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 Experience Training PASSION!

Why:

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Advertising Education Seminar
“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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Advertising Education Seminar

What is Great Advertising?

Over to you:

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Advertising Education Seminar

FUQUA’s TOP SIX
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Advertising Education Seminar
Great Advertising is: ®Memorable ®Relevant ®Ownable ®Provocative ®Credible ®Consistent
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Advertising Education Seminar

What is the role of advertising?

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Advertising Education Seminar
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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Advertising Education Seminar
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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Advertising Education Seminar 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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Advertising Education Seminar Evaluating Advertising
2. Is a clear strategy communicated?
®Core message delivered ®Consistent with the target ®Consistent with Brand character
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Advertising Education Seminar 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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Advertising Education Seminar 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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Advertising Education Seminar
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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Advertising Education Seminar
6. Product Registration and Recall
® What

is the product being sold?

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Advertising Education Seminar
7. Is it Campaignable?
® Does

it have legs? (Can it be built on and extended?)

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Advertising Education Seminar
Evaluation Sheet
Convince ________________________ (target): That Brand X _______________(SMP/benefit): Because ___________________ (RTB/support): The Character/Tonality is:_________________

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Advertising Education Seminar
Evaluating Print Advertising Is it any Different than TV?

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Advertising Education Seminar
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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Advertising Education Seminar
Some Points to Consider on Print:
® Is ® Is ® Is

the ad easy to read/follow? the product easily identified? the brand clearly identified?

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