Launch! Advertising and Promotion in Real Time, 2009a
Launch! Advertising and Promotion in Real Time, 2009a Launch! Advertising and Promotion in Real Time, 2009a
Figure 11.8 The client’s new logo incorporates a Web-friendly updated image. The team also needed to develop a set of brand guidelines. These guidelines, established and approved by the agency and the client, dictate how the brand should behave, look, and feel. All communication must stay consistent in order for the brand to project a clear image in consumers’ minds rather than confusing them with different messages about the brand’s identity. Print Print advertising works well for factual information, especially complex messages and topics that the consumer wants to investigate, such as health-related messages. The best executions are those that we specifically develop for print, especially when the message requires us to lay out detailed, logical arguments in favor of our cause or brand. Newspapers Pharmaceutical company Pfizer, maker of the Nicorette brand of smoking cessation products, works hard to refine its print executions. Ben Peters, Pfizer’s Nicorette sector marketing manager for UK/Ireland/Central and Eastern Europe/Russia, explained the elements of successful print execution: “Key learnings that we have found at Pfizer include making sure the core message is communicated, that the reader is engaged quickly and can easily read the supporting text. The execution must also be placed in an appropriate section within the newspaper.” [1] Engaging the reader quickly means a catchy headline that grabs attention. To reinforce the brand even among readers who are simply scanning the pages, the branding element should be prominent within the ad. Newspaper ads that work well provide news value, blending into the newspaper medium. “Great ads combine headline, layout, illustration and copy with a creative dynamic to add news value and talk in my language,” claims Jerry Hill, executive vice president of Initiative. [2] SS+K, The Media Kitchen, and msnbc.com agreed that newspaper wasn’t the best medium for this particular branding campaign. The print production manager at SS+K, Jeannie O’Toole, was part of this discussion. Because the color blocks used in “Spectrum” are so distinctive, Jeannie advised that re- Saylor URL: http://www.saylor.org/books Saylor.org 335
creating the art on newsprint would not be adequate. Newsprint absorbs ink so well it causes a phenomenon referred to as dot gain and the ink has a greater chance of bleeding outside its designated boxes. These issues could result in an unclear communication: each of the color boxes represents a story, so if the ad isn’t executed properly, it will just look like a bunch of fuzzy boxes and the story will be lost. Dig Deeper As newspapers confront declining readership rates among young people, some of them are hedging their bets as they develop online versions. Since people increasingly access their news on the road, some see the future of newsprint as real estate on a cell phone screen. However, it’s not a simple matter to transfer a newspaper page to a much smaller reading area—the fine print becomes unintelligible. Information needs to be presented in more compact “bytes” rather than in prose-length paragraphs. For this reason, a new niche is opening as providers spring up to create mobile versions of newspapers. One such company is Verve Wireless; it provides mobile versions of four thousand newspapers. It recently developed an iPhone application for the Associated Press that allows a user to scan the day’s headlines, send articles to friends, and save articles to read later. Publishers can upload local ads to their cell phone sites, and the service can deliver targeted ads to specific readers who have searched for articles in past editions of the (mobile) newspaper. [3] Is this the future of today’s hard-copy newspaper? Magazines Executing advertising in magazines requires not just good copywriting but also clever use of powerful images. The visuals that get people’s attention often offer some element of surprise. One of the photos considered the best in the history of advertising was created by the Saatchi and Saatchi agency to encourage use of contraceptives. It featured the photo of a man—pregnant—with the caption, “Would you be more careful if it was you that got pregnant?” Magazines support higher resolution images and better color reproduction than do newspapers. Thus, good execution of magazine ads involves a tight link between the art and copy. For example, the headline, “And you think seat belts are too confining?” makes a powerful statement when it’s coupled with a photo of a covered dead body strapped tightly to a gurney. A Picture Is Worth a Thousand Words—If It’s the Right Picture Saylor URL: http://www.saylor.org/books Saylor.org 336
- Page 286 and 287: 1. Assume that you are a proponent
- Page 288 and 289: Chapter 10Plan and Buy Media: SS+K
- Page 290 and 291: 10.1 Traditional Advertising Media
- Page 292 and 293: The print portion of the media plan
- Page 294 and 295: The television plan that The Media
- Page 296 and 297: “advertising abhors a vacuum,”
- Page 298 and 299: Lack of messaging. Although sponsor
- Page 300 and 301: KEY TAKEAWAY Traditional media incl
- Page 302 and 303: 10.2 New Media LEARNING OBJECTIVES
- Page 304 and 305: In order to maximize the effectiven
- Page 306 and 307: presented by Craftsman at Sears,”
- Page 308 and 309: As the tip of the iceberg, MTV rece
- Page 310 and 311: are used to getting from real-world
- Page 312 and 313: where they select the flavor of the
- Page 314 and 315: catch up to Google (which provides
- Page 316 and 317: [16] Quoted in Paul Hyman, “Burge
- Page 318 and 319: 2. Demonstrate how media planning i
- Page 320 and 321: A common place for these negotiatio
- Page 322 and 323: Cost per thousand (CPM) Calculation
- Page 324 and 325: outdoor advertising, online banner
- Page 326 and 327: c. Define and discuss impressions,
- Page 328 and 329: Assume that your advertising agency
- Page 330 and 331: Assume one of two roles: (a) You ar
- Page 332 and 333: 11.1 Execute on Media Platforms LEA
- Page 334 and 335: Figure 11.4 The other campaign opti
- Page 338 and 339: Subject matter, composition, color,
- Page 340 and 341: visually.” Sound effects reinforc
- Page 342 and 343: from the opposite direction seeing
- Page 344 and 345: TV: Online ads are like TV commerci
- Page 346 and 347: The total spending on alternative m
- Page 348 and 349: [6] Quoted in Martin Pazzani, “Ma
- Page 350 and 351: is a more accurate measure of likel
- Page 352 and 353: position for Apple as revolutionary
- Page 354 and 355: prompted the viewer to think about
- Page 356 and 357: 11.3 Exercises TIE IT ALL TOGETHER
- Page 358 and 359: products? What do you think the fut
- Page 360 and 361: Chapter 12 Make the Message Sell: S
- Page 362 and 363: 1. Define relevance and resonance.
