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McNeil Consumer Healthcare
 Johnson & Johnson/Merck


 Advertising Education
       Seminar

     November 9, 1999
Advertising Education Seminar

Who are we? & Why are we here?

Who:   McNeil and J&J Merck
       Stephen George - Marketi...
Advertising Education Seminar


“Successful advertising sells the
  product without drawing attention
  to itself. It rive...
Advertising Education Seminar



         Over to you:
What is Great Advertising?




             F:lrb1022/4 
Advertising Education Seminar



    FUQUA‛s
    TOP SIX

            F:lrb1022/5 
Advertising Education Seminar

Great Advertising is:
    äMemorable
    äRelevant
    äOwnable
    äProvocative
    äCredi...
Advertising Education Seminar




What is the role of advertising?




             F:lrb1022/7 
Advertising Education Seminar


The Role of Advertising is:
äPosition your product to consumer

äCreate a lasting relation...
Advertising Education Seminar 

         Evaluating Advertising 

•Start with the Strategy

•The Creative Brief is the str...
Advertising Education Seminar

Elements of a Creative Brief:
äAdvertising objective/intent
äTarget Audience
äAccepted Cons...
Advertising Education Seminar

           Evaluating Advertising
           Evaluating Advertising 

1. What is your gut r...
Advertising Education Seminar

         Evaluating Advertising
         Evaluating Advertising 

2. Is a clear strategy co...
Advertising Education Seminar

          Evaluating Advertising
          Evaluating Advertising 
3. What‛s the Big Sellin...
Advertising Education Seminar

             Evaluating Advertising
             Evaluating Advertising 
4. What‛s the Big ...
Advertising Education Seminar

5. Is Drama used and is it good?
  äInteresting and relevant ~ did it stir the
   imaginati...
Advertising Education Seminar

6. Product Registration and Recall
    What is the product being sold?
ä




              ...
Advertising Education Seminar

7. Is it Campaignable?
    Does it have legs? (Can it be built on
ä
    and extended?)




...
Advertising Education Seminar

           Evaluation Sheet
Convince ________________________ (target):


That Brand X ____...
Advertising Education Seminar

  Evaluating Print Advertising

 Is it any Different than TV?




             F:lrb1022/19 
Advertising Education Seminar

Some Points to Consider on Print:
    Is the message clear at a glance?
ä


    Is the bene...
Advertising Education Seminar


Some Points to Consider on Print:

    Is the ad easy to read/follow?
ä

    Is the produc...
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advertising example

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  1. 1. McNeil Consumer Healthcare Johnson & Johnson/Merck Advertising Education Seminar November 9, 1999
  2. 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! F:lrb1022/2 
  3. 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 F:lrb1022/3 
  4. 4. Advertising Education Seminar Over to you: What is Great Advertising? F:lrb1022/4 
  5. 5. Advertising Education Seminar FUQUA‛s TOP SIX F:lrb1022/5 
  6. 6. Advertising Education Seminar Great Advertising is: äMemorable äRelevant äOwnable äProvocative äCredible äConsistent F:lrb1022/6 
  7. 7. Advertising Education Seminar What is the role of advertising? F:lrb1022/7 
  8. 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 F:lrb1022/8 
  9. 9. Advertising Education Seminar  Evaluating Advertising  •Start with the Strategy •The Creative Brief is the strategic ..framework for what we see F:lrb1022/9 
  10. 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 F:lrb1022/10 
  11. 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.)  F:lrb1022/11 
  12. 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  F:lrb1022/12 
  13. 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  F:lrb1022/13 
  14. 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?  F:lrb1022/14 
  15. 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? F:lrb1022/15 
  16. 16. Advertising Education Seminar 6. Product Registration and Recall What is the product being sold? ä F:lrb1022/16 
  17. 17. Advertising Education Seminar 7. Is it Campaignable? Does it have legs? (Can it be built on ä and extended?) F:lrb1022/17 
  18. 18. Advertising Education Seminar Evaluation Sheet Convince ________________________ (target): That Brand X _______________(SMP/benefit): Because ___________________ (RTB/support): The Character/Tonality is:_________________ F:lrb1022/18 
  19. 19. Advertising Education Seminar Evaluating Print Advertising Is it any Different than TV? F:lrb1022/19 
  20. 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? F:lrb1022/20 
  21. 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 F:lrb1022/21 

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