WRITE THE AD, I PRAY YOU
Trippingly On The Tongue
In advertising copy, it's amazing what works and what doesn't work.
If you're an accountant or a lawyer or a consultant with a marketing program, you don't have to know how to write an ad, but you should know some things about how to judge one written for you. You should know also that what you think works, may not.
While a great deal is known about what works in ad copy, there’s even more we don’t know. What makes it difficult for the uninitiated is that what you may judge to be great copy because of the sheer poetry, imagery, sound, and lyricism, may be lousy for accomplishing the mission of the ad.
Nor are copy rules decisive. When the advertising legend, David Ogilvy, was told that copy should be short and terse, because nobody reads more than a few words of an ad, he wrote the classic, "At 60 miles and hour the only sound you hear is the clock." It was a full page of text, describing the features of the Rolls Royce. It sold a lot of cars.
But in an imitative world, a great many ad people imitated not the selling aspects of the ad, but its length. We were then treated to a bunch of long text ads, most of which sold nothing. Some ad people simply didn't get it.
Perhaps the hardest thing for people who are not marketers to understand is that the process is a function of not only training, but skill, intelligence and imagination -- all of which are what we usually mean when we use the peculiar word "creative." There are rules, and there are ways to break the rules. But like the best abstract artists, who know better how to abstract because they are fine realistic artists, it's likely that those who know the rules best are those who break the rules best
The Limits Of Copywriting
The limits of copywriting are essentially those of the medium. You can't write 10 minutes of copy for a 30-second radio spot. The mechanics of writing for one medium are too infrequently translatable into another medium. You can't put 50 words of copy on a billboard alongside a high speed highway and expect the message to be read.
And yet there are times when originality, imagination, and skill dictate that all rules be violated. Fifty or 100 words on that billboard may be just the ticket if the headline is something like, "There are not enough words to describe ... " and you don’t really expect people to read the text.
The Objectives of the Ad
Writing advertising copy begins, as you might expect, with defining objectives -- of the campaign, of the marketing program, of the specific ad. These objectives will be unique to you and your firm, to each campaign, and to each ad. They dictate that the copy -- as well as all other elements of the ad -- are focused and relevant.
Elements Of A Good Ad
An ad that includes at least the following elements might be expected to be good …
Attention. In the clamor and clutter of sight and sound, and the competition for the reader's eye, ear, and heart, it's imperative that you compete successfully for attention. There should be some element in the ad -- whether it's the headline or the illustration or the layout -- that attracts the eye or ear and arouses sufficient interest to warrant attention to the message. And the copy itself must sustain that attention.
Promise of Benefit. Something in the ad should promise the reader or the listener some benefit that will accrue from accepting the ad's premises.
Credibility. The premises of the ad must be believable. (On the other hand, do you really believe that Exxon put a tiger in your tank? But it sold a lot of gas.)
Persuasiveness. The ad should be persuasive. It should sell or generate the need for the service you offer, and project your service as superior. (On the other hand, what do those Nike shoe ads say that persuade you? But they sell a lot of athletic shoes.)
Interest. Once you've captured the reader's attention you've got to say or show something to sustain interest, or the message will not be heard.
Desire. The ad must generate a desire to accept what you have to say about what you have to offer; to want to do business with you.
Action. The ultimate aim of an ad is to generate action on the part of the reader or listener; to cause the reader to want to do something that you want him or her to do, such as buy your service, or, in the case of professional services marketing, it might be to either generate an inquiry or accept a selling situation. On the other hand, just getting a reader to think about you in a specific way is an action, too. That’s what institutional advertising is about.
The Foundation For Copy
Ads seem to work best when you...
Know your prospect. Not only who your prospect is, but what kind of service your prospective clientele really wants, and what kind of problems they'll depend upon your service to resolve.
Know your service. Know your service in terms of what the prospective client is willing to buy, not what you're offering to sell.
Copy Structure
The purpose of a headline is to attract attention and to bring the reader to the ad. A headline that offers nothing to the reader in terms of either benefit or interest may effectively mask the cleverest ad, and one that's offering the most useful service.
