All advertising ideas fall into one of these three categories. They will either show :
1. What happens with the product
2. What happens without the product
3. What happens with and without the product - in the same ad.
Getting those ideas doesn't always have to be a mystical process, as some of the world's most respected creative leaders can prove. And while the creative process itself can be deconstructed into four stages - preparation, incubation, illumination and verification - the way we interrelate, overlap and repeat the various stages will stamp our ideas with our own creative DNA.
I. Start with the end first
"If you don't know where you're going, all roads will take you there. So I always start at the end and work my way back," explains Horton. "Say I want to draw a straight line between here and point X. If I start here I could end up anywhere. It's better if I go to point X and just work back. My endings will invariably be the truth: the line with the symbol born out of that truth. It opens the way for the most fantastic creativity. All you have to do is finish at X; so you can excite us with where you start, how you start. A lot of creative people in my experience have had an idea, but couldn't quite finish it. But if they had known where they were finishing, they could have started anywhere ..."
Dawson also starts with the end line, or at least a rough line, first. "I would always try to start by summing up something different about the product or service, and they work back. If you can't get the line, you probably start attacking if from the wrong end, which means having an idea from something that can be related to the product. The problem is, you are likely to end up with something that isn't absolutely relevant. " If it's just a funny, or a different, or a curious idea, he warns, it will usually require manipulation to marry it with the key thought. Dawson needs information; without it, trying to conjure ideas out of nothing means that the blank sheet of paper will stay blank a lot longer. He goes swimming at lunchtime to find ideas; he counts the tiles in the pool and things slip into place. He works alone. "I don't believe Picasso came up with an idea for a picture with somebody else, or that Mozart came up with an idea for a symphony with somebody else. Ideas can only come into one person's brain at a time."
Delbridge starts with a line. "And I'll hone and hone that line until I've got something really sharp, and then I'll spring off that into a myriad of possible visual interpretations. I rarely have a visual idea first. The line encapsulates the positioning I want; it forces me intellectually to see it so singly, so clearly, but the line itself may not even appear in the final commercial."
Newman says great lines are now more important than ever. "the 'slogan' was actually a Highland war cry. A great slogan can do more than neatly distil essence of an organisation; We try harder. It can do more than get a product into the vernacular. A diamond is forever. If it's potent enough, a great slogan can actually drive the culture of an entire company. Just do it. Our client, Toyota Australia, has the value of their slogan - Oh what a feeling - listed on their balance sheet for many millions. Interestingly, Toyota is probably Australia's most creatively awarded campaign of the last ten years." Newman points to his campaign them for the NRMA, a road service and insurance organisation. "Claiming the high ground generic of 'help' was strategically important, but it didn't come alive for me until I turned it into the simple branding mnemonic of the letters H-E-L-P always being spelt out after the name N-R-M-A." Getting into the vernacular, becoming part of popular culture, is what every campaign should aim for, says Newman. "I think 'Make it famous' should be a mandatory on every creative brief." Newman's discipline is that the idea should be reducible to a poster. "A sentence and a visual idea. Of course, the commercial might develop that visual idea into a multi-layered story, but if the thought can be reduced to a handful of nut hard words and a single unmoving visual, then at least you know you've got a real idea and not just an execution or not just a joke."
II. Find a moment
"I've never tried to solve a problem the same way twice," expains McBride. "Sometimes, by accident, the structure or the logic could be similiar to other campaigns I've worked on, but the truth is always about boiling things down, trying to make them simple, and finding yourself inside of a moment."
III. Is there an idea in the strategy ?
"Distil the strategy and treat it like a poster" is Whybin's advice. "In many ways, it's no different to the print medium. You've got to put down, in a square, the most succinct distillation of the proposition. And the greatest way you can do it is without any words, just a picture. The picture should distil the strategy and the proposition. I start that way, doing a poster first." Once you distil the strategy, Whybin says the ad will just drop into place. "Pull your ideas from within the brands." It helps, Whybin says if you can visualise the product in your mind and see the idea coming out of it. That way, you can sense whether the idea belongs inherently to the brand, or is just an unrelated or generic graft. "A lot of people try to grab at creative ideas, they're battling all the time, but actually I think there's quite a logical order to it. In many ways, it's not creative at all, it's quite rational. You keep working until the left side of the brain and the right side of the brain click together, and then you start to build emotion into that." Once he gets the idea, Whybin can see the whole commercial straightaway. He then works on the compression of the argument.
