William Bernbach

"I warn you against believing that advertising is a science." - Bill Bernbach
"Finding out what to say is the beginning of the communication process. How you say it makes people look and listen and behave. And if you are not successful at that you have wasted all the work and intelligence and skill that went into discovering what you should say."

William Bernbach
Example of Bernbach work
The "Think Small" ad raised the bar in the advertising business at that time. All the other design firms and ad agencies began to zero-in on giving the relationships between layout elements real purpose. If they put it there -- it had to be for a darn good reason

very small image of the VW Beetle, and floated it in a sea of white space in magazine ads

THINK SMALL 1960s

Think small. Our little car isn't so much of a novelty any more. A couple of dozen college kids don't try to squeeze inside it. The guy at the gas station doesn't ask where the gas goes. Nobody even stares at our shape. In fact, some people who drive our little flivver don't even think 32 miles to the gallon is going any great guns. Or using five pints of oil instead of five quarts. Or never needing anti-freeze. Or racking up 40,000 miles on a set of tires. That's because once you get used to some of our economies, you don't even think about them any more. Except when you squeeze into a small parking spot. Or renew your small insurance. Or pay a small repair bill. Or trade in your old VW for a new one. Think it over. 1960 Volkswagen of America, Inc.

William Bernbach
Executional Emphasis

American advertising executive and copywriter, a pioneer of the subtle, low-pressure advertising that became a hallmark of the agency he helped found, Doyle Dane Bernbach, Inc.

No point of saying all the right things in the world unless someone listens
Nobody counts the number of ads you run; they just remember the impression you make. Advertising Needs Freshness, Originality and to be Imaginative

How you say something can be more important than what you say

Creating an Advertisement

2007 by Prentice Hall

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Masterbrand: Dove
History of Dove: 1940s Formula for Dove Bar (Mild Soap)

1950s Refined to original Dove Beauty Bar

1960s Launched in the market 1970s Popularity Increased as a milder soap 1980s Leading brand recommended by Physicians 1990s Dove beauty wash successfully launched 1995 - 2001 Extension of Doves range of products

Dove Soap Ad

Dove's Positioning In 1950s - In The Beauty Industry

Product
First Dove product as Beauty Bar - Launched in 1957 It claimed not to dry out the skin the way soap did Technically not soap at all, formula came from military research conducted to find a non-irritating skin cleaner with high levels of natural skin moisturisers, Dove did not call their product soap. Feature: 1/4 Cleansing Cream Benefit: Won't dry out skin like soap

Marketing and Advertising

Blend of marketing communication tools: TV, print media and billboards "Dove soap doesn't dry your skin because it is one quarter cleansing cream" Used natural looking women to convey the benefits of the product

Outcome
As a result of Dove positioning itself as being in the beauty Industry and focusing on functional benefits as well as a successful marketing mix, Dove became one of the Americas most recognizable brand icons

Dove's Early Print Ads

1960s
1970s 1980s

Dove's Target Market

Target group was women aged 30-39 These women had not yet used skin-firming products but were starting to reach the age where wrinkles and cellulite were common. This group was also likely to have young daughters, for whom self-esteem issues are a real concern.

Masterbrand: Dove
Problems
Declining Sales, lost in a crowded market Increased competition (L'oreal, Olay, P&G, Nivea, Johnson & Johnson)

Resulting advertising clutter

Stagnation in one or two categories, In spite of increase in product range

Need for Brand Positioning, evolve brand image without losing their existing customer base

Dove's Brand & Communication Strategy

Importance of situational influences, emphasis from product-related variables to consumer-related variables Brand Audit in 2003: Product benefit: natural ingredients, moisturizing performance Emotional benefit: There was none - dated and old-fashioned Focus: Self-Esteem, Feel Good

Objectives: Increase market share through improvement of the brand image Develop an outstanding marketing campaign Retain the functional strengths of the brand Engage customers and differentiate from other competitors

Consumer Insight - Research Study "The Real Truth about Beauty: A Global Report" (2004) Only 2% described themselves as beautiful

Consumer Insight - Research Study "The Real Truth about Beauty: A Global Report" (2004)
68% believed that the unrealistic standard of beauty set by the media would never be achieved

