Advertising 101

 Bring an holistic view. Mindset needed to break the clutter.

We read the same brief and think of different things. Amazing Fathima.

A great deal, depends on the reason. The world Logo means reason. 

Advertisement is logical. Banner, endorser, influencer, OLV, in movie placement, shopping bag, label of product, word of mount, end card, by any other name, will help us sell. 

You are a brand. Thinks you carry, it makes you an advertisement.

It's an action /Communication wanting to sell.

We need to understand why we buy, when there is a shelf full of products. 

1. Need 2. Want 3. Combination

Once AIR on Radio - Now Spotify play list. It's all there.

The power of making product aspirational has changed how we live. 

Sugar is something which no one needed. It was for rich, used in sweets and deserts. Advertising, makes things desirable. 

Diamonds.

Deficit Disorder, Seasonal Affect Disorder, Social Anxiety Disorder. These aren't diseases, they're marketing ploys. Doctors didn't discover them, copywriters did. Marketing departments did. Drug companies did. 

Spending power is with men, buying decisions are made by women.  Target Audience - before the journey. Example in schools and colleges, so people will need all through the life. Decided based on:

• Users Journey
• Touch point
• Desired Action

David Ogilvy's - Volswagen. Caters to why we buy, make product meaningful. So he is called father of advertisement. Ogilvy's winning layout:

• Visual
• Caption
• Headline
• Copy
• Signature

Thumb stopper ads. Thought, sensible, easily relatable. Simplicity of the communication.

Few guidelines to be kept in mind in addition to Ogilvy's winning layout:

Advertising through breakthrough:

Rinse. Repeat.

• Strong Brand recall
• A message you can relate to

Advertising Do's

• Brand Early
• Show the Product in use
• One USP at a time

Understand the Medium

• Think Billboard, not display or post ads.
• Strong Opening Hooks for videos
• Think silent movie for social
• Design for the small screen
• Create a call to action immediately and put it there. 

Advertising budgets need not be big, advt. touches need not be big. If you cant advertise full page the right hand corners are that attract attention first. You can do it there. 

Ola boats, during flood. Mug with coffee for new outlet - conversation starter. 

Coming up with a Mascot for a brand needs huge debate and discussion. It should not alienate key session of your audience. 

Good visual, and good short copy - Amul - It is so buttery. Technically as a PJ but the fact is we look forward for it. - 'Utterly Butterly Delicious.' They do not look for grammars.