Actions speak louder than words. Images, too, can speak louder than words. Images convey messages, thoughts, and feelings in a way that words just cannot achieve. In advertising, this means that television can succeed in areas where radio falls short. Don’t get me wrong; radio ads can be highly effective. They easily target segmented markets, promote both regional and national brands, and reach consumers at no cost to them. However, radio ads are limited solely to audio and therefore require great creativity when promoting a very visual product. When a product is better at being viewed than described, television advertising is the best route. Fossil, an authentic leather goods designer, creates products to be viewed. Fossil watches, handbags, jewelry, and other products are designed with great detail in mind, a fact that becomes apparent only under close examination. Since the rise of cell phones, watchmakers have feared for their sales. With watches remaining Fossil’s primary product, this threat extends to its brand. In response to this concern, Fossil’s most effective route in broadcast advertising would be via television. Ads presenting images of the watch can highlight the features of Fossil watches without a long narration of descriptions. In this case, Fossil could follow the maxim, “Show, don’t tell.” Paired with the right music, close-up images of different parts of Fossil watches could elicit emotional responses from viewers. These ads could convey feelings of quality, desire, and authenticity, without ever saying a single word. Television ads such as these would fit in with Fossil’s current brand image and advertising efforts. Fossil strays on the side of simplicity when it comes to words in its promotional materials. Fossil products, packaging, and advertisements usually feature interesting graphics with very few words; often, “Fossil” may be the only text. Because of this, a radio ad that depends largely upon words would not coincide with Fossil’s brand. Television advertising offers a variety of advantages to companies such as Fossil. While combining sight and sound, TV ads leave great impact on viewers. Additionally, television pulls a large audience, so advertisers can reach a great number of viewers. Because of cable and satellite, television advertising can also offer a segmented group of people with similar characteristics. Fossil could effectively use this to its advantage by studying its potential customers and learning what time they watch TV and which shows they watch. Then, Fossil could create TV commercials to specifically target those interested in its products. EDIT: After writing this post, I came across a few ads made by Fossil. Apparently, the company and I had similar thoughts on the issue, as this video ad almost perfectly executes the ideas I had when writing this post. Check it out below:
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It takes quite a bit for an ad to really succeed in every aspect, but a recent ad by Origins in the October 2013 issue of Cosmopolitan Magazine does exactly that. From its headline right down to its signature, every word strategically reaches its target audience. While many ads receive praise for appealing designs, some of the greatest features lie in the work of the copywriter. With small space in the design and a limited amount of time to catch the viewer’s attention, an ad’s body copy must be informative yet inspirational, persuasive yet pretty. It must be directed towards the individual rather than the masses, and it must highlight both the features and benefits of the product. Origins ad for its skin complexion corrector meets all this criteria and more. It describes the features of the product (such as color correction, antioxidant formula, and hydrating formulas) while informing viewers how these features benefit them (creates radiant looks, neutralizes skin damaging effects of pollution, and preserving youthful looks). In-text sub-headings are used to draw attention and pull viewers into the text. Additionally, it makes use of alliteration (high-tech hero) and rhyme (color corrects and visibly perfects) to spice up the body copy. The text features parallel construction in the sense that each sentence begins with “our” + adjective + noun. Finally, the headline sub-heads involve clever plays on words to entice readers. To me, this ad’s greatest accomplishment is its relevance to the target audience. By reading the text, one can clearly determine exactly whom the ad is trying to reach. This ad and product appeals to a busy working woman in her mid-20s with an active lifestyle that allows limited time for perfecting her image. She is quite intelligent and values hard work, both in a business and a personal setting. This woman is concerned about protecting the environment and leaving a positive impact on those around her. She is critical of claims made by advertising and requires evidence to be persuaded. Her fast-paced, urban lifestyle can be quite stressful, and she worries about the toll it takes on her appearance. By realizing these qualities of members of the target audience, Origins created an ad to appeal directly to such individuals. And to think, it accomplishes all of that in just three sentences of body copy. This is certainly one ad that needs no revisions. To me, the hardest part of the creative process is not crafting the design; it’s not sculpting a message around your target audience; it’s not even downing those god-awful energy drinks to stay awake through the night as you work to meet terrifying deadlines. No. It’s concepting. Coming up with the big idea. Finding that initial spark, flipping the switch for that light bulb – that is what has always stumped me.
