Friday, 14 August 2009
Friday, 7 August 2009
DO THIS OR DIE!
Do This Or Die
There have been a number of great manifestos drafted in the history of man.
But there is one you’ve probably never heard of. It was a print ad written by agency Doyle Dane Bernbach in the late 60s or early 70s. But it was actually much more than a print ad, it was a manifesto. A manifesto aimed at both the advertising industry and the advertisers themselves.
Since the week marks the end of our Age of Persuasion series, we thought it was the perfect note to go out on. Because it embodies all of our thoughts, feelings and beliefs about advertising and marketing.
Here are the words to that ad:
DO THIS OR DIE
Is this ad some kind of trick?
No. But it could have been.
And at exactly that point rests, a do or die decision for American business.
We in advertising, together with our clients, have all the power and skill to trick people.
Or so we think.
But we’re wrong. We can’t fool any of the people any of the time.
There is indeed a twelve-year-old mentality in this country; every six-year-old has one.
We are a nation of smart people.
And most smart people ignore most advertising because most advertising ignores smart people.
Instead we talk to each other. We debate endlessly about the medium and the message. Nonsense. In advertising, the message itself is the message.
A blank page and a blank television screen are one and the same.
And above all, the messages we put on those pages and on those television screens must be the truth. For if we play tricks with the truth, we die.
Now. The other side of the coin.
Telling the truth about a product demands a produce that’s worth telling the truth about.
Sadly, so many products aren’t.
So many products don’t do anything better. Or anything different.
So many don’t work quite right. Or don’t last. Or simply don’t matter.
If we also play this trick, we also die.
Because advertising only helps a bad product fail faster.
No donkey chasses the carrot forever. He catches on. And quits.
That’s the lesson to remember.
Unless we do, we die.
Unless we change, the tidal wave of consumer indifference will wallop into the mountain of advertising and manufacturing drivel.
That day we die.
We’ll die in our marketplace.
On our shelves. In our gleaming packages of empty promises.
Not with a bang. Not with a whimper.
But by our own skilled hands.
Doyle Dane Bernbach Incorporated
(written by the Bob Levenson of the legendary 60's agency Doyle Dane Bernbach)
The 1960’s and early 70’s came to be known as the Age of Persuasion in the history of advertising. Some of the other great names belonging to this age are :
John Noble
Phyllis Robinson
Julian Koenig,
Helmut Krone
David Abbott
Ed McCabe
and many others….
Some of the creative triumphs of this period were the
Avis
Polaroid and
Chivas Regal
Ads
You have to know a little about each of the above great and writers and collect and study the ad campaigns of Avis Polaroid and Chivas Regal alongwith all possible related information on them.
There have been a number of great manifestos drafted in the history of man.
But there is one you’ve probably never heard of. It was a print ad written by agency Doyle Dane Bernbach in the late 60s or early 70s. But it was actually much more than a print ad, it was a manifesto. A manifesto aimed at both the advertising industry and the advertisers themselves.
Since the week marks the end of our Age of Persuasion series, we thought it was the perfect note to go out on. Because it embodies all of our thoughts, feelings and beliefs about advertising and marketing.
Here are the words to that ad:
DO THIS OR DIE
Is this ad some kind of trick?
No. But it could have been.
And at exactly that point rests, a do or die decision for American business.
We in advertising, together with our clients, have all the power and skill to trick people.
Or so we think.
But we’re wrong. We can’t fool any of the people any of the time.
There is indeed a twelve-year-old mentality in this country; every six-year-old has one.
We are a nation of smart people.
And most smart people ignore most advertising because most advertising ignores smart people.
Instead we talk to each other. We debate endlessly about the medium and the message. Nonsense. In advertising, the message itself is the message.
A blank page and a blank television screen are one and the same.
And above all, the messages we put on those pages and on those television screens must be the truth. For if we play tricks with the truth, we die.
Now. The other side of the coin.
Telling the truth about a product demands a produce that’s worth telling the truth about.
Sadly, so many products aren’t.
So many products don’t do anything better. Or anything different.
