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![You are losing your job:
Computational advertising vs. traditional ads
You are losing your job:
Computational advertising vs. traditional ads
From promoting need arousal
to matching
Advertising is information
• “I do not regard advertising
as entertainment or an art
form, but as a medium of
information….” [David
Ogilvy, 1985]
• The transformation of
information incurs a cost.
Advertisers purchase
“attention” from audience.
Information needs matching!
From mass media to new media
• Traditional](https://image.slidesharecdn.com/com5401advertisingproductionandmanagementadvertisi-221028045114-9b9ba1cb/75/COM-5401Advertising-Production-and-ManagementAdvertisi-docx-3-2048.jpg)
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COM 5401Advertising Production and ManagementAdvertisi.docx
- 1. COM 5401 Advertising Productionand Management Advertising Theories: Computational advertising Semester A 2018 © Fei Shen, City University of Hong Kong Recap of Last Lecture • Four empirical theories • Balance theory (celebrity endorsement) • Theory of planned behavior (norm pressure) • EPPM (fear appeal) • Elaboration Likelihood Model (detailed information vs. shortcut) • A Hybrid Model – FCB Grid (involvement – thinking/feeling) • Three practical theories: • Unique selling proposition (USP) • Emotional selling proposition (ESP) • Credo selling proposition (SCP)
- 2. Which theories areapplied here? Which theories are applied here? Which theories are applied here? The advertising industry has been changing… The core competitive skill sets are changing… Our jobs are taken away bit by bit… Changing media technology and waning traditional media Changing media technology and waning traditional media You are losing your job: manual based editing vs. algorithm based editing
- 3. You are losingyour job: Computational advertising vs. traditional ads You are losing your job: Computational advertising vs. traditional ads From promoting need arousal to matching Advertising is information • “I do not regard advertising as entertainment or an art form, but as a medium of information….” [David Ogilvy, 1985] • The transformation of information incurs a cost. Advertisers purchase “attention” from audience. Information needs matching! From mass media to new media • Traditional
- 4. advertising paradigm: branding image, spreadthe message, foster likeness. • New media paradigm: finding the most matching information for an individual. Quantitative perspective of advertising research Not all attention has value. “Half the money I spend on advertising is wasted; the trouble is I don‘t know which half.” John Wanamaker, 1875 • “The time has come when advertising has in some hands reached the status of a science. It is based on fixed principles and is reasonably exact. The causes and effects have been analyzed until they are well understood. The correct method of procedure have been proved and established.
- 5. We know whatis most effective, and we act on basic law.” Claude Hopkins, 1923 advertiser audience media Mediator Third party matcher Matcher optimizer Data and advertising New skill sets needed for ad industry • information retrieval • large scale textual analysis • statistical modeling • machine learning • microeconomics • game theory
- 6. • optimization • recommendationsystems Computational Advertising • An approach of advertising to serve the right ad in a right context to the right consumers on the basis of the users’ response that is enabled by computational methods. Computational Advertising • Computational creative • For example, the use of an automated design system based on genetic algorithm to design banner advertising (Gatarski, 2002) • Computational Placement • Deals with innovative applications of embedding ads in various kinds of digital content on the real-time user response or use information • Contextual and behavioral placement • User profiling through data mining • Computational Evaluation • Focuses on new metrics of measuring the effectiveness of digital media advertising
- 7. • It ispossible to enable real-time response, maximize the precision, and speed up the process. How many online advertising types you have seen? Display ads History: the oldest banner ads • More than 20 years ago, on 27 October 27, 1994, the first banner went live on hotwired.com. For over four months, 44% of those who saw it clicked on it. From static banners to dynamic banners – ad server Basic terms • Impression • Every occurrence of an ad within the page • CPM= cost per mille = cost per thousand impressions • Banner ads • Guaranteed delivery
- 8. • CPC =cost per click • Search ads • CPT/CPA= cost per transaction/action (advertiser perspective) • purchasing, join membership • Driving traffic, business model similar to ebates.com Display ad purchasing • Direct purchasing • Buying ad space from media owner directly • There is no need of programmed displaying, fast speed of showing the ad. • This is exactly traditional media space purchasing, no accurate targeting. • Guaranteed delivery • From buying a particular space, to buying individual audience. Targeting individual with demographics. • e.g., male, 20-40, interested in sports, living in California • Usually order within a specific time range; if the target audience size is not reached, then could ask for compensation • Non-Guaranteed delivery • Usually buying from Ad networks (think about real estate brokers) • Optimization
- 9. Contextual matching • Mainproduct: Google Adsense, Microsoft: ContentAds • Main problem: relatively low CTR (Click-Through Rate), between 0.001-0.1%, unclear motivation of visiting the page Display ad purchasing Demand side platform Ad network and Ad Exchange • Ad network: Companies that aggregate supply from multiple publishers or other intermediaries and matches it with advertiser demand. • Ad Exchange: Marketplace for trading impressions between ad networks and some large advertisers or agencies. Think about stock exchange. DSP and Data Supplier • Demand Side Platforms (DSP): technology driven optimization for the demand providers. Help advertiser to solve the bidding
- 10. problem. • Data Supplyand aggregation: BlueKai, eXelate, Experian, Comscore, Nielsen Audience targeting: Where do the data come from? • Types of data • Meta data: operation system • Behavioral data: purchasing, searching, browsing, clicking • Social network data: social media • Targeting audience: • Demographics • Geographical • Behavior • Retargeting • Social network Demographics • If we want to promote a 50k USD sports car, who do we want to