IV. Be a sponge
"Be a sponge," says Fink. "Go and soak up as much information as you can. Read books, read magazines, go to the theatre, go to the cinema, go swimming, go walking, read a book about bringing up a dog, find out about glassblowing. There's a magazine in Britain called Loot, where people put in all their secondhand stuff they want to get rid of; there's everything in there from wardrobes to cars to exhaust kinds of things out there. The internet is like the greatest encyclopedia in the world. There are too many advertising people just stare each other for three weeks. The worst things they can do is look in the award books. All that stuff's been done." The best creative people are engaged in a constant process of observing, storing and connecting. Even a simple walk to work can yield interesting dividends. "I was watching the way everyone else was walking and everyone seemed to be waddling a bit more than usual. I think it was because I was just really concentrating hard on what happens to people''s head whey then walk. They do go up and down. There's a Truffaut movie called Shoot the Pianist. In it, the main character falls in love with this girl and every time he walks with her, they walk absolutely perfectly together so their heads would move up and down together. And then there's a point where they argue, and suddenly their heads are no longer together."
--- to be continued
Showing posts with label advertising. Show all posts
Showing posts with label advertising. Show all posts
Tuesday, July 6, 2010
Wednesday, May 5, 2010
Television Advertising
Television Advertising
Executive Summary by Steven Chabotte & Alice Ambroce
Broadcasting was originally developed as a means for companies to sell radios. By the late 20's radio advertising had advanced in a dramatic way. The Era of the Single Sponsor
At that time, the number of television sets reached the critical mass necessary to be considered a medium that could reach the masses. As television was a totally new phenomenon - i.e. offering both sound and moving pictures, the advertising industry moved into this arena cautiously as they were not sure what methods would work best to promote their clients products on television. After study and many surveys, the advertising agencies determined that the most effective way to reach consumers with a strong message would be by creating shows that featured a single product or a line of products from a single company.
From this concept arised the typical television shows of the 1950's including such titles as Kraft Television Theater, Colgate Comedy Hour, and Coke Time. As with radio, these television programs were produced by advertising agencies for their clients rather than the studios as is common practice currently.
A solution had to be found if this very powerful advertising medium was to continue to be cost effective for the sponsors.
Enter the Era of Magazine Concept Advertising
By 1960, the magazine concept dominated television advertising, as it has ever since. This evolution of magazine concept advertising is truly the birth of most modern television advertising. The one exception is the infomercial which is really a throwback to the sponsored show model used in the early days of television advertising.
New Wave in Television Advertising
Imagine a brave new world where buying some television time could appeal to different consumer needs by using one ad that is tweaked. By changing voice-overs, scripts, graphic elements or other images, for instance, advertisers could make an ad appeal to teens in one instance and seniors in another. Many marketing executives agree that direct response marketing is the future wave of television advertising.
It is imperative that you track and measure your ad, whether advertising on television, radio or online." Other ads will get customers familiarized with your image which is long term process.
Executive Summary by Steven Chabotte & Alice Ambroce
Broadcasting was originally developed as a means for companies to sell radios. By the late 20's radio advertising had advanced in a dramatic way. The Era of the Single Sponsor
At that time, the number of television sets reached the critical mass necessary to be considered a medium that could reach the masses. As television was a totally new phenomenon - i.e. offering both sound and moving pictures, the advertising industry moved into this arena cautiously as they were not sure what methods would work best to promote their clients products on television. After study and many surveys, the advertising agencies determined that the most effective way to reach consumers with a strong message would be by creating shows that featured a single product or a line of products from a single company.
From this concept arised the typical television shows of the 1950's including such titles as Kraft Television Theater, Colgate Comedy Hour, and Coke Time. As with radio, these television programs were produced by advertising agencies for their clients rather than the studios as is common practice currently.
A solution had to be found if this very powerful advertising medium was to continue to be cost effective for the sponsors.
