Creativity in Magazine Advertising

1
Creativity in Magazine Advertising
2
An introduction to
Creativity In Magazine Advertising

• - Magazines offer Engagement
• But only for the right ad, in the right place
• Its about chiming with the readers

Making the most of your page

• How the creative is King
• Examples of the best magazine advertising around

Making the most off the page

• Great examples of non-traditional advertising

3
Magazines offer engagement
but not for just any old advert
The creative has to be right to engage the reader
4
The creative is key to readers engagement
Its effectively the elephant in the room
Overlook the creative and the advertising message
is redundant
5
Get it right and engagement levels crank up to 11
Starcom USA asked a group of readers to rip out
ten pages from their favourite magazine which
encapsulated, for them, the values of the title.
One third of pages ripped out were adverts
6
Readers enjoy the advertising
Very/somewhat positive attitude toward
advertising
Consumers are more likely to have a positive
attitude to advertising in magazines than other
media
Source Dynamic Logic AdReaction 4
7
Readers enjoy the advertising
Advertising adds to the enjoyment of the
following
Consumers are much more likely to feel that
advertising adds to the media experience
Source Dynamic Logic AdReaction 4
8
Readers trust the advertising
I can usually trust and believe the advertising
Magazine advertising is seen to be more credible
by consumers than advertising in any other media
Source PPA Absorbing Media
9
Making the most of your page
10
The Creative is King
The creative is the first determining factor in
the impact of an ad
Eye contact is made in 90 of all adverts
Creativity can make the difference in grabbing
the readers attention and them flicking the page
Source Medialogue Stop Watch
11
Size can matter
The bigger the ad the greater the impact
An average ad page gets a brand recognition score
of 55.6
Turn that ad page into a DPS and the brand
recognition goes up to 63.7
Source Medialogue Stop Watch
12
though its more to do with how you use it
COIs secondary smoke campaign asked readers to
follow the smoke
Cigarettes appeared throughout the listings
pages of TV magazines
This led to DPS advertising the TV ad in the
style of the listings pages
13
Creative content - What works best in an ad?
Overt humour in a financial ad probably doesnt
fit. But if youre advertising a low interest
product then a funny ad may be the only way to
get noticed. This part of the presentation looks
at some of the best examples of different types
of magazine ads from the last few years.
Jerry finally gets his comeuppance
14
What works best in an ad?
Good question. Probably the humour.
15
How am I funny?
Theres no doubt that some of the most memorable
ads are the funny ones. Humour is obviously
subjective one persons idea of irony is
anothers idea of offensiveness so its a fine
line to tread. But these next few pages will
show that when its done correctly, humour in
magazine advertising has the last laugh.
Am Im here to amuse you?
16
Making the most of your page Humour
A style of ad weve all seen before for something
like Calvin KleinAmbi Pur putting some glamour
into cleaning products
17
Making the most of your page Humour
Her Wonderbra is so effective that she has to
risk life, limb and dignity on the streets of Rome
18
Making the most of your page Humour
Sensodyne toothpaste from Portugal. The strapline
reads Leave pain to those who like it
19
Making the most of your page Humour
Post-it notesfor those little things you forget
Heinzs Mean Beanz variant gives the sauce a bit
of a kick
20
