How to Become an Ad Expert in 10 Steps

In his early career Jo Owen was responsible for Daz. He put the blue speckle in Daz, and he writes, his career has been downhill ever since. Here he writes, how to become an Ad Expert in 10 steps.

"From this flimsy start, I am often able to fool people into thinking that I know something about advertising. So here is how you can be an advertising expert.

First, know the purpose of advertising. Advertising agencies think that the purpose of advertising is:

* To make lots of money
* Have an excuse for long liquid lunches and even longer arguments
* Win creative awards at industry bashes in exotic locations.

Surprisingly, the purpose of advertising is to sell stuff, in my case Daz. Winning awards is irrelevant. It does not matter if people like the advertising: no one likes Daz advertising, but they remember it and they buy it. So the ultimate tests of any advertising are:

* Do people remember it?
* Do they buy the product?

To figure out if advertising is likely to work, before spending a few million airing it, there are ten tests you can apply. Apply this to any advertising you see: you will find many campaigns are expensive failures, others work even if you do not like them.

1. Does it meet the brief we agreed? Daz washes whiter — OK?
2. Is it differentiated versus nearest alternatives? Ariel for stains, Dreft for woollens: you get the idea.
3. Does it give a compelling reason why I should buy? If you do not want white clothes to look grey, buy Daz
4. Is it relevant to the people we are targeting? For people with white clothes, yes.
5. Is it credible? Daz has the “Blue whitener” to keep white clothes white. Give a reason why your product works.
6. Is the brand clear? Forget celebrities and clever artistry: stick the brand up front so people remember Daz, not the artistry or celebrity.
7. Does it project the character of the brand? Daz cheap and cheery, versus high tech Ariel, etc.
8. Is it simple and memorable? One brand, one message: Daz washes whiter.
9. Is it consistent with other material? Easy to use on TV, radio, posters, magazines.
10. Is it sustainable economically, and creatively over time? Daz advertising has not changed in fifty years, because it works."

Related Posts :