Advertising Evaluation Principles
The Most Famous Commercial in History - 1964 Presidential campaign. This was a Democratic
campaign ad in the presidential race between President Lyndon Johnson and Republican challenger Barry Goldwater
of Arizona. This ad ran only once because it was so controversial.
Advertising concept, theme, message formulation
Is the product part of an ongoing narrative or theme?
Staples "Easy Button"
Wendy's Where's the Beef #1
Wendy's Where's the Beef? #2
Is the spot informational, "feel good?" or a combination?
Does the ad appeal to your head or your heart? Logic or emotion?
Coca Cola “I’d like to teach…”
Mean Joe Green Superbowl Ad 1980
McDonald’s “Two all beef patties”
McDonald’s “You deserve a break”
Burger King: “Have it Your Way.”
Examples: Chinese Buffet and $3 Haircuts
Burger King Have It Your Way Retro
Is the ad "riding the wave" of a trend?
What’s the attention getter? How do they draw you in?
How do they keep your attention?
Introduction of the VCR changed the way ads were done on TV.
Who’s the target audience or target
market?
Who are the people in the ad? Why are they there (demographics)?
How are they trying to influence you?
Is the advertiser trying to get you to identify with someone who is in the ad? (smart mom)?
Women traditionally make most of the buying decisions with many products that are heavily
advertised.
Is the advertiser trying to make you want to avoid being like someone in the ad? (dumb
dad)?
Are they knocking their competition or trying to position themselves somehow against a
competitor. (Wendy's and Burger King)?
What psychological/emotional principle is being appealed to?
Do you see any "hidden persuaders" at work?
"Psychological Triggers:" The
Infomercial Formula
What problem does the commercial address?
How does the advertiser position themselves to solve that problem?
What’s the benefit they say you’ll get by buying their product?
Is there a call to action?
Risk Reversal: Is there a guarantee?
Summary: The Swivel Sweeper Video
What’s the USP (Universal Selling Proposition) or "takeaway?"
(Wikipedia) The Unique Selling Proposition (also Unique Selling Point or USP) is a
marketing concept that was first proposed as a theory to explain a pattern among successful advertising campaigns
of the early 1940s. It states that such campaigns made unique propositions to the customer and that this convinced
them to switch brands. The term was invented by Rosser Reeves of Ted Bates & Company.
Today the term is used in other fields or just casually to refer to any aspect of an object that
differentiates it from similar objects.
*What’s the brand planning stage? Where is the product in “the Ad
Spiral?”
Pioneering Stage
Are they introducing a new product or a product extension?
Begin to build brand equity
Competitive Stage
Continue building brand
equity and increasing brand awareness
Building market share
Retentive Stage
Fighting to keep market share and get maximum ROI (Return on Investment)
ROI = expenses vs. profit
Focused on maintaining brand loyalty
Are they trying to build brand equity or increase brand awareness?
What are the product's features and benefits?
You buy what a product does (benefit), not what it is
(feature).
Electric drill
Make up, perfumes and deodorants
Benefits are often connected to feeling or emotions in some way.
Helps you feel good or avoid feeling bad.
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