UNIT IV

WHAT MAKES ADVERTISING EFFECTIVE?

I.Pre-reading task

1. Effective advertising that contributes to the strength and vitality of sales and brand alike is every marketer's goal. Although we know it when we see it, especially when sales and profits improve, explaining it can be more difficult. Some of marketers share their quick response to the question: What makes advertising effective?
Greg Creed, chief marketing officer with Tricon International:
It's a big question, but the most important thing is to have identified a consumer insight that is central to the message. This can then be translated into an effective campaign by the creatives, using humour, telling a story or whatever. For us, the measurement of effectiveness definitely includes sales results, but we also ask if it enhances brand equity and that's something we are constantly tracking.
Stewart Smith, marketing director with Uncle Tobys:
A campaign can only be as effective as what you put into it. You have to do a lot of work up front to understand the consumer and to identify a few simple messages you want to put across. You need to create brand believability, provide information and then touch the heart a little bit. A call to action is also important. Advertising went through a stage where it was really information based, then moved on to entertainment, and the industry at the moment is looking for that believability.
Marc Gough, marketing director, Kellogg Australia:
The three key factors to creating effective advertising are: one, clear targeting, knowing exactly who you want to talk to; two, a clear message, understanding what you want to say and how that will motivate people to buy your brands; and three, selecting the right media to get your message across because if you don't reach them it's all a waste of time.
Michael Magee, marketing manager soft drinks Australasia with Cadbury Schweppes:
If you look at all the psych literature about what makes up effective advertising, there are really two key factors. Firstly, memorability, because any ad has to remove itself from the clutter, and secondly, a distinctive and relevant message.
Steve Sears, marketing director with The Smith's Snackfood Company:
1.The criteria for great, effective advertising is that it gets attention, is memorable and persuasive. Ultimately, it needs to capture the inherent truth and magic of your product. As a marketer you've got to love your product and make sure your agency loves it as well.
2. If you were a Write out all the keymanager, which of the factors would you choose as the most important for effectiveness?
3. factors mentioned in this text and put them in order according to their importance.

II.Read the article from Ad News written by the social researcher Hugh Mackay.

Bleak times boost brand leader
Discussing effective advertising in a bleak climate, Mackay said the first law of effective advertising is not what the advertising does to the consumer, but what the consumer does to the advertising. He said marketers shouldn't believe advertising is like a "magic bullet" into consumer's minds because the power is not in the message, but in the way a consumer interprets it. This meant that to communicate effectively you have to know the mind of the audience, which is the raw material of advertising effectiveness.
Mackay said in contemporary Australia, the mind of the consumer is characterised by insecurity.
The social trends creating this are the gender revolution including changing family life and the rise of single household, the cultural identity revolution created by globalism and multiculturalism, and the information revolution created by the proliferation of media and technology causing consumer information overload. The vastly widening gap between the rich and the poor and the ever-decreasing income of those in the middle, also have led to feeling of job insecurity.
These social trends have combined to bring about a retreat into the home, with a preference for the simple and trusted elements of life and "black and white" solutions to issues.
Mackay said brands have to help consumers lift their spirits by being something to which they could relate and feel comfortable. Brand advertising also needs to present a narrow focus in its message to give consumers the simplicity they crave. He said the trend towards nostalgia would continue in the immediate future and heritage brands would do well, as would those with a confident voice, such as brand leaders.
However, the new millennium would provoke a new forward-looking way of thinking and could bring consumers out of this bleak mindset. "In the end, the most effective advertising is advertising that makes me feel better about myself,” he said, "That's always been true, but in a bleak climate it is more true than ever."

1. One of the key factors to create effective advertising is to know exactly who you want to talk to.Before advertisers create ads, they have to decide who the audience for their ads will be; for example, some ads are written mostly for women, some mostly for men, and others either men or women. Read the following advertisement and check on the chart the characteristics that describe the audience for this ad.
ADVERTISEMENT
Speaker: It's 11:00 A.M. You sink your tired body into the soft, white sand
and feel the warm sun beating on your back ... melting away all tension ...
clearing your mind. The only sounds you hear are the cries of birds ... far
away ... and the clink of the ice in your cool tropical punch. You reach for a
piece of sweet, juicy pineapple as you make your biggest decision of the day. ... What will I have for lunch?
Announcer: Escape to relaxing Hawaii. Call "Tropical Hawaiian Vacation"
at 1(800)333-4445. "Tropical Hawaiian Vacation" ... your ticket to paradise.

