This document appears to be from a seminar on advertising given on November 9, 1999. It discusses evaluating advertising and the role of advertising. Some key points made include that the role of advertising is to position products for consumers, create lasting consumer relationships, introduce new products, and create a unique brand image. When evaluating advertising, one should start with the strategy and consider if the core message and brand character are clear and consistent with the target audience. The "big selling idea" should be single-minded, memorable, and reinforce the core message. Visuals should also support the core message.

1. McNeil Consumer Healthcare
Johnson & Johnson/Merck
Advertising Education
Seminar
November 9, 1999

2. Advertising Education Seminar
Who are we? & Why are we here?
Who: McNeil and J&J Merck
Stephen George - Marketing Manager, Loyalty Marketing
Lisa Berry - Marketing Manager, Pepcid AC New Products
Eileen Prophett - Ass‛t Marketing Manager, Relationship Marketing
Why: Experience
Training
PASSION!
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3. Advertising Education Seminar
“Successful advertising sells the
product without drawing attention
to itself. It rivets the consumer‛s
attention on the product.”
-- David Ogilvy
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4. Advertising Education Seminar
Over to you:
What is Great Advertising?
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5. Advertising Education Seminar
FUQUA‛s
TOP SIX
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6. Advertising Education Seminar
Great Advertising is:
äMemorable
äRelevant
äOwnable
äProvocative
äCredible
äConsistent
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7. Advertising Education Seminar
What is the role of advertising?
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8. Advertising Education Seminar
The Role of Advertising is:
äPosition your product to consumer
äCreate a lasting relationship with the consumer
äIntroduce news
äCreate a unique and ownable image
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9. Advertising Education Seminar
Evaluating Advertising
•Start with the Strategy
•The Creative Brief is the strategic
..framework for what we see
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10. Advertising Education Seminar
Elements of a Creative Brief:
äAdvertising objective/intent
äTarget Audience
äAccepted Consumer Belief (ACB)
äSingle-Minded Proposition (SMP)
äReason to Believe (RTB)
äCharacter
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11. Advertising Education Seminar
Evaluating Advertising
Evaluating Advertising
1. What is your gut reaction?
äI liked it/ I didn‛t like it
äWhy? (because it was funny, interesting,
stupid, boring, irrelevant, etc.)
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12. Advertising Education Seminar
Evaluating Advertising
Evaluating Advertising
2. Is a clear strategy communicated?
äCore message delivered
äConsistent with the target
äConsistent with Brand character
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13. Advertising Education Seminar
Evaluating Advertising
Evaluating Advertising
3. What‛s the Big Selling Idea?
äIt had better be single-minded, relevant,
interesting, memorable
äIs the Selling Line (endline) relevant
interesting, memorable?
äThe Billboard Test
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14. Advertising Education Seminar
Evaluating Advertising
Evaluating Advertising
4. What‛s the Big Picture?
äAre the visuals reinforcing the core message?
äThe video test (turn the sound off) ~ does it still
communicate?
äAre the visuals relevant, interesting, memorable?
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15. Advertising Education Seminar
5. Is Drama used and is it good?
äInteresting and relevant ~ did it stir the
imagination and emotions?
äIs the product the hero or does it just seem
like a supporting actor?
äIs the product integrated into the story?
äIs it unique, ownable, campaignable?
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16. Advertising Education Seminar
6. Product Registration and Recall
What is the product being sold?
ä
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17. Advertising Education Seminar
7. Is it Campaignable?
Does it have legs? (Can it be built on
ä
and extended?)
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18. Advertising Education Seminar
Evaluation Sheet
Convince ________________________ (target):
That Brand X _______________(SMP/benefit):
Because ___________________ (RTB/support):
The Character/Tonality is:_________________
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19. Advertising Education Seminar
Evaluating Print Advertising
Is it any Different than TV?
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20. Advertising Education Seminar
Some Points to Consider on Print:
Is the message clear at a glance?
ä
Is the benefit in the headline?
ä
Does the illustration support the headline?
ä
Does 1st line of copy support the
ä
headline/illustration?
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21. Advertising Education Seminar
Some Points to Consider on Print:
Is the ad easy to read/follow?
ä
Is the product easily identified?
ä
Is the brand clearly identified?
ä
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