• I. W E L C O M E T O A D V E R T: G R A B A N A D J
  • USP (Rosser Reeves)
  • Positioning (Al Ries & Jack Trout) in terms of __STRAT. "When you have it just right,the strategy should be evident in thecampaign but the campaign should not be evident in the strategy."
    • notion that consumers have limited memory to categorize prods. There's a room for maby 3. If prod isn't one of those 3, you must de-position a competitor in order for a diff. prod to take its place. ie. "Uncola"
  • "GREAT ADVERTISING BUILDS FACTORIES"
  • BRAND EQUITY - the baggage included in a brand. ie. Coke is happiness, Bmw is status, etc.
  • BRAND - sum total of all the emo, thoughts, imgs, history, possibilities & gossip that exist in the marketplace about a certain company.
• A. B E F O R E P U T T I N G P E N O N P A P E R
  • 1. Start by examining the CURRENT POSITION of your prod
  • 2. On the other hand, there's value in being "stupid"
  • 3. Get to know the consumer
  • 4. Ask for the entire file of the client's prev advert. You might get something that was pretty cool but they didn't do it right. How can you make it better?
  • 5. Insist on a tight strat.
    • WHEN YOU HAVE IT JUST RIGHT, THE STRAT SHOULD BE EVIDENT IN THE CAMPAIGN, BUT THE CAMPAIGN SHOULD NOT BE EVIDENT IN THE STRAT <-???
  • 6. The final strat should be simple. ie. (Brand) is (adj/noun). "Lost alien befriends lonely boy to get home."
  • 7. Make sure what you have to say matters. BE USEFUL TO CONSUMERS
  • 8. Testing strat > testing execution.
    • BENEFIT BOARDS - exercise listing down the benefits of the prod, like the one used in Chic Portfolio School.
  • 9. Focus Groups. Just to show clients it works.
  • 10. Read the pubs your ads will be in. ie. newspapers, mags, web, etc.
  • 11. Read the awards books
  • 12. Look at competitor's ads. Check for visual cliche's
• II. __ C L E A N S H E E T O F P A P E R__
  • A. S A Y I N G T H E R I G H T T H I N G T H E R I G H T W A Y
  • __1. Remember, you have 2 probs to solve: client & yours.
    • "Dullness won't sell your prod, but neither will irrelevant brilliance" - Burnback. Like O&M's twin peaks.
  • 2. Pose the prob as a question. OR Ask a better question
    • "In the 1960s, a team wrestled for weeks for an idea to illustrate thereliability of the Volkswagen in winter. Eventually they agreed that asnowplow driver would make an excellent spokesman. The break-through came a week later when one of the team wondered aloud,“How does the snowplow driver get to his snowplow?”- Bernbach
  • 3. Don't be afraid to ask dumb questions
  • 4. Ask yourself what would make you want to buy a prod OR what would you do if you were the one paying for the campaign?
  • 5. FIND THE CENTRAL HUMAN TRUTH OF YOUR PROD
    • Like Draper, Kodak is to memories; "Exactly how mad is she?" by copywriter Dean Buckhorn for bouquet
  • 6. Try competitor's prod
    • Find a weakness in the leader's strength & attack that point ie. "The line at our counter is shorter" - Avis Rent-A-Car by DDB
  • 7. Dramatize benefit. Look for: BENEFIT OF A BENEFIT - benefits those features provide the consumer.
  • 8. Avoid Style or HOW (hefty art direction); focus on substance or WHY
    • They want to look better, make more money, they want to feel better,

to be healthy, they want security, attention, achievement.

• __9. Make the claim that something that your ad is something that is incontestable
• B. G E T S O M E T H I N G, A N Y T H I N G, O N P A P E R.