2. What audience would you create the ads for the following things for?
a) new second-hand shop
b) ChupaChups

3. It could be interesting
LONDON. According to new research, one in five adults enjoys the ads on television as much as the programs.
A similar number agree they find TV advertising and claim it gives them something to talk about.
However, back in 1992, 31% of people agreed they enjoyed TV ads as much as the programs. The figure has now dropped to 23%. The number of people who expect advertising to be entertaining has slipped by a similar margin.
The study found that older people and those in the upper social grades are most skeptical about TV advertising, whereas the young and less well-off seem to see it in a more positive light. Certainly those who find TV advertising interesting and who claim it gives them something to talk about are likely to be quite young.

4. The message in the advertisements is also one of the most important factors.
A paragraph usually presents one main idea. This appears at the beginning of a paragraph and it is followed by one or more examples. The sentence that states the main idea is called a topic sentence. In many paragraphs, the topic sentence is the first sentence. Then the following sentences give examples to prove that the topic sentence is true or to discuss the topic in more detail. At the end of the paragraph, there is usually a concluding sentence that repeats key words from the topic sentence.
Identify each sentence below as follows:
TS = Topic Sentence
CS = Concluding Sentence
Dl = Detail 1
D2 = Detail 2
D3 = Detail 3
Then write a paragraph by putting the sentences in order:
__ 1. In addition, Veggie Delight serves potatoes that are backed, not fried in oil.
__ 2. They can enjoy the tasty Veggie Burger, which contains no meat.
__ 3. They can also enjoy fresh juices instead of soft drinks.
__ 4. Busy families love to eat at Veggie Delight.
__ 5. Eating these foods is a healthy pleasure for busy families.

5. Choose one billboard and complete the following worksheet:
Type of product:
Message (picture, words, or both):
Possible markets:
Will the ad be effective? a) Yes b) No c) Maybe
Explanation:

6. Here is one of the examples of how to achieve the increasing of the effectiveness of the advertising campaign from AD News.
Liquid bleach products had been losing market share against new: colour safe enzyme active products such as Napisan Plus, until Sara Lee responded with a TV campaign in October 1998 that featured a likeable range of women in plausible washing situations, using a cup of White King to keep their whites bright and hygienic.
Research prior to the campaign revealed most consumers thought laundry detergent was sufficient to get stains out of white clothes and only Used White King as a last resort because some were concerned that bleaching regularly could damage their clothes.
The strategy behind Grey Advertising's campaign was to allay these concerns, by positioning White King as a fabric-safe product for regular use. The ads reinforced the main selling proposition, that it gets whites really white, to ensure consumers perceived White King to be the most powerful whitener and stain remover.
In contrast, its competitor Napisan Plus was positioned as a product that removed stains by soaking, a more time-consuming exercise than having bleach in the wash.
To ensure the ads were credible. White King used testimonials mainly from 30 to 54 year old women. "We didn't want the people in the ads to be too young because we wanted their testimonials to influence consumers, who often choose household products because their mums use them," says Lisa Neighbour, account director at Grey. To achieve broad awareness quickly and show product demonstrations, Grey created a 30-second and three 15-second commercials.
These included tactical spots reinforcing the message that White King was safe on fabric and performed better than significant share of the market at that time.
The TV component was supported by ads in magazines such as Family Circle and Australian Women's Weekly, supplemented by POS material to gain a presence in supermarkets, which Neighbour says is vital to a campaign, since people make their purchase decisions in-store and often need to be reminded about the product's main benefits.
To encourage consumers to choose White King, a plastic measuring cup came free with every purchase.
The campaign boosted White King's share of the $24m liquid bleach market from 43% in October 1998 to 53.4% in April this year according to ACNielsen Scan Trak data.
Tracking studies conducted by Sandra Beenham&Associates reveal the campaign boosted awareness and led to significant behavioural change, as prior to the campaign 11% of people added bleach to their white wash, and by June this year this figure increased to 33%.
The campaign has proved so effective that it won for Grey Advertising and Sara Lee in the consumer goods category at the Australian Marketing Institute's Victorian Awards and, more recently, the national AMI Effectiveness Award in the same category.