- 11. target? • Age, gender,income, location, interest • Challenge: where do the data come from? • Data provided by users: privacy concern, data error (unless you have credit card and logistics data) • Model prediction based on behavioral data Bipartite graph: help filling the blank information when demo data is not available Retargeting Retargeting and cookies • Realized through third party cookie. • More accurate information from: • Searched product • Browsed product
- 12. • Product inyour basket but not checked out. Privacy issue • algorithm privacy • Algorithm could release personal information and personal habit Social network targeting • Two types of data • Profile attributes • Network graph data • Social network graph data could be used to predict user behavior or identity. This is based on the concept of homophily. Sponsored search advertising/paid search
- 13. Search engine’s job •Organic search results: (information driven – main products) • Mechanism/algorithm: PageRank, Randex • Advertising platform: (money driven) • Mechanism: matching content, matching users, profit maximum Search engine ad flow • Advertiser: • Define keyword • Bid keyword • Pay • Audience: • Search keyword in search engine • Search engine: • Matching keyword with webpages • Matching keyword with advertising • Display webpage and advertising information Google “travel agent”
- 14. Yahoo “travel agent” DisplayURL (destination URL) headline Description Ad extentions (location, call, etc.) Bid phrase: Travel agent How search engine make decisions? • Keyword matching • Behavioral data matching (bipartite graph) Pricing • Early period (1994): CPM based, high price, individual negotiation, no keyword targeting, slow update speed • Later (1997): generalized first-price auctions, e.g., goto.com,
- 15. unstable price • Now: generalizedsecond-price auctions, Google & Yahoo, using multiple factors for ranking ads How much does it cost? How much does it cost? How much does it cost? Intro to Bidding Shawn Lam related to search engine Shawn Lam 公开竞价� Shawn Lam 从高到低报价� Shawn Lam 从低到高报价�
- 16. Second price auction(Vickrey) • The highest bidder wins but the price paid is the second- highest bid. • For example • Auctioning an ad space • Bids are $50, $20, $40, and $90 • $90 bidder wins but pays $50 • This game has equilibrium: all players bid their value for the good! • WHY? Proof • Imagine you are a loser: • Decrease your bid? Still lose and receiving nothing (no need to change) • Increase your bid? • Still lose and receive nothing (no need to change) • Win … but pay more than you value the good (no need to change) • Imagine your you are a winner: • Increase bid? Still win and pay the same price (no need to change)
- 17. • Decrease bid? •Still win and pay second price (no need to change) • Lose and receive nothing (no need to change) Second price auction features • Use dominant strategies: your honest price • Work with incomplete information • Compared with first price auction • The highest bidder pays the price they submitted. • First price auction has no pure strategy equilibrium. Bidders need to revise bidding price multiple times to get best output. Do all these mean that creative is useless and you are going to lose your job? Media technologies change; the basic rules of persuasion do not. Paradigm Shift • Broader Integration • Advertising, sales promotion, direct marketing, and public relations all
- 18. integrated in onlinepromotion • Shifted Orientation • Consumers prefer to initiate a brand communication process whenever and wherever needed – a pull approach • Brand communications have shifted from a largely “push” approach to a mixed “push” and “pull” approach • Deeper Engagement • More than involvement; mixing cognitive, affective and conative elements • Consumer insights • Sobbing marketing to happy marketing Throw us a bone campaign Volkswagen – the fun theory Platform integration: Let it ring campaign 首先用戶在一個網站（上圖），介紹駕駛安全 的知識，然後提醒你可以轉發給好友。如果你
- 19. 選擇給好友轉發，那麼你必須留下朋友的手機 以及Email信息。 好友會收到一封如上圖的一封EMAIL， 點擊鏈接，會跳轉到一個視頻網站的 頁面。 可以看到一段駕車行進的視頻 隨著視頻進行，好友 的手機會響 當好友接起電話的時候，視頻畫面（駕車）就會撞上一個 人！緊接著畫面提醒你開車不要接手機，let itring. 如果始終沒有接起手機，畫面結束時會恭 喜你避免了一場車禍。 Reminder • Decide on which category for your group to develop a new brand • Select your two ads for the critique COM 5401 Advertising Production and
- 20. Management Creative method Semester A2018 Fei Shen, City University of Hong Kong What we have covered • Advertising theory • Branding • Creative paradigms Today • Rules of brainstorming • Generic processes: how to brew ideas • Method: Context Creation Strategy for advertising creative (from Dentsu) • Practice and sharing Group work: Rules of brainstorming
- 21. • Withhold yourjudgment of ideas, no idea is stupid • Encourage wild and exaggerated ideas • Quantity counts at this stage, not quality • Build on the ideas put forward by others, encourage cross- fertilization • Every person and every idea has equal worth • Do individual brainstorming before and after group discussions Getting Creative Input Ask everyone involved for information! Listen to what people are talking about! Use the product to become familiar with it!
- 22. Read anything related tothe product or market! When get stuck, think about “theories”. How we organize knowledge? • Associative Memory Network: No concept exists in vacuum. • The more concepts attached to one single node, the more memorable that single node is going to be. To reverse-engineer some ads: How to build associations?
- 23. Context Creative Strategy •Context branding – a method of thinking and practicing advertising creativity. • Based on logic connections and meaning extension (e.g., A is similar to B, A is the antecedent of B, A leads to B, etc.). • To connect brand identity with core elements (visual, audio etc.) in campaigns. • To visualize ideas and concepts. “为使能够使成为沟通上的文脉的品牌知识可视化,就需要确定品牌知识的拥有者, 将这种知识以明晰的语言 表达出来。文脉品牌构筑需要以语言化的概念作为联想的网络节点使之相联接。 这样来形容语言化概念的作 用可能被认为有夸张的嫌疑,实际上就是将联想的关键词串联在一起。” Why Context Branding? Product Feature Benefits Value concepts
- 24. element s concepts element s connections element s Campaign Methodology – How? Exercise1 – meaning extension Tofu ? ? ? ? ? ?
- 25. ? ? Exercise 2 –meaning extension Juicy/Good Smell ? ? ? ? ? ? ? ? Exercise 3 – Multi-layered ? ? ? Dizzy
- 26. ? ? ? ? ? ? ? ? ? ? ? ? ? 1. Central concept(s)to be placed at the center of your canvass. 2. Expand your thoughts and ideas. 3. Highlight and Visualize key breakthroughs. 4. Organize your keywords.