The text should spring from the headline, and follow through the promise it offers. It should explain and clarify the facts and claims. It should be a logical progression of ideas, covering all of the points you mean to cover, even if it's done only with an illustration.
Copy can appeal to the intellect and reason, or it can appeal to the emotions, or it can do both.
The text of an ad designed to cause action should lead naturally to a call for action. What precisely do you want your reader to do? Call now? File for future reference? Send in a coupon? Send for a brochure? Remember something? Experienced copywriters know that the call for action works. It's not so much that when readers are told to do something they do it. It's that when they're not told to do something they're less likely to do it.
The copy usually ends with a logo and a signature for identification and impression, and sometimes also a slogan.
The Copy Platform
The professional copywriter usually develops a concept, sometimes called the copy platform, which is a clear statement of the copy objectives, focus, and approach. This is an attempt to articulate, as clearly and as simply as possible, what the copy shall say and how it shall say it. Shall it be extensive or brief? What tone shall it take? Shall it be breezy and light, or formal? What message shall it try to convey? What is the rationale behind the approach?
The purpose of this copy platform, whether it's specifically articulated on paper or merely understood in the copywriter's mind, is to serve as a guide to actually writing the copy. Many copywriters use it to present to their clients for a clear understanding of how the ad will come out.
Writing The Copy
The artistry of advertising lies in the ability to manipulate symbols and ideas in order to inform and persuade people. As in any art form, there are no rules that can guide you in doing this, except to list those factors that seem to work most consistently. And yet, remember, some of the most successful ads are those that violate the rules.
Two universally accepted axioms are that an ad must be simple, and it must look and sound as if it's worth paying attention to. And obviously, it must be complete -- it must contain all the information you want to convey. These axioms -- if indeed they are axioms -- spring from the fact that few ads are successful when these rules are ignored. Beyond that, clarity is essential. No matter how an ad is written it must be understood and easy to read.
It should be grammatical -- despite the fact that there are many examples of successful advertising that are clearly ungrammatical. A breach of grammatical rules, however, should be deliberate, and designed to serve a specific purpose. The rules of grammar are not arbitrary, nor are they engraved in stone. But the purpose of the rules of grammar is consistency, understanding and clarity. Unless there is a conscious reason to do otherwise, copy should be grammatically sound.
There are some other guidelines that professional copywriters also find useful ...
Talk to the reader, the listener, or the viewer. Don't announce, don't preach. And don't get carried away by words and lose sight of the message.
Write short sentences, with easy and familiar words. You want the reader or listener to do the least possible work to get your message. Even when you're talking to very bright people, communication is of the essence, not language manipulation.
Don't waste words. Whether you use three or a thousand words make sure each is exactly the one you need. Make sure each word is exactly the right one to convey your meaning.
Try to avoid being formal. You're talking to people as people. You're not writing an insurance contract for lawyers. An ad is information and persuasion.
Use the present tense and the active voice ("All professional copywriters have extensive experience in preparing material," rather than " ... extensive experience in the preparation of material."). If you do want a formal style it should be deliberate, and you should have a clear idea of why you are using it.
Punctuate correctly. Punctuate to help the reader, and not merely to follow specific rules. The less punctuation the better, within the bounds of clarity, but don't be afraid to use it if it helps the flow of an idea. Don't be afraid to use contractions and personal pronouns, just as you would in chatting informally with a prospect. After all, that's what you're trying to accomplish in your ad.
Watch out for cliches. They turn some people off. More significantly, people don't hear them as they pass mindlessly off the tongue without bothering to visit the mind, and the point you're trying to make is lost. (Again, unless you're doing it deliberately.) Try to use bright, cheerful language that keeps the reader alert and maintains attention. To be enthusiastic and exciting is to be well along on the way to being interesting.
Writing is not the manipulation of words -- it's the expression of ideas. Words, grammar and punctuation, are merely the tools and devices we use to express ideas most clearly. To think of copy as a configuration of words is the same as thinking of a symphony as a configuration of notes.
Why do ads that seem well written sometimes not work? Because they miss these points of advertising. Because they attempt to merely translate somebody's idea of persuasive talk into the ad medium, which can sometimes be like wearing a tuxedo to the gym.
