Transcript PowerPoint

MEDIA TEXT
CONTINUED
“Selling Images and Values”
From Mass Media and Popular Culture
HOW TO PRODUCE ADVERTISING
THAT SELLS
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David Ogilvy (4th largest ad agency in the
world)
study the product
look at competitor’s ads
research information from your consumers
and your target audience
What promise would be most likely to
make them buy your brand?
POSITIONING
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“what the product does and who it is for”
See first three Dove examples at the following
link.
http://dove.msn.ca/en/default.aspx#/features/vide
os/video_gallery.aspx[cp-documentid=9150778]/
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who is the target audience, and what does the product
do?
MARKETING
“The process of promoting and selling a
product or service based on decisions
about what the product image should be
and who is most likely to buy the product or
service”
(p.72)
BRAND IMAGE
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giving the product a “personality”
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image of quality
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cheap and shoddy advertising wears off on the product
why might people choose Nike T-shirts over a no-name department
store shirt?
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i.e. name, packaging, price, style of advertising, the nature of the
product itself
because of the image
one of the most popular brand images from the past – Marlboro
http://en.wikipedia.org/wiki/Marlboro_(cigarette)
http://en.wikipedia.org/wiki/Marlboro_Man
http://www.npr.org/programs/morning/features/patc/marlborom
an/
http://www.guardian.co.uk/world/2006/jul/02/usa.paulharris
WHAT’S THE BIG IDEA?
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need a big idea to attract the attention of
the consumer
difficult to recognize sometimes
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Did it make me gasp when I first saw it?
Is it unique?
Could it be used for 30 years?
POSITIVELY GOOD
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many products are no different from their
competitors
same technology, same consumer research
must convince the consumer that this product
is superior to the competitor’s
consumer feels confident about your product
and uncertain about the competitor’s