icawc 2013 - how to hang out from advert noise - peter kiraly
DESCRIPTION
ICAWC 2013, Barcelona, Spain - Peter Kiraly's presentation on How to Hang Out From Advert NoiseTRANSCRIPT
![Page 1: ICAWC 2013 - How to Hang Out From Advert Noise - Peter Kiraly](https://reader033.vdocuments.us/reader033/viewer/2022060107/554c8224b4c905834a8b4adb/html5/thumbnails/1.jpg)
HOW TO HANG OUT FROM
ADVERT NOISE?
Dr. Peter Kiraly, founder
Rex Animal Island
HUNGARY
![Page 2: ICAWC 2013 - How to Hang Out From Advert Noise - Peter Kiraly](https://reader033.vdocuments.us/reader033/viewer/2022060107/554c8224b4c905834a8b4adb/html5/thumbnails/2.jpg)
Objectives
To recognize different advertising goals and techniques
To understand the qualities of a good animal welfare ad
To create an original ad by using the latest techniques
To show some examples and to give ideas
![Page 3: ICAWC 2013 - How to Hang Out From Advert Noise - Peter Kiraly](https://reader033.vdocuments.us/reader033/viewer/2022060107/554c8224b4c905834a8b4adb/html5/thumbnails/3.jpg)
General situation
• grasping for financial support
• no strategic thinking for communication
and fundraising
• lot of competitors
• no branding
![Page 4: ICAWC 2013 - How to Hang Out From Advert Noise - Peter Kiraly](https://reader033.vdocuments.us/reader033/viewer/2022060107/554c8224b4c905834a8b4adb/html5/thumbnails/4.jpg)
What creates the need?
• an NGO is a firm
• absolute competition
• no segmentation
• activities need adverts
We need a position !
![Page 5: ICAWC 2013 - How to Hang Out From Advert Noise - Peter Kiraly](https://reader033.vdocuments.us/reader033/viewer/2022060107/554c8224b4c905834a8b4adb/html5/thumbnails/5.jpg)
How to win a position?
• Use up-to-date ad
• Build a „brand”
• Develope
![Page 6: ICAWC 2013 - How to Hang Out From Advert Noise - Peter Kiraly](https://reader033.vdocuments.us/reader033/viewer/2022060107/554c8224b4c905834a8b4adb/html5/thumbnails/6.jpg)
Propaganda
• Techniques used to influence opinions,
emotions, attitudes or behavior
• It appeals to the emotions not the intellect
• It is not negative or positive
• The purpose is to persuade
![Page 7: ICAWC 2013 - How to Hang Out From Advert Noise - Peter Kiraly](https://reader033.vdocuments.us/reader033/viewer/2022060107/554c8224b4c905834a8b4adb/html5/thumbnails/7.jpg)
How to hang out?
![Page 8: ICAWC 2013 - How to Hang Out From Advert Noise - Peter Kiraly](https://reader033.vdocuments.us/reader033/viewer/2022060107/554c8224b4c905834a8b4adb/html5/thumbnails/8.jpg)
The good ad - 4 qualities
1. Attracts attention: COLORS,
BOLD headings, pictures, sounds
2. Arouses interest: by words and humor
3. Creates desire: „you want it !”
4. Causes action: gets results
(motivates to rehome, to donate, etc.)
Advert vs Reality
![Page 9: ICAWC 2013 - How to Hang Out From Advert Noise - Peter Kiraly](https://reader033.vdocuments.us/reader033/viewer/2022060107/554c8224b4c905834a8b4adb/html5/thumbnails/9.jpg)
Ad techniques
• Bandwagon
• Snob Appeal
• Plain Folks
• Patriotism
• Facts and Figures
• Expert
• Logical appeal
• Testimonial
• Glittering
• Generalization
• Emotional
• Repetition
• Humor
• Rewards
M
O
T
I
V
A
T
E
S
![Page 10: ICAWC 2013 - How to Hang Out From Advert Noise - Peter Kiraly](https://reader033.vdocuments.us/reader033/viewer/2022060107/554c8224b4c905834a8b4adb/html5/thumbnails/10.jpg)
Combination of surprise and humor
Commercial
ad
![Page 11: ICAWC 2013 - How to Hang Out From Advert Noise - Peter Kiraly](https://reader033.vdocuments.us/reader033/viewer/2022060107/554c8224b4c905834a8b4adb/html5/thumbnails/11.jpg)
Social Ad v Commercial Ad
Non profit
• different target group
• the same advert rules
• the same techniques
Commercial
• involves the „drama”
• clear history / associations
• closer to the customer
• rings social and cultural roots
• deep emotional response
• „Feel good” factor
![Page 12: ICAWC 2013 - How to Hang Out From Advert Noise - Peter Kiraly](https://reader033.vdocuments.us/reader033/viewer/2022060107/554c8224b4c905834a8b4adb/html5/thumbnails/12.jpg)
Use unexpected
flabbergasting images!
…and share ideas! Thank you for sharing creatives.
public
service
advert
![Page 13: ICAWC 2013 - How to Hang Out From Advert Noise - Peter Kiraly](https://reader033.vdocuments.us/reader033/viewer/2022060107/554c8224b4c905834a8b4adb/html5/thumbnails/13.jpg)
Engaging Techniques - humor
diverts audience and gives a reason to
laugh often through the use of clever
visuals and/or text
![Page 14: ICAWC 2013 - How to Hang Out From Advert Noise - Peter Kiraly](https://reader033.vdocuments.us/reader033/viewer/2022060107/554c8224b4c905834a8b4adb/html5/thumbnails/14.jpg)
Common communication channells
The most
cost effective:
![Page 15: ICAWC 2013 - How to Hang Out From Advert Noise - Peter Kiraly](https://reader033.vdocuments.us/reader033/viewer/2022060107/554c8224b4c905834a8b4adb/html5/thumbnails/15.jpg)
Social events
• Festival Events
• + Awards
• Summer camps (146 children)
• World Guinness Record
• Conferences (veterinary, breeders, etc.)