So many don’t work quite right. Or don’t last. Or simply don’t matter.
If we also play this trick, we also die.
Because advertising only helps a bad product fail faster.
No donkey chasses the carrot forever. He catches on. And quits.
That’s the lesson to remember.
Unless we do, we die.
Unless we change, the tidal wave of consumer indifference will wallop into the mountain of advertising and manufacturing drivel.
That day we die.
We’ll die in our marketplace.
On our shelves. In our gleaming packages of empty promises.
Not with a bang. Not with a whimper.
But by our own skilled hands.
Doyle Dane Bernbach Incorporated
(written by the Bob Levenson of the legendary 60's agency Doyle Dane Bernbach)
The 1960’s and early 70’s came to be known as the Age of Persuasion in the history of advertising. Some of the other great names belonging to this age are :
John Noble
Phyllis Robinson
Julian Koenig,
Helmut Krone
David Abbott
Ed McCabe
and many others….
Some of the creative triumphs of this period were the
Avis
Polaroid and
Chivas Regal
Ads
You have to know a little about each of the above great and writers and collect and study the ad campaigns of Avis Polaroid and Chivas Regal alongwith all possible related information on them.
5.1.1 Attributes of a good copy writer
5.1.1 Attributes of a good copy writer (according to one copywriter)
creative. They must be able to examine things from multiple and unusual perspectives.
intelligent. They must be able to comprehend new subjects quickly and thoroughly.
empathizers. They must be able to relate to and understand different audiences, especially when the audience's viewpoint is different from that of the copywriter.
well-read. The more people read different styles and works, the better able they are to learn from others and expand their own repertoir.
good listeners. The best way to learn about a subject or an audience is to really listen.
organized. They must be able to follow directions, manage multiple responsibilities, and be detail oriented.
deadline-oriented. They must possess discipline. Good copywriters have to get it done on time. Period. No exceptions. Those who consistently are late consistently are out of work.
client managers. That's right. It's often the copywriter's job to manage the client, not the other way around. The copywriter must manage client expectations and explain when they're wrong. Clients may not always listen, but if the copywriter doesn't speak up and the copy doesn't work, guess who gets blamed!
simple communicators. They must be able to write as simply as possible, taking complex and technical subject matter and explaining it in clear concise language.
consistent. They must be able to sustain a consistent voice and personality throughout the copy
humble. Copywriters can not fall in love with their own words; they have to separate their egos from their work. They must be able to edit and cut their copy without emotional connection.
web-savvy. The web is different from any other medium. It is NOT the same as print or direct marketing. Just for starters, copywriters must understand hyperlinks, persuasive momentum, and writing for search engines.
themselves writers. The best copywriters pursue their love for writing beyond the confines of their business applications
5.1.1 Paula Cambrdge, a junior marketing
creative. They must be able to examine things from multiple and unusual perspectives.
intelligent. They must be able to comprehend new subjects quickly and thoroughly.
empathizers. They must be able to relate to and understand different audiences, especially when the audience's viewpoint is different from that of the copywriter.
well-read. The more people read different styles and works, the better able they are to learn from others and expand their own repertoir.
good listeners. The best way to learn about a subject or an audience is to really listen.
organized. They must be able to follow directions, manage multiple responsibilities, and be detail oriented.
deadline-oriented. They must possess discipline. Good copywriters have to get it done on time. Period. No exceptions. Those who consistently are late consistently are out of work.
client managers. That's right. It's often the copywriter's job to manage the client, not the other way around. The copywriter must manage client expectations and explain when they're wrong. Clients may not always listen, but if the copywriter doesn't speak up and the copy doesn't work, guess who gets blamed!
simple communicators. They must be able to write as simply as possible, taking complex and technical subject matter and explaining it in clear concise language.
consistent. They must be able to sustain a consistent voice and personality throughout the copy
humble. Copywriters can not fall in love with their own words; they have to separate their egos from their work. They must be able to edit and cut their copy without emotional connection.