75% wished that media would portray more diverse measure

of physical attractiveness

79% said that beauty could be achieved through nonphysical appearance

Dove's Communication Campaign

April 2004 launched DOVE FIRMING LOTION o Ads named as LETS CELEBRATE CURVES Sept 2004 launched "GLOBAL CAMPAIGN" o It was renamed as CAMPAIGN FOR REAL BEAUTY (CFRB)

"[...] to make more women feel beautiful every day, by widening today's stereotypical view of beauty and inspiring women to take great care of themselves." Core Message: "No models -- but firm curves"

CFRB - ATL: Magazine

source: www.thirdwayblog.com

CFRB - ATL: Web Ads

Dove 'Evolution' movie

The Evolution movie was created on demand of Unilever Canada and posted on YouTube by its creator Ogilvy & Mather Toronto on the 6th of October 2006.

Target Market
Primary: Women 30-39 Secondary: Girls & Teenagers

Objective
Further engagement and differentiation with competitors Touch the lives of 70,000 girls in Canada towards the global objective of touching over 1,000,000 girls by 2008 over the world (achieved in 2 months) To do so in a meaningful way by providing tools, resources, educational materials that can make a real and lasting difference Drive mass awareness of the workshops and available materials, reaching Canadian women through viral email blasts, word of mouth, on-line advertising and PR.

Modes
Social Media (Youtube) and WoM

The Dove Evolution Movie Viral Campaign

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Dove 'Evolution' movie

Implementation:

Besides being posted on YouTube, an e-mail with a link to the movie was sent to 460,000 people in Canada, Followed by targeted e-mails to 15,000 women who attended a DSEF workshop. An online media plan focusing on womans websites supported the launch of the movie. A targeted PR and Media campaign was developed to coincide with LA Fashion Week to maximize share of conversation for the campaign. Press releases, a DVD with the Evolution movie as part of the goodie bag ... generated mass PR coverage (e.g. publication in several talk shows, television programmes, newspapers and magazines) 7,990,801 views on YouTube upload, more than 30,000 testimonials about real beauty on the campaign website 68,905 search results for Dove Evolution on blogsearch.google.com The movie is launched in more than 40 countries The winner of two Grand Prix and one Epica D'Or awards - Cannes Lions International Advertising Festival Set of a evolution-frenzy online, including numerous videos

Results:

CFRB - ATL: Dove Ad

Sub-target: 8-17 years old girls Reason: Address eating disorder in target age, directly linked to low self-esteem Objective: How to make a difference in how girls felt about themselves Campaign Association: Dove Self-Esteem Fund

Video source: http://www.stupidvideos.com/video/superbowl_xl/Superbowl_06_Dove_Self_Esteem/

Dove Onslaught' movie

Video source: http://www.vimeo.com/15858539

Dove's Brand Equity & Development

Much affiliation and attachment, created patronage (Dove Self-esteem Fund) Women loved and trusted the dove brand, use the brand to develop selfesteem and feel better about themselves Mild, moisturizing, 1/4 cleansing cream worked on the CFRB to make women feel good about themselves

World No. 1 Cleansing Brand. Has depth and breadth in the market

CASE II - Voice SMS from Airtel

Previously targeted at rural folk who could not message. Didnt have traction. Was languishing. With multiple options like text sms/email/social media/blogs/status updates already available, would Voice SMS be able to break into this dense jungle of options?

Would the youth lap up, what had been targeted but rejected by the illiterate audience?

Objectives
1. Target the urban 15-29 year olds 2. Double the penetration level of the product. 3. Drive imagery attribute Brand for someone like me and create relevance and affinity.

Consumer Insight
Text messages are open to interpretations. Chatting with Youth revealed that they find text messages as an extremely convenient &

discreet way to communicate.

However since text is cold they frequently use

emoticons to liven it up.

The Big Idea

Add emotion to your messages with Voice SMS - The death of emoticons.

Using IMC and `bring the idea to life

1. 2. 3. 4. 5. 6. 15 sec TVC Radio spots Interactive website: where visitors could leave a message for Kareena Yahoo audibles which used the TVC line Miss you so much.. Engagements at youth hangouts like Barista, PVR, CCD. Voice SMS innovation on MTV (to become Voice of MTV for a month) - to drive trials for the product by leveraging youth-focused media property. Animated viral film- uploaded on various social media websites & youtube.