And because somebody didn't recognize that the art of advertising copywriting is not the art of literary writing. Different medium, different art form
Monday, 14 September 2009
Tuesday, 8 September 2009
Some Very Good Ads and Commercials - Part 1
Some scintillating / thought-provoking ads!
Harley Davidson Bikes
Eurostar Airlines
Energiser
Cobra Alarms
Big M chocolates
Axe Deo
Anti Smoking
Harley Davidson Bikes
Eurostar Airlines
Energiser
Cobra Alarms
Big M chocolates
Axe Deo
Anti Smoking
On Getting Creative Ideas
On Getting Creative Ideas
Google Tech Talks
March 14, 2007
Click on this link:
http://www.youtube.com/watch?v=e7M2l-jzRG8&feature=email
ABSTRACT
Murray Gell-Mann is one of the largest living legends in physics. He's also been described as The Man With Five Brains, and it's no puzzle why: He was admitted to Yale at 15, got his PhD from MIT at 21, and is an international advisor on the environment. He speaks 13 languages fluently (at last count), and has expertise in such far-ranging fields as natural history, historical linguistics, archaeology, bird-watching, depth psychology, and the theory of complex adaptive systems.
Oh yeah... he also coined the term "quark," after developing key aspects of the modern theory of quantum physics... for which he earned an unshared Nobel prize in physics in...
Google Tech Talks
March 14, 2007
Click on this link:
http://www.youtube.com/watch?v=e7M2l-jzRG8&feature=email
ABSTRACT
Murray Gell-Mann is one of the largest living legends in physics. He's also been described as The Man With Five Brains, and it's no puzzle why: He was admitted to Yale at 15, got his PhD from MIT at 21, and is an international advisor on the environment. He speaks 13 languages fluently (at last count), and has expertise in such far-ranging fields as natural history, historical linguistics, archaeology, bird-watching, depth psychology, and the theory of complex adaptive systems.
Oh yeah... he also coined the term "quark," after developing key aspects of the modern theory of quantum physics... for which he earned an unshared Nobel prize in physics in...
Transcript of Creative Strategy Planning And Development - Presentation
Creative Strategy Planning And Development - Presentation Transcript
1. 8 Creative Strategy: Planning and Development McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.
2. Advertising Creativity CREATIVE STRATEGY: Determining what the advertising message will say or communicate CREATIVE TACTICS: Determining how the message strategy will be executed
3. ADVERTISING CREATIVITY Advertising Creativity: the ability to generate fresh, unique and appropriate ideas that can be used as solutions to communication problems. Two perspectives on advertising creativity Suits Poets “Its not creative Artistic/aesthetic unless it sells” value and originality
4. This Norwegian ad generated debate over the use of an artistic, soft-sell approach
5. Young's Creative Process Immersion Getting raw material or data, immersing one's self in the problem to get background. Digestion Ruminating on the data acquired, turning it this way and that in the mind. Incubation Ceasing analysis and putting the problem out of conscious mind for a time. Illumination Often a sudden inspiration or intuitive revelation about a potential solution. Verification Studying the idea, evaluating it, and developing it for practical usefulness.
6. Wallas's Creative Process Preparation Gathering information Incubation Setting problem aside Illumination Seeing the solution Verification Refining the idea
7. Inputs To The Creative Process Preparation/Incubation/Illumination General Preplanning Input: Books, periodicals, trade publications, clipping services, journals, magazines, etc. Trends, developments in marketplace Product Specific Preplanning Input Qualitative and quantitative studies Problem detection studies Focus groups Ethnographic studies
8. Inputs to the Creative Process Working with Reading and the client analysis CREATIVE Trying the Listening PROCESS product to others Asking Product Questions research
9. Verification and Revision of Ideas Objectives: Evaluate ideas generated Reject inappropriate ideas Refine remaining ideas Give them final expression Techniques used: Directed focus groups Message communication studies Portfolio tests Viewer reaction profiles Use of Storyboards and Animatics
10. Commercials can be evaluated in storyboard form as part of the creative process
11. Advertising Campaigns Advertising Campaign A set of interrelated and coordinated integrated marketing communication activities that center on a particular theme or idea that appears in different media across a specified time period. Campaign Theme The central message that will be communicated in all of the various IMC activities Miller Lite “At a place called Miller time” BMW “The Ultimate Driving Machine” Chevy Trucks “Like a Rock”
12. Successful Long-Running Campaigns Nike Just do it Allstate Insurance You’re in good hands with Allstate Hallmark cards When you care enough to send the very best Budweiser This Bud’s for you Intel Intel inside State Farm Insurance Like a good neighbor, State Farm is there Chevy Trucks Like a rock Dial soap Aren’t you glad you use Dial?