Time and time again, I will get an assignment in class, a project at work, or a request from a club, and I am just stumped. Often, I would like to let it sit for a few days to mull it over and get inspiration, but that kind of time is a luxury not usually offered to me. Instead, I kick-start the creative process with a little brainstorming. I sit down and think about the issue from all different angles. With whom am I communicating? How can I put a different spin on the issue? What have others done with similar problems? I begin to write down words or phrases that answer these questions, and then I look at what I have written and branch out from that. I keep doing this until I feel like I have a few good starting points and ideas have begun to form in my head. After this, I usually go online and search for related words or phrases to see if I can come up with any other ideas. Often, this can make me think of things outside the realm of my typical thought bubble. With this expansion, I am usually able to devise a good starting point from which to launch an idea. Recently, as an assignment for this strategic advertising class, I was given the task of selling cotton. To get ideas for an ad, I researched different and unusual uses for cotton balls. My intention was to find something out of the ordinary that would give the ad an interesting twist. Unfortunately, none of the uses I found really stood out to me. Instead, I began thinking about a cotton ball itself. What does it look like? Is there any meaning to it? How does it feel? I realized cotton somewhat resembled snow, which is quite cold. I began to consider a play on words of cotton being “cool” – both in temperature and in style. Then, I created an ad for cotton clothes that stressed both meanings of its “coolness.” After many revisions, my ad was complete. Overall, I have benefitted greatly from constantly being on the lookout for inspiration. From keeping up-to-date with the latest advertising campaigns to reviewing the older work of greats like Leo Burnett and David Ogilvy, understanding what has been done in the industry not only saves me from looking like a copycat, but it also provides me with inspiration to create something bigger and better. Advertising without strategy is like driving without directions; you will never reach your destination without a plan for how to get there. In advertising, we create strategies to achieve our objectives. Do we want our brand to paint a picture of youthfulness and vibrancy in the minds of teenagers? Okay, we will launch a campaign over social media and television with the hottest celebrities using our products. While devising our strategy, we actively search for creative solutions to problems posed by clients. Then, we identify our target’s needs and wants and highlight the features and benefits of our products that satisfy them. Finally, we execute our ad plan to hand-deliver our creative work to our intended audience. Vehicle companies must develop many different strategies in their advertising, as they serve many different target audiences. Toyota has to know how to sell the Tundra to grown men still looking for big toys, the Highlander to busy moms hauling sports equipment across town, and the Prius to nature’s trendy best friends. A car manufacturer that has developed effective strategies for targeting specific potential customers is Chevy. One of Chevy’s longest-lasting and most esteemed trucks is the Silverado. To promote the 2014 line, Chevy launched a new television ad campaign featuring Will Hoge’s song, “Strong.” Chevy was faced with a problem though; many people who may be interested in the Silverado already own a truck. They do not want to part with their current vehicles, but Chevy is encouraging them to upgrade their older trucks. To do this and solve the problem, Chevy created a television ad to connect with viewers on an emotional level. The commercial is successful in doing this through the lyrics of the song, the tone of the music, and the selection of short video clips. It depicts Silverado drivers as not just tough guys, but as strong guys too; physically strong, emotionally strong, and mentally strong. While highlighting family values such as determination and selflessness, it also accurately portrays the long workdays of a farmer. The ad does a great job of connecting with its target audience of 30-40 year old men living in rural areas. Having grown up on a farm myself, I love this commercial as it reminds me of home and represents all the values my parents have always tried to instill in me. I think this emphasizes the successful execution of the ad, as, even though I am outside of the target audience, I can still appreciate it. All in all, the Chevy Silverado “Strong” campaign is a touching commercial that makes its point through its depiction of a strong set of values so rare in advertising today. Check out the short and extended versions below. >>
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Kristin KreherMy happiness comes from meaningful interactions, the outdoors, thrift shops, and saying "thank you." Archives
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