- 27. 5. Connect selectedelements and develop them into a creative idea. Practicing time • A creative TVC for the following products (pick one) • Chocolate bar • Banking/Postal service • Treadmill/exercise machine • Gas station/Fuel company • Chinese tea • Perfume • Steps: • 1. Setting up a core concept • 2. Contextual branding method – concept map • 3. Formulating a story • 4. Share and discuss
- 28. COM 5401 Advertising Productionand Management Creative strategy Semester A 2018 Fei Shen, City University of Hong Kong Housekeeping • Topics due today; email your TAs about your topics; multiple groups choosing the same topic is okay. Recapitulation • Keys to branding • Intangible: identity, value, image • Need hierarchy: from functional benefits to “intangible” satisfaction • Coherence • Long-term planning From strategy to execution • We are getting down from big pictures to concrete operations.
- 29. • Brand (bigidea) first; creativity follows Final project • Erroneous tendencies: • Focusing on creative tricks • Focusing on technical details • How to avoid it? -- image yourself to be a brand manager, not a product designer, or a short film director. • Work flow: • Branding system: the “need triangle” of your brand (we will discuss and confirm) • Your creative: story (we will discuss and confirm) • Production • Let me emphasize this again: do not start from story. You will get a low or even failing grade for this. Awards • Advertising creative awards • Clio http://www.clioawards.com/ • Cannes http://www.canneslions.com/ • New York http://www.newyorkfestivals.com/
- 30. • London http://www.liaawards.com/ •Hong Kong Kam Fan http://www.aaaa.com.hk/en/awards/creativeAwards/index2014.p hp http://www.clioawards.com/ http://www.canneslions.com/ http://www.newyorkfestivals.com/ http://www.liaawards.com/ http://www.aaaa.com.hk/en/awards/creativeAwards/index2014.p hp Creative Strategies? Part I • The BASIC strategies – being employed long time ago, but still usable today, and effective, if well used. • Two traditional routes: rational vs. emotional • Sex • Humor • Fear • Celebrity • Three Bs – attention catcher (not Bach, Beethoven, and Brahms) Two traditional routes to take
- 31. • Ration/functional benefits– too many examples • Emotional • Thai insurance company • True Move – telecommunication • Macintosh - Crazy ones, and Apple computer advertising from 1997 to 2001 • Musashino Bank Sex • Gender difference: sensual and innuendo for female; graphic for male Sex • Wacoal • Toyota • Sony PS • Fertilizer Humor
- 32. • People reactpositively to humor, welcomed, get away from stress; Humor peeks up interest • The got milk campaign • South West: Wanna get away? • McDonald’s • Burger King Fear • Successful fear appeal relate to the severity of the problem: good match • We have seen many examples when talking about fear appeal theory – EPPM. Celebrity • Be careful with celebrity endorsement: some times it backfires • Not necessarily to use explicit endorsement Testimony is reserved for unsophisticated consumers Beauty, beast, and baby
- 33. • Evian water •Low fat tuna – beauty and beast? • Benz 2009 Creative Strategies Part II • Some popular tricks of story telling – for more sophisticated audiences • Metaphor/Simile • You don’t need to tell the whole story • Unexpected/Exotic/only existing in imagination – attention catcher • Symbol - Simple, low cost, but powerful • Reverse thinking/going against the trend… • Seeking resonance from pop culture / current social situation Metaphor/Simile • What is a metaphor/simile? • Tango • Ford C-max • Quit smoking
- 34. • DVD player •Magic body control You don’t need to tell the whole story • Use implied meaning, let the audience to guess • La Senza Unexpected/Exotic/Strange • Pepsi Monk • Evian • Pepsi ‘girl’ • Support Child Foundation • Big Cat The power of symbol • Volkswagen –double-checked • Audio- Identity
- 35. Reverse thinking • VolkswagonBeetle – think small, DDB, 1959 Reverse thinking • Avis – ‘we try harder’, DDB, 1963 Inspiration from culture/social ethos • Apple 1984 • Budweiser: Wassup! 1999-2000, Grand Clio Award Creative Strategies Part III • Trendy tricks – with the development of technology • Long story - not necessarily TVC • Less thinking, more relying upon visual impacts • Make it eventful (related to viral marketing/interactive campaign - we will discuss this in future lectures) • Johnnie Walker –Fishman • “The bouncy ball ad” – San Francisco – make an event!
- 36. Long story/short film •Lenovo – Always online, Dentsu， 2008 • 星展银行 《成就未来》， 2013 • Wechat 香港， 2013 • 益达 酸甜苦辣， 2010 Long story/short film • 益达 酸甜苦辣， 2010 • BBDO Guangzhou • Background: • chewing gum declining • “good for teeth” no longer works • Consumer insights: food culture in China • Emphasis on “necessity after meal” • HTC strategy (habit+trust+care) Three things to watch out for
- 37. • Culture • Regulation •Ethics Next time • Creative methods COM 5401 Advertising Production and Management Branding theories Semester A 2018 Fei Shen, City University of Hong Kong Brand stands for…? Brand • Burning marks onto products • More than a name or logo now
- 38. • People startto recognize the way in which consumers were developing relationships with their brands in a social, psychological, anthropological sense. • A noun vs. a verb From 4P to branding • 4P - Product, price, place, promotion • Marketers should consider how these tangible aspects of production and service delivery translate into the long term asset of intangible brand value. • Speaking of “intangible”, think of different ad theories, and Maslow’s hierarchy. Branding & Advertising • Long term vs. Short term • Strategy vs. Creative implementation • Core values vs. Incarnation of values Shawn Lam
- 39. one campaign Shawn Lam 价值的化身� Branding •Process: Adding layers of meaning on a product or a series of products. • product/brand – (association) – meanings • Consequence: Products reflects the essence of brand promise or brand vision. Shawn Lam 把一层一层的意义赋予你的产品� Orange is Not Orange Think in terms of Maslow’s pyramid Diamond is Not Diamond Think in terms of Maslow’s pyramid Mouse is Not Mouse
