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Famous Ad Campaign s …and how they demonstrate different ad strategies

Famous Ad Campaign s …and how they demonstrate different ad strategies. thanks Joy Hinckley. Famous Ad Campaigns - Narrative (storytelling). John Caples was the greatest copywriter of all time, formulating many of the sales techniques still used.

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Famous Ad Campaign s …and how they demonstrate different ad strategies

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  1. Famous Ad Campaigns…and how they demonstrate different ad strategies thanks Joy Hinckley

  2. Famous Ad Campaigns- Narrative (storytelling) John Caples was the greatest copywriter of all time, formulating many of the sales techniques still used. This ad was hugely famous and printed for many years, and is still widely imitated.

  3. Early ad strategies The Caples ad “They laughed when I sat down at the piano” is a good example of an approach based on verbal thinking. Until the 1940s ads were thought up by copy writers then the layout and illustrations were added by the art department. Caples made narrative, or “storytelling” ads popular.

  4. Famous Ad Campaigns- Picture narrative The Charles Atlas “97 pound weakling” ads ran for many successful years. Picture narrative strategies involve either a single storytelling picture, or an illustrated or photo sequence.

  5. Famous Ad Campaigns The Coca-Cola Company has been a success from the start thanks to aggressive and focussed advertising.

  6. Famous Ad Campaigns From the start, the words “delicious” and “refreshing” were used repeatedly.

  7. Famous Ad Campaigns 1932

  8. Famous Ad Campaigns 1928 1935

  9. Famous Ad Campaigns 1938 1936

  10. Famous Ad Campaigns 1938 1934

  11. Famous Ad Campaigns 1949 1944

  12. Famous Ad Campaigns 1957 1953

  13. Famous Ad Campaigns 1964

  14. Famous Ad Campaigns 1973 1970

  15. Some Ad strategies used by Coca-Cola Continuity: keeping a consistent product identity which changes only gradually Recognition: product recognition through signs and symbols. (Coke’s famous logo, the use of the colours red and white.) Association: Associating a product or service with a pleasurable experience or favourable lifestyle

  16. Famous Ad Campaigns Harley-Davidson has pursued a campaign based on brand loyalty.

  17. Famous Ad Campaigns Merchandising is a vital part of this campaign. Loyal customers actually pay to advertise the product.

  18. Famous Ad Campaigns Get ‘em young.

  19. Famous Ad Campaigns The ultimate sign of brand loyalty.

  20. Some Ad strategies used by Harley-Davidson In addition to some used by Coke, Harley-Davidson adds Emotional (Psychological) Appeal: Exploits emotional needs identified by market research. Harley exploits dreams of power, masculinity, sex appeal, freedom - “Born to be wild”.

  21. Emotional needs used by advertisers Self interest: what’s in it for me Sex appeal: this product will make you desirable Concern and compassion for others Dreams: promises the buyer the possibility of dream fulfilment (eg Lotto, travel) Fear: you smell / have bad breath / might die and leave your kiddies starving

  22. Famous Ad Campaigns William Bernbach is famous for his inspired and creative ads. He worked for the agency Doyle Dane Bernbach, now DDB, a multinational ad agency. This ad is from the late 50’s and was part of a highly successful campaign for VW.

  23. Famous Ad Campaigns His ads went opposite to the received wisdom of the time. His witty ads portray companies that are humble, but proud.

  24. Famous Ad Campaigns

  25. Some Ad strategies used by William Bernbach Inversion: A twist or turning an idea around. Wit: Jokes, puns, humorous situations

  26. Famous Ad Campaigns David Ogilvy is also renowned as a great creative, but he claimed his success was due to meticulous research.

  27. Famous Ad Campaigns

  28. Famous Ad Campaigns His original “one-quarter moisturising cream” concept for Dove made the product a success in its first year. Dove still uses this product positioning.

  29. Some Ad strategies used by David Ogilvy Declaration: The product is this and this. It will do this and this.

  30. Famous Ad Campaigns QANTAS “I still call Australia home” commercial. This uses the “heartstrings” strategy.

  31. Famous Ad Campaigns Meadow Lea “You ought to be congratulated” ad, 1980s. This uses the “traditional family values” strategy. http://www.youtube.com/watch?v=_88of09t7OE

  32. Famous Ad Campaigns Other long-lived campaigns The Marlboro Man has been around since the early 1930’s. He continues to work because he represents an archetypal figure (the Strong Silent Macho). Interestingly, this American cowboy image works cross-culturally - there are Indian Marlboro Men, Chinese Marlboro Men, etc. This “keep the same ad” advertising principle is based on “if it ain’t broke, don’t try to fix it.”

  33. Famous Ad Campaigns Other long-lived campaigns Disturbingly, Camel Cigarette’s famous “Joe Camel” character is more recognisable to U.S. children than Mickey Mouse.

  34. Famous Ad Campaigns Smirnoff and Absolut are known for their clever and visually stunning campaigns. Surrealist imagery often plays a part.

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