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Presentation given to the Georgetown Marketing Association on October 2, 2007 as an introduction to advertising and a basic primer for assessing it.
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How To Review An Ad
October 2, 2007
You already have an MBA in advertising.
aka:
First here’s a quick look at my background.
Here are a couple of my most recent campaigns.
So now I’m at Deutsch.
Coor
dina
tion
Acro
ss M
ultip
le P
latfo
rms
ConsumerStrategic
Positioning “The Idea”
Broadcast / Cable TV
Website Development
Design
Print / Flyer
Radio
Outdoor
Online / Direct Response
Local / Grassroots / Viral
Public Relations
°
We are a full-service advertising agency.
PeopleIdeas
Simply said, we connect people with ideas...
For these companies:
What I do at Deutsch
is called many
things.
I just so happen to also have a picture of this guy hitting on my girlfriend.
Thank you for having me.
How is this all going to go down tonight?
• What goes into making an ad– Commercial break
• How you judge an ad– Commercial break
• Why ads are just one piece of the puzzle– Commercial break
• AQ
At the end of all this you should be able to confidently answer:
What do you think is a good (or not so good) ad (right now)?
And why?
Because when P&G, Unilever, J&J, Nike, etc. come interview you for
internships or full-time jobs, this is what they ask.
Section 1: What Goes Into Making An Ad
What is advertising?
Advertising is paid, one-way communication through a medium in which the sponsor is identified and the message is controlled by the sponsor.
Every major medium is used to deliver these messages, including: television, radio, movies, magazines, newspapers, the Internet, billboards, OOH, etc.
In 2005, worldwide advertising spending was
$385 billion. It is projected to exceed half-a-trillion
dollars by 2010.
Most of those Companies (brand marketing teams) work with Advertising Agencies to make ads.
Sure there is some separation of duties.
BRAND MARKETER
• Provide the company vision, business background, and product/ service brief.
AD AGENCY• Provide the
advertising expertise, strategic guidance, creative brief, ideas, and executions.
At best, an ad agency should feel like part of
your marketing
team.
You get many dance partners each with his or
her own special moves.
Account Manager Media PlannerCreativeAccount Planner
Together we are your…
1. Strategic Partner
2. Creative Leader
3. Brand Steward
4. Business and Cultural Thinker
5. Measurement and Evaluation Advisor
Team that creates great advertising.
CREATIVE IDEA
STRATEGY
EXECUTION OF IDEA
IN-MARKETPERFORMANCE
PLANNING STAGE
DEVELOPMENT STAGE
EVALUATION STAGE
Campaign Development Life -Cycle
Fig. 1
Great advertising doesn’t just come out of thin air.
There is a process.
On Air/In Books
OptimizationConsumer Research
Internal/Client Review
Creative Development
Creative Brief
OptimizeConsumer Research (if necessary)
ShootFinal Campaign
Decision
A closer look at the creative development stage.
A good creative brief answers these questions:
• Why are we advertising?
• Who are we talking to?
• What do we want to say?
• Why can we say this?
• How should the advertising speak?
• What do want to happen as a result?
A lot more goes into making an ad than you probably expected.
What it is not: What it is:Business objectives
Category knowledge
Target audience insight
Communications strategy
Media strategy
Creative idea and production
Congratulations. You’ve made it through Section 1.
Now it’s time for a quick commercial break with a few of my favorite TV spots.
Leave Nothing
Three Little Words
Cat Herders
Section 2: How You Judge An Ad
Since this probably won’t cut it in the interview.
It’s all about objectives.
In absence of objectives, take your best guess.
Hint: There are steps before sell more _______.
Ads, like ogres, have layers.
What’s the strategy?
What’s the creative idea?
What are the executional elements?
These can often be nuanced—and nuancing can sometimes save great ideas
Starting with the executional elements.
• I like Abe Lincoln…
Peeling back to the creative idea.
• Your dreams miss you.
Getting down to the strategy.
• If you can’t sleep, you can’t dream.
The key is to understand to what you’re reacting.
Likeability
On Briefness
High
Low
Low High
13
4 2
Likeability matters.
Things to consider: “Liking” does not require the ad to be entertaining or humorous. • -Those can in fact backfire.
Extensive research shows that ad-liking is higher where:• -It provides relevant news• -Consumers feel empathy• -It is entertaining in the right way
Ad-liking diminishes where consumers find the ad to be:• -Confusing (e.g. too many scenes)• -Over-familiar (boring)• -Alienating (irrelevant, obnoxious, not believable)
The target matters.
Questions in this area:• Who this ad is designed for? And does it match up with who
the product or service being advertised is designed for?• Is the target only the end user/buyer? What about employees,
the press, the retailers, other stakeholders?• Will this execution appeal to the right audience?
