- -

2

Madison Avenue Nobody cancreate anythingexcept God.

David Ogilvy . , . - David Ogilvy -

Benton & Bowles Its not creative unless it sells. - Benton & Bowles / USA -

Ogilvy vs. Bernbach

Bill Bernbach . . . David Ogilvy . , .

If you want to break the rulesKnow the Rules first-David Ogilvy, Ogilvy & Mather-

"There's no special rule in developing a great advertising campaign."-Bill Bernbach, DDBO-

Volkswagen Think Small

Bernbach Think small

Rule 1 :

Rule 2 :

Rule 3 :

Rule 4 :

Rule 5 :

Original Revised

?

" . ." - , Wanamaker -

1 %76 %Message Penetration Rate

4

4 Target Concept Creative Media ,

: What to do? Why to do so? How to do it?

Fact Book & Campaign BookFact BookCampaign BookProblems & Opportunities

///

AE 15

1. Advertising Objectives ?Perception, Attitude and Behavior When & How muchBeforeAdvertisingAfterAdvertisingExposurePositiveNeutralNegative

2. Evoked Set Limited Memory Set 3 Entering into the setSurviving in the setUpgrading the position

3. Target , Aming Bulls Eye Target Demographic (, , , , )Psychographic (, , )Behavioral (, , , , )

Target GroupTarget Market Target Group Target Market Target Group Target Market , Massage

Target MarketVolumnGrowth RateCompetitionFitnessSynergyProtectabilityPenetratabilityProfit

4. Agenda Setting Reference Law of Category

5. Positioning Positioning Era in 1971 Positioning Map

Avis No. 2

Hertz

Hertz

Uncola

Positioning Case 123

6. Unique Selling Proposition Ted Bates Rosser ReevesConsumer Needs / Competitors' Features / Product's Features U.S.P. Preemptive Strategy

2 - - - - - - - -

7. PromiseManufacturer(Advertiser)Consumer(Viewer)ProductBenefitsMoney

Promise Promise , , Because everybody says that theyre no. 1, Nobody believes their claim.

8. Supports

BEST 31 : / 2 : / 3 :

Proof & Supports , .Proof may not be the truth, but it always works.

Supports DemonstrationDramatization ( ) -----Ad. Object ( ) ---Promise ( ) --Supports

Supports for Sales MessageFactsStatisticsDemonstrationExpert TestimoniesEnd User TestimoniesConcrete ExamplesCase Studies

9. Consumer Insight , , Insight 001 Consumer Insight AE , Insight Idea .

Consumer InsightWay of FeelingSOGO (Spain)First National Bank (England) Way of ThinkingTotal (France)Citibank (USA)New York Lotto (USA) Way of DoingLee (USA)Vicks (Mexico)

10. Aperture , New York Subway Were on timeNew York Lotto Aperture : : : : : : :

11. Single Minded Proposition TV , . , . . ,

Telling Selling Telling Selling

12. Communicable Concept Ivory Soap (99.44% Pure, It floats.)P&G WhisperWe're better. See it!Superior ProductExcellent Communication StrategyLet them See the Benefits

13. Brand Personality AIDMA Brand Personality

Brand Personality . . . Personality /

14. Differentiation Different Better (1600/ 114/ 6.7/ 1.3) David Ogilvy BossProduct : Concept : AE Creative : Creator

15. Advertising Campaign Passing ParadeJ. Walter Thomson Ford Leo Burnett 200 Marlboro TeamMarlboro Cowboy CampaignIvory / Crest / Tylenol /

Excellent Planner 4SSpecialSimpleStrategicSpeedy

13 (, )

13 3 Creative

Excellent Planner 13 3

Knowing vs. Doing

God is in Detail

Victory has a thousand fathers but defeat is an orphan.

Climbing High Mountain

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