Enter the Era of Magazine Concept Advertising
By 1960, the magazine concept dominated television advertising, as it has ever since. This evolution of magazine concept advertising is truly the birth of most modern television advertising. The one exception is the infomercial which is really a throwback to the sponsored show model used in the early days of television advertising.
New Wave in Television Advertising
Imagine a brave new world where buying some television time could appeal to different consumer needs by using one ad that is tweaked. By changing voice-overs, scripts, graphic elements or other images, for instance, advertisers could make an ad appeal to teens in one instance and seniors in another. Many marketing executives agree that direct response marketing is the future wave of television advertising.
It is imperative that you track and measure your ad, whether advertising on television, radio or online." Other ads will get customers familiarized with your image which is long term process.
Radio Advertising
The Fundamentals of Direct Response Radio Advertising
Executive Summary by Jeff Small
Whether you own a direct-to-consumer model business, a retail business, a web business, or some combination thereof, direct response radio advertising can help you grow. Throw out all you think you know about advertising, radio advertising, and especially direct response advertising. Concept One: Radio as A Highway From Your Business to Your Potential Customers
Radio Advertising is a Profit-Driver, Not a Cost Center
Direct response radio advertising - by its very definition - is a profit-driver. Profitability is a fundamental aspect of direct response radio advertising.
This fundamental question applies whether your business is a direct response advertising business (which includes radio advertising, print advertising, DRTV, catalog, or internet) or a traditional retailer. 1. Increase price without increasing cost. 2. Increase response rate. Great direct response radio ads significantly enhance the responsiveness of the media dollars spent. Your radio agency's ability to create radio ads that elicit response from your potential customers is a crucial element in direct response radio advertising success.
As a result, testing is a never-ending element in direct response radio advertising efforts. Done correctly, direct response radio advertising is not a cost center, it's a profit center.
Direct response radio advertising does not stand alone in creating a business. Once you understand the fundamentals of radio advertising, you're ready to embark on the process of building a direct response radio advertising campaign. That process involves developing a radio advertising strategy, creating radio ads that drive response, and implementing a radio media plan that delivers your message to the right people for the right cost.
Are You Ready for Direct Response Radio Advertising?
Direct response radio advertising is an amazingly under recognized way to grow a business quickly and profitably. Direct response radio advertising is truly a powerful engine for profitable growth.
Most of the time, radio advertising is not done right. Because the definition of success in direct response radio advertising is acquiring a new customer at a cost that allows for a profitable relationship with that new customer. You can only evaluate advertising performance within the context of your customer lifetime value.
Here's the problem with that statement: Developing a profitable direct response radio advertising campaign isn't something that is accomplished with a "trial". To properly assess the potential for direct response radio advertising to generate profitable new customers for your business, you must approach direct response radio advertising with a testing mindset. Don't go into direct response radio advertising with a "dabble" mindset. Is your business infrastructure set up to support direct response advertising?
That requirement is excellent data collection and transmission to the radio media buying department at your radio agency. You have to test radio.
Executive Summary by Jeff Small
Whether you own a direct-to-consumer model business, a retail business, a web business, or some combination thereof, direct response radio advertising can help you grow. Throw out all you think you know about advertising, radio advertising, and especially direct response advertising. Concept One: Radio as A Highway From Your Business to Your Potential Customers
Radio Advertising is a Profit-Driver, Not a Cost Center
Direct response radio advertising - by its very definition - is a profit-driver. Profitability is a fundamental aspect of direct response radio advertising.
This fundamental question applies whether your business is a direct response advertising business (which includes radio advertising, print advertising, DRTV, catalog, or internet) or a traditional retailer. 1. Increase price without increasing cost. 2. Increase response rate. Great direct response radio ads significantly enhance the responsiveness of the media dollars spent. Your radio agency's ability to create radio ads that elicit response from your potential customers is a crucial element in direct response radio advertising success.
As a result, testing is a never-ending element in direct response radio advertising efforts. Done correctly, direct response radio advertising is not a cost center, it's a profit center.
Direct response radio advertising does not stand alone in creating a business. Once you understand the fundamentals of radio advertising, you're ready to embark on the process of building a direct response radio advertising campaign. That process involves developing a radio advertising strategy, creating radio ads that drive response, and implementing a radio media plan that delivers your message to the right people for the right cost.
