Five

Finweek English Edition - - ADVERTISING & MARKETING -

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

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