1. Effectiveness & Emotion in Advertising

2. Effectiveness Only about 1/2 of all advertising WORKS!
Having a positive effect on consumer’s purchasing behavior/brand choice

3. Effectiveness What makes an ad “effective?” IF you talk about it later
IF you remember it later
IF you invest in the product

6. Barriers to successful advertising
Self-delusion
Belief that sales reflect good advertising
Delay, undermine, or cancel testing of advertisement effectiveness
Creative Egos
Assuming competition knows what they are doing
Lack of strategy
Client ineptness, arrogance, ambiguity, impatience, ignorance, risk aversion, inconsistency…a.k.a. “agency killers”
Poor copy testing

9. Product Item that ideally satisfies the market’s need/want
Not always tangible…
Can sell support, participation, awareness

15. Questions to ask Yourself
“What am I selling?”
“Who am I selling to?”
“What is my company image?”
“How can I show a need for this product or service?”

16. Controversial & Bazaar Ads
“There’s no such thing as bad press”
“Any media is good media”
Memorable, Unique, Debatable

23. Breaking the “Rules”
Remember, there are ALWAYS exceptions to the rules…
As long as you ad is better by breaking the “rules”, you’ve still done your job in being effective.

24. Emotion
Design
Different or Varying Degrees of Emotion from person to person
Color

29. Emotional Theme
Some companies stick to the same emotional theme, because it has proven effective over time:
Geiko- sarcastic humor
Humane Society- sadness, guilt
McDonald’s- carefree, active
Apple- simplicity, ease

30. Advertising…
Has the power to persuade, the power to influence the mind and shape destiny. The power to change markets and improve profit margins.
Short term- convey new information, build awareness, and enhance credibility
Long term- convey brand image, attach emotional values to the product/brand, or build a + reputation for the product/brand.

31. The companies who choose to master creative guidance and testing to continue the development of great advertising will lead the market, and make a lot of money doing so!