essentials of advertising

ADVERTISING: ART OF IMPRESSIONS

Vasiliy  Staros,n,  Ph.D.  1  

76%  of  consumers  don’t  believe  that  companies  tell  the  truth  in  adver,sements  

Yankelowich,2006  

Last  Year  

FMCG  Durable  goods  B2B  Social  ads  Non-­‐profit  organiza,ons  

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•  In  1965,  80%  of  18-­‐49  year-­‐olds  in  the  US  could  be  reached  with  three  60-­‐second  TV  spots.    In  2002,  it  required  117  prime-­‐,me  commercials  to  do  the  same.”  (Jim  Stengel,  Global  Marke,ng  Officer,  P&G)  

•  78.2%  of  Germans  are  irritated  by  adver,sing,  only  24%  actually  s,ll  watches  it  (GfK  Markaorschung)  

•  85%  of  Chinese  stop  watching  TV  during  commercial  breaks.  More  than  half  change  the  channel,  while  the  rest  do  housework,  eat,  chat  or  use  the  bathroom.  (McKinsey  &  Co.)  

Advertising Myths 1. Frequency is mostly

not a driver for action 2. There is no golden

rule about OTS

Last  Year  

76%  of  consumers  don’t  believe  that  companies  tell  the  truth  in  adver,sements  

Ad  is  just  a  part  of  promo  mix  Ad  builds  a  rela,onships  with  consumers  and  builds  brand  iden,ty  

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•  Tradi,onally  –  paid  form  of  mass  commnica,ons  

•  Object:  goods,  services,  ideas,  events,  persons  etc.  

•  New  trends:  individualiza,on,  IT,  online  •  Broadcas,ng    vs  Narrowcas,ng  

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AD  MESSAGE    •  Core  communica,ve  idea  •  Symbolic  proposi,on  •  The  benefit  to  deliver  •  Coding  process  •  Вопрос  кодирования  –  задача  разработчика  определить  

суть  решаемой  проблемы  и  предложить  соответствующую  концепцию,  используя  нужные  образы,  сюжеты,  слова  и  символы.  

•  Декодирование  –  процесс  толкования  смысла  сообщения.  Субъективное  восприятие.  

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CODING  PROCESS  

Challenge  1    To  define  product  benefit,  idea  and  produce  it  in  crea,ve  concept  which  has  to  be  delivered  to  audience  

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CODING  PROCESS  2  

Challenge  2    Decoding.  Your  message  has  to  be  percieved  in  intended  way  

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RESULT  

Awareness  

Inform  

Purchase  Remind  

Entertain  

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STOP    

Interrup,ng  Direc,ng  Shou,ng  

High-­‐powered  messages  Reac,ng  

Return  on  investment  Big  promises  

Explaining  

START    

Engaging  Connec,ng  En,cing  Engaging  content  Interac,ng  Return  on  involvement  In,mate  gestures  Revealing/Discovering  

AD  

Print  

TV/Radio  

Outdoor  

DM  Internet  

“Personal”  

Ambient  

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•  From  mass  media  towards  more  fragmented  channels  •  More  relevant  and  interested  audience  •  Difficult  to  measure  •  Feedback  needed  •  Brand  associa,ons  through  the  magazine  it  appears  in  

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Really  smart  print  ad  OLAY  

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•  The  ,me  of  mass  spreading  efficiency  has  gone  

•  Cabel  TV  •  Fragmented  audience  •  Content  order  •  Switch  off  your  ads  •  Online  TV  •  Product  placement  

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•  Billboards,  lightbox,  standers  etc  

•  Integrated  into  environment  

•  S,mulate  to  par,cipate  

•  Street  art  

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•  Harley-­‐Davidson  ta�oo  •  Logo  and  slogans  on  your  shirts,  caps,  bags  etc  Body-­‐art  

•  Tatoo  art  

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Brand  as  a  basis  (values,  arhetype)  

Propose  a  solu,on,    not  ad  (involve,  

educate,  entertain)  

Create  content  (instruments  and  info)  

Analyze  your  content  (situa,on  of  ge�ng  

the  info,  touch  points)  

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Crea,ve  brief  

1.  Background  2.  Objec,ves  (brand  awareness,  rise  sales,  to  educate,  to  improve  the  

understanding  of  doing  the  things  etc.)  

3.  Target  audience  4.  How  do  I  want  the  audience  to  react?  5.  The  proposi,on  6.  Requirements  and  mandatories  

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1.  Humor  2.  Fear  3.  Music  4.  Sex  5.  Ra,onal  6.  Emo,onal  7.  Limita,on  

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•  Rise  of  interest  coz  of  feeling  of  personal  safety  regarding  the  context    

•  Medical  services  and  insurance  •  Many  experts  argue  for  high  percep,on  

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•  Frequently  used  (at  least  30%)  •  A�racts  the  a�en,on  •  Has  to  be  related  to  promoted  benefits  •  Should  not  diffuse  posi,oning  

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•  Affect  your  subconscious  •  Emo,ons  •  Use  carefully  •  Ethical  issues  •  Regional  factor  

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•  Good  to  remember  запоминается  •  Clear  set  of  associa,ons  •  Source  of  brand  iden,ty    •  Repeated  calls  •  Copy  rights  Ques%ons:  New  or  well-­‐known?  What’s  the  link  with  a  message?  What  emo%ons?  

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•  Also  used  in  print  and  TV  ads  •  B2B  •  Appropriate  for  complicated  products  •  Require  some  costumer  involvement  

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•  Used  with  others  •  Trust  •  Hope  •  Passion  •  Friendship  •  Safety  •  Angry  •  Romance  •  Reliability  •  Family  values  •  Надежность  •  Love  

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•  Limited  edi,on  •  Limited  ,me  •  Encourage  to  ac,on  •  O�en  used  as  a  sales  promo,on  

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