13. This ad is part of a new advertising campaign theme for Miller Lite beer
14. Top Ten Advertising Slogans of the Century Company or Brand Campaign Theme 1. DeBeers Diamonds are forever 2. Nike Just do it 3. Coca-Cola The pause that refreshes 4. Miller Lite Taste great, less filling 5. Avis We try harder 6. Maxwell House Good to the last drop 7. Wheaties Breakfast of Champions 8. Clairol Does she or doesn’t she 9. Morton Salt When it rains it pours 10.Wendy’s Where’s the beef?
15. Copy Platform Outline 1. Basic problem or issue the advertising must address. 2. Advertising and communications objectives. 3. Target audience. 4. Major selling idea or key benefits to communicate. 5. Creative strategy statement (campaign theme, appeal, execution technique). 6. Supporting information and requirements.
16. Means of Finding Major Selling Ideas “The major selling idea should emerge as the strongest “The major selling idea should emerge as the strongest singular thing you say about your product or service. This singular thing you say about your product or service. This should be the claim with the broadest and most meaningful should be the claim with the broadest and most meaningful appeal to your target audience…” appeal to your target audience…” Using a unique selling position Creating a brand image Finding the inherent drama Positioning
17. Unique Selling Proposition Three characteristics of a unique selling proposition: Each advertisement makes a proposition to the customer It must be one the competition cannot or does not offer It must be strong enough to pull over new customers to the brand
18. An ad that uses a unique selling proposition
19. Creating a Brand Image Used when competing brands are so similar it is difficult to find or create a unique attribute The creativity strategy used to sell these products is based on a strong, memorable identity for the brand through image advertising Frequently used for products such as soft drinks, perfume, liquor, clothing, airlines.
20. No Fear’s advertising creates a unique image for the brand Source: Courtesy No Fear.
21. Creating a Brand Image David Ogilvy’s Approach Brand image or personality is particularly important when brands are similar Every ad must contribute to the complex symbol that is the brand image Leo Burnett’s Approach Find the inherent drama or characteristic of the product that makes consumers buy it “(Inherent drama) is often hard to find but it is always there, and once found it is the most interesting and believable of all advertising appeals.”
22. Approaches to the Major Selling Idea: Inherent Drama and Positioning Inherent Drama: Focus on consumer benefits with an emphasis on the dramatic element in expressing them Messages generally presented in a warm, emotional way Hallmark, Maytag, Kellogg Positioning: Establish a particular place in the customer’s mind for the product or service Based on product attributes/benefits, price/quality, use or application, type of user, problem solved
23. This ad helps position 3M as an innovative company
24. Burger King searches for the right ad campaign 76 Have it your way. 86-87 This is a Burger King town. 77-78 America loves burgers 87 The best food for fast and we’re America’s times. Burger King. 87-89 We do it like you’d do it. 78-80 Who’s got the best darn 89-91 Sometimes you gotta burger? break the rules. 80-82 Make it special. Make it 91-92 Your way. Right away. Burger King. 92-94 BK Tee Vee: I love this place! 82 Aren’t you hungry for Burger King now? 94 Back to basics 82-83 Battle of the burgers. 94-96 Get your burger’s worth. 83 Aren’t you hungry? 96-98 It just tastes better. 99 Go the distance 83-85 The big switch. 2000 Got the Urge 85-86 Search for Herb. 01-02 The Whopper Says 86-87 This is a Burger King town 02-03 At Burger King You Got It
1. 8 Creative Strategy: Planning and Development McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.