Are You Ready for Direct Response Radio Advertising?
Direct response radio advertising is an amazingly under recognized way to grow a business quickly and profitably. Direct response radio advertising is truly a powerful engine for profitable growth.
Most of the time, radio advertising is not done right. Because the definition of success in direct response radio advertising is acquiring a new customer at a cost that allows for a profitable relationship with that new customer. You can only evaluate advertising performance within the context of your customer lifetime value.
Here's the problem with that statement: Developing a profitable direct response radio advertising campaign isn't something that is accomplished with a "trial". To properly assess the potential for direct response radio advertising to generate profitable new customers for your business, you must approach direct response radio advertising with a testing mindset. Don't go into direct response radio advertising with a "dabble" mindset. Is your business infrastructure set up to support direct response advertising?
That requirement is excellent data collection and transmission to the radio media buying department at your radio agency. You have to test radio.
Word of Mouth Marketing
Executive Summary from Joanne King & Rita Lambros-Segur
Word of mouth marketing was actually the "greatest" tool of viral marketing long before the internet was invented and till this day, word of mouth marketing is still a great tool for online and offline businesses.
Why?
Well there are a few reasons why word of mouth marketing is extremely successful.
One: A friend doesn't give a sales pitch
This equates to HIGHER sales for your business using "word of mouth marketing" then any other method available!
So how can you implement word of mouth marketing to your business?
The number one hands down way of getting someone to recommend your product by word of mouth is to create a kick butt product!
If you deliver on your word... If you can "teach" or implement a piece of software that solves their "problem", if you can EXCEED their expectations (and that part is very important, EXCEEDING their expectations)... Then you will have created "word of mouth marketing".
If you pump out crappy ebook after crappy ebook (or software/product)... Then you too can expect to receive word of mouth marketing.
“Marketing deals with any market-oriented activity with the ultimate objective of increasing the sales and brand image of products or services marketed.”
Marketing as a field covers market research, selling, promotion, customer service, after sales service to name some. Well, it is the oldest method of marketing, the word of mouth marketing.
The Concept Of The Word Of Mouth Marketing and The Elements Of The Word Of Mouth Marketing are very important.
The word of mouth marketing has the following pillars:
1) Trust drives the word of mouth marketing. Word of mouth marketing impacts its target market when a person whom we trust, recommends a product or service.
2) The word of mouth marketing is the most potential way to affect a product or service's market strength. Whether favorable or unfavorable, the word of mouth can make or break, respectively, a product's and service's market equity.
3) The word of mouth marketing is not a long-term marketing method. The product or service needs constant improvement to retain and expand its market share.
Everybody selling anything must encash the numerous benefits of word of mouth marketing.
Word of mouth marketing was actually the "greatest" tool of viral marketing long before the internet was invented and till this day, word of mouth marketing is still a great tool for online and offline businesses.
Why?
Well there are a few reasons why word of mouth marketing is extremely successful.
One: A friend doesn't give a sales pitch
This equates to HIGHER sales for your business using "word of mouth marketing" then any other method available!
So how can you implement word of mouth marketing to your business?
The number one hands down way of getting someone to recommend your product by word of mouth is to create a kick butt product!
If you deliver on your word... If you can "teach" or implement a piece of software that solves their "problem", if you can EXCEED their expectations (and that part is very important, EXCEEDING their expectations)... Then you will have created "word of mouth marketing".
If you pump out crappy ebook after crappy ebook (or software/product)... Then you too can expect to receive word of mouth marketing.
“Marketing deals with any market-oriented activity with the ultimate objective of increasing the sales and brand image of products or services marketed.”
Marketing as a field covers market research, selling, promotion, customer service, after sales service to name some. Well, it is the oldest method of marketing, the word of mouth marketing.
The Concept Of The Word Of Mouth Marketing and The Elements Of The Word Of Mouth Marketing are very important.
The word of mouth marketing has the following pillars:
1) Trust drives the word of mouth marketing. Word of mouth marketing impacts its target market when a person whom we trust, recommends a product or service.
2) The word of mouth marketing is the most potential way to affect a product or service's market strength. Whether favorable or unfavorable, the word of mouth can make or break, respectively, a product's and service's market equity.
