McNeil Consumer Healthcare

Johnson & Johnson/Merck

Advertising Education
Seminar

November 9, 1999
 Advertising Education Seminar

Who are we? & Why are we here?

Who: McNeil and J&J Merck

Stephen George - Marketing Manager, Loyalty Marketing
Lisa Berry - Marketing Manager, Pepcid AC New Products
Eileen Prophett - Ass’t Marketing Manager, Relationship Marketing

Why: Experience
Training
PASSION!

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“Successful advertising sells the

product without drawing attention
to itself. It rivets the consumer’s
attention on the product.”

-- David Ogilvy

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Over to you:
What is Great Advertising?

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FUQUA’s
TOP SIX

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Great Advertising is:

➤Memorable
➤Relevant
➤Ownable
➤Provocative
➤Credible
➤Consistent
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What is the role of advertising?

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The Role of Advertising is:

➤Position your product to consumer

➤Create a lasting relationship with the consumer

➤Introduce news

➤Create a unique and ownable image

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 Advertising Education Seminar

Evaluating Advertising

•Start with the Strategy

•The Creative Brief is the strategic

..framework for what we see

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Elements of a Creative Brief:

➤Advertising objective/intent
➤Target Audience
➤Accepted Consumer Belief (ACB)
➤Single-Minded Proposition (SMP)
➤Reason to Believe (RTB)
➤Character

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Evaluating Advertising

1. What is your gut reaction?

➤I liked it/ I didn’t like it

➤Why? (because it was funny, interesting,

stupid, boring, irrelevant, etc.)

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Evaluating Advertising

2. Is a clear strategy communicated?

➤Core message delivered

➤Consistent with the target

➤Consistent with Brand character

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Evaluating Advertising
3. What’s the Big Selling Idea?

➤It had better be single-minded, relevant,

interesting, memorable

➤Is the Selling Line (endline) relevant

interesting, memorable?

➤The Billboard Test

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Evaluating Advertising
4. What’s the Big Picture?

➤Are the visuals reinforcing the core message?

➤The video test (turn the sound off) ~ does it still

communicate?

➤Are the visuals relevant, interesting, memorable?

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5. Is Drama used and is it good?

➤Interesting and relevant ~ did it stir the
imagination and emotions?
➤Is the product the hero or does it just seem
like a supporting actor?
➤Is the product integrated into the story?
➤Is it unique, ownable, campaignable?

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6. Product Registration and Recall

➤ What is the product being sold?

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7. Is it Campaignable?
➤ Doesit have legs? (Can it be built on
and extended?)

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Evaluation Sheet
Convince ________________________ (target):

That Brand X _______________(SMP/benefit):

Because ___________________ (RTB/support):

The Character/Tonality is:_________________

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Evaluating Print Advertising

Is it any Different than TV?

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Some Points to Consider on Print:

➤ Is the message clear at a glance?

➤ Is the benefit in the headline?

➤ Does the illustration support the headline?

➤ Does 1st line of copy support the

headline/illustration?

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Some Points to Consider on Print:

➤ Is the ad easy to read/follow?

➤ Is the product easily identified?
➤ Is the brand clearly identified?

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