Advertising 101: Introduction to Advertising (Practice)


Unique Selling Pointz (Proposition)

- Rosser Reeves says that this has 3 basic rules:
i. The advert must make a proposition to the consumer - not just words, not just 'this is good', it must say 'buy this product for this benefit', 'do this because this'.
ii. It's got to be unique - one the competition doesn't offer, making what you're selling seem different. A brand or claim that the rest of that particular advertising area do not make.
iii. The proposition must be good enough to work.'I WILL go for the whopper because for some reason flame grilling things does make them better in my opinion, like students'.
- Celebrity endorsements (buy this photograph because Chad Kroeger finds it funny).
- Slogans (it's not just a shoe, it's a shoe).
- You have to persevere with this so you product isn't just another product you can buy.


Key Messages

- Messages which convince the audience that the product is the best available.
- Often a USP is primary among this.
- The ultimate goal is for the product to become known for its USP.

"Why don't we just flick marshmallows?"
            - Mr Higgs

"Red Bull is pirate juice."
            - Mr Higgs

The Types of Messages

- Most advertising focuses on communicating messages through these:
An emotional appeal - captures your attention and makes you feel. - Water Aid
A value proposition - reason to buy - Coca Cola
A slogan 0 memorable and unites the whole campaign - Nike Just Dewit


These Evil Rules to Use

- Establish a common ground with your victims (potential customers), set up a relationship which appears to be mutually beneficial (Mr Higgs then said that you'll love Shreddies, which then made me want some Shreddies darn it it worked somehow infinitely better than any actual advert).
- Convince the people they need your products. Being a part of a group is effective, you wouldn't want to be the odd one out would you? 
- Solve a problem - whether the audience knew they had one or no. This involves first convincing people that they have a problem like the CGI germs. But don't worry our product will solve this.

"Monkey slavery?"
       - Mr Higgs

"Are you saying they have an army of monkey slaves?"
       - Mr Higgs

- Offer a benefit - this product will make you 'better' in some way, like a bone structure reconstruction thing for Luke.

[Brief interlude in which Robert Webb tells us to brush our tongues.]





For some reason Bobi seems to be determined to argue with Mr Higgs about everything. Today it's been about Asda's marketing and something else I forgor.





Commercial Advertising

- This aims to make money by promoting consumer goods and services.
- Brand is the image of the company or organisation as well as the product they are trying to sell.
- The product is what they are specifically aiming to sell.

The typical aims:
- Introduce a new brand - 'Hello!'
- Reinforce existing messages about a known brand - 'Here's Coca Cola this makes you happy remember?'
- If things are not going well, you may have to resort to changing your message which is difficult.
- Tactics consist of making a sense of aspiration, making the product desirable, associating the brand with positive qualities and feelings.

Brand Equity
- How recognisable your brand is and any associations people have with it, for example Rolls Royce making you think about Luke.

Mr Higgs was very clear before showing us this next bit that he's not showing us this because he likes it. I have no idea why.

Listerine Donke Advert


Aim: Buy Listerine

Product and Brand: Listerine mouth wash

Message: This product targets your whole mouth while brushing misses bits, no matter how hard and aggressively you brush your teeth. Also you remember Shrek don't you? Well he morphed with Donkey. This (mouthwash as a whole) touched a nerve with Bobi for some reason. It also uses statistics to make the donkey seem trustworthy because he's done his research. But also it's a bit misleading because the 25% of your mouth that brushing gets is the bit with the teeth. Also also it's a very realistic scenario (until the donkey spawns, obviously) because we've all been there, brushing our teeth, looking at ourselves in the mirror and cringing a little. We've all been there. Right? Guys?...)

Tactics used: Solves a problem, uses a mascot and a slogan which I have forgotten so it wasn't that good. Complete the clean with Listerine it's still on the board. Fear tactics, you're never truly safe from the donkey unless you wash your mouth. Although maybe he will spawn and give you free Listerine.
'It grabs your attention because it's a Scottish talking donkey with clean teeth' - Johnson


Examples:
Perfume adverts are an entire beast unto themselves.

Zendaya Lancôme Chicanery
Everyone loves a horse.
Purpose: This advert isn't introducing a new brand, rather a new product within the brand. As such it just has to reinforce any previous views you may have about the brand while also making you hyped for the new fragrance I suppose. We have the celebrity endorsement as well. There are themes here of standing out from the crowd, she's the only one on the honse.
The Message: Freedom, individuality, empowerment.
Target Audience: The younger end of the audience, teens and 20s kind of thing. Mr Higgs said maybe 30s and Bobi once again slapped him with words saying no.

A contrast:
Old Spice - The Man Your Man Could Smell Like
Right. Now I'm saving this blog frequently from here on out because the last time we looked at this advert my computer crashed and I had to do it all again like the Muppets.

The purpose: Re-positioning their existing product to try and change the common man's opinion of the product.

The message: The large Hugh Moore. It's obvious satire. He is on a horse too. Buy our product, we have a sense of humour. But also you will still smell nice and not like an old man like we all know you think you will with our product.

The advert actually targets men with the whole tongue-in-cheek masculinity thing, but has also targeted the women who will probably be buying men this stuff for Christmas.

'Masculinity, romance and adventure.' - Mr Higgs. This is his description of the advert's themes as said by Mr Higgs not a description of Mr Higgs.

The breakneck pace potentially makes you want to re-watch it and wonder how they did it.









I sure hope Mr Knight got a kick out of this. Yeah I see you there. Get an extension. Mr Higgs is better than you lmao.

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