advertising example

McNeil Consumer Healthcare Johnson & Johnson/Merck

Advertising Education Seminar

November 9, 1999

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Who are we? & Why are we here?

Who: McNeil and J&J Merck Stephen George - Marketing Manager, Loyalty Marketing Lisa Berry - Marketing Manager, Pepcid AC New Products Eileen Prophett - Ass‛t Marketing Manager, Relationship Marketing

Why: Experience Training PASSION!

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“ “Successful advertising sells the Successful advertising sells the product without drawing attention product without drawing attention to itself. It rivets the consumer to itself. It rivets the consumer‛ ‛s s attention on the product. attention on the product.” ”

-- -- David David Ogilvy Ogilvy

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Over to you: Over to you: What is Great Advertising? What is Great Advertising?

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FUQUA‛s TOP SIX

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äMemorable äRelevant äOwnable äProvocative äCredible äConsistent

Great Advertising is: Great Advertising is:

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What is the role of advertising? What is the role of advertising?

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äPosition your product to consumer

äCreate a lasting relationship with the consumer

äIntroduce news

äCreate a unique and ownable image

The Role of Advertising is: The Role of Advertising is:

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Evaluating Advertising Evaluating Advertising

•Start with the Strategy

•The Creative Brief is the strategic ..framework for what we see

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äAdvertising objective/intent äTarget Audience äAccepted Consumer Belief (ACB) äSingle-Minded Proposition (SMP) äReason to Believe (RTB) äCharacter

Elements of a Creative Brief: Elements of a Creative Brief:

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1. What is your gut reaction? 1. What is your gut reaction?

äI liked it/ I didn‛t like it

äWhy? (because it was funny, interesting, stupid, boring, irrelevant, etc.)


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2. Is a clear strategy communicated? 2. Is a clear strategy communicated?

äCore message delivered

äConsistent with the target

äConsistent with Brand character


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3. What 3. What‛ ‛s the s the Big Selling Idea Big Selling Idea? ?

äIt had better be single-minded, relevant, interesting, memorable

äIs the Selling Line (endline) relevant interesting, memorable?

äThe Billboard Test


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4. What 4. What‛ ‛s the s the Big Picture Big Picture? ?

äAre the visuals reinforcing the core message?

äThe video test (turn the sound off) ~ does it still communicate?

äAre the visuals relevant, interesting, memorable?


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5. Is 5. Is Drama Drama used and is it good? used and is it good? äInteresting and relevant ~ did it stir the

imagination and emotions? äIs the product the hero or does it just seem

like a supporting actor? äIs the product integrated into the story? äIs it unique, ownable, campaignable?

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6. Product Registration and Recall

ä What is the product being sold?

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7. Is it Campaignable?

ä Does it have legs? (Can it be built on and extended?)

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Evaluation Sheet Evaluation Sheet Convince ________________________ (target):

That Brand X _______________(SMP/benefit):

Because ___________________ (RTB/support):

The Character/Tonality is:_________________

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Evaluating Print Advertising

Is it any Different than TV?

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ä Is the message clear at a glance?

ä Is the benefit in the headline?

ä Does the illustration support the headline?

ä Does 1st line of copy support the headline/illustration?

Some Points to Consider on Print:

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ä Is the ad easy to read/follow?

ä Is the product easily identified?

ä Is the brand clearly identified?

Some Points to Consider on Print:

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