3) The word of mouth marketing is not a long-term marketing method. The product or service needs constant improvement to retain and expand its market share.
Everybody selling anything must encash the numerous benefits of word of mouth marketing.
Newspaper Advertising
Executive Summary by Sam Miller
One of the most effective ways of advertising is via newspaper. Advertising using the newspaper is when a company uses the classifieds section of a newspaper to list details about their business. Newspaper advertising is not very expensive and in some cases, the ads may be printed for free.
Many business owners may think that because of this reason, newspaper advertising may not be the best way to market their services. In addition to local business owners, many national and international companies advertise in newspapers all across the United States and the rest of the world. Many large companies purchase banners in papers to somewhat remind citizens of their services. Many local and major business owners believe that newspaper advertising will never become old fashion.
Implementing the Newspaper Advertising Scorecard
Newspaper advertising has long been quite effective in its purpose of providing the latest in terms of news events and classified ads of all sorts. The newspaper advertising scorecard then becomes the tool that provides balance when it comes to the KPIs being used to monitor the overall performance of newspaper advertising. As expected, the metrics used in the industry would differ from one newspaper company to another. This is because the metrics used would be in line with the corporate goals and objectives that each newspaper company has. However, here are some of the common metrics used by many companies worldwide when it comes to newspaper advertising.
The first is the size of the ad itself. There have been a number of studies done in determining the relationship between ad size and the responses of the ad's target market. The general results show that the bigger size of the ad, the more number of responses it gets from its target market. On the average, the full-page ad entices roughly 75 responses. However, the half-page ad that costs also half the price entices roughly 55 responses. The quarter-page ad that can be bought at quarter of a price of a full-page ad entices roughly 50 responses. The ad size can then be one of the metrics to be implemented on the newspaper advertising scorecard.
When you take the second metric into account, you will see just how productive the quarter-page ad is. This ad can entice a third of the responses that the full-page ad can entice.
Newspaper in Indonesia : As the other countries, Indonesia had a lot of newspapers. There’re two English Newspaper in Indonesia : Jakarta Post and Jakarta Globe. How about newspaper in Indonesia language or Chinese language ? Yeah, there’re lots of Indonesian Newspapers such as : Kompas, Seputar Indonesia, Koran Tempo, Bisnis Indonesia, Republika, Jawa Pos, etc. Chinese Newspapers : Harian Indonesia, Guo Ji Ri Bao, Shangbao, etc.
If you’re interested in promoting your product or services in Indonesia’s newspaper, please kindly visit : http://www.doremindo.com or mail to chrisdi@doremindo.com or call the hotline +62 813 9980 8066
One of the most effective ways of advertising is via newspaper. Advertising using the newspaper is when a company uses the classifieds section of a newspaper to list details about their business. Newspaper advertising is not very expensive and in some cases, the ads may be printed for free.
Many business owners may think that because of this reason, newspaper advertising may not be the best way to market their services. In addition to local business owners, many national and international companies advertise in newspapers all across the United States and the rest of the world. Many large companies purchase banners in papers to somewhat remind citizens of their services. Many local and major business owners believe that newspaper advertising will never become old fashion.
Implementing the Newspaper Advertising Scorecard
Newspaper advertising has long been quite effective in its purpose of providing the latest in terms of news events and classified ads of all sorts. The newspaper advertising scorecard then becomes the tool that provides balance when it comes to the KPIs being used to monitor the overall performance of newspaper advertising. As expected, the metrics used in the industry would differ from one newspaper company to another. This is because the metrics used would be in line with the corporate goals and objectives that each newspaper company has. However, here are some of the common metrics used by many companies worldwide when it comes to newspaper advertising.
The first is the size of the ad itself. There have been a number of studies done in determining the relationship between ad size and the responses of the ad's target market. The general results show that the bigger size of the ad, the more number of responses it gets from its target market. On the average, the full-page ad entices roughly 75 responses. However, the half-page ad that costs also half the price entices roughly 55 responses. The quarter-page ad that can be bought at quarter of a price of a full-page ad entices roughly 50 responses. The ad size can then be one of the metrics to be implemented on the newspaper advertising scorecard.
When you take the second metric into account, you will see just how productive the quarter-page ad is. This ad can entice a third of the responses that the full-page ad can entice.