7.

Results
Penetration doubled within 2 months of campaign launch. Brand imagery For someone like me went up by 2 points among the intended target aged 15-30.

Executional Frameworks
An executional framework is the manner in which an ad appeal (types of appeals) is presented.

Message Strategy
Is the primary tactic or approach used to deliver the message theme It is an idea about how to creatively and persuasively communicate a brand message to the target audience

It has to motivate the audience to respond

Creating an Advertisement

2007 by Prentice Hall

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Forms of Cognitive Message Strategies

Cognitive Affective Conative

Generic Preemptive Unique Selling Proposition Hyperbole Comparative

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Generic Cognitive Message Strategy

oAre direct promotions of product attributes or benefits without any claim of superiority. oIt contains very little product information oWorks well for brand leaders and dominant companys in the industry oTop Ramens noodles oNintendo DS oCampbell soups soup is good oIntel
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Generic Cognitive Message Strategy

Preemptive Cognitive Message Strategy

These messages claim superiority based on the products attributes or knowledge Pepsodent "Dishum Dishum" cavity fighter Colgate Dental Cream : ye hai hamari suraksha chakra Close Up - freshness

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Preemptive Cognitive Message Strategy

An ad for Ford using a pre-emptive cognitive message strategy. Do knot forget Bluetooth comes with every new Ford model
Advertising Agency: Ogilvy Brand Center, Dsseldorf, Germany: Published: January 2010

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USP Cognitive Strategy

An advertisement by Bonne Bell using the unique selling proposition.

This is an explicit testable claim of uniqueness or superiority that can be supported or substantiated.

2007 by Prentice Hall

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USP Cognitive Strategy

Reebok the only shoe with DMX technology (it has a patent to this)

USP Cognitive Strategy

Dermicool with the USP of cooling

Hyperbole Cognitive Message Strategy 1975 - Xerox Its a miracle

Hyperbole approach which makes an untestable claim based upon an attribute or benefit. A figure of speech in which exaggeration is used for emphasis or effect; an extravagant statement.
2007 by Prentice Hall 7-50

Comparative Cognitive Message Strategy

Pepsis 1996 campaign slogan nothing official about it? Was aimed at rival CocaCola, then the official sponsor of the cricket World Cup.

Coke responded by saying Baaki Sab Bakwaas (all others are nonsense), mocking PepsiCos ads for 7 Up.

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Message Strategies
Cognitive Affective Conative

Resonance Emotional

2007 by Prentice Hall

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Resonance Affective Message Strategy

Advertisement by Dove Real beauty cannot be measured using a resonance, affective message strategy. This kind of message attempts to connect a product with a consumers experience to develop strong ties Use of music from the 70s as a jingle

Saffola ads

2007 by Prentice Hall

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Message Strategies
Cognitive Affective Conative

Action-inducing Promotional support

2007 by Prentice Hall

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Action Inducing Conative Strategy Mumbai Traffic Police : Blood Coasters Just Remember! Drunken Driving Kills
The coasters were printed using a special invisible red ink, which spreads only when moistened. The Mumbai Traffic Police placed at tables and bar counters in Mumbai's prominent bars. When a customer places their moist glass of alcohol on it, the red ink starts spreading and the face starts to bleed.

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Quick Q!
What strategy is likely to be followed by a market leader or monopolist?
a) b) c) d) Preemptive claim Resonance Positioning Generic

Execution Frameworks - 8
Animation Slice-of-life Dramatization Testimonial Authoritative Demonstration Fantasy Informative
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Animation ITCs Minto, Duracell

Originally only used by firms with a small advertising budget. Use has increased due to computer graphics technology. Rotoscoping. Clay animation.
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Nestle has effectively used rotoscoping and hindi film songs to create a series of very successful ads HAVE A BREAK
The product developed in September 1935 as Wafer Crisp, in London, UK. It became KitKat in 1937, two years before the Second World War. During the Second World War Rowntree Kit Kat was seen as a valuable wartime food and advertising described the brand as What active people need. The red and white wrapper briefly changed to a blue wrapper in 1945, when it was produced with a plain chocolate due to an acute milk shortage following the war. In 1947 the standard milk chocolate Kit Kat was reintroduced. In 11-61 1988 the Rowntree was bought by Nestle

Slice-of-Life
Encounter Problem Interaction Solution

2007 by Prentice Hall

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Slice-of-life
A business-to-business print advertisement using a sliceof-life executional framework.