- 40. What kind ofMeaning? • Adding layers of meaning on a product or a series of products . • Meanings that: • Well summarize the spirit of your product. • Are at an abstract level. • Could touch your audience’s heart. • Leave room for imagination. Brand slogan examples • Acura: The True Definition of Luxury. Yours. • American Airlines: Fly the American way • American Telephone & Telegraph: Reach out and touch someone • Apple: Think different • Budweiser Beer: Where there's life, there's Bud • Esso: Put a Tiger in Your Tank • Honda Civic: Better gas mileage. A Civic responsibility • Kentucky Fried Chicken: Buy a bucket of chicken and have a barrel of fun
- 41. • Martini: Theright one. Any time, any place, any where Brand Identity • A person’s identity? • How do I dress? How do I speak? What are my core values? What do I stand for? How do I want to be perceived? What personality traits do I want to project? What are the important relationships in my life? e.g., WASP, Hippe, Yuppie, etc. • A brand identity provides direction, purpose and meaning for the brand. • Heart and soul of the brand. • “Brand identity is a unique set of brand associations that the brand strategist aspires to create or maintain. These associations represent what the brand stands for and imply a promise to customers from the organization members.” –David A. Aaker Brand Identity • A classic example in the history of marketing and advertising: • Phillip Morris, 1924, slogan “Mild as May”
- 42. • 1950s, scientistslink smoking to lung cancer • Repositioning: used images of sea captains, weightlifters, war correspondents, construction workers and cowboy… • “man always remember love because of romance only” • ultimate American cowboy, masculine, macho, rough-and- tumble • In 1972, Marlboro became the No. 1 tobacco brand in the world. General Principles of Branding • A key to developing a strong brand identity is to broaden the brand concept to include other dimensions and perspectives with consistency. • Four identity perspectives • Brand as a product -- lower levels of needs • Brand as organization -- intermediate levels of needs • Brand as person: brand personality – higher levels of needs • The brand as symbol – higher levels of needs Brand as Product
- 43. • Association withproduct related attributes • Quality/value: many brands use quality as a core identity element • Gillette – “the best man can get” • Starbucks’ brand identity is based on its reputation for providing the finest coffee in the world with integrity. • Associations with use occasion • Some brands successfully attempt to own a particular use or application, forcing competitors to work around this reality • Gatorade, owns the use context of athletes looking to sustain a high level of performance. • Association with users • Another tack is to position a brand by a type of user • Harley Davison – believers in freedom, ruggedness, rebellion • Wrangler Jeans – tough, rebellion Shawn Lam 使用场景� Shawn Lam 产品属性� Shawn Lam 用户�
- 44. Brand as Organization •The brand as organization perspective focuses on attributes of the organization rather than those of the product or service. • Such organizational attributes as innovation, a drive for quality, and concern for the environment are created by the people, culture, values, and programs of the company. • Corporate image commercial • Cisco – connecting the world • Toyota – silence, movement, simplicity Brand as Organization • It is much easier to copy a product than to duplicate an organization with unique people, values, and programs. • Organizational attributes usually apply to a set of product classes, and a competitor in only one product class may find it difficult to compete. • Associations such as customer focus, environmental concern, technological commitment, or a local orientation can involve emotional and self-expressive benefits based on admiration, respect, or simple liking.
- 45. Brand as Person •Like a person, a brand can be perceived as being upscale, competent, impressive, trustworthy, fun, active, humorous, casual, formal, youthful, or intellectual. • A brand personality can help create a self-expressive benefit that becomes a vehicle for the customer to express his or her own personality. • Just as human personalities affect relationships between people, brand personality can be the basis of a relationship between the customer and the brand • Apple user: casual, anti-corporate, and creative. • Dell computer: a professional who helps with the tough jobs; • Mercedes-Benz: upscale, admired person; • Hallmark: a warm, emotional relative. Product User Brand as Person • A brand personality may help communicate a product attribute thus contribute to a functional benefit. • Mascot: the Michelin man’s strong, energetic personality
- 46. suggests that Michelintires are also strong and energetic Shawn Lam Shawn Lam 吉祥物� Branding: Myth Construction • Compare brand with religion • Lower level: functions of products vs. church or Bible (visible) • Mid level: feelings of satisfaction through consumption vs. satisfaction derived from Sunday worship activities (invisible) • Higher level: identity expression vs. seeking meanings of life (invisible, ontological, and teleological) THREE Take-away Messages • Consumer understanding • Extension of meaning • Coherence implementation
- 47. The WORD toremember • COHERENCE • Feature – Benefit – value/identity – image coherence • Coherence across different products under the same brand • Coherence between your product/service identity and potential consumer’s identity • Coherence across TIME … i.e., consistency Chang your image first Danone Cuts Out the Cookies The BBK empire A Case from Hong Kong: Wellcome • McCann Erickson • Price haggling? vs. Parknshop • Cheap?
