What is ? Definition of Advertising

• Advertising is the non-personal communication of information, usually paid for, persuasive in nature and about products, services or ideas, by identified sponsors through the various available media.

• In simple terms – ‘Paid ’ Role of advertising

Target Audience Organization with a Advertising Consumers / Product/Offer/Cause Companies

(Facilitating the means and methods to communicate a message)

Response received by means of purchases, enquiries Liaison between Agency / Client

Media TV, Radio, Newspapers, Magazines Houses

Outdoor display

Client Ad Agency Print Production Houses

Merchandising & Gift

Public Relations Event agencies Research liaise with both client and Ad Agency Today’s Consumers….

•Ignore advertisements on the roads •Skip channels •Flip Newspaper pages containing advertisements •Regularly complain on advertisers •“Have too much money to waste on ads” •“The products may not be moving” •“Trying to sell you what you don’t want”

The only solution to the battle –

Simple, powerful, original and highly noticeable creative solutions…. History of advertising

•Dates back to medieval times when praise via word of mouth initiated by town criers

•The criers were citizens who read public notices aloud and were also employed by merchants to shout the praises of their wares. They were forerunners of the modern announcer who delivers radio and television commercials.

•Graphic form of advertising by the introduction of the movable type printing press by German printer Johannes Gutenberg in 1450

•The first English advertisement appeared in 1472 in the form of a handbill announcing a prayer book for sale History of advertising

•In the American colonies, the first ads were run in 1704 within the Boston Newsletter, the first regularly published newspaper

•The first ad shop started in Pennsylvania in 1841 by Volmer B. Palmer

•Ad agencies moved on from being just brokers for ad space, to being responsible for research and advertising copy History of advertising

• By 1920’s Radio offered new advertising opportunities

• By 1950’s TV advertising surpassed radio as a medium

• The late 1950’s & 1960’s saw a new era called the ‘Creative Revolution’ giving birth to today’s prominent names such as; • Dyole Dane Bernbach - founded by Bill Bernbach • LeoBurnett - founded by Leo Burnett • Ogilvy & Mather - founded by David Ogilvy Advertising Info….

• Global advertising spend has reached around $650 billion in 2015 • In US alone about 7000 ad agencies exist • An average person in the US may encounter up to 500 advertisements in a day • Most advertising is designed to promote the sale of products & services. • Some ads however are intended to promote an idea or influence behaviours such as drugs, cigarettes, Red Cross, the Army • Some of the critics say advertising is deceptive or encourages an excessively materialistic culture

• Source : mediaweek.co.uk, encarta.msn.com , zenith optimedia Where does Advertising fit in?

In today’s business environment Advertising forms a part of the larger picture called Marketing

Marketing

Advertising 1. Attention PR 2. Interest Product 3. Desire Direct Mkt. 4. Action Price

Events Place Merchandising/Promos AIDA Model

• An ad needs to hit between the eye of the target audience with a powerful message in less than 2/3 secs 1. Attention 2. Interest • The message will originate from a single most 3. Desire powerful proposition (benefit) making the ad. relevant to the audience 4. Action • The lead-in line coupled with the most appropriate visual will work together to attract attention AIDA Model

• Having grabbed the attention of the audience, a compelling story, in simple and interesting terms, needs to be communicated in the body copy

• The story needs to explain how the product and 1. Attention service fills a market need and how will it benefit 2. Interest the consumer 3. Desire • The ad needs to be well written clearly 4. Action explaining the benefits, keeping their attention

• The creative should also elicit a desire to own or consume the offering

• Resulting in an enquiry for the products/services AIDA Model

• Simply put, this is the stage at which the audience is ready to act on the message

1. Attention • In the final words the audience needs to be told why should they make the purchase immediately 2. Interest (NOW!!) and how 3. Desire 4. Action • The obvious calls to action would be either “visit the showroom on the…” or “call 34587690” or simply "log on to www…"

Bottom line: Make sure your creative is "on brief" and it gets your target audience's attention, interest, and desire... leading them to action! As event professionals

• Your job is to create or instruct your advertising agency to create • Attention grabbing adverts • Which leads to Interest • Create Desire • Lead to Action (ticket sales / information etc) 10 Minute Group Brainstorm !!!!

