59. 59. There’s Online.
  60. 60. There’s Print…
  61. 61. And Posters.
  62. 62. There’s Radio.
  63. 63. There’s even Video Games.
  64. 64. Clearly there’s more to marketing than advertising.
  65. 65. How many ’s is it again?
  66. 66. In Promotion, don’t forget PR.
  67. 67. In the end, it’s the brand that matters.
  68. 68. After all, your job will likely be in Brand Management.
  69. 69. Advertising is a powerful tool to help you build a brand. Title IX
  70. 70. Well done. We have reached the end of Section 3. It is time for our final break. It includes a brand anthem, a brand campaign, a piece of soon-to-be branded entertainment, brand ad made by a consumer, and a branded utility.
  71. 71. Grrr
  72. 72. Two Day Rule
  73. 73. So Easy
  74. 74. Live the Flavor
  75. 75. Public Restrooms
  76. 76. Section 4: Any Questions
  77. 77. Appendix
  78. 78. Seth Gaffney Bio <ul><li>Seth Gaffney is a Senior Account Planner at Deutsch advertising agency in New York City, where he sets the brand roadmap for companies such as Sheraton and Westin hotels and Olympus cameras. Previously he worked at Fallon in Minneapolis where he led strategy for The Islands Of The Bahamas, Nestlé Purina brands, and Travelers insurance. And he got his start at a small shop, DiMassimo Brand Advertising, where he was a planner for Joseph Abboud men’s fashion, Duvel beer, and the Hard Rock Hotel as well as manager of new business. He actually won this job by working and sleeping there during a competition called Account Executive Survivor—picture The Apprentice with no budget. </li></ul><ul><li>Seth graduated cum laude from Georgetown University’s McDonough School of Business in 2003, where he played varsity tennis for one year (until it interfered too much with work ), club soccer, and interned at consultancy, Kotler Marketing Group. He is now an Alumni Admissions Interviewer, with which comes no actual power except to scare the living daylights out of prospective students who are smarter than he. </li></ul><ul><li>As a native New Yorker, he enjoys living in spaces no bigger than a closet and dodging cabs on his way running to the West Side Highway. He spends his free time traveling, playing sports, watching Brothers & Sisters, and being trendy in general. </li></ul><ul><li>You can read more about his Gen GuY life and thoughts at . </li></ul>
  79. 79. Places To Find Ads <ul><li>Look around you - they’re everywhere. </li></ul><ul><li>Online: and </li></ul><ul><li>Creative: </li></ul><ul><li>Effective: </li></ul><ul><li>TV: Coming soon on NBC’s Didja. </li></ul>
  80. 80. Hopefully We’re At Tombs By Now

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Presentation given to the Georgetown Marketing Association on October 2, 2007 as an introduction to advertising and a basic primer for assessing it.


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