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ADVERTISING 1

ADVERTISING 1. gd 3220 SPRING 2014: FEBRUARY 27 LECTURE 5 READING NOTES. THE GOLDEN RULE OF ADVERTISING:. It must sell!. SUCCESSFUL ADVERTISING:.

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ADVERTISING 1

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  1. ADVERTISING 1 gd 3220 • SPRING 2014: FEBRUARY 27 LECTURE 5 READING NOTES Advertising 1 / gd3220 / Spring 2014

  2. THE GOLDEN RULE OF ADVERTISING: It must sell! Advertising 1 / gd3220 / Spring 2014

  3. SUCCESSFUL ADVERTISING: captures your attention, holds it and is memorable without abrasiveness, disrespect and dishonesty. It explains the product or service and its benefits, and at the very least, advances the brand image in the mind of the viewer. BUT MOST IMPORTANTLY… it is crafted around the sensibilities of the target audience. Advertising 1 / gd3220 / Spring 2014

  4. How to Get Ideas Chapter 4 VISUALIZING SUCCESS Advertising 1 / gd3220 / Spring 2014

  5. HOW TO GET IDEAS: Chapter4VISUALIZE SUCCESS Advertising 1 / gd3220 / Spring 2014 If you set your mind on goals (getting ideas), your mind will figure out a way to get them

  6. HOW TO GET IDEAS: Chapter4VISUALIZE SUCCESS Advertising 1 / gd3220 / Spring 2014 Do not imagine that you will get the idea. Imagine that you already have the idea.

  7. DON’T BE AFRAID TO SUCCEED! Advertising 1 / gd3220 / Spring 2014

  8. Advertising by Design Chapter 4 THE BRAND IDEA Advertising 1 / gd3220 / Spring 2014

  9. ADVERTISING BY DESIGN: Chapter 4 THE BRAND IDEA No matter the media used, critical and creative thinking will be necessary. Ideas. Ideas. Ideas. The brand idea identifies and distinguishes. It builds equity (the value of the brand) Advertising 1 / gd3220 / Spring 2014

  10. ADVERTISING BY DESIGN: Chapter 4 THE BRAND IDEA Branding: The creation of a comprehensive, strategic and unique program for a brand or group for the purpose of building a relationship with people based on how they experience – interact with or use – the brand or group. Advertising 1 / gd3220 / Spring 2014

  11. ADVERTISING BY DESIGN: Chapter 4 THE BRAND IDEA Branding: Few products or services are unique. Most are parity products, they offer similar qualities and functions to those of their competitors Branding differentiates parity products in today’s crowded marketplace Advertising 1 / gd3220 / Spring 2014

  12. ADVERTISING BY DESIGN: Chapter 4 THE BRAND IDEA CONSTRUCT INDICATORS: ATTRIBUTE: a defining quality or characteristic FUNCTIONAL BENEFIT: the practical or useful characteristics of a product or service EMOTIONAL BENEFIT: an intangible asset based on feelings Advertising 1 / gd3220 / Spring 2014

  13. ADVERTISING BY DESIGN: Chapter 4 THE BRAND IDEA BRAND IDEA GUIDE: DIFFERENTIATION: how a brand is characterized, what distinguishes a brand from all the rest OWNERSHIP: “owning” a selling point, benefit, attitude or any characteristic that contributes to a distinct construct RELEVANCE: an insight into the audience that makes the brand relevant to them, it can be tangible or intangible Advertising 1 / gd3220 / Spring 2014

  14. ADVERTISING BY DESIGN: Chapter 4 THE BRAND IDEA BRAND IDEA GUIDE: USEFULNESS: provide something useful – based on a person’s special interests or needs STORYTELLING: a brand with a story to tell will be more dimensional and memorable UNITY: consistent brand voice across all media, with variations for interest and media variables Advertising 1 / gd3220 / Spring 2014

  15. ADVERTISING BY DESIGN: Chapter 4 Thinking Critically and Creatively, and Getting Started The ingredients that go into an ad: 1. The idea: the underlying unique creative thought 2. The benefit: specific benefit or gain that is claimed - Functional benefits: - Practical, useful or helpful characteristics - Emotional benefits: - Not based on tangible benefits. - Based on passions, responses, feelings and desires - They are subjectively experienced 3. The support: Reasons to believe the benefits of you assertion Advertising 1 / gd3220 / Spring 2014

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