what is great (message based advertising)

What is great

CM417.2

Edward Boches, Professor of Advertising

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Why do we advertise?

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To call people to action

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know, consider, buy, like, share, interact, go, change, believe, vote, try, click

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What is the role of creativity?

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Attract your attentionOvercome indifferenceGet you to careInvite your participation

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Brand: Action:

Message: Creative:

Plant for the PlanetDonate to plant treesTrees cut down CO2

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Brand: Action:

Message: Creative:

OreoAwareness, like, participate100th anniversary

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Brand: Action:

Message: Creative:

JVCVisit web, considerContinuous shot feature

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Brand: Action:

Message: Creative:

The GuardianRead, subscribeNews in the social age

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Brand: Action:

Message: Creative:

Google HangoutsAware, tryBrings people together

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Brand: Action:

Message: Creative:

SamsoniteBrand preferenceWithstands rigors of travel

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Brand: Action:

Message: Creative:

EconomistBe a readerCareer building content

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Brand: Action:

Message: Creative:

Wonder BraBuy, wearLooking good gets you places

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Brand: Action:

Message: Creative:

McDonaldsEat here at nightOpen late in the city

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Brand: Action:

Message: Creative:

LegoBuy for your kidsInspires inventors

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Brand: Action:

Message: Creative:

GuinnessTry new cold productCan now be served cold

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Brand: Action:

Message: Creative:

ABCWatch ABC TV showsGood, funny entertainment

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Brand: Action:

Message: Creative:

LevisWear themFor people who are original

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Brand: Action:

Message: Creative:

AxeBuy, useAttractive to opposite sex

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Brand: Action:

Message: Creative:

BenettonShop hereWe are against hatred

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Brand: Action:

Message: Creative:

Gay Lesbian Straight Education NetworkAwareness for languageRe consider words and your use of them

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e 1. there was a time when the word “faggot” meant a bundle of sticks. but then people started using it in an insulting, offensive way and things changed. so when you say things like “homo,” “dyke” and “that’s so gay” try-ing to be funny, remember, you may actually be hurting someone. 2. so please, knock it off. 3. get more information at ThinkB4YouSpeak.com

fag.got (fag t)

‘

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Are these ads the same or different?

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e 1. there was a time when the word “faggot” meant a bundle of sticks. but then people started using it in an insulting, offensive way and things changed. so when you say things like “homo,” “dyke” and “that’s so gay” try-ing to be funny, remember, you may actually be hurting someone. 2. so please, knock it off. 3. get more information at ThinkB4YouSpeak.com

fag.got (fag t)

‘

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Demonstrates

Conveys bene!t

Expresses beliefs

e 1. there was a time when the word “faggot” meant a bundle of sticks. but then people started using it in an insulting, offensive way and things changed. so when you say things like “homo,” “dyke” and “that’s so gay” try-ing to be funny, remember, you may actually be hurting someone. 2. so please, knock it off. 3. get more information at ThinkB4YouSpeak.com

fag.got (fag t)

‘

EducatesInforms

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Visual

Headline

Image

e 1. there was a time when the word “faggot” meant a bundle of sticks. but then people started using it in an insulting, offensive way and things changed. so when you say things like “homo,” “dyke” and “that’s so gay” try-ing to be funny, remember, you may actually be hurting someone. 2. so please, knock it off. 3. get more information at ThinkB4YouSpeak.com

fag.got (fag t)

‘

WordsPhysical

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What do all of these ideas have in common?

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Conceptually, they share characteristics that make them “creative”.

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Original (and they have a concept)UnexpectedInvite you inEntertain !rstProvokeAvoid clicheVisually arresting (aesthetic)Fun

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Executionally, they are beautifully crafted and designed.*

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They are simple.

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Picture, headline, logo, sign-off. One element dominates.

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They have a hierarchy.

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Thursday, September 5, 13

e 1. there was a time when the word “faggot” meant a bundle of sticks. but then people started using it in an insulting, offensive way and things changed. so when you say things like “homo,” “dyke” and “that’s so gay” try-ing to be funny, remember, you may actually be hurting someone. 2. so please, knock it off. 3. get more information at ThinkB4YouSpeak.com

fag.got (fag t)

‘

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They leverage brand elements.

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They respect the consumer’s intelligence.

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Of course advertising can sell stuff.

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Advertising can be inspirational and creative.

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It can make the world a better place.

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It can lighten your day.

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It can approach art.

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It can change our perspective.

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It can celebrate life.

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It can even save a life.

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McCann campaign for Australian Metro

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Advertising can be the most awesome business in the world.

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And then there’s this.........

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Advertising interrupts an interesting story with a less interesting story.

Daniel Stein

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Good advertising can tell you what a product does and why you should buy it.

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But only great advertising entices you to seek it out, pass it on, and actually care.

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Advertising takes many forms

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Print, TV, radio, outdoor, transit, point of purchase, email, online, social, banners, pre-roll, native, iAds.

Advertising takes many forms

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But there are only two kinds of advertising. Ads that interrupt (some of which may be welcome). Ads (content) we choose to opt into.

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We aspire to make the kind of advertising that is welcome and that users opt into. Great advertising. The hardest kind to make.

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