- 48. • Being frugal? •Save money? A more recent case Mentholatum HK A Case from Mainland China: Safeguard • Personal hygiene? • Kill germs? • Skin care? • Story structure? Shawn Lam 一层一层的产品特质� A Case from Thailand: Pantene • Unique Selling Point: Shine (compare this to Rejoice and Head & Shoulders) • Shine on different levels: • shining hair (function) – lower level
- 49. • shining life(self actualization)– higher level • Consistency? • Extension of meanings from lower level to higher level Branding: Maslow’s Hierarchy Product Feature Benefits Value Audience Demographic Psychographic Value Branding Consumer Resonance Brand building in Chinese context • Watch the video clip on “brand building in China”
- 50. • Tom Doctoroff:J. W. Thompson North East Asia Director Greater China CEO, based in Shanghai next time • Creative strategy Readings Branding Strategy of JWT Changing involvement 改变沟通方式 from passive exposure to active engagement 从被动的展示变成主动的吸引 ENGAGE 摄众 3 Engagement Idea 摄众意念
- 51. 1 Consumer Insight 消费者洞察 2Brand Vision 品牌远景 4 Connection Plan 联通计划 Only Four Key Points 只有四个主要的突破点 1. The Consumer Insight 消费者洞察 “Why”? The fundamental motivations that explain behavior and preference “为什么”? 解释人类消费行为和喜好的最根本动机 Only Four Key Points 只有四个主要的突破点 Find the conflict! 发现冲突！ Consumer Insight 消费者洞察 I want to indulge 我想要沉溺于美食
- 52. But 但是 I don’twant to get fat 我不想变胖 2. Brand Vision 品牌远景 Brand Vision 品牌远景 Consumer Insight 消费者洞察 Unique Brand Offer 品牌独特利益点 Only Four Key Points 只有四个主要的突破点 Make everyday exciting 精彩每一天 Consumer Insight 消费者洞察 Real life can be routine 真实生活是枯燥的 Driving dynamics 动感驾驶
- 53. Unique Brand Offer 品牌独特利益点 OnlyFour Key Points 只有四个主要的突破点 2. Brand Vision 品牌远景 A seamless, unexpected fusion of product point of difference and consumer insight 一种无缝的，未预料的产品特点和消费者洞察的融合 欧洲风格 “活得精彩” “外观很棒…驾驶又很激动人心的好车” 精力充沛, 冒险精神, 积极向上, 充满活力 德国工艺 动感驾驶 Focus 4D Focus 5D S-Max CD345 “随时, 随地, 意料之外的精彩” 按照自己的意 愿随心驾驶,享 受动感的乐趣 按照自己的意愿 创造出自我天地
- 54. 游刃有余, 无所 不达 重新定义”精 彩” 3. EngagementIdea 摄众意念 A creative expression of the brand vision that extends cross the media 品牌远景的创意表达，并可延展到不同媒介 Only Four Key Points 只有四个主要的突破点 The Ultimate Goal: 最终的目标: Creative ideas that buy time 能够买消费者时间的创意 Our role 我们的角色: To ensure more people spend more time with our client’s brands 保证更多的人会将更多的时间花在我们客户的品牌上 Our purpose 我们的目标: To create ideas that people want to spend more time with 创造出人们愿意花时间看的创意
- 55. Our belief 我们的信仰: Thebetter the idea the more time people will spend with it 创意越好，人们愿意花在上面的时间就越多 It all starts with Strategic Planning • Sharpens insights 提炼准确的洞察 •Helps clients understand linkage between insights and profits 帮助客户理解洞察和利润的关系 这都从 策略策划开始 In-depth analysis on various consumer segments… 对各种不同类别的消费者的深度分析… Branding Strategy of OM
- 56. “Not so muchabout information as about insight.” Shane Weaver-Executive Creative Director, Ogilvy & Mather Hong Kong “I think it is really ‘a fresh understanding that forms the basis of a winning strategy” John Shaw —Regional Planning Director, Ogilvy & Mather Asia/Pacific “大家都同意的一件事,但没有人讲出来” Sharon Chen – 上海奥美策略部总监 “Fact overlooked by most people” Michael Lee—Managing Director/Chief Operating Officer Ogilvy Shanghai & Southern China “Deep understanding of human nature relate to the role of advertising or communication” Yeh Minguay—Vice Chairman & Chief Strategy, Ogilvy & Mather Advertising Taiwan Insight(洞察)是什么？
- 57. Facts 现象 Understanding 了解 Insight洞悉 真相 Consumer Behavior Human Truth The truth is more important than the facts －Frank Lloyd Wright (1868-1959) 请问年轻人为何不烹调? • 他们没空做家事 • 他们不喜欢煮饭 • 他们不知道如何做菜 • 他们被宠坏了 • 他们担心害怕 Insight是心理层次,不是行为表现 请问:当你老时,你开始在乎你的健康,因为…
- 58. • 你觉悟到你快到生命的尽头,你应该珍惜 • 你知道如果严重生病,你可能负担不起昂贵的医疗费 •你反正已经没有其他更重要的事要如此关切 • 你怕失去独立自主的能力 Insight 是感性共鸣,不是理性判断 请问:女性为何偏好较大油箱的汽车? 因为… • 她可以无虑地行驶 • 加油站可不是她喜欢的购物场所 • 减少加油次数,可以省时做其他更有意义的事 • 大油箱让她在危险四伏的路上更有安全感 Insight是一种剖析,不是一项描述 大油箱讓她在危險四伏的路上更有安全感 哪里找??? 品牌 产品 市场 消费者
- 59.
- 60. 没有固定的法则， 洞察很有可能就在身边的某个角落 请努力思考，再思考 工具1: 利益阶梯 Hierarchy ofInterest USP 利益阶梯 品牌最终利益 end benefit 产品感性利益 emotional benefit 产品理性利益- Functional benefit 产品特点 – Feature 所以 因为 所以 因为 所以 因为
- 61. 工具2: 区隔营销 Market Segmentation USP 消费者的特质产品的特点 分别运用产品不同的面向 来吸引不同区隔的消费者 工具3:生意来源的消费区隔 Consumer Segmentation 巩固现有使用者 开发其它 用途 转移竞争者 现有使用者多用 不使用者开始用 生意来源的消费区隔 Branding Strategy of Denstu
- 62. What You Doand How You Say is Defined by Who You Are Brand Brand Identity Strategy Business-level Strategy Communication Strategy Copyright 2008 DENTSU INC. All rights reserved How you say What you do Who you are Order of Branding Brand Copyright 2008 DENTSU INC. All rights reserved How
- 63. you say What you do Who youare The Okazaki-Model Copyright 2008 DENTSU INC. All rights reserved Brand Symbol & Slogan Brand Promise Essential Values you deliver to customers Brand Personality Attributes that help bring your brand Closer to customers Vision Envisage what you wish to achieve: (1) Business goals (2) Brand image goals
- 64. Resources (1) Your currentcore competence (2) Resources to be added in (3) future Challenges in changing society, Market, technology, competition, and customer. Future Environment (1) Who will love your brand? (2) How will you delight them? Customers A Little Secret of Visionary Branding Copyright 2008 DENTSU INC. All rights reserved The first step to successful long-term brand-building is to look into future and envisage what you wish to achieve with your brand. In parallel with mission and domain of your business,
