Uploaded byPrashant Kumar
The Big idea_Advertising.
The document discusses the importance of a 'big idea' in advertising, which captures consumer attention and differentiates products from competitors. It emphasizes creative strategies, such as utilizing visuals and long copy to connect emotionally with consumers while acknowledging the challenges of brevity in messaging. Additionally, it highlights evolving trends in advertising mediums, particularly television, and how storytelling can effectively communicate brand messages.
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The Big idea_Advertising.
- 1. Advertising The biggest funyou can have with your clothes on !
- 3. © Copyright @Author: Prashant Kumar (MBA: Communication Management, Symbiosis International University; B.A., L.L.B.) No part of this artwork must be copied, Xeroxed, printed or…… without prior permission from the author.
- 4. Advertising The biggest funyou can have with your clothes on !
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- 7. How Big can be its impact?
- 8. Fire, Wheel, ICEngine, Powered Flight…
- 9. But in thebig bad world of advertising A unique or creative idea for an advertisement or campaign that attracts consumers’ attention, gets a reaction, and sets the advertisers product or service apart form the competition.
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- 11. What does theBig Idea look like ?
- 12. It is almost simple always Open Happiness, Just Do It, The Word’s Local Bank
- 15. campaignable It is - gives birth to many creative executions
- 16. It is long lasting – for generations
- 17. It is contagiousin spirit
- 18. It springs froma unique consumer insight
- 19. Born from aunique consumer insight
- 20. • Yes, itrelates to a common aspiration and un- expressed desire / irk of the consumer • The product / brand and its message gives wings to both • For example - Neighbor’s Envy. Owner’s Pride / Devil • Another example - Got Milk ; October 1993 ; California Milk Processor Board
- 21. The mint withthe hole
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- 28. The Big Idea is not always the slogan
- 29. NOTHING OFFICIAL ABOUT IT! YEHI HAI RIGHT Generation YOUNGISTAN CHOICE BABY! Next YEH DIL MAANGE MORE!
- 33. So, why theBig Idea • It builds a connect with the consumer and the product • It can be exploited over a long period of time • It thus etches itself into the consciousness of the audience • It becomes part of folklore and popular culture
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- 36. The Surprise Me Factor
- 37. Everybody Loves aSurprise (even nasty ones)
- 38. • It createsa positive emotion • Thus helping connect better with the brand..
- 39. What are thesurprises employed?
- 40. The teaser -a way of pre-defining a surprise
- 43. The Twist inThe Tale
- 44. Understanding the visualizationand copywriting synchronization
- 45. ‘A picture isworth a thousand words’… says the visualiser. It took you seven words to say that, counters the copywriter.
- 46. What speaks? Copy or VISUAL
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- 56. The art ofcomplementing • The visual will often convey the situation or the players • The copy will convey the product benefit / offer / promise
- 57. Why long copy? •It explains the product / service clearly to the really interested person • Creates emotional connect, as words paint a vivid picture • A picture says only one thing – words help say many things • If it is well written, the reader will remember it for a long time
- 59. What does researchsay? • The 80-20 rule. 80% of people read only the headline. • McGraw Hill studied 3597 ads in 26 publications. It showed that ads with 300 or more words were more powerful in interesting the consumer inducing action and reinforcing the decision to buy • A Merryl Lynch ad in New York Times pulled in over 10,000 responses. It had 6450 words!
- 60. Some thumb rules • Never explain the visual ; It insults the reader’s intelligence • Make the headline about a unique feature or a unique benefit • Lead in with a line that flows from the headline. • Surprise the reader with a line that negates the visual • This is not a Television (showing a television • But a revolution!
- 63. The argument forshorter copy • People don’t have time (unless you say something really really interesting) • People don’t have time • People don’t have time • The visual says it all
- 64. The case forthe visual • It conveys everything in one glance • Many people are illiterate – that’s true! • A visual can stay etched in the mind • It is a great way to show people, products and consumption
- 66. The Press AdToday
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- 72. • Direct Talk– the benefit is upfront • Direct Visual – the product being used • Proper lengthy explanation of the product • Its benefits are upfront ; idea is to inform
- 73. The Competitive Today • Evolved metaphors – attempt to communicate at deeper levels • Product purposes have evolved – so have ads • Car ads then - From A to B ; About engineering and sturdiness • Car ads now – From social grade B to A ; About belonging and self-expression
- 74. • Copy has reduced, visuals have taken centre stage • Typefaces have evolved. So has the way they are treated • More slice of life imagery, rather than product centric visuals • Combination and morphing technologies on the rise
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- 76. Television The intrusion in our lives The TVC The intrusion in television viewing
- 77. The basics ofa TV script • Keep to one single message • Tell a story in 30 seconds • Keep it very, very, very interesting • Make it Zap Proof
- 78. Writing a TVC • What’s the objective ? • Introducing a new car? • Asking people to buy a new insurance? • Telling them to use a new contraceptive?
- 79. What’s the brand’score message? • Just Do It • Open Happiness • Express Yourself
- 80. Writing a TVC • Who’s your audience? • What do they like to see? • What are the realities of their lives? • Can you touch upon their lives in an unforgettable manner?
- 81. Let’s write one! • Panadoxil is the new wonder drug. • It cures early stage Alzheimer’s. • If you use it in time, you can ward off the ailment. • Its available over the counter. But quite expensive. • Create a TVC