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Effective TV AdvertisingP&G Way
Procter & Gamble Central Europe
South
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Tobasco - Quake
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Hyundai
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Toyota Hilux
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Toyota Unexpected
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Toyota Quality Thing
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Keep in mind
y FMCG advertising principles
y P&G way
y Simple but not easy
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Introduction to advertising
What is advertising ?Advertising is communication with theconsumer about a product or a service.
What is successfuladvertising ?Good advertising is advertising thatsells.
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ARIEL ENDORSEMENT
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Advertising Science orArt?
y Science Set the right strategy
y
Art Great creative idea
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Strategybasis on which we expect consumersto purchase a product.
the Sciencepart
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3 Pillars of a CopyStrategy
1. Product Benefit
2. Reason To Believe
3. Brand Character
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Product Benefit
selling proposition Unique
Relevant
Types of Benefit Functional Emotional
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Tide - Philippines
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Wick Emotional Benefit 1
si
l
.r
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REASON TO BELIEVE
Why should I trust you deliver thebenefit?
Demonstration
Endorsement
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Eno Works
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Brand Character
personification of the brand
!!! Consistency!!!
=each copy needs to strengthen Brand
Character
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Marlboro Character Consistency 2
marl
r
_
awn-
987.ram
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Budweiser Campaign Consistency 4,5
BudweiserWhassup Pizza guy.ramBudweiserWhassup Girlfriend.ram
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Criteria for great strategy
y
Uniquey Relevant
y Focused/Simple
y Building on brands long-termbenefit/Character
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Types of Distinctivenessy Benefit distinctiveness
y Product benefit
y Emotional or People Benefitdistinctiveness
y Reason Why distinctiveness
y
Brand Character distinctivenessy Executional distinctiveness
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Nivea Executional Distinctivess
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Secret Advertising StrategyBenefit:
Secret provides unsurpassed wetness and odor
protection while letting your skin breathe.
Reason why:
Regulates perspiration
Air comfort system which lets the skin breathe
Character:
Secret woman embodies feminine strength: she is
strong, smart, confident and natural
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Advertising idea
CREATIVE transformation of the productbenefit into "consumer understandable
story
the ART part
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Criteria for successfulAdvertising Idea
y
uniquey inseparable from the product and benefits.
y provocative STOPPING POWER
y understandable
y memorable
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Action - Drama
Dramatic effect/story which involvesthe consumer into the advertising
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Old Spice - Chalk Challenge
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Tobasco Mosquito 6
Tabascomosquito.ram
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SUMMARY - Effective TV advertisingGreat both on
Science (Strategy)
1. Product Benefit is unique & relevant
2. RTB is credible
3. TV advertising is strengthening brand character
Art (Advertising idea & Drama)
4. Advertising Idea & Story is about the product
benefit
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Audi - Rain
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Audi Wakeboarder7
audi wakeboarder.ram