- 65. create a simplephrase that captures the essential value of your brand in future. This will serve as a driver of your business. Secret of long-lasting brand: LV Core Value Extended Value Refreshes & Energizes Inspires & Empowers Built-in brand recharge mechanism Copyright 2008 DENTSU INC. All rights reserved Brand Energizers Copyright 2008 DENTSU INC. All rights reserved Access Points Messages Relationship
- 66. Promotion Product Program Symbol Sponsorship Unity Relevance World-of-Mouth CEO Experience Brand Energizers Product Innovation Copyright2008 DENTSU INC. All rights reserved Amazon Kindle Brand Energizers Product Co-Branding
- 67. Copyright 2008 DENTSUINC. All rights reserved Brand Energizers Promotion Product Placement Copyright 2008 DENTSU INC. All rights reserved Brand Energizers Promotion Creative contact point Copyright 2008 DENTSU INC. All rights reserved 78 Brand Energizers Symbol Color Association Copyright 2008 DENTSU INC. All rights reserved Brand Energizers Program CSR program Copyright 2008 DENTSU INC. All rights reserved
- 68. Brand Energizers Copyright 2008DENTSU INC. All rights reserved Experience Experiential space Logo DesignSeating Graphic Color Location Lighting Art Books Barista ServiceTumbler mugs Product Music Brand Energizers Copyright 2008 DENTSU INC. All rights reserved
- 69. Experience Experiential space “Starbucks could very well operate without even selling coffee. They could charge an entrance fee and offer nothing else but a room and mellow Bob Marley music softly playing in the background, and people would still come. Devin Page, Customer COM 5401 Advertising Production and Management Advertising Theories: The Traditional Approach Semester A 2019 Fei Shen, City University of Hong Kong Housekeeping • Grouping decision due today (email your TA) • Three things to deals with today • ad industry • advertising theory and applications
- 70. • intro toAdmango Advertising Agencies Groups, Agencies, and Media Companies New York 1923 New York 1864 New York 1917 New York 1948 New York 1940 New York, 1970 Chicago 1935 Paris 1926 Groups, Agencies, and Media Companies New York 1902 Chicago
- 71. 1873 India 1899 New York1891 New York 1949 Paris, 1970 Groups, Agencies, and Media Companies 1970 1946 Boston Theories of Advertising • Empirical theory is a model to understand the process that advertising creates certain results on the receiver. • Empirical theory: Psychology/persuasion research • Practical theory makes assertions about the ways of doing advertising. • Practical theory: advertising industry Think about it • We have mentioned before that the micro-level outcome of
- 72. advertising is tochange individual’s attitude and behavior (product perception, brand preference, buying habit, etc.) • So how to change people’s attitude or behavior? • What are the mechanisms of human attitudinal/behaviorial change? • Strategies of persuasion? Balance Theory • A theory of attitude change • Includes 3 parts: • P = Person • O = Another Person • X = Object (person, idea, product, etc) • Balance requires all (+), or 2 (-) and 1 (+) • All other situations: unbalanced For further reading, see Heider, F. (1958). The psychology of interpersonal relations. New York: John Wiley & Sons. Balanced/Unbalanced Triangle
- 73. Application: celebrity endorsement Theoryof Planned Behavior Application of TPB • Subjective Norm Pressure: to suggest collective behavior or social NORM so that the audience will feel the pressure to conform. But at least you should frame the behavior as “desirable”. • Cleaning up Hong Kong 1987/2009 Extended Parallel Process Model Perceived Efficacy Perceived Threat Message Components Self-efficacy
- 74. Response-efficacy Susceptibility Severity No threat perceived Noresponse FEAR Adaptive Changes Maladaptive Changes Defense Motivation Protection Motivation Danger Control Process Fear Control Process Witte, K. (1992) Communication Monographs, 59, 329-349. Shawn Lam
- 75. 扩展并行处理模型� Application of FearAppeal Application of Fear Appeal • Two elements must be included: Fear trigger and solution efficacy. • The fear appeal examples also tell us that persuasion includes two major paradigm: the “what if you have it” story mode and the “what if you don’t have it” story mode Elaboration Likelihood Model Focuses on the way consumers respond to persuasive messages based on the amount and nature of elaboration or processing of information Peripheral route to persuasion – ability and motivation to process a message is low and receiver focuses more on peripheral cues rather than message content
- 76. Central route topersuasion – ability and motivation to process a message is high and close attention is paid to message content Routes to attitude change Shawn Lam Shawn Lam 外围� Shawn Lam Shawn Lam 阐述� Heavy Repetition vs. Lengthy, Detailed Messages A quick summary • So far you have been introduced to four persuasion theories with implications on advertising. • To rely upon entities recognized and liked by your audience. • To create social or peer pressure.
