4. • In
1965,
80%
of
18-‐49
year-‐olds
in
the
US
could
be
reached
with
three
60-‐second
TV
spots.
In
2002,
it
required
117
prime-‐,me
commercials
to
do
the
same.”
(Jim
Stengel,
Global
Marke,ng
Officer,
P&G)
• 78.2%
of
Germans
are
irritated
by
adver,sing,
only
24%
actually
s,ll
watches
it
(GfK
Markaorschung)
• 85%
of
Chinese
stop
watching
TV
during
commercial
breaks.
More
than
half
change
the
channel,
while
the
rest
do
housework,
eat,
chat
or
use
the
bathroom.
(McKinsey
&
Co.)
5. Advertising Myths
1. Frequency is mostly
not a driver for action
2. There is no golden
rule about OTS
Last
Year
6. 76%
of
consumers
don’t
believe
that
companies
tell
the
truth
in
adver,sements
7. Ad
is
just
a
part
of
promo
mix
Ad
builds
a
rela,onships
with
consumers
and
builds
brand
iden,ty
7
8. • Tradi,onally
–
paid
form
of
mass
commnica,ons
• Object:
goods,
services,
ideas,
events,
persons
etc.
• New
trends:
individualiza,on,
IT,
online
• Broadcas,ng
vs
Narrowcas,ng
8
9. AD
MESSAGE
• Core
communica,ve
idea
• Symbolic
proposi,on
• The
benefit
to
deliver
• Coding
process
• Вопрос
кодирования
–
задача
разработчика
определить
суть
решаемой
проблемы
и
предложить
соответствующую
концепцию,
используя
нужные
образы,
сюжеты,
слова
и
символы.
• Декодирование
–
процесс
толкования
смысла
сообщения.
Субъективное
восприятие.
9
10. CODING
PROCESS
Challenge
1
To
define
product
benefit,
idea
and
produce
it
in
crea,ve
concept
which
has
to
be
delivered
to
audience
10
11. CODING
PROCESS
2
Challenge
2
Decoding.
Your
message
has
to
be
percieved
in
intended
way
11
15. • From
mass
media
towards
more
fragmented
channels
• More
relevant
and
interested
audience
• Difficult
to
measure
• Feedback
needed
• Brand
associa,ons
through
the
magazine
it
appears
in
15
18. • The
,me
of
mass
spreading
efficiency
has
gone
• Cabel
TV
• Fragmented
audience
• Content
order
• Switch
off
your
ads
• Online
TV
• Product
placement
18
19. • Billboards,
lightbox,
standers
etc
• Integrated
into
environment
• S,mulate
to
par,cipate
• Street
art
19
20. • Harley-‐Davidson
taoo
• Logo
and
slogans
on
your
shirts,
caps,
bags
etc
Body-‐
art
• Tatoo
art
20
21. Brand
as
a
basis
(values,
arhetype)
Propose
a
solu,on,
not
ad
(involve,
educate,
entertain)
Create
content
(instruments
and
info)
Analyze
your
content
(situa,on
of
geŽng
the
info,
touch
points)
21
22. Crea,ve
brief
1. Background
2. Objec,ves
(brand
awareness,
rise
sales,
to
educate,
to
improve
the
understanding
of
doing
the
things
etc.)
3. Target
audience
4. How
do
I
want
the
audience
to
react?
5. The
proposi,on
6. Requirements
and
mandatories
22
23. 1. Humor
2. Fear
3. Music
4. Sex
5. Ra,onal
6. Emo,onal
7. Limita,on
23
24. • Rise
of
interest
coz
of
feeling
of
personal
safety
regarding
the
context
• Medical
services
and
insurance
• Many
experts
argue
for
high
percep,on
24
33. • Good
to
remember
запоминается
• Clear
set
of
associa,ons
• Source
of
brand
iden,ty
• Repeated
calls
• Copy
rights
Ques%ons:
New
or
well-‐known?
What’s
the
link
with
a
message?
What
emo%ons?
33
34. • Also
used
in
print
and
TV
ads
• B2B
• Appropriate
for
complicated
products
• Require
some
costumer
involvement
34
35. • Used
with
others
• Trust
• Hope
• Passion
• Friendship
• Safety
• Angry
• Romance
• Reliability
• Family
values
• Надежность
• Love
35
