This document outlines 12 principles of great advertising: 1. The ad should clearly convey the desired message in a strong way. 2. The ad should be built around a big, creative idea that can be expanded into a campaign. 3. The idea should be original and leave people wondering how the creators came up with it. 4. The ad should be relevant to its target audience and credible while creating change.

1. www.brandology.me
The 12 Principals of
Great Advertising

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. 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. THE 12 PRINCIPALS OF GREAT
ADVERTISING

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. 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. 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. 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. 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. 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. 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. Principal 4
Example
• Campaignability
– Mac Vs Pc is a perfect example of
campaignability
– http://www.youtube.com/watch?v=0eEG5LVXdKo

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. 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. 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. Principal 6
Example
• Clear Branding
– No clearer example of ingenious branding
than this Audi commercial
– https://www.youtube.com/watch?v=2_UIp8jFgTI

17. Principal 7
• Memorability
– Great ads are ads that people remember
and talk about. Make sure that yours will.

18. Principal 7
Examples
• Memorability
– Great memorable ads
– https://www.youtube.com/watch?v=dr1RGCFVTiI
– http://www.youtube.com/watch?v=TnzFRV1LwIo

19. Principal 8
• Relevance to Target Group
– The target has to relate to your ad not
say: This is not for me.

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. 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. 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. Principal 10
• Creates Change
– Great ads create change in:
•
•
•
•
Consumer perceptions
Habits
Emotions
etc

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. Principal 11
• Has a retainable property
– Great ads usually carry a retainable
property that is always remembered and
becomes associated to the brand.

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. Principal 12
• Low production and airing cost
– Great ads can cost low. They can still be
simple and to the point.

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. Contact Us
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Yasser El Azzawy
info@brandology.me
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