•The Product - ‘Nugget’ Black Tinned Shoe Polish •Customer Audience – Male / Female (School / Working Professionals) •Media – Poster / Print Advert •Language – English or none! •Client / Product USP – “Our polish makes your shoes very Shiny”

•Objective – What is the ‘big idea’ and the creative concept •Timeframe – 10 minutes workshop, 1 minute present

•TOP TIP – Keep the idea simple!

Examples of Old & New Campaigns

Advertising though the ages…

1943

1920

Top 10 Slogans / Taglines of the Century

• Diamonds are forever (DeBeers) • Just do it (Nike) • Open Happiness! (Coca-Cola) • Tastes great, less filling (Miller Lite) • We try harder (Avis) • Good to the last drop (Maxwell House) • Breakfast of champions (Wheaties) • Does she … or doesn’t she? (Clairol) • When it rains it pours (Morton Salt) • Where’s the beef? (Wendy’s) • Emirates (Hello Tomorrow) How advertising taglines change with the What Advertising can do

•Sustain Relationships •Persuade people + Create demand •Build enquiries •Support distributors/dealers •Sustain the organisation •Launch a new product •Offset competition + Compare benefits •Provide a point of difference •Reach people •Create awareness •Develop favorable image and attitudes •Create a distinguishable identity What Advertising can’t do

• Boost sales of inferior products

• Promote obsolete technology

• Promote if its not available

• Promote if there’s no demand

• Promote if it’s not priced right

• Promote irrelevant features Conventional Advertising Unconventional Advertising Unconventional Advertising Techniques

• Just imagine you had to use Outdoor Media to Promote Lipton Green Tea

You probably would use a big banner right? More Unconventional Advertising

Agency: JWT Cairo Title: Lipton Tree Advertiser: Lipton Product: Lipton Green Tea More Unconventional Advertising

100% discreet business cards for a head hunter. Completely edible business cards with ‘read it then eat it' instruction so no one knows you want to change your job ! Unconventional Advertising

Business card from an Acupuncturist

Business card from a Couples Therapist So how does an Advertising Agency Work – and who should you be dealing with?

Head of Agency

Creative & Studio Account Account Planning Media Mgt. Management

Head of Account Creative Director Media Director CSD Planning

Account Director Sr. Art Director Copy Chief Media Planner Media Manager Account Planner

Account Manager Jr. AD / Copy Writer Media Media Executive Jr. Account Planner Visualiser Planning Executive Account Jr. Copy Writer Executive Graphic Artist

Account Management Creative • Define what the Client needs • Create ideas which meet the brief in • Co-ordinate Agency’s resources to deliver it outstanding/unusual ways • Translate scripts/layouts into finished ads Planning Media (Planners and Buyers) • Assist in defining the brief • Plan when and where the advertising will • Initiate any research/consumer issues & appear evaluate communication effectiveness • Buy agreed media plans cost-effectively

* Chart does not show Production, Business Development Department, Research, Accounts and Administration. Performing in Harmony

BUSINESS DEVELOPMENT PLANNING RESEARCH

CREATIVE THE CLIENT ACCOUNT MGT. CUSTOMER CREATIVE PRODUCTION

MEDIA What are the Steps in Creating an Ad Campaign

1. Clearly defining advertising objectives

2. Understanding the competition and their offering

3. Defining target audience

4. Defining the single minded proposition

5. Conceptualising / Creative Bridging the Communication Gap 6. Presentation to Client

7. Implementation & Evaluation 1. Objectives: could be…

•Spread awareness

•Instigate recall

•Develop favourable attitude

•Achieve clear product identification

• the product rightly

•Establishing benefits

•Inducing a trial

•Call to action leading a sales contact

•Getting more enquiries 2. Understanding competitive offering

•Who are our competitors?