2. Advertising Creativity CREATIVE STRATEGY: Determining what the advertising message will say or communicate CREATIVE TACTICS: Determining how the message strategy will be executed
3. ADVERTISING CREATIVITY Advertising Creativity: the ability to generate fresh, unique and appropriate ideas that can be used as solutions to communication problems. Two perspectives on advertising creativity Suits Poets “Its not creative Artistic/aesthetic unless it sells” value and originality
4. This Norwegian ad generated debate over the use of an artistic, soft-sell approach
5. Young's Creative Process Immersion Getting raw material or data, immersing one's self in the problem to get background. Digestion Ruminating on the data acquired, turning it this way and that in the mind. Incubation Ceasing analysis and putting the problem out of conscious mind for a time. Illumination Often a sudden inspiration or intuitive revelation about a potential solution. Verification Studying the idea, evaluating it, and developing it for practical usefulness.
6. Wallas's Creative Process Preparation Gathering information Incubation Setting problem aside Illumination Seeing the solution Verification Refining the idea
7. Inputs To The Creative Process Preparation/Incubation/Illumination General Preplanning Input: Books, periodicals, trade publications, clipping services, journals, magazines, etc. Trends, developments in marketplace Product Specific Preplanning Input Qualitative and quantitative studies Problem detection studies Focus groups Ethnographic studies
8. Inputs to the Creative Process Working with Reading and the client analysis CREATIVE Trying the Listening PROCESS product to others Asking Product Questions research
9. Verification and Revision of Ideas Objectives: Evaluate ideas generated Reject inappropriate ideas Refine remaining ideas Give them final expression Techniques used: Directed focus groups Message communication studies Portfolio tests Viewer reaction profiles Use of Storyboards and Animatics
10. Commercials can be evaluated in storyboard form as part of the creative process
11. Advertising Campaigns Advertising Campaign A set of interrelated and coordinated integrated marketing communication activities that center on a particular theme or idea that appears in different media across a specified time period. Campaign Theme The central message that will be communicated in all of the various IMC activities Miller Lite “At a place called Miller time” BMW “The Ultimate Driving Machine” Chevy Trucks “Like a Rock”
12. Successful Long-Running Campaigns Nike Just do it Allstate Insurance You’re in good hands with Allstate Hallmark cards When you care enough to send the very best Budweiser This Bud’s for you Intel Intel inside State Farm Insurance Like a good neighbor, State Farm is there Chevy Trucks Like a rock Dial soap Aren’t you glad you use Dial?
13. This ad is part of a new advertising campaign theme for Miller Lite beer
14. Top Ten Advertising Slogans of the Century Company or Brand Campaign Theme 1. DeBeers Diamonds are forever 2. Nike Just do it 3. Coca-Cola The pause that refreshes 4. Miller Lite Taste great, less filling 5. Avis We try harder 6. Maxwell House Good to the last drop 7. Wheaties Breakfast of Champions 8. Clairol Does she or doesn’t she 9. Morton Salt When it rains it pours 10.Wendy’s Where’s the beef?
15. Copy Platform Outline 1. Basic problem or issue the advertising must address. 2. Advertising and communications objectives. 3. Target audience. 4. Major selling idea or key benefits to communicate. 5. Creative strategy statement (campaign theme, appeal, execution technique). 6. Supporting information and requirements.
16. Means of Finding Major Selling Ideas “The major selling idea should emerge as the strongest “The major selling idea should emerge as the strongest singular thing you say about your product or service. This singular thing you say about your product or service. This should be the claim with the broadest and most meaningful should be the claim with the broadest and most meaningful appeal to your target audience…” appeal to your target audience…” Using a unique selling position Creating a brand image Finding the inherent drama Positioning
17. Unique Selling Proposition Three characteristics of a unique selling proposition: Each advertisement makes a proposition to the customer It must be one the competition cannot or does not offer It must be strong enough to pull over new customers to the brand
18. An ad that uses a unique selling proposition
19. Creating a Brand Image Used when competing brands are so similar it is difficult to find or create a unique attribute The creativity strategy used to sell these products is based on a strong, memorable identity for the brand through image advertising Frequently used for products such as soft drinks, perfume, liquor, clothing, airlines.