• Shows (World Dog Show)
• Music festivals (Sziget)
• Fairs (Xmas, easter)
• Exhibitions (Hungexpo, 19 Plaza weekends)
• Charity events (…boxgala)
![Page 16: ICAWC 2013 - How to Hang Out From Advert Noise - Peter Kiraly](https://reader033.vdocuments.us/reader033/viewer/2022060107/554c8224b4c905834a8b4adb/html5/thumbnails/16.jpg)
Social events
![Page 17: ICAWC 2013 - How to Hang Out From Advert Noise - Peter Kiraly](https://reader033.vdocuments.us/reader033/viewer/2022060107/554c8224b4c905834a8b4adb/html5/thumbnails/17.jpg)
Special events
World Dog Show
Budapest 2013.
![Page 18: ICAWC 2013 - How to Hang Out From Advert Noise - Peter Kiraly](https://reader033.vdocuments.us/reader033/viewer/2022060107/554c8224b4c905834a8b4adb/html5/thumbnails/18.jpg)
Unique ideas
World Guinness Record
6.540 toys collected / stringed out in 14 minutes
Animals aren’t toys!
a toy not a toy
![Page 19: ICAWC 2013 - How to Hang Out From Advert Noise - Peter Kiraly](https://reader033.vdocuments.us/reader033/viewer/2022060107/554c8224b4c905834a8b4adb/html5/thumbnails/19.jpg)
Develope! Be new timer!
2 millions dogs in Hungary 100,000 roaming on the
streets The chances to get back to
their owners are reducing significantly by time.
Many initiatives started for
searching lost dogs.
![Page 20: ICAWC 2013 - How to Hang Out From Advert Noise - Peter Kiraly](https://reader033.vdocuments.us/reader033/viewer/2022060107/554c8224b4c905834a8b4adb/html5/thumbnails/20.jpg)
New ideas Integrated query system application
for mobile devices
An easily accessible application
Connected to all online communities
• Owners / unattended dogs
• Charities / adoption
• Society / less stray dogs
For:
![Page 21: ICAWC 2013 - How to Hang Out From Advert Noise - Peter Kiraly](https://reader033.vdocuments.us/reader033/viewer/2022060107/554c8224b4c905834a8b4adb/html5/thumbnails/21.jpg)
From shocking to phylosophy
![Page 22: ICAWC 2013 - How to Hang Out From Advert Noise - Peter Kiraly](https://reader033.vdocuments.us/reader033/viewer/2022060107/554c8224b4c905834a8b4adb/html5/thumbnails/22.jpg)
From shocking to phylosophy
![Page 23: ICAWC 2013 - How to Hang Out From Advert Noise - Peter Kiraly](https://reader033.vdocuments.us/reader033/viewer/2022060107/554c8224b4c905834a8b4adb/html5/thumbnails/23.jpg)
„Benetton type communication“
Advantages
• gaining a face with the media
• appropriation of category
• Risks
• legislation (permit)
• people (kick back)
• economic results
Shocking radio spot
![Page 24: ICAWC 2013 - How to Hang Out From Advert Noise - Peter Kiraly](https://reader033.vdocuments.us/reader033/viewer/2022060107/554c8224b4c905834a8b4adb/html5/thumbnails/24.jpg)
Report your activities !
![Page 25: ICAWC 2013 - How to Hang Out From Advert Noise - Peter Kiraly](https://reader033.vdocuments.us/reader033/viewer/2022060107/554c8224b4c905834a8b4adb/html5/thumbnails/25.jpg)
Emotions
Images that appeal to the +/- emotions
+ emotions (desire for complete life, help)
- emotions (fear, sense of guilt, etc.)
„Save the Romanian dogs today. Tomorrow is too late!”
Try to be positive if possible!
![Page 26: ICAWC 2013 - How to Hang Out From Advert Noise - Peter Kiraly](https://reader033.vdocuments.us/reader033/viewer/2022060107/554c8224b4c905834a8b4adb/html5/thumbnails/26.jpg)
Tragic, encouraging!
Hope
His past is horrible. His future depends on you!
![Page 27: ICAWC 2013 - How to Hang Out From Advert Noise - Peter Kiraly](https://reader033.vdocuments.us/reader033/viewer/2022060107/554c8224b4c905834a8b4adb/html5/thumbnails/27.jpg)
Dogs are bestsellers…
![Page 28: ICAWC 2013 - How to Hang Out From Advert Noise - Peter Kiraly](https://reader033.vdocuments.us/reader033/viewer/2022060107/554c8224b4c905834a8b4adb/html5/thumbnails/28.jpg)
Our results 25.000 annual visitors
3.500 annual students
995 volunteers
6.700 donors
4000 rehomers
1.170 other partners
![Page 29: ICAWC 2013 - How to Hang Out From Advert Noise - Peter Kiraly](https://reader033.vdocuments.us/reader033/viewer/2022060107/554c8224b4c905834a8b4adb/html5/thumbnails/29.jpg)
Hope you can also find a
similar position !