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TOPI C OF PRESENTATI ON Th u r s d ay 23 Ju n e 201 1

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ADVERTI SI NG PRACTI CE

THE PRI NT MEDI UM


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St and out or l os e out .

Co n c e p t u al ad ve r t i s i n g i s ab o u t d e l i ve r i n g t h e

me s s age /s e r vi c e t o t h e au d i e n c e i n an i n t e r e s t i n g,

s u r p r i s i n g man n e r .

De s i gn i n g a p r i n t ad i s f ar mo r e d i f f i c u l t t h an

c r e at i n g a TV ad d u e t o l ac k o f s p ac e . To s ay mo r e

wi t h l e s s i s t h e c h al l e n ge i n p r i n t ad s , h e n c e

t h e y r e q u i r e a go o d c o n c e p t .

Mo ve b e yo n d awar e n e s s . Pr o vi d e a c o mp e l l i n g o r

u n i q u e r e as o n t o vi e w/b u y.

An ad t h at s t ays wi t h yo u l o n g af t e r yo u ’ ve s e e n

i t …St i c k i n e s s

A gr e at ad c amp ai gn ( t v/p r i n t /r ad i o /d i g i t al e t c )

h as t o r e i n f o r c e t h e me s s age ac r o s s e ac h

c o mmu n i c at i o n c h an n e l wh i l e s t ayi n g o n b r an d .


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Cons i der at i ons

Det er mi ne t he s t r at egi c goal behi nd t he pr i nt adver t i s ement or how i t f i t s i n as par t of t he over al l c ampai gn

Ul t i mat e ai m i s t o move t he needl e i n t er ms of s al es / vi ewi ng.

Engagi ng t he pr os pec t

What we f ound i s t hat i f t he r eader i s f avour abl y di s pos ed t o t he br and, t her e i s a muc h gr eat er c hance t hat t hey wi l l cons i der t he pur c has e of t he pr oduc t or pr ogr amme bei ng adver t i s ed. I n f ac t , i n f our of t he ni ne c at egor i es l ooked at , mor e t han 90% of r eader s s ai d t hey wer e f avour abl y di s pos ed t o t he br and, wi t h s ome s ayi ng i t was one of t hei r f avour i t es . Cl ear l y br and advoc at es and br and ent hus i as t s ar e mor e l i kel y t o r ead t he br ands ’ adver t i s i ng mes s ages

- Mi c h al Gal i n . SVP at MRI St ar c h NY, p ar t

o f t h e Gf K Gr o u p , wh i c h s p e c i al i z e s i n

me as u r i n g p r i n t - ad

e f f e c t i ve n e s s


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What ’ s t he c us t omer t ake out ?

Ad ve r t i s i n g at i t s h e ar t i s a s i mp l e b u s i n e s s :

Th e s i n gl e mi n d e d Pr o p o s i t i o n

Co mmu n i c at e i t i n a c o mp e l l i n g, me mo r ab l e an d e n t e r t ai n i n g way wh i c h wi l l r e s o n at e wi t h yo u r t ar ge t mar k e t .

No n - n e go t i ab l e 3 R’ s : Re l e van t , Re s o n at e an d Re i n f o r c e .


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I t i s i mpor t ant bec aus e ……

Ke e p i n mi n d t h at t h e o f f ai r ad ve r t i s i n g we d o n o t

o n l y h as t o r ai s e awar e n e s s & r e ac h an d mak e t h e

c o mp e l l i n g r e as o n t o vi e w b u t al s o i t i s an

i n c i d e n t al o p p o r t u n i t y t o b u i l d /gr o w au d i e n c e s

o u t s i d e o f t h e ac t u al vi e we r s h i p o f t h e c h an n e l .

Ul t i mat e l y wh e n we ad ve r t i s e we ar e al s o mak i n g a

s t at e me n t t h at t h i s i s wo r t h wat c h i n g .

I f we d o n ’ t d o t h e j o b s u c c e s s f u l l y i n t h at mo me n t ,

we h ave l o s t o u t .


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Los t Seas on Fi nal e UK


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Los t Seas on Fi nal e I t al y


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Four Weddi ngs Denmar k


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Teas er Bi l l boar d Ad Bi g Br ot her Fi nal Seas on UK


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Launc h of f i r s t Eps of Seas on Fi nal e BB.


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Channel 4 s eas on f i nal e Bi g Br ot her


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Ni ki t a on Li vi ng UK


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TV3 Li t huani a : who ki l l ed mi a ?


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TV3 Li t huani a ‘ Cl as h of t he Choi r s ’

I NSPI RATI ON 9 NOV ' 10

HUNG SERIES LAUNCH


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ESPN


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Aut hent i c wi l dl i f e doc


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Aut hent i c wi l d l i f e doc ument ar i es


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CNN : No s t or y get s away


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Di r t y j obs : Di s c over y


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BBC News : See bot h s i des of t he s t or y

Lau n c h o f BBC Ne ws i n US

Cr e at i ve c amp ai gn c o mb i n e d wi t h

c l e ve r me d i a p l ac e me n t f o r i mp ac t

an d s t an d o u t .

Se e as o p p o s e d t o Sh o w……u n b i as e d

vi e w wh i c h d r i ve s h o me c r e d i b i l i t y

o f t h e n e ws b r an d .

Se e b o t h s i d e s t o ge t t h e f u l l

p i c t u r e …


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BBC News


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BBC News


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BBC News


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BBC News


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BBC News


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TV3 NZ : Law and Or der


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Out s i de t he TV c at egor y

SOME EXAMPLES TO I NSPI RE !


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Smar t c ar :pl ac ement out of c ont ext t o ac hi eve s t and out .


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wwf bef or e i t ’ s t oo l at e


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Adi das : qui t s moki ng


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Canon i xus s t eady s hot .


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m&m : c ommuni c at i on j us t got s weet er


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Sony t heat r e at mos pher e


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Hei neken : Hi s t or y i s made i n RomeUef a c hampi ons hi p hel d i n t he c i t y.


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Real mi l ks hake


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Let ’ s gi ve bi r t h t o new i deas !Thought s …….

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