- 77. • To arousefear and to effective provide solution. • To provide information tailored to products of different nature. Foote, Cone & Belding Grid – An Extension of ELM • 1980, Richard Vaughn From FCB • Created a grid based on level of involvement and whether the decision making concerns mainly thinking (rational motives) or feeling (emotional motives). Foote, Cone & Belding Grid – An Extension of ELM Foote, Cone & Belding Grid Dimension 1 – Thinker Foote, Cone & Belding Grid Dimension 2 – Feeler
- 78. Foote, Cone &Belding Grid Dimension 3 – Doer Foote, Cone & Belding Grid Dimension 4 – Reactor The Weakness of FCB • The weakness of the FCB grid is the forcing of the divide between rational and emotional decision making. • The FCB grid’s general rules are wrong and are widely broken by successful brands: • A computer brand called Apple that has the power to generate real passion among its many devotees. Why the Importance of Rational Appeal is
- 79. Waning? More Practical Theoriesof Advertising • The unique selling proposition (Bates) • The emotional selling proposition (DDB) • The credo selling proposition The Unique Selling Proposition • 1950s, developed by Rosser Reeves of the Ted Bates agency. • Products and services were scrutinized in order to discover their most competitive and distinctive functional consumer benefit – their USP. The milk chocolate melts in your mouth, not in your hand 只溶在口，不溶在手/只溶系口 唔溶系手 You get rid of dandruff 頭屑去無蹤，秀髮更出眾 Contrasting with Rejoice
- 80. When your packageabsolutely, positively has to get there overnight 使命必达 How/When to Apply? • When your product/service has a unique feature that no other products could imitate. • When your brand image/brand value/corporate culture is unique. • Weakness of USP • By the 1970s, competition became much more cut throat and technological advances rendered functional differences more fleeting. Brands that just relied on a functional point of difference soon found that competitors had copied it. The Emotional Selling Proposition • Building upon Freud’s ideas about the subconscious mind during the 1960s and 1970s, the new science of behavioral psychology inspired marketers and advertisers to add a whole new dimension to their
- 81. brands. • Most buyingdecisions are far from rational, and began to overlay the functional benefits of their products and services with powerful emotional and psychological appeals. The Emotional Selling Proposition • Doyle Dane Bernbach, DDB, was pre-eminent in its effective use of the ‘soft sell’ and humor in advertising. • A few examples here: • Volkswagen, 1969 • Hallmark • US Marine • What elements needed to be included in emotional sell? How/When to apply? • When the product or service has an inherently emotional dimension: perfume, fashion, cosmetics. • When the product category is crowded, and especially when there are no practical or functional differences with your product and competitors:
- 82. shampoo, soap, bankingservices. The Credo Selling Proposition • The ‘credo’ is now much more widespread as a way of responding to consumers’ ‘self-actualization’ needs. In this model, brands seek to be noticed, trusted and followed for the beliefs they espouse. • Beliefs in the sense of powerful human higher order motivations or aspirations that the brand can credibly claim to espouse Shawn Lam Shawn Lam belief The Credo Selling Proposition • The classic Apple commercial • Apple, 1984, anti-IBM mood of the times; positioned Apple as a personal computer for the independent and creative individual. • The Wendy’s Ad that mimics the Mac 1984 • Choose fresh, choose Wendy’s
- 83. Maslow’s Hierarchy ofNeeds Shawn Lam 自我实现� Shawn Lam 需求层次理论� Shawn Lam ESP Shawn Lam USP Shawn Lam CSP Maslow’s Hierarchy of Needs • It proposes a hierarchy of human needs, from basic survival through to spiritual enlightenment. • Ingelhart’s theory of Post-industrial society: • From materialistic needs • To post-materialistic needs • In the past decade or two • Combining the two theories, the general trend of advertisement strategy is…
- 84. Admango Next Time • Advertisingtheories: computational advertising Running head: HONG KONG ADVERT ANALYSIS 1 HONG KONG ADVERT ANALYSIS 8 Hong Kong Advert Analysis Introduction Hong Kong has been found to experience a high rate of ads from the numerous companies operating in the country and other from china. Hong Kong people are basically affected in such aspect as they get to undertake their activities with numerous ads getting in between their operations. It has been noted that ads come in different versions, others get to the consumers through their online activities, others are relayed via TVs and other media that consumers are likely to be reached. To understand the nature and operation of the various ads, empirical theories, practical theories can be suitable to bring about the significant application. The adverts that are analysed
- 85. in this essayare 2019 Prudential "We DO" TV Commercial 60" and AIA New “Love is in Every Moment” TV Commercial. Balance theory touches on the three basic components of a person with regard to liking and disliking. As proposed by Fritz Heider, balance theory is about attitude change. Therefore when focusing on the two ads as mentioned above, it can be noted that balance theory plays a great role in influencing the targeted people. The information from the TV ad showing the family experiencing great challenges due to their sick father, the mother appears much worried and concerned with what the child has bought with the money (AIA New “Love is in Every Moment” TV Commercial. 2019). Basically, this draws much attention from the balance theory where one member of the family is ill and does cripple the activities for the rest of the family members. This concept affects the celebrity endorsement of the ad products shown. The other theory of planned behaviour also has an impact on the customers. The insurance company AIA presents a challenging situation that affects most families. Through its display, it exerts the norm pressure on them so that they consider the importance of such medical cover. The extended parallel process model (EPPM) is suitable for advocating healthy ways. As seen from the TV commercial ad, the theory has been applied to persuade the audiences to consider their healthy ways such as taking an insurance cover. The fourth model that emerges from the ads is the Elaboration likelihood model. Under this model, it can be seen that the issue of terminal disease affecting the family brings a certain fear. The detailed information provided summarizes the challenges a family experiencing such would undergo. The second ad that is analyzed in this essay is about the 2019 Prudential. The information has shown the ad is detailed and clear offering detailed information (2019 Prudential "We DO" TV Commercial 60". 2019). Considering the first theory, the balance theory, it is clear that the ad meets the specifications. Most viewers of the information would be satisfied with what
- 86. has been displayedas clear and precise information to their needs. Theory of planned behaviour has been reflected in the ad. The aspect of norm pressure does not seem to be clear given the ad offers comfort to the viewers or users of the information. The EPPM model does not seem to have been used in the ad. Elaboration likelihood model has been presented as used to advance the needs of the ad. Basically, information seen is detailed and more elaborate for any person to use effectively. The ads have also been designed based on three practical theories the unique selling proposition, the emotional selling proposition and the credo selling proposition. As seen from the way these two ads have been designed, each has a completely different appearance from the other but championing related products of insurance. Their unique selling proposition helps them to meet their desired marketing goals as well as their business objectives. With respect to the second theory, it is evident from both TV commercial ads that emotional selling proposition has been used. The family used to champion the ad message is shown portraying an emotional aspect. The second ad about prudential has shown how unity can present a great success to many. This clearly conveys the intended message about the product. AIA insurance targets the people by indicating the critical challenges that they would likely face when an unfortunate occurrence faces them. In this consideration, they are drawn to the emotional concept that is adapted to present the contribution of their policy to them. The third practical theory credo selling proposition is designed to facilitate better customer acceptance of the product. The targeted people are attracted by the approach that has been adapted to display and communicate the various aspects of the products being marketed. The two adverts also show a great consideration of the 4ps of marketing. These are product, price, promotion and place. For a product to be appreciated in the market, it needs to be meeting the targeted customers’ needs with regards to the 4ps of
