Ad copy designed to attract, (or REPEL) buyers?

Lee Gordon · Posted: Sun Jul 13, 2008, 18:24 (GMT) Post subject:

That sounds like dialog from The Fifth Element. Shocked

But yes, in a way. The dude from eHarmony may be able to match people using their 387 points of compatibility, but there still has to be a spark when the two people meet each other. eHarmony may be able to predict the likelihood of it, but they can't actually make it happen.

Diane Havens · Posted: Sun Jul 13, 2008, 18:29 (GMT) Post subject:

J.S. Gilbert · Posted: Sun Jul 13, 2008, 20:52 (GMT) Post subject: more on that

Well, the slogan generator when given my name came up with

"J.S. Gilbert - reinventing the wheel"

which was almost as good as what it dished out for a couple of clients, including "perfection at its finest" and "Working the way it should work"

Thanks Lee for continuing to joust with me. This may be chicken and egg. But I really think that for ad campaigns one needs establish some of the parameters frirst before applying the "great idea"

The two reasons are that the great idea often isn't quite so great or even usable in all circumstances. all of the tme. Marketing a restaurant to 15 year urban kids with limited funds is a lot different than marketing a restaurant to wealthy suburban 15 year olds.

What happens when the creative comes first is that often a bunch of folks try to figure out how to cram a square peg into a round hole. I have been there and seen it and it's not usually pretty. Sometimes it works and that can be great.

This approach asl omakes it difficulkt to actually run brainstorming to really speak to core values and markeing needs.

A few years ago a major candy company auditioned thousands of actors dressed as clowns for a series of tv commercials. After a ton of expense, time and hard work, they finally presented the FINSHED work to the CEO of the company who almost had a heart attack as he was deathly afraid of clowns.

How this was missed is hard to fathom and of course is an extreme example of the principal.

When the creative is allwoed to dictate the requirements, the data is often skewed or ignored just enough to allow for the creative to fly.

It's the same way in acting, Who are you talking to? Who are you? Why are you saying this? What are your goals?

Sometimes the client refuses to believe the actual data and wishes to put forth empirical data, often based on very limitied and biased information.

In these cases it's hard to convince the client and given that there may even be mdicum of success involved in terms of creating a campoaign that isn't fully based on the facts, it can be even more of a challenge for the client to be willing to change.

But as I mentioned in previous posts, this type of failure or decision to come up with the makreitng message before determining the best construct and costraints can cause mighty companies to topple within time.

A classic examp0le of this tends to be seen in local automotive commercials, whereby the Manufacturers run what is called Tier 1 advertising and are also usually supported by smaller corporate factions such as NOrthern Claifornia or Southern Florida such and such car dealer who not only address the overall market, but also introduce an aspect of marketing that supports the smaller geographic target.

Reports by these groups to their indiviudal dealers often site that the dealers are selling cars despite their local advertising efforts and not because of it.

For this reason, many major fast food chains have strict regulkations regarding the type of local advertising that the franchsees can use. Smaller franchises, such as the 4 or 5 location Pizza Place or individual restaurants often consider the cost of creating thier advertising and allocate way too little money. Look at local marketing efforts and see what percentage of them are based on data collection, competiive analysis or any other essential analysis. Often fueled by the desire of an owner to be his own pitch man on tv or too often placing the fate of the business in the hands of inexperienced and oft inept individulas, these businesses may benefit from exposure or a simple branding process, but fail to reach any type of potential they should have.

My hat is off to the small business person who understands the type of support that is available to him or her and avails themseves of it. It's a shame when an ad is created and by running said ad more far more people are repelled to the product or service than attracted to it.

By the way, ads such "Please Don't Squeeze the Charmin" or Apple's young hip Apple Dude comercials are either specifically designed to repel certain amounts of people or understand it will be a byproduct. A strong way to get a partivular audience to resonate with your product or service is "affinity marketing" This by its nature will often turn off members of other groups.

I am happy to joust more on this subject as it is near and dear to my heart.

Either here or closed doors at jsgilbert@pacbell.net

Diane Havens · Posted: Sun Jul 13, 2008, 21:13 (GMT) Post subject:

Well, I for one, think it's a fascinating area. And "affinity marketing" is just what I was alluding to when I said that you either want to belong to the "club" or you don't.

Reminds me of that great Groucho Marx/Woody Allen line -- "I would never want to belong to any club that would have someone like me for a member."

Melba Sibrel · Posted: Sun Jul 13, 2008, 21:24 (GMT) Post subject:

"Review the Facts: Melba Sibrel is the best"

"Toast of the Town -- the ONLY way to fly"

"MelbasVoice...yep, that's it."

I'm leaning toward the third one. Although I find the second intriguing. The first seems a little arrogant and would surely violate truth in advertising principles.

I'm going to go google myself now.

Diane Havens · Posted: Sun Jul 13, 2008, 21:32 (GMT) Post subject:

Most of mine were pretty dull, except this one:

"See my shiny new Diane?"

Melba Sibrel · Posted: Sun Jul 13, 2008, 21:46 (GMT) Post subject:

Ahhh...trophy wife.

John Bigl · Posted: Mon Jul 14, 2008, 00:08 (GMT) Post subject:

JS.. Your insights and expertise in the field of advertising and marketing that you've posted here are much appreciated and helpful. Thank you.
---------

My preconceived notion of the 'science' has always been that of a couple ad men going thru an all nite creative brainstorming session ala the scene from The Hudsucker Proxy as the Creative Dept came up with the brand name Hoola Hoop, "y'know, for kids". I had no idea that so much more goes in to designing an effective ad campaign.

My experience was all small market. The moment the sales rep signed up a client the copy was written, produced, and on air w/in the same business day. Sadly, it showed. I don't recall any of the stations i worked for having any long term advertisers. That could either be due to budgets, a lack of skills by the sales rep, or the desperation of landing as many clients as possible just to keep the power on.

As a voiceover talent i find the whole field of advertising to be fascinating; mostly because i work hard in hopes of being the voice that is considered the perfect one for an ad campaign. So, i keep abreast with the latest developments.

On the other hand, as a person, and subscriber to AdBusters, i often times find the 'science' of advertising repulsive in its manipulations, deceptions, frauds, tastelessness, and predation on the helpless and vulnerable in times of personal or financial crisis; and also because "For the first time in human history, children are getting most of their information from entities whose goal is to sell them something, rather than from family, school, or houses of worship" *--Marketing Conference "Kid Power" from Information Deformation--
I'm not casting total blame on Ad Men and their clients for the ills of society but, as my sweetie would say, "none are innocent, just less guilty"

Nor am i an 'all or nothing thinker' when it comes to the 'science' of advertising. It is a fascinating field which many a voice talent depends on to make a living. I just wonder what would happen if advertising suddenly stopped being full of manipulative bull.

Be Well

* http://www.adbusters.org/abtv/information_deformation.html

Diane Havens · Posted: Mon Jul 14, 2008, 02:29 (GMT) Post subject:

Excellent video, John.

What kind of world, indeed, would it be -- probably the same one in which there were no negative politicals.

I have a dear friend who is communications director for a large union -- the intensive work involved in getting their message across is mind boggling. It's not just selling stuff that involves incredible research and planning -- selling ideas, those that help others, is another. And the one, for me personally, with which I'd prefer to be involved.