Newspaper in Indonesia : As the other countries, Indonesia had a lot of newspapers. There’re two English Newspaper in Indonesia : Jakarta Post and Jakarta Globe. How about newspaper in Indonesia language or Chinese language ? Yeah, there’re lots of Indonesian Newspapers such as : Kompas, Seputar Indonesia, Koran Tempo, Bisnis Indonesia, Republika, Jawa Pos, etc. Chinese Newspapers : Harian Indonesia, Guo Ji Ri Bao, Shangbao, etc.
If you’re interested in promoting your product or services in Indonesia’s newspaper, please kindly visit : http://www.doremindo.com or mail to chrisdi@doremindo.com or call the hotline +62 813 9980 8066
Secrets To Advertising Strategies
The Top Five Secrets To Advertising Strategies –
Starting With Your First Ad
Summary about Secrets To Advertising Strategies by Linda DiMarco
Today, most advertising strategies focus on achieving three general goals, as the Small Business Administration indicated in Advertising Your Business: promote awareness of a business and its product or services;
An advertising strategy is a campaign developed to communicate ideas about products and services to potential consumers in the hopes of convincing them to buy those products and services. STAGES OF ADVERTISING STRATEGY
As a business begins, one of the major goals of advertising must be to generate awareness of the business and its products. Once the business' reputation is established and its products are positioned within the market, the amount of resources used for advertising will decrease as the consumer develops a kind of loyalty to the product. Ideally, this established and ever-growing consumer base will eventually aid the company in its efforts to carry their advertising message out into the market, both through its purchasing actions and its testimonials on behalf of the product or service.
This platform delineates the images, copy, and art work that the business owner believes will sell the product. With these concrete objectives, the following elements of the advertising strategy need to be considered: target audience, product concept, communication media, and advertising message. A rigid advertising strategy often leads to a loss of market share. Therefore, the core elements of the advertising strategy need to mix in a way that allows the message to envelope the target consumer, providing ample opportunity for this consumer to become acquainted with the advertising message.
1. TARGET CONSUMER : The target consumer is a complex combination of persons. 3. Needs and Desires-here an advertiser must determine the consumer needs-both in practical terms and in terms of self-image, etc.-and the kind of pitch/message that will convince the consumer that the advertiser's services or products can fulfill those needs.
2. PRODUCT CONCEPT : The product concept grows out of the guidelines established in the "positioning statement." How the product is positioned within the market will dictate the kind of values the product represents, and thus how the target consumer will receive that product.
3. COMMUNICATION MEDIA : The communication media is the means by which the advertising message is transmitted to the consumer. o Outdoor advertising-Billboards, advertisements on public transportation (cabs, buses).
4. ADVERTISING MESSAGE : An advertising message is guided by the "advertising or copy platform," which is a combination of the marketing objectives, copy, art, and production values. What are the product's unique features? How do consumers evaluate the product? Most business consultants recommend employing an advertising agency to create the art work and write the copy.
5. COPY : When composing advertising copy it is crucial to remember that the primary aim is to communicate information about the business and its products and services. The "selling proposal" can act as a blueprint here, ensuring that the advertising fits the overall marketing objectives.
Executive Summary about Much Ado About Advertisements by Marsha Maung
The advertisement need not be a full-page advertisement. The point is to advertise...to get the word out - be it small or big. Small advertisements rarely work because the location is ill-fitted, the size of the advertisement is too small to be read and there's not enough information in the advertisements to encourage others to 'act.
The whole point of advertising is to get people to respond. Many of the important factors of successful marketing and advertising tactics are lost when the advertisement is insignificant.
THE SHOCK, SURPRISE FACTOR : There must be an emotion attached to the advertisement. Don't be surprised but even small advertisements with enough emotion attached to it can elicit a reaction.
THE INFORMATION FACTOR : Imagine you're looking at an advertisement of your competitor. It's a small advertisement beside the 'classifieds' section with small print, black and white and literally devoid of information except for a telephone number and website. Would you even remember the phone number or website address from the advertisement? If your advertisement is too small or too plain, it's not going to be enough to entice your audience.
If you want to know about how to advertise and win the market in Indonesia, you can visit http://www.doremindo.com
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