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The Simple Truth About Advertising

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"It may not tell you how to become a great advertiser, but at least you'll understand why you're not." Sir Richard Branson about Simple Truth by Guillaume Van der Stighelen

Text of The Simple Truth About Advertising

  • Simple truth about advertising

    DUVAL GUILLAUMEwww.duvalguillaume.com

    SIM

    PL

    E T

    RU

    TH

    AB

    OU

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    DV

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    TIS

    ING

    People love ideas. I certainly do. That is why I

    like good advertisements like those that Duval

    Guillaume makes for our airline, Virgin Express,

    once again voted best short-haul airline in

    Belgium. The creative advertising agencies

    of the world have made it possible for global

    brands like Virgin to continue to capture the

    attention of our customersa tough act, I can

    tell you. They have turned what could be grey

    company messages into great entertainment.

    Whether you are in the marketing business

    or just interested in advertising, this amusing

    little book will not teach you how to become a

    great advertiserbut at least it should help you

    understand why youre not.

    Sir Richard Branson

  • It was the end of the century.

    The end of the millenium.

    Earth had turned into a village of five

    billion people. Everybody could talk to

    everybody, no matter where they were.

    Companies sold their products all over the

    world, and in order to stay familiar to their

    customers, they had to advertise in such a

    way that people believed they lived next

    door. Oh, life became complicated.

  • And then, suddenly something happened.

    Out of nowhere, written on the back

    of a beer mat,

    came...

  • Duval Guillaume's

    Simple truth about advertising

  • BRIEFINGS SHOULD HELP YOU SEE, NOT MAKE YOU BLIND.

    8 9

    About

  • THE THICKER THE STRATEGY, THE THINNER THE IDEA.

    10 11

    About

  • THERE IS NO WAY TO FEEL SAFE ABOUT A BIG IDEA.

    12 13

    About

  • IT IS GOOD FOR YOUR BUSINESS IF THERE IS A LINK BETWEEN THE ADS IDEA AND

    THE BRANDS PROMISE.

    14 15

    About

  • A BRAND IS A PROMISE. IT CREATES THE EXPECTATIONS THAT THE PRODUCT HAS

    TO DELIVER.

    16 17

    About

  • TO TURN A BIG BRAND INTO A GREAT BRAND, YOU NEED A HUGE IDEA.

    18 19

    About

  • OVERESTIMATING THE MARKET POTENTIAL IS AS DANGEROUS AS UNDERESTIMATING IT.

    20 21

    About

  • RESULTS ARENT RESULTS UNTIL YOU SEE THEM.

    22 23

    About

  • YOURE NOT ALONE OUT THERE.

    24 25

    About

  • IT HELPS IF YOU CAN TAKE A POSITION THAT NO-ONE ELSE HAS TAKEN.

    26 27

    About

  • WHEN YOU LOOK AT AN IDEA, PRESENTED TO YOU BY ONE OF THE WORLDS GREATEST

    AGENCIES, DEVISED BY THE WORLDS GREATEST CREATIVES, SUPPORTED BY YOUR ENTIRE MARKETING DEPARTMENT AND YOU

    DONT KNOW WHAT TO THINK ABOUT IT... GO HOME AND ASK YOUR WIFE.

    28 29

    About

  • IT IS HARD TO INVOLVE EVERY LOCAL MARKETING DIRECTOR AND STILL APPEAL TO

    THE CONSUMER.

    30 31

    About

  • UNLIKE MOST OF YOUR EMPLOYEES, CONSUMERS DONT DO THINGS BECAUSE

    YOU TELL THEM TO.

    32 33

    About

  • THEYRE THE RIGHT WAY TO ATTRACT PEOPLE FOR THE WRONG REASONS.

    34 35

    About

  • YELLING ISNT SELLING.