web-savvy. The web is different from any other medium. It is NOT the same as print or direct marketing. Just for starters, copywriters must understand hyperlinks, persuasive momentum, and writing for search engines.
themselves writers. The best copywriters pursue their love for writing beyond the confines of their business applicationswriter has this to say about copywriters
When once considered as individuals relegated to mundane tasks as rewriting weather reports are now sought by many companies for their ability to close million dollar deals. Copywriters are now one of the most in-demand professionals in the world of marketing. Copywriters are responsible for writing the words used in virtually all forms of media - newspapers, radio, television, magazines and the Internet. The skill of copywriters are also used in producing publicity releases, promotional materials, brochures, fliers, and other promotional materials.
More than just their strong background in English and ability to work under extreme pressure, copywriters should also have the following qualities in order to attract and maintain customers.
Highly creative. Copywriters should be skilled in coming up with ideas and in developing outstanding copies. They must have an uncanny ability to examine things from multiple and peculiar perspectives. Companies depend on the creativity of copywriters in improving their productivity and sales. Being creative also means possessing a working knowledge on doing layout.
Listens intently. Part of copywriting service is listening to the needs of a client. There is no other way for a copywriter to learn about a subject or an audience but by listening. Copywriters should give their clients a chance to express their ideas without unnecessary interruption in order to know what they really need.
Meets deadlines. A copywriter that meets deadlines is highly disciplined and focused. Companies will not waste their time and resources on a copywriter who could not keep up with their tight schedule. Those who are always late are always out of work.
A thinker. According to David Ogilvy, the king of copywriters, a well-furnished mind is what is important in copywriting. Someone who is both a creative and a critical thinker can comprehend new subjects quickly and thoroughly; he can easily adapt to any copywriting task. Companies love to work with a copywriter who thinks, because he can produce a well thought out marketing piece that knows its target market and its strategy to grab attention.
Good Researcher. When a copywriter researches or studies the product he will write a copy for, he is showing real interest and sincerity. Any copywriter who does not take time to find out about a client's product or service is showing bad work ethics.
Gives attention to details. Attention to details is as important as giving attention to deadlines. Both are crucial for a copywriter. A copywriter's haste to finish his work on time can sometimes affect the quality of his work. This shouldn't be. His work should serve its purpose by covering everything that it is supposed to cover. Being detailed-oriented means following instructions and managing multiple responsibilities.
(Article Source: http://EzineArticles.com/?expert=Paula_Cambridge)
5.1.1 The Four Qualities You Need to Be A Good Copywriter (hint, good writing isn't one of them)
By Jade Ingmire on August 14, 2008 6:00 AM
One of the most common misconceptions about a copywriting career is that all you need is good writing skills. This is hardly the case. There are many great writers in the world who would either not enjoy copywriting, or who would not excel at it. But there are definitely certain qualities that predispose people to a successful copywriting career. Some of them might surprise you, so read on!
The Four Characteristics of a Good Copywriter
Curiosity. Without a surplus of this cat-killing quality, you will neither enjoy nor be successful at copywriting. As an Internet marketing agency copywriter, you may be called to write on everything from bridesmaid gowns to free-range chicken to cubicle furniture. If you work in-house, you will be challenged endlessly to come up with new angles on the same lines of products and services. Without a genuine lust for learning, and healthy tolerance for research, you will not be able to apprentice yourself to understanding the nuts-and bolts of everyday objects (a crux of copywriting). If you crave knowledge for knowledge sake, are tickled by trivia, and love knowing the inside story, you will flourish in a copywriting career. If you want to be the one reading something interesting, rather than writing something interesting, career shop elsewhere. PI Pearl of Wisdom: Love the show “How Stuff Works”? You’ll love copywriting.
Perceptiveness. A huge part of copywriting (and Internet marketing in general) is being able to strike a cord with a particular audience. Whereas with other writing careers like journalism, you have the luxury of interpreting the person’s face and body language as you speak, copywriting is talking to an invisible audience. So it takes a great deal of perceptiveness and understanding of basic human psychology to be a good copywriter.
