Creative Ad-VII

Bengay ad

Another good  ad with all visual, color and minimal copy. As they say, a picture is worth a thousand words.

It’s a simple creative with a touch of humor. The visual aptly conveys the message that you get immediate relief from pain with Bengay, like having a new leg! The tagline should have been bigger to be legible in smaller versions / reprinting of this ad.

Overall, kudos to Bengay and their ad agency, JWT, Shanghai.

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7 Steps To A Highly Effective Cimmunication Model

I wrote this post for the CMA last month under the heading, If you tell more, you sell more? The idea is to refine the advertising and communication model aligning it with new marketing. I am reproducing it below, in case you missed it earlier.

Many advertisers believe in the cliché, if you tell more, you sell more. It seems these advertisers think as they are paying for ads, they have a right to mention everything about their brand; its features, benefits, sales offer, slogan and their dog’s name. In doing so, advertisers forget the main purpose of the communication is to connect and convey the idea, not to overload the audience with information.

Gone are the days when you could sell more by telling more. Hard core push selling is being replaced with soft and pull-creating marketing and branding. We live in a cluttered world. You go to Chapters and will find hundreds of books on a topic. You Google a topic and get thousands of results. Though how many of these are relevant, is anybody’s guess. People are not hungry for information. They are satiated and have become selective information-seekers. It is critical to understand that less is new more.

Follow these seven proven steps for building an effective and successful communication model and you would be laughing all the way to the bank.

1. You are primarily selling solutions. Solution to the needs and pain points of your target market. So find out what are the needs of your customers, select one or two needs that you can serve best and provide them with better solutions for these needs. The emphasis is on providing solutions that are BETTER than your competition. Read more of this post

Advertising in Recession

Some advertisers tend to pull back on advertising during economic downturn. I see several advertisers are contemplating to cut down on advertising and few have already done so. This knee-jerk reaction is natural amid news of slowing economy, job losses, turmoil in auto sector and sub-par (read sub-prime) performance by the financial sector. I believe that retrenchment decisions are largely influenced by emotional and psychological stimuli from the external environment. I would digress momentarily to share a joke with you in support of the above premise. A friend, Ahad Rasheed, sent this joke and I quote with some additions.

 

An old man used to sell hot dogs. His eyesight was weak so he neither read newspapers nor watched TV. All he did was selling hot dogs and he sold lots of them and had a good income. Old man son graduates from a business school and joins him in business. He tells his father that economy is not doing well and he should save some cash, as Cash is King! The old man started buying fewer buns and meat, closed his shop before sunset to save on Hydro bills and consequently his sales went down. His brother retired from a government job and had seen the old man prosper by selling hot dogs. So he wanted to invest in hot dog business too. He seeks old man advice. Guess what, the old man advised; the economy is slow and hot dog sales are down. It is recession!

 

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Creative Advertising III

This is another creative advertising initiative. It was created in Vancouver during the National Non-Smoking Week. The car was placed at the Vancouver Art Gallery and the message reads ‘Death from car accidents: 370, Death from smoking-related causes: 6,027, Quit now before it kills you.’

The visual presentation is relevant and accentuates the clear and short caption. Visual and message convey that smoking kills and draw a comparison to establish severity of problem.

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