•What are they offering?

•What is their proposition?

•Who are they targeting?

•Where are they placed in comparison to us?

•What communication messages do they use?

•What communication channels do they use to get the message across? 3. Defining the Target Audience

•Who are our customers?

•Where are they positioned?

•What language do they speak?

•What are their habits and interests?

•What and who influence them?

•What is their decision making criteria?

•Where can we find them? 3. Understanding Individual Customers

• Clear definition of the demographics •Age, gender, income, social class, family lifecycle, disposable income • Psychographics Where do they live? What neighbourhoods? Who uses the products? Where do they hang out? What do they wear? What are their attitudes and behaviour? What are their purchasing patterns? What cultural restrictions and taboos exist? What are their beliefs and rituals? What are the need stimulators? How does the product fulfil their needs? • How does the product fit in their lifestyle? 3. Understanding Corporate Customers

• Demographics •What Industry? •Geographical location? •Size of business? •No of employees? • Order size and purchase patterns? • Decision making heads involved in finalising? (Gatekeepers, need creators, users, influencers, financers, decision makers) • Decision making process and formalities? 4. Single Minded Proposition

•What do we have in our offer that is different from our competitors?

•How will our unique offer affect our customers?

•Why should the customer choose our product in comparison to the others? 5. The creative development process

The Brief & Briefing

Internal reviews

Brainstorming

Campaign implement Presentation To client 1. The Client Brief

“The Ingredients” •The most important start-up ingredient for the creation of the BIG IDEA!

•It is a means to an end and not an end in itself

•The brief is the extraction of information from the client. The brief includes facts of the product, the single minded offering, the outcomes and who is the communication for.

•The brief needs to be clear and focused

•The brief needs to stimulate the thought for a creative idea 2. The big Idea

•A big idea is one that; •Is simple, fresh and innovative (original) •Has a universal appeal and must cross borders •Cuts through the crowd and is noticeable in the first instance (distinctive) •Has relevance to the product •Has relevance to the audience •Builds a strong brand equity •Should work across various communication requirements •Brings results •Is memorable 3. The Creative Briefing “The Preparation”

•A dialogue to kick start the creative process

•Introduction of the job at hand to the creative personnel

•Agreement on the challenge and the requirements

•Agreement on time schedules including interim meetings and final presentation dates to the client 4. Brainstorming “The Cooking”

•Involves amalgamation of strategy and creative talent

•Resulting in the outcome of the BIG IDEA

•Followed by identifying key creative directions to be pursued

•Initiation of a campaign thought to run in ATL & BTL material 5. Further processes

“The Tasting”

•Internal reviews •Idea evaluation with the brief •Ensuring the content suits the requirement of the job 6. Presentation to client

“The Final Meal”

•Creative idea presentation

•Communication material rollout

•Media selection

•Budget breakdown

•Time frame of launch and thereafter

•Followed by;

•Campaign implementation

•Review of feedback, to formulate next phase of campaign Press Advertising Examples

Another quick class workshop 10 Minute Group Brainstorm !!!!

•The Product - ‘National Anti-Smoking Campaign’

•Customer Audience – Generic

•Media – Poster / Print Advert

•Language – English or none!

•Client / Product USP – “Smoking Kills”

•Communication objective – Simple and obvious

•Objective – What is the ‘big idea’ and the creative concept

•Timeframe – 10 minutes workshop, 1 minute present

•TOP TIP – Keep the idea simple!

Outdoor Advertising Examples Out door example – ballet classes

Billboard – Bic Razor

TVC’s Cadbury’s Car Lays Pepsi Hot Chips McDonalds Olympus

Ameriquest 1 Ameriquest 2 Ameriquest 3

The End… Good night

Always remember....

Be creative and keep learning