Here are five simple rules for creating effective advertising: be famous; be emotional rather than rational; create award-winning ads; use multimedia, but no more than three or four channels; outspend your competitors. Well, yes, that all sounds familiar. But what the British Institute for Practitioners in Advertising has is a remarkable database of research and case studies that proves the truth of these adages.
“Fame is the single most powerful driver of media effectiveness,” says former IPA director-general Hamish Pringle. “You have got to make your brand famous. Once your brand is famous, people ascribe additional virtues to it. Emotional is better than rational in commercial communications. Multimedia are better than a single medium. Our research conducted between 2003 and 2010 showed that creatively awarded campaigns were 12 times as efficient as non-winning ones. Creative award-winning campaigns often use these techniques.
“To gain market share you must increase your share of voice or improve your creativity. There is no other way.”
Pringle, in South Africa to speak at the monthly “Continental Conversations” breakfast run by Continental Outdoor, says a recession presents a huge opportunit y to build market share t hrough increased share of voice. “Invest an extra 10% in share of voice and you gain an extra 0.5% a year in market share.”
The digital age is having a devastating effect on print media, which should have taken evasive action 10 years ago and are now experimenting with solutions that mostly don’t work.
But other media are benefiting. Average TV viewing is at record levels as viewers adopt dual-screening habits. “It’s becoming very powerful medium,” says Pringle.
In a multichannel home most people only use 3-4 channels or 3-4 websites, because they are creatures of habit. But
Barry Sayer and Adelaide McKelvey from Continental Outdoor Media with Hamish Pringle