20. No Fear’s advertising creates a unique image for the brand Source: Courtesy No Fear.
21. Creating a Brand Image David Ogilvy’s Approach Brand image or personality is particularly important when brands are similar Every ad must contribute to the complex symbol that is the brand image Leo Burnett’s Approach Find the inherent drama or characteristic of the product that makes consumers buy it “(Inherent drama) is often hard to find but it is always there, and once found it is the most interesting and believable of all advertising appeals.”
22. Approaches to the Major Selling Idea: Inherent Drama and Positioning Inherent Drama: Focus on consumer benefits with an emphasis on the dramatic element in expressing them Messages generally presented in a warm, emotional way Hallmark, Maytag, Kellogg Positioning: Establish a particular place in the customer’s mind for the product or service Based on product attributes/benefits, price/quality, use or application, type of user, problem solved
23. This ad helps position 3M as an innovative company
24. Burger King searches for the right ad campaign 76 Have it your way. 86-87 This is a Burger King town. 77-78 America loves burgers 87 The best food for fast and we’re America’s times. Burger King. 87-89 We do it like you’d do it. 78-80 Who’s got the best darn 89-91 Sometimes you gotta burger? break the rules. 80-82 Make it special. Make it 91-92 Your way. Right away. Burger King. 92-94 BK Tee Vee: I love this place! 82 Aren’t you hungry for Burger King now? 94 Back to basics 82-83 Battle of the burgers. 94-96 Get your burger’s worth. 83 Aren’t you hungry? 96-98 It just tastes better. 99 Go the distance 83-85 The big switch. 2000 Got the Urge 85-86 Search for Herb. 01-02 The Whopper Says 86-87 This is a Burger King town 02-03 At Burger King You Got It
Sunday, 6 September 2009
Pepsodent - A Successful Advertising Campaign
Successful Advertising Campaign
Brand: Pepsodent
Agency: Lowe
The Dishoom Dishoom success story
Pepsodent's home run upto 1998
Pepsodent's credentials of 'long lasting protection from germs for hours after brushing', enabled the brand to grow and differentiate itself powerfully vis a vis the market leader- Colgate Dental Cream.
From Process to End Benefit
1999-2000 Between 1999 and 2000, Pepsodent decided on a logical extension of the 'process' benefit of germ fighting to end benefits.This was an attempt to take on Colgate Dental Cream in its own territory, with a new formulation and new communication.
The Result
Weakening of all associations with the brand leading to dilution in Pepsodent's distinctiveness as a Germ Fighter.
The Challenge
2001 It was time to win back the distinctive edge- by appropriating once again the proposition of 'Long lasting Germ Protection' in consumers' minds. And Pepsodent had to also contend with a rejuvenated Colgate Dental Cream at the same time.
Creative Strategy followed by pepsodent
To heighten concern about germs and thereby leverage Pepsodent's core proposition in this context. Research helped identify several situations wherein a mother tends to show anxiety about her child's teeth .This helped us home in on the most relevant and provocative insight.
Insight :
Mothers worry about their childrens' eating habits, more so when they are out of her sight. They don't want to fight with them over this. But, if they don't do anything, they feel they are being irresponsible .
Advertising Idea:
Don't fight with your children over their 'out of control' eating . Let Pepsodent fight the germs for you.
Sweet food was used as a torture test to depict Pepsodent's efficacy at germ fighting. The sound mnemonic of Dishoom Dishoom was used to depict the conflict between the mother and child, and also, the action of Pepsodent on germs.
Results of the campaign (pepsodent campaign)
The Pepsodent mother became aspirational. Mothers using CDC were forced to sit up and pay attention to Pepsodent- a brand that understood them and addressed situations that they encountered in their day to day life. And Pepsodent gained back its edge of 'long lasting germ protection'.
Quantitative evidence of success
This was reflected in improvements in its market shares- an increase of 2.85 percent points between March 2001 and December 2001 (from 10.96% to 13.81%).Share increases were steady and consistent, with increasing GRP spend.