The text asks:

If the average single female breaks up with 4.3 men, avoids 237 phone calls and ignores 79 red lights per year - What are the chances shell read your e-mail message?
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KBC ad which uses slice of life

One of its kind Family Reality Quiz show with a price money of up to5 Cr based on who want to be millioner 9 Pm Mon to Thu slot Target Audience 15-70 years 1)School going kids aged 15-21 2)College going adults aged in between 22-27 3)Working professionals (Men or women)21-70 4)Any income group 5) Entire family irrespective of the age & gender

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KBC ad which uses slice of life

New insights from winners of KBC Knowledge They have started respecting me. Those who used to ignore me, now listen to me, which is a great feeling. They have started respecting my knowledge too. Everybody is proud of me now. I never thought of buying a car and having a luxurious life. I have not bought anything for myself. Ever since I got the money, my first priority was to have my own house. We are getting a three-storey house constructed and it should be ready in a few months. Apart from that, we have saved some money in fixed deposit schemes and made other investments. 965

Drama
Use of the drama executional framework by advertisement.

2007 by Prentice Hall

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Desh Ka Namak ad unveiled in mass media to coincide with Independence Day that uses drama
"Salt is a very basic necessity a little bit can change the complexion of food. Now what we did was draw a parallel to small acts of integrity and loyalty that, collectively, change the nation. And we linked it to desh ka namak khaana something like giving a part of yourself to the nation as a form of repayment. And desh ka namak tied in with Tata Salt. - Rajeev Raja
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Testimonials
When a customer narrates a positive experience with the product It simulated the word-of-mouth experience Business-to-business sector Service sector Enhance credibility Source Customers Paid actors
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Authoritative
Expert authority like accountants, enerpreneurs, dentists, engineers. Eg: Colgate, HP, IBM Scientific or survey evidence Independent evidence Business-to-business ads Cognitive processing Specialty print media
2007 by Prentice Hall 7-69

Demonstration
Shows product being used
Vim, pril, surf excel, washing machines, Mr Muscle, etc

Business-to-business sector Television and Internet

2007 by Prentice Hall

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Fantasy
Beyond reality Common themes Love Romance Perfume/Cologne, Alcohol(Smirnoff) Smirnoff is currently aimed at a predominantly social, party loving male audience, 25-35 year olds who like to drink vodka on a night out socializing, not at home.
2007 by Prentice Hall 7-71

Informative
Used extensively in radio Business-to-business usage Key is buying situation Level of involvement

2007 by Prentice Hall

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Spokespersons & Celebrity

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 Glamour factor Been synonymous with beauty and the enigma of a woman. Brings out the star in you! Levers cashed in on star power with Lux soap in the 1950s. Indulge the senses with promises of renewal and relaxation. Upper middle class woman, 16-35 yrs

Contd..
Today celebrity endorsements is a buzzword

Promotional Planning Elements

Promotional Planning

1
Receiver Comprehension Can the receiver comprehend the ad?

2
Channel Presentation

3
Message Yielding

4
Source Attention

Which media will increase presentation?

What type of message will create favorable attitudes?

Who will be effective in getting consumers attention?

The Persuasion Matrix

Endorser Traits

Stroop Effect

Stimuli 1: Purple Brown Red Blue Green Stimuli 2: Purple Brown Red Blue Green Stimuli 3: Purple Brown Red Blue Green Stimuli 4:

THE PROCESS OF CELEBRITY ENDORSEMENT

It is more of meaning translation & meaning application. McCracken, the author to The Meaning Transfer Model, has suggested that, The effectiveness of the endorser depends, in part, upon the meaning he or she brings to the endorsement process.