What motivates your target demographic-what makes them angry, frustrated, happy and hopeful-is always in the forefront of a good copywriter’s mind. PI Pearl of Wisdom: Did you love psychology in school? You’ll love copywriting.
Discernment. As a copywriter, it will be your job to take giant glaciers of information, and distill them down to bite-size Internet marketing morsels: taglines, bullets, banners, or a single, gleaming benefit. You have to figure out what information matters, and what information can be discarded. This combination of common sense, reasoning and marketing savvy add up to discernment. Good discernment is the dealbreaker that determines whether your stuff will sell or sink. PI Pearl of Wisdom: Are you the one that nails how a friend is feeling, even when they themselves are still confused? You’ll love copywriting.
Humility. The single biggest distinction between copywriting and all other forms of writing careers (with the exception of ghost-writing) is that you don’t get any credit for your work. This isn’t all bad, but it doesn’t work for everyone. In my case I traded the glory of my byline on the front page for better pay, health insurance, and standardized hours. But frequently people who know me will compliment me on my work and ask me how I can stand letting other people take credit for it. This is one of the caveats of a copywriting career, and something to consider when deciding whether to choose this career path. PI Pearl of Wisdom: If you love behind-the-scenes work like set designer or sous chef, you will love copywriting.
5.1.1 Eugene Schwartz’s 8 Rules of Great Copywriting (Important)
March 31st, 2008 by Kenneth Read more about Copywriting, Creating Trust Online
Eugene Schwartz was a legendary copywriter. In fact, I would go as far as to say that he is one of the greatest copywriters who ever lived - we still swipe his material today. His specialty was direct-mail campaigns, and before he passed away in 1995, he had written 10 books including “Breakthrough Advertising”. He went beyond copywriting - in 8 simple sentences, he really captured good marketing.
8 Great Rules for Copywriters from Eugene Schwartz.
1. Be the best listener you ever met.
Just listen to what the market is saying. Eugene Schwartz used to get into a taxi and start interrogating the cab driver, because that’s one good way to tap into what the market is saying. Watch the top 10 box office movies. Even if you don’t like it, watch anyway because that is what the market is thinking and feeling. When you do that, you:
(i) Write copy that directly targets their minds
(ii) You are able to market your products more effectively because you know
2. Work extremely intensely, in spurts.
This is increases your productivity. Focus all your energy on one thing, don’t multi-task, and then move on to the next thing when you’re done.
3. Never “create”- know the product to the core and combine the details in new ways.
Hold the product until it surrenders its strength to you. Know it inside out. You don’t have to create anything new, but you do need to find all its existing strengths and combine them in new ways to present it to the public.
4. Write to the chimpanzee brain - simply and directly.
Your customer may not be as smart as you think. Or, in other words, don’t overestimate your customer’s intelligence but speak to the lowest common denominator. One of the direct response marketers says you should write for the 8-14 year old. Don’t make assumptions. Their needs could really be that simple: ‘What’s in the box office? What’s on MTV’?
5. Channel demand - never sell.
You do not create desire for your product. You take an existing demand in the market, and you channel it into your products. So for example, for a market that is into weight loss, you don’t create a desire to lose weight, or to get a tan, or to speak Spanish more fluently. Tap into what the market already wants and channel it back, because that way, the chance of success is a lot higher.
6. Think about what your product “does”, not “is”- and demonstrate this.
Talk about the benefits, and talk even more about the emotional benefits. Let the features take a back seat.
7. Make gratification instantaneous.
In the copy or marketing itself, the prospect should already begin to get gratification, or feel like they are already getting something from you or your product. This is what product launch formula encourages, so for example; Frank Kern gives list-building videos: he’s giving a taste of the product so that instead of mere curiosity, it is instead genuine desire that drives you to buy.