Brand: Pepsodent
Agency: Lowe
The Dishoom Dishoom success story
Pepsodent's home run upto 1998
Pepsodent's credentials of 'long lasting protection from germs for hours after brushing', enabled the brand to grow and differentiate itself powerfully vis a vis the market leader- Colgate Dental Cream.
From Process to End Benefit
1999-2000 Between 1999 and 2000, Pepsodent decided on a logical extension of the 'process' benefit of germ fighting to end benefits.This was an attempt to take on Colgate Dental Cream in its own territory, with a new formulation and new communication.
The Result
Weakening of all associations with the brand leading to dilution in Pepsodent's distinctiveness as a Germ Fighter.
The Challenge
2001 It was time to win back the distinctive edge- by appropriating once again the proposition of 'Long lasting Germ Protection' in consumers' minds. And Pepsodent had to also contend with a rejuvenated Colgate Dental Cream at the same time.
Creative Strategy followed by pepsodent
To heighten concern about germs and thereby leverage Pepsodent's core proposition in this context. Research helped identify several situations wherein a mother tends to show anxiety about her child's teeth .This helped us home in on the most relevant and provocative insight.
Insight :
Mothers worry about their childrens' eating habits, more so when they are out of her sight. They don't want to fight with them over this. But, if they don't do anything, they feel they are being irresponsible .
Advertising Idea:
Don't fight with your children over their 'out of control' eating . Let Pepsodent fight the germs for you.
Sweet food was used as a torture test to depict Pepsodent's efficacy at germ fighting. The sound mnemonic of Dishoom Dishoom was used to depict the conflict between the mother and child, and also, the action of Pepsodent on germs.
Results of the campaign (pepsodent campaign)
The Pepsodent mother became aspirational. Mothers using CDC were forced to sit up and pay attention to Pepsodent- a brand that understood them and addressed situations that they encountered in their day to day life. And Pepsodent gained back its edge of 'long lasting germ protection'.
Quantitative evidence of success
This was reflected in improvements in its market shares- an increase of 2.85 percent points between March 2001 and December 2001 (from 10.96% to 13.81%).Share increases were steady and consistent, with increasing GRP spend.
Process of successful advertising plan
Process of successful advertising plan
Many factors have to be considered when making an advertising plan. Like the type of message to be delivered, the audience to be targeted, how they should be targeted, budget, etc. all of which depends on the nature of the advertisement.
Regarding the type of message to be delivered, try thinking from the point of the customer. What will impress him and catch his fancy. Note down points what the customer expects from the company and what advantage will he have when dealing with the company. Effort should be made to retain viewer or listener’s or reader’s interest in the advertisement until the end. This procedure is known as message selection.
After creating the outline of the picture, pick lines that will actually attract the customer. The message shouldn’t be long enough to bore the customer. Some advertisers are under the illusion that more the matter written, the better the message delivered. Usually they fear that they don’t miss out any information. This does nothing but decreases the effectiveness of the ad and customer is left unsatisfied.
For example, the heading of the advertisement shouldn’t be just “We Sell Clothes”, which is too precise. The liking of the people should be studied and the headline should be designed such that the customer feels that his needs are met. It should also take into consideration seasonal changes like If the season at that time is summer and there are lots of beaches around that area, the heading of the ad should be something like “Summer Clothes for Sale” or “Get the heat off – Buy Swimwear”. The body of the advertisement should talk of the necessities to switch to summer clothes like cotton clothing. It should discuss the health point of view too, like cotton cannot be used as swimwear as it will cause contamination, therefore the swimwear is made of synthetic material. Also include lines about swimwear for overweight people.
Ads are either traffic builder or relationship builders or reputation builder. Suppose the budget involved is less, the target should be relationship builder. Because once the customers are established, they will start trusting the company and won’t switch to other companies. According to a research it takes ten percent less resources to retain existing customers than attracting new customer. If the focus is on brand recognition, the advertisement should be traffic building.