    36 37

    About

  • CONSUMERS ARE ATTRACTED TO THE MEDIA BECAUSE OF ITS ENTERTAINMENT AND

    INFORMATION VALUE, NOT BECAUSE THEY ARE DYING TO SEE YOUR LATEST AD.

    38 39

    About

  • BRANDS THAT FEEL SMALL TEND TO SIGN OFF WITH A BIG LOGO.

    40 41

    About

  • THEY WATCH TOO, DONT MAKE THEM FEEL TRAPPED.

    42 43

    About

  • FIRST DO WHAT THE CLIENT WANTS. THEN DO WHAT THE CLIENT NEEDS.

    IF THE TWO HAPPEN TO BE THE SAME, YOU CAN GO HOME EARLY.

    44 45

    About

  • A CAMPAIGN IDEA IS AN IDEA THAT GIVES IDEAS.

    46 47

    About

  • IT IS EASIER TO SELL AN AD TO A BOARD OF DIRECTORS

    THAN TO THE MAN IN THE STREET.

    49

    About

    48

  • GREAT DANCERS ARENT NECESSARILY GREAT LOVERS.

    50 51

    About

  • MOST AGENCIES AGREE THAT AWARDS HAVE NO IMPORTANCE. (A PERCEPTION

    THAT CHANGES BRIEFLY AFTER THEYVE WON ONE.)

    52 53

    About

  • WHEN YOUR AGENCY IS A BIG SUCCESS AND YOURE NOT,

    BOY DO YOU HAVE A PROBLEM.

    54 55

    About

  • LETS PUT IT THIS WAY: THEYRE AFTER YOUR BUSINESS.

    56 57

    About

  • NO COMMENT.

    58 59

    About the role of Advertising

  • THERES A THIN LINE BETWEEN GAINING A CLIENTS CONFIDENCE

    AND KEEPING HIS RESPECT.

    60 61

    About

  • THEYRE STRANGE.

    62 63

    About

  • INDEX:

    About AWARDS ............................................................. p 52

    About BIG BRANDS ...................................................... p 18

    About BRANDS ............................................................. p 16

    About BRAND POSITIONING ..................................... p 26

    About BRIEFINGS ........................................................... p 8

    About BUSINESS FORECASTS ................................... p 22

    About CALL TO ACTION ............................................ p 32

    About CAMPAIGN IDEAS ........................................... p 46

    About CLIENTS EXPECTATIONS .............................. p 20

    About CLIENT SERVICE .............................................. p 60

    About CREATIVE COMPETITIONS ............................ p 50

    About CREATIVE PEOPLE ........................................... p 62

    About DEBRIEFINGS .................................................... p 44

    About EXISTING CLIENTS .......................................... p 42

    About GLOBALISATION .............................................. p 30

    About HARD SELL ........................................................ p 36

    About MARKETING ...................................................... p 24

    About PRESENTATIONS .............................................. p 48

    About PRIVATE LABELS .............................................. p 56

    About PROMOTIONS ................................................... p 34

    About RELEVANCE ...................................................... p 14

    About RESEARCH ......................................................... p 12

    About SUCCES .............................................................. p 54

    About THE DECISION PROCESS ................................ p 28

    About THE MEDIA ....................................................... p 38

    About THE ROLE OF ADVERTISING ......................... p 58

    About THE SIZE OF THE LOGO ................................ p 40

    About THE STRATEGY ................................................ p 10

    Copyright 1997 by Duval Guillaume. All rights reserved. No part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written permission of the publisher

    Published by: Duval GuillaumeWritten and illustrated by: Guillaume Van der Stighelen

    Copies may be ordered from: Duval Guillaume ([email protected])

    ISBN: 804230

    Printed in Belgium, at Gillis nv/sa - BrusselsPaper: Bioset 115 gr/m2 by GPG Papier, tel. 02/755.12.11 - fax 02/757.05.11 e-mail [email protected]

    First edition: March '1998Second edition: March '2001Third edition: May 2004

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