- 87. marketing. Basically, theads have ensured that these branding strategies have specifically been set within the customers’ expectations of the products. Price has been significantly reduced in the insurance ad targeting to attract more people to be covered. The ad champions the aspect of health costs in relation to the medical condition such as cancer. With the huge cost associated with the condition, people are likely to be drawn to the insurance product. Branding is also a significant aspect with regards to such aspects of the medical cover that various people are drawn to by the insurance companies. The ad serves as a suitable support agent to people who are likely to face such challenges with regards to the unforeseen medical costs. Therefore the branding and advertising is an appeal to offer the required support to the affected when the occurrence comes to happen. Emotional selling proposition is where the ads employed seek to appeal to the targeted customer’s needs over the product. Both ads have employed emotional selling proposition to appeal to the customers’ desires. In the prudence ad, we can see the emotional aspect when all family members are together happily. On the other hand, the AIA ad has shown how the challenges of cancer can cause to a family by using the three family members. Humour is another technique that has been applied in both ads covered in this article. Humour makes people interested in the product being advertised. Regarding the AIA ad, humour can be seen when the mother tries to inquire from her daughter why she spent money without her knowledge. The young girl then is shown walking while smiling. The second ad on prudence has also employed humour to appeal to the targeted people. Celebrity endorsement is another significant approach that is used to point out the importance of the product. The ads on prudential video has covered basketball players as a way to make the product appear celebrity. AIA ads, on the other hand, have not used celebrity endorsement. However, it has tried to provide its links to social sites. Gender difference factors are an important approach that can be
- 88. used to communicatevarious aspects of the product. From both ads, it is clear that both genders have been employed to communicate the message. The two advertisements are meant to advocate for better services to the people through their insurance services. Those seeking to have medical insurances would be offered the services by following the indicated process. For those seeking to understand the operations of the visual basics, also would be directed to the right channels to understanding them. It, therefore, makes it clear that with an important value drawn from such ads, people get to be informed of the available services. The goal of such advertising agencies is to inform the people who are potential customers to understand and to also know the availability of such services. It makes an important aspect when noting the value that such ads bring to the people as an important value in their lives. It has been noted that each of the two ads analyzed present unique aspects basically from their structures despite their focus on similar product fields. They offer information to the targeted consumer with one giving detailed information and the other giving summarized information. However, their strength of information is well structured to relay all required information regarding the products advertised. Theories have been tapped on to communicate the significant aspects of the ads in the study. Each of the theories has given an in-depth analysis of the ad in question to justify their appearances. It has also been presented in a clear way how each ad has capitalized on the theories to meet the desired goals regarding their targeted customers. As such, the theories are basic aspects that design how an ad would appear to the targeted people. Therefore it has made a critical consideration on how each of these aspects contributed to the success of the ads in communicating their message to the intended persons. The insurance policy communicated serves to draw potential customers to purchase it given the attached benefits that would eventually accrue.
- 89. References AIA New “Loveis in Every Moment” TV Commercial. (2019). YouTube. Retrieved 17 October 2019, from https://www.youtube.com/watch?v=f0DQ_koqlf0&feature=yout u.be 2019 Prudential "We DO" TV Commercial 60". (2019). YouTube. Retrieved 17 October 2019, from https://www.youtube.com/watch?v=udR5ieEA1sY&feature=yout u.be COM 5401 Advertising Production and Management Semester A 2019 Case Study Assignment You will easily be a target of advertisement bombardment. Look around; pay a little bit attention to some of them. You then notice the advertisements you see are not of equal quality. In this assignment, you need to select two advertisements you recently get exposed to, critically examine them, and write up a report. There are no restrictions placed upon the format of the advertisements. In other words, they could be in any forms, for instance, television commercials, print ads, outdoor ads (e.g., MTR stations, bus body, etc), online ads, and interactive promotions, etc. Ideally, the two advertisements you selected should be comparable: a) they are promoting same or similar products/services, and b) one should serve as a good example and the other less successful example. Based on the theories we have mentioned in class, ruminate over the two ads of your choice, and point out their weaknesses and shining-points. What to do? –Workflow specifications 1. Identify the advertisement you want to analyze. As noted
- 90. earlier, it couldbe in any form. Nevertheless, the advertisement you choose should not be too outdated. 2. If you pick a television commercial, then try to catch a few frames of the commercial. If the ad is from online, save the graphic file or printscreen the website. 3. Now that you have the raw material to work with, think back about the theories/cases/strategies you have learned from the first half of this course, and come up with a fine analysis of the two ads. 4. Write up a report of 3-4 pages in the form of an essay (double spaced, excluding attached pictures). 5. Turn in your essay in class. What to think about? – Analysis specifications Listed below are some of the questions you could think about. You could use them as a guide map. You do not need to answer all of them. But they could stimulate your thoughts and help you formulate your own critiques toward the advertisements. Descriptive information: What is the product/service? What are the features of the product/service? What are the benefits to be communicated? What’s the unique selling point, if any? What is the brand image to be constructed, if any? Who is the potential target audience? What’s the media format? Where is the commercial placed (if outdoors, specify the location. If tvc, specify channels and time slots.)? What visual elements and techniques are used?
- 91. Subjective assessment: Do youlike/dislike the ad? Are you persuaded by the ad? Chance given, are you willing to try out the product/service? What is your first feeling toward the ad? Is there anything attractive in the commercial? Is there anything repulsive? And per your answers to all previous questions, why? Why do you feel so? Analytic critique: Is there any attention catcher in the ad? What kind of appeal is used in the ad? What’s the creative strategy adopted in the ad? What are the values conveyed in the ad? Do the values match with the local culture? Does the content of the ad communicate the identity of the brand, or they are inconsistent? Is there any unnecessary message in the ad? How about the copy? Is the copy clear enough? Are the visual elements consistent with the value system of the brand? What would you do to improve the ad? Grading Rubrics Written reports Choice of ads
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- 93. Grand total 35% Additional Notes 1.You are welcome to drop by my office to discuss any questions related to the project. 2. No procrastination and start early 3. This assignment is due on week 8 in class. Turn in a hardcopy.