The next point is whether the advertiser wants quick results or long lasting results. If quick result is desired, then a time limit should be levied. Like in case of seasonal sales, the customer hurries to get advantage before the offer is over. So quick results are expected in this case. But the disadvantage with advertisement with time limit is that the customer are bound to forget about the product or the company within a short period and it doesn’t creates a deep impact on the minds of the customer.
Competing against rival company’s ad also contributes to a successful advertising plan. The power of the message should be compared to that of the competitors’. It doesn’t mean that the advertiser should use the same plan like his competitor, it would look like imitation and effectiveness will be decreased. But the advertisement should be planned smartly via a different and effective path, to out-do the competitor’s advertisement.
The description of the product is also very vital like suppose an advertisement is made for a restaurant, it will get customers immediately, if it is attractive. But if the advertisement is for a computer, it won’t yield immediate results, as it’s not every day that someone buys a computer. This is called analysis of the purchase cycle.
If targeting for a higher impact, newsletter is the best bet. But if the newsletters are sent to the real potential customers, then this approach should be adopted for message delivery. It should only be opted be after thorough analysis, no matter what the budget is. Another important point is to always hire a professional advertiser or an ad writer because not hiring one will sometimes be more expensive and results in more losses
Many factors have to be considered when making an advertising plan. Like the type of message to be delivered, the audience to be targeted, how they should be targeted, budget, etc. all of which depends on the nature of the advertisement.
Regarding the type of message to be delivered, try thinking from the point of the customer. What will impress him and catch his fancy. Note down points what the customer expects from the company and what advantage will he have when dealing with the company. Effort should be made to retain viewer or listener’s or reader’s interest in the advertisement until the end. This procedure is known as message selection.
After creating the outline of the picture, pick lines that will actually attract the customer. The message shouldn’t be long enough to bore the customer. Some advertisers are under the illusion that more the matter written, the better the message delivered. Usually they fear that they don’t miss out any information. This does nothing but decreases the effectiveness of the ad and customer is left unsatisfied.
For example, the heading of the advertisement shouldn’t be just “We Sell Clothes”, which is too precise. The liking of the people should be studied and the headline should be designed such that the customer feels that his needs are met. It should also take into consideration seasonal changes like If the season at that time is summer and there are lots of beaches around that area, the heading of the ad should be something like “Summer Clothes for Sale” or “Get the heat off – Buy Swimwear”. The body of the advertisement should talk of the necessities to switch to summer clothes like cotton clothing. It should discuss the health point of view too, like cotton cannot be used as swimwear as it will cause contamination, therefore the swimwear is made of synthetic material. Also include lines about swimwear for overweight people.
Ads are either traffic builder or relationship builders or reputation builder. Suppose the budget involved is less, the target should be relationship builder. Because once the customers are established, they will start trusting the company and won’t switch to other companies. According to a research it takes ten percent less resources to retain existing customers than attracting new customer. If the focus is on brand recognition, the advertisement should be traffic building.
The next point is whether the advertiser wants quick results or long lasting results. If quick result is desired, then a time limit should be levied. Like in case of seasonal sales, the customer hurries to get advantage before the offer is over. So quick results are expected in this case. But the disadvantage with advertisement with time limit is that the customer are bound to forget about the product or the company within a short period and it doesn’t creates a deep impact on the minds of the customer.
Competing against rival company’s ad also contributes to a successful advertising plan. The power of the message should be compared to that of the competitors’. It doesn’t mean that the advertiser should use the same plan like his competitor, it would look like imitation and effectiveness will be decreased. But the advertisement should be planned smartly via a different and effective path, to out-do the competitor’s advertisement.
The description of the product is also very vital like suppose an advertisement is made for a restaurant, it will get customers immediately, if it is attractive. But if the advertisement is for a computer, it won’t yield immediate results, as it’s not every day that someone buys a computer. This is called analysis of the purchase cycle.
If targeting for a higher impact, newsletter is the best bet. But if the newsletters are sent to the real potential customers, then this approach should be adopted for message delivery. It should only be opted be after thorough analysis, no matter what the budget is. Another important point is to always hire a professional advertiser or an ad writer because not hiring one will sometimes be more expensive and results in more losses