Meaning Movement & the Endorsement Process

Nike Ad
Lance Armstrong as a boxer, Marion Jones as a gymnast, Randy Johnson as a bowler, Andre Agassi as a baseball player, Michael Vick as a hockey player, Serena Williams as a beach volleyball player

Energy & Power The Athlete and the Product

Celebrity Endorser Bring Their Image And Meanings Into An Ad And Transfer Them To The Product Being Endorsed
Yao Ming is a Popular Endorser in China NBA basketball star Yao Ming has become a very effective endorser for companies trying to enter China. According to a marketing study conducted by the University of Chicago, urban Chinese consumers value such attributes as hardworking, self-confidence, respect, talent, heroism, and lightheartedness. Ming

rated higher on these qualities than did

other celebrities.

Spokespersons
Nearly 29 % of all Indian ads use some kind of celebrity The celebritys stamp of approval can enhance the products brand equity Celebrities create an emotional bond between the customers and the brand Celebrities also help establish a personality for a brand.
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Spokespersons
Celebrities score well in terms of trustworthiness, likeability, believability and persuasiveness A celebritys inappropriate conduct and the negative publicity can affect the brands equity Too many products being endorsed by a celebrity tarnishes their credibility. The celebrity should not be over-exposed.
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Celebrity Endorsements - India

Cyber media research study published a study about celebrity endorsement in Business World
The study spread over 3 phases in different cities of India (Delhi, Mumbai, Chennai, Kolkota, Nasik, Coimbatore, Meerut) 12 focus gp interviews and 8 expert interviews with ad agencies were conducted. This survey of 480 respondent in 4 cities and 3375 respondent in 8 cities helped to develop different insights on celebrity endorsements which are given as under:

Over 80% of the people remembered the celebrity but forgot the brand. Different stars appealed to different geographic groups of customers (eg., Aishwarya Rai had highest recall down south as against ShahRukh Khan who had little appeal there) Research emphasized that ads without celebrity had a good a chance of working as one with them. For instance, Hutch ad did better jobs of building a brand then coke which had many big celebrity names associated with it

Celebrity endorsers in India

Film Celebrities had the largest chunk i.e. 81% share of overall Celebrity endorsement on TV during 2007. Film Actors accounted for 50% share followed by Film Actress and Sportsmen with 31% and 14% share of Celebrity endorsement on TV during 2007.

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Credibility of a Celebrity Endorser

Match w/audience

Trustworthiness

Match w/product
Factors

Expertise and Risk

Attractiveness/Image

Familiarity

(Phys, Persnlty, similarity, identification)

Likability Cost

Types of Sources
Celebrities Tend to score high in credibility Over exposure, Negative publicity CEO Trustworthy, expertise, and some credibility Must exercise care in selection Actor Expert Seek experts who are attractive, likable, trustworthy Valid credentials important Typical person Real-person

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Advertising Risks of Using Celebrities

The celebrity may overshadow the product being endorsed

The celebrity may be overexposed, reducing his or her credibility

The target audience may not be receptive to celebrity endorsers

The celebritys behavior may pose a risk to the company

A WSJ online survey

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Case - Tiger Woods and Nike

Nike Reputation Crashes Nike's reputation with women over 18 has declined since Woods Nov. 27 car crash. Nike's reputation score among this demographic dropped from 30 on the date of the crash (see arrow) to 21 on Dec. 11. The potential good news for Nike is that there has been a recent uptick in the score, which could mean that perception is beginning to stabilize.

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Case - Tiger Woods and Gatorade

Gatorade Makes Timely Decision Among men over 18, Gatorades buzz scores have been increasing during the month of December. On Dec. 8, Gatorade announced that the Tiger Focus sports drink was being phased out. According to Gatorade, that decision was made several months ago, but the timing seems to have been beneficial. Gatorades buzz score for men over 18 increased from 21.3 on Dec. 8 to 25.1 on Dec. 11.

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Case - Tiger Woods and Gillette

Gillette Bounces Back Gillette's buzz score had been declining during the month of November, accelerating around the time of Woods' crash, and decreasing from 21.8 on the Nov. 27 (the crash date) to 15.1 on Dec. 4. Since then, men appear to have responded to P&Gs (the owner of Gillette) cautious approach with Woods. Since the companys announcement that it would limit marketing featuring Woods (notably the Fusion MVP razor ads also featuring Roger Federer and Derek Jeter), scores have rebounded to 20.4.

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