8. Failing often, and testing big differences, shows you are trying hard enough.
I think this is self-explanatory, and I need say no more.
creative. They must be able to examine things from multiple and unusual perspectives.
intelligent. They must be able to comprehend new subjects quickly and thoroughly.
empathizers. They must be able to relate to and understand different audiences, especially when the audience's viewpoint is different from that of the copywriter.
well-read. The more people read different styles and works, the better able they are to learn from others and expand their own repertoir.
good listeners. The best way to learn about a subject or an audience is to really listen.
organized. They must be able to follow directions, manage multiple responsibilities, and be detail oriented.
deadline-oriented. They must possess discipline. Good copywriters have to get it done on time. Period. No exceptions. Those who consistently are late consistently are out of work.
client managers. That's right. It's often the copywriter's job to manage the client, not the other way around. The copywriter must manage client expectations and explain when they're wrong. Clients may not always listen, but if the copywriter doesn't speak up and the copy doesn't work, guess who gets blamed!
simple communicators. They must be able to write as simply as possible, taking complex and technical subject matter and explaining it in clear concise language.
consistent. They must be able to sustain a consistent voice and personality throughout the copy
humble. Copywriters can not fall in love with their own words; they have to separate their egos from their work. They must be able to edit and cut their copy without emotional connection.
web-savvy. The web is different from any other medium. It is NOT the same as print or direct marketing. Just for starters, copywriters must understand hyperlinks, persuasive momentum, and writing for search engines.
themselves writers. The best copywriters pursue their love for writing beyond the confines of their business applications
5.1.1 Paula Cambrdge, a junior marketing
creative. They must be able to examine things from multiple and unusual perspectives.
intelligent. They must be able to comprehend new subjects quickly and thoroughly.
empathizers. They must be able to relate to and understand different audiences, especially when the audience's viewpoint is different from that of the copywriter.
well-read. The more people read different styles and works, the better able they are to learn from others and expand their own repertoir.
good listeners. The best way to learn about a subject or an audience is to really listen.
organized. They must be able to follow directions, manage multiple responsibilities, and be detail oriented.
deadline-oriented. They must possess discipline. Good copywriters have to get it done on time. Period. No exceptions. Those who consistently are late consistently are out of work.
client managers. That's right. It's often the copywriter's job to manage the client, not the other way around. The copywriter must manage client expectations and explain when they're wrong. Clients may not always listen, but if the copywriter doesn't speak up and the copy doesn't work, guess who gets blamed!
simple communicators. They must be able to write as simply as possible, taking complex and technical subject matter and explaining it in clear concise language.
consistent. They must be able to sustain a consistent voice and personality throughout the copy
humble. Copywriters can not fall in love with their own words; they have to separate their egos from their work. They must be able to edit and cut their copy without emotional connection.
web-savvy. The web is different from any other medium. It is NOT the same as print or direct marketing. Just for starters, copywriters must understand hyperlinks, persuasive momentum, and writing for search engines.
themselves writers. The best copywriters pursue their love for writing beyond the confines of their business applicationswriter has this to say about copywriters
When once considered as individuals relegated to mundane tasks as rewriting weather reports are now sought by many companies for their ability to close million dollar deals. Copywriters are now one of the most in-demand professionals in the world of marketing. Copywriters are responsible for writing the words used in virtually all forms of media - newspapers, radio, television, magazines and the Internet. The skill of copywriters are also used in producing publicity releases, promotional materials, brochures, fliers, and other promotional materials.
More than just their strong background in English and ability to work under extreme pressure, copywriters should also have the following qualities in order to attract and maintain customers.
Highly creative. Copywriters should be skilled in coming up with ideas and in developing outstanding copies. They must have an uncanny ability to examine things from multiple and peculiar perspectives. Companies depend on the creativity of copywriters in improving their productivity and sales. Being creative also means possessing a working knowledge on doing layout.
Listens intently. Part of copywriting service is listening to the needs of a client. There is no other way for a copywriter to learn about a subject or an audience but by listening. Copywriters should give their clients a chance to express their ideas without unnecessary interruption in order to know what they really need.
Meets deadlines. A copywriter that meets deadlines is highly disciplined and focused. Companies will not waste their time and resources on a copywriter who could not keep up with their tight schedule. Those who are always late are always out of work.
