Advertising Example --J&J
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Transcript of Advertising Example --J&J
McNeil Consumer HealthcareJohnson & Johnson/Merck
Advertising Education Seminar
November 9, 1999
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Advertising Education Seminar
Who are we? & Why are we here?
Who: McNeil and J&J MerckStephen George - Marketing Manager, Loyalty Marketing
Lisa Berry - Marketing Manager, Pepcid AC New Products
Eileen Prophett - Ass’t Marketing Manager, Relationship Marketing
Why: ExperienceTrainingPASSION!
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Advertising Education Seminar
““Successful advertising sells the Successful advertising sells the product without drawing product without drawing attention to itself. It rivets the attention to itself. It rivets the consumer’s attention on the consumer’s attention on the product.”product.”
-- -- David David OgilvyOgilvy
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Advertising Education Seminar
Over to you:Over to you:
What is Great Advertising?What is Great Advertising?
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Advertising Education Seminar
FUQUA’sTOP SIX
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Advertising Education Seminar
MemorableRelevantOwnableProvocativeCredibleConsistent
Great Advertising is:Great Advertising is:
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Advertising Education Seminar
What is the role of What is the role of advertising?advertising?
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Advertising Education Seminar
Position your product to consumer
Create a lasting relationship with the consumer
Introduce news
Create a unique and ownable image
The Role of Advertising is:The Role of Advertising is:
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Advertising Education Seminar
Evaluating AdvertisingEvaluating Advertising
•Start with the Strategy
•The Creative Brief is the strategic ..framework for what we see
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Advertising Education Seminar
Advertising objective/intent
Target Audience
Accepted Consumer Belief (ACB)
Single-Minded Proposition (SMP)
Reason to Believe (RTB)
Character
Elements of a Creative Brief:Elements of a Creative Brief:
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Advertising Education Seminar
1. What is your gut reaction?1. What is your gut reaction?
I liked it/ I didn’t like it
Why? (because it was funny, interesting, stupid, boring, irrelevant, etc.)
Evaluating AdvertisingEvaluating Advertising
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Advertising Education Seminar
2. Is a clear strategy 2. Is a clear strategy communicated?communicated?
Core message delivered
Consistent with the target
Consistent with Brand character
Evaluating AdvertisingEvaluating Advertising
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Advertising Education Seminar
3. What’s the 3. What’s the Big Selling IdeaBig Selling Idea??
It had better be single-minded, relevant, interesting, memorable
Is the Selling Line (endline) relevant interesting, memorable?
The Billboard Test
Evaluating AdvertisingEvaluating Advertising
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Advertising Education Seminar
4. What’s the 4. What’s the Big PictureBig Picture??
Are the visuals reinforcing the core message?
The video test (turn the sound off) ~ does it still communicate?
Are the visuals relevant, interesting, memorable?
Evaluating AdvertisingEvaluating Advertising
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Advertising Education Seminar
5. Is 5. Is DramaDrama used and is it good? used and is it good?Interesting and relevant ~ did it stir the
imagination and emotions?
Is the product the hero or does it just seem like a supporting actor?
Is the product integrated into the story?
Is it unique, ownable, campaignable?
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Advertising Education Seminar
6. Product Registration and Recall
What is the product being sold?
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Advertising Education Seminar
7. Is it Campaignable?
Does it have legs? (Can it be built on and extended?)
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Advertising Education Seminar
Evaluation SheetEvaluation Sheet
Convince ________________________ (target):
That Brand X _______________(SMP/benefit):
Because ___________________ (RTB/support):
The Character/Tonality is:_________________
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Advertising Education Seminar
Evaluating Print Advertising
Is it any Different than TV?
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Advertising Education Seminar
Is the message clear at a glance?
Is the benefit in the headline?
Does the illustration support the headline?
Does 1st line of copy support the headline/illustration?
Some Points to Consider on Print:
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Advertising Education Seminar
Is the ad easy to read/follow?
Is the product easily identified?
Is the brand clearly identified?
Some Points to Consider on Print: