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Effective TV AdvertisingP&G Way

Procter & Gamble Central Europe

South

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Tobasco - Quake

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Hyundai

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Toyota Hilux

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Toyota Unexpected

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Toyota Quality Thing

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Keep in mind

y FMCG advertising principles

y P&G way

y Simple but not easy

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Introduction to advertising

What is advertising ?Advertising is communication with theconsumer about a product or a service.

What is successfuladvertising ?Good advertising is advertising thatsells.

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ARIEL ENDORSEMENT

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Advertising Science orArt?

y Science Set the right strategy

y

Art Great creative idea

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Strategybasis on which we expect consumersto purchase a product.

the Sciencepart

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3 Pillars of a CopyStrategy

1. Product Benefit

2. Reason To Believe

3. Brand Character

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Product Benefit

selling proposition Unique

Relevant

Types of Benefit Functional Emotional

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Tide - Philippines

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Wick Emotional Benefit 1

si

l

.r

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REASON TO BELIEVE

Why should I trust you deliver thebenefit?

Demonstration

Endorsement

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Eno Works

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Brand Character

personification of the brand

!!! Consistency!!!

=each copy needs to strengthen Brand

Character

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Marlboro Character Consistency 2

marl

r

_

awn-

987.ram

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Budweiser Campaign Consistency 4,5

BudweiserWhassup Pizza guy.ramBudweiserWhassup Girlfriend.ram

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Criteria for great strategy

y

Uniquey Relevant

y Focused/Simple

y Building on brands long-termbenefit/Character

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Types of Distinctivenessy Benefit distinctiveness

y Product benefit

y Emotional or People Benefitdistinctiveness

y Reason Why distinctiveness

y

Brand Character distinctivenessy Executional distinctiveness

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Nivea Executional Distinctivess

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Secret Advertising StrategyBenefit:

Secret provides unsurpassed wetness and odor

protection while letting your skin breathe.

Reason why:

Regulates perspiration

Air comfort system which lets the skin breathe

Character:

Secret woman embodies feminine strength: she is

strong, smart, confident and natural

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Advertising idea

CREATIVE transformation of the productbenefit into "consumer understandable

story

the ART part

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Criteria for successfulAdvertising Idea

y

uniquey inseparable from the product and benefits.

y provocative STOPPING POWER

y understandable

y memorable

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Action - Drama

Dramatic effect/story which involvesthe consumer into the advertising

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Old Spice - Chalk Challenge

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Tobasco Mosquito 6

Tabascomosquito.ram

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SUMMARY - Effective TV advertisingGreat both on

Science (Strategy)

1. Product Benefit is unique & relevant

2. RTB is credible

3. TV advertising is strengthening brand character

Art (Advertising idea & Drama)

4. Advertising Idea & Story is about the product

benefit

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Audi - Rain

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Audi Wakeboarder7

audi wakeboarder.ram