A thinker. According to David Ogilvy, the king of copywriters, a well-furnished mind is what is important in copywriting. Someone who is both a creative and a critical thinker can comprehend new subjects quickly and thoroughly; he can easily adapt to any copywriting task. Companies love to work with a copywriter who thinks, because he can produce a well thought out marketing piece that knows its target market and its strategy to grab attention.
Good Researcher. When a copywriter researches or studies the product he will write a copy for, he is showing real interest and sincerity. Any copywriter who does not take time to find out about a client's product or service is showing bad work ethics.
Gives attention to details. Attention to details is as important as giving attention to deadlines. Both are crucial for a copywriter. A copywriter's haste to finish his work on time can sometimes affect the quality of his work. This shouldn't be. His work should serve its purpose by covering everything that it is supposed to cover. Being detailed-oriented means following instructions and managing multiple responsibilities.
(Article Source: http://EzineArticles.com/?expert=Paula_Cambridge)
5.1.1 The Four Qualities You Need to Be A Good Copywriter (hint, good writing isn't one of them)
By Jade Ingmire on August 14, 2008 6:00 AM
One of the most common misconceptions about a copywriting career is that all you need is good writing skills. This is hardly the case. There are many great writers in the world who would either not enjoy copywriting, or who would not excel at it. But there are definitely certain qualities that predispose people to a successful copywriting career. Some of them might surprise you, so read on!
The Four Characteristics of a Good Copywriter
Curiosity. Without a surplus of this cat-killing quality, you will neither enjoy nor be successful at copywriting. As an Internet marketing agency copywriter, you may be called to write on everything from bridesmaid gowns to free-range chicken to cubicle furniture. If you work in-house, you will be challenged endlessly to come up with new angles on the same lines of products and services. Without a genuine lust for learning, and healthy tolerance for research, you will not be able to apprentice yourself to understanding the nuts-and bolts of everyday objects (a crux of copywriting). If you crave knowledge for knowledge sake, are tickled by trivia, and love knowing the inside story, you will flourish in a copywriting career. If you want to be the one reading something interesting, rather than writing something interesting, career shop elsewhere. PI Pearl of Wisdom: Love the show “How Stuff Works”? You’ll love copywriting.
Perceptiveness. A huge part of copywriting (and Internet marketing in general) is being able to strike a cord with a particular audience. Whereas with other writing careers like journalism, you have the luxury of interpreting the person’s face and body language as you speak, copywriting is talking to an invisible audience. So it takes a great deal of perceptiveness and understanding of basic human psychology to be a good copywriter.
What motivates your target demographic-what makes them angry, frustrated, happy and hopeful-is always in the forefront of a good copywriter’s mind. PI Pearl of Wisdom: Did you love psychology in school? You’ll love copywriting.
Discernment. As a copywriter, it will be your job to take giant glaciers of information, and distill them down to bite-size Internet marketing morsels: taglines, bullets, banners, or a single, gleaming benefit. You have to figure out what information matters, and what information can be discarded. This combination of common sense, reasoning and marketing savvy add up to discernment. Good discernment is the dealbreaker that determines whether your stuff will sell or sink. PI Pearl of Wisdom: Are you the one that nails how a friend is feeling, even when they themselves are still confused? You’ll love copywriting.
Humility. The single biggest distinction between copywriting and all other forms of writing careers (with the exception of ghost-writing) is that you don’t get any credit for your work. This isn’t all bad, but it doesn’t work for everyone. In my case I traded the glory of my byline on the front page for better pay, health insurance, and standardized hours. But frequently people who know me will compliment me on my work and ask me how I can stand letting other people take credit for it. This is one of the caveats of a copywriting career, and something to consider when deciding whether to choose this career path. PI Pearl of Wisdom: If you love behind-the-scenes work like set designer or sous chef, you will love copywriting.