- Page 364 and 365: The common denominator among the mo
- Page 366 and 367: [5] Quoted in Geoff Colvin, “Sell
- Page 368 and 369: In 2007, Dial rebranded its Soft &
- Page 370 and 371: It also helps when viewers don’t
- Page 372 and 373: The solution? Advertisers need to s
- Page 374 and 375: [2] David Carr and Tracie Rozhon,
- Page 376 and 377: providing our consumers with even m
- Page 378 and 379: Tupperware Chairman-CEO Rick Goings
- Page 380 and 381: KEY TAKEAWAY An executional framewo
- Page 382 and 383: 1. Characterize the members of an a
- Page 384 and 385: Art direction has grown in importan
Figure 11.8<br />
The client’s new logo <strong>in</strong>corporates a Web-friendly updated image.<br />
The team also needed to develop a set of br<strong>and</strong> guidel<strong>in</strong>es. These guidel<strong>in</strong>es, established <strong>and</strong><br />
approved by the agency <strong>and</strong> the client, dictate how the br<strong>and</strong> should behave, look, <strong>and</strong> feel. All<br />
communication must stay consistent <strong>in</strong> order for the br<strong>and</strong> to project a clear image <strong>in</strong> consumers’<br />
m<strong>in</strong>ds rather than confus<strong>in</strong>g them with different messages about the br<strong>and</strong>’s identity.<br />
Pr<strong>in</strong>t<br />
Pr<strong>in</strong>t advertis<strong>in</strong>g works well for factual <strong>in</strong>formation, especially complex messages <strong>and</strong> topics that the<br />
consumer wants to <strong>in</strong>vestigate, such as health-related messages. The best executions are those that we<br />
specifically develop for pr<strong>in</strong>t, especially when the message requires us to lay out detailed, logical<br />
arguments <strong>in</strong> favor of our cause or br<strong>and</strong>.<br />
Newspapers<br />
Pharmaceutical company Pfizer, maker of the Nicorette br<strong>and</strong> of smok<strong>in</strong>g cessation products, works hard<br />
to ref<strong>in</strong>e its pr<strong>in</strong>t executions. Ben Peters, Pfizer’s Nicorette sector market<strong>in</strong>g manager for<br />
UK/Irel<strong>and</strong>/Central <strong>and</strong> Eastern Europe/Russia, expla<strong>in</strong>ed the elements of successful pr<strong>in</strong>t execution:<br />
“Key learn<strong>in</strong>gs that we have found at Pfizer <strong>in</strong>clude mak<strong>in</strong>g sure the core message is communicated, that<br />
the reader is engaged quickly <strong>and</strong> can easily read the support<strong>in</strong>g text. The execution must also be placed<br />
<strong>in</strong> an appropriate section with<strong>in</strong> the newspaper.” [1] Engag<strong>in</strong>g the reader quickly means a catchy headl<strong>in</strong>e<br />
that grabs attention. To re<strong>in</strong>force the br<strong>and</strong> even among readers who are simply scann<strong>in</strong>g the pages, the<br />
br<strong>and</strong><strong>in</strong>g element should be prom<strong>in</strong>ent with<strong>in</strong> the ad.<br />
Newspaper ads that work well provide news value, blend<strong>in</strong>g <strong>in</strong>to the newspaper medium. “Great ads<br />
comb<strong>in</strong>e headl<strong>in</strong>e, layout, illustration <strong>and</strong> copy with a creative dynamic to add news value <strong>and</strong> talk <strong>in</strong> my<br />
language,” claims Jerry Hill, executive vice president of Initiative. [2]<br />
SS+K, The Media Kitchen, <strong>and</strong> msnbc.com agreed that newspaper wasn’t the best medium for this<br />
particular br<strong>and</strong><strong>in</strong>g campaign. The pr<strong>in</strong>t production manager at SS+K, Jeannie O’Toole, was part of this<br />
discussion. Because the color blocks used <strong>in</strong> “Spectrum” are so dist<strong>in</strong>ctive, Jeannie advised that re-<br />
Saylor URL: http://www.saylor.org/books<br />
Saylor.org<br />
335
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