Via David Armano
The message matters.
Questions in this area:• Would you say this to your prospect in person?• Is the message from the marketer’s or person’s point-of-view?• Is the benefit clear? Of the product/service? Of the execution?• Did you learn anything/see anything that makes you think
better (differently) about the company/product?
The media matters.
Questions in this area: • Does the media seem like an appropriate place for the ad?• What else about the context of where you’re seeing (or how
your hearing) this ad affects what it makes you think and feel?• Have you see this ad or other parts of the campaign often?• Does the media choice enhance the creative idea?
Without
Possibly the most important question to ask:
Does The Ad Break Through The Clutter? And does it grab your attention?
Does it stand out from other advertising? From other content?
141516171819202122232425262728293031323334
1984 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004
Source: TGI, 2004
%
“People don’t read advertising. They read what interests them
and sometimes it’s an ad.”
“The adverts are as good as the programmes”
-Howard Gossage
But at the end of the day, you have to ask, Does this ad work?
Questions in this area: • Are the strategy, idea, and execution right for our
target? Are they compelling? • Is there a call to action?• Given you’re already guessing the objectives, how
do you expect this ad to work?
What brands of X can you think of?
Spontaneous brand awareness
Have you heard of Brand Y?Prompted brand awareness
Thinking back to category X,what brands have you seen advertising for?
Spontaneous advertising awareness
Have you seen Brand Y’s advertising?
Prompted advertising awareness
What do you think of brand Y?Brand Image Measures
Have you seen this (unbranded ad)?
Ad recognition
Who was it for?
Branded Ad Recognition
Did you like it?
Likeability
What did you think of it?
Ad Diagnostics
Did it make you want to buy Brand Y?
Persuasion
Often, we track our advertising effectiveness this way…
And get results that look like this.
But truthfully, there is no one, simple, precise way
to measure effectiveness.
Communication Effects Bottom Line Effects
Advertising Tracking Econometrics Sales / purchase dataAd awareness/recall Ex-factory salesAd communication / attitudes Retail panel data(Nielsen)
Consumer panel data (IRI)Brand Equity Tracking Market share dataBrand awareness Penetration data (MRI)Brand image / attitudesClaimed usage / predisposition
There’s a reason Direct Response ads
tend to look different.
Totally awesome. Section 2 is dunzo.
Once again it’s time for a quick break. This time we look at a few ads that broke through and were passed along. They became a media buy multiplier.
Evolution
Experience
Section 3: Why Ads Are Just One Piece Of The Puzzle
Clearly there’s more to advertising than just TV
commercials.
There’s Outdoor.
There’s Online.
There’s Print…
And Posters.
There’s Radio.
There’s even Video Games.
Clearly there’s more to marketing than advertising.
How many ’s is it again?
In Promotion, don’t forget PR.
In the end,it’s the brand that matters.
After all, your job will likely be in Brand Management.
Advertising is a powerful tool to help you build a brand.
Title IX
Well done. We have reached the end of Section 3.
It is time for our final break. It includes a brand anthem, a brand campaign, a piece of soon-to-be branded entertainment, brand ad made by a consumer, and a branded utility.
Two Day Rule
Live the Flavor
Public Restrooms
Section 4: Any Questions
Appendix
Seth Gaffney BioSeth Gaffney is a Senior Account Planner at Deutsch advertising agency in New York City, where he sets the brand roadmap for companies such as Sheraton and Westin hotels and Olympus cameras. Previously he worked at Fallon in Minneapolis where he led strategy for The Islands Of The Bahamas, Nestlé Purina brands, and Travelers insurance. And he got his start at a small shop, DiMassimo Brand Advertising, where he was a planner for Joseph Abboud men’s fashion, Duvel beer, and the Hard Rock Hotel as well as manager of new business. He actually won this job by working and sleeping there during a competition called Account Executive Survivor—picture The Apprentice with no budget.
Seth graduated cum laude from Georgetown University’s McDonough School of Business in 2003, where he played varsity tennis for one year (until it interfered too much with work), club soccer, and interned at consultancy, Kotler Marketing Group. He is now an Alumni Admissions Interviewer, with which comes no actual power except to scare the living daylights out of prospective students who are smarter than he.
As a native New Yorker, he enjoys living in spaces no bigger than a closet and dodging cabs on his way running to the West Side Highway. He spends his free time traveling, playing sports, watching Brothers & Sisters, and being trendy in general.
You can read more about his Gen GuY life and thoughts at http://elgaffney.blogspot.com.
Places To Find Ads
• Look around you - they’re everywhere.
• Online: Adcritic.com and Adrants.com.
• Creative: www.canneslionslive.com/
• Effective: www.effie.org/
• TV: Coming soon on NBC’s Didja.
Hopefully We’re At Tombs By Now