5.1.1 Eugene Schwartz’s 8 Rules of Great Copywriting (Important)
March 31st, 2008 by Kenneth Read more about Copywriting, Creating Trust Online
Eugene Schwartz was a legendary copywriter. In fact, I would go as far as to say that he is one of the greatest copywriters who ever lived - we still swipe his material today. His specialty was direct-mail campaigns, and before he passed away in 1995, he had written 10 books including “Breakthrough Advertising”. He went beyond copywriting - in 8 simple sentences, he really captured good marketing.
8 Great Rules for Copywriters from Eugene Schwartz.
1. Be the best listener you ever met.
Just listen to what the market is saying. Eugene Schwartz used to get into a taxi and start interrogating the cab driver, because that’s one good way to tap into what the market is saying. Watch the top 10 box office movies. Even if you don’t like it, watch anyway because that is what the market is thinking and feeling. When you do that, you:
(i) Write copy that directly targets their minds
(ii) You are able to market your products more effectively because you know
2. Work extremely intensely, in spurts.
This is increases your productivity. Focus all your energy on one thing, don’t multi-task, and then move on to the next thing when you’re done.
3. Never “create”- know the product to the core and combine the details in new ways.
Hold the product until it surrenders its strength to you. Know it inside out. You don’t have to create anything new, but you do need to find all its existing strengths and combine them in new ways to present it to the public.
4. Write to the chimpanzee brain - simply and directly.
Your customer may not be as smart as you think. Or, in other words, don’t overestimate your customer’s intelligence but speak to the lowest common denominator. One of the direct response marketers says you should write for the 8-14 year old. Don’t make assumptions. Their needs could really be that simple: ‘What’s in the box office? What’s on MTV’?
5. Channel demand - never sell.
You do not create desire for your product. You take an existing demand in the market, and you channel it into your products. So for example, for a market that is into weight loss, you don’t create a desire to lose weight, or to get a tan, or to speak Spanish more fluently. Tap into what the market already wants and channel it back, because that way, the chance of success is a lot higher.
6. Think about what your product “does”, not “is”- and demonstrate this.
Talk about the benefits, and talk even more about the emotional benefits. Let the features take a back seat.
7. Make gratification instantaneous.
In the copy or marketing itself, the prospect should already begin to get gratification, or feel like they are already getting something from you or your product. This is what product launch formula encourages, so for example; Frank Kern gives list-building videos: he’s giving a taste of the product so that instead of mere curiosity, it is instead genuine desire that drives you to buy.
8. Failing often, and testing big differences, shows you are trying hard enough.
I think this is self-explanatory, and I need say no more.
Assignment 1
1. Who or what is Whipple?
2. What was the name of the agency which Bernbach started? In which year?
3. Give a critical analysis/appraisal (in your own words) of the ‘Lemon’ ad for the Volkswagen’s Beetle.(in more than 350 words)
2. What was the name of the agency which Bernbach started? In which year?
3. Give a critical analysis/appraisal (in your own words) of the ‘Lemon’ ad for the Volkswagen’s Beetle.(in more than 350 words)
Link to "Hey Whipple Squeeze This"
http://books.google.co.in/books?id=p36ErrGRq88C&dq=1.%09Hey+Whipple+Squeeze+this+%E2%80%93+A+guide+to+creating+great+ads+by+Luke+Sulliv&printsec=frontcover&source=bn&hl=en&ei=Z1AxSs-gHJPq6gPbkbTRBA&sa=X&oi=book_result&ct=result&resnum=4#PPA9,M1
Links to the Charmin ads provided by Limin are given below:
http://www.youtube.com/watch?v=eaDGWnek2DY&feature=related http://www.youtube.com/watch?v=2AL9-Qsp12s&NR=1
http://www.youtube.com/watch?v=CVLGAKzTow4&feature=related
Links to the Charmin ads provided by Limin are given below:
http://www.youtube.com/watch?v=eaDGWnek2DY&feature=related http://www.youtube.com/watch?v=2AL9-Qsp12s&NR=1
http://www.youtube.com/watch?v=CVLGAKzTow4&feature=related
Creative-strategy-planning-and-development-presentation
http://www.slideshare.net/ves_quan/chap08-creative-strategy-planning-and-development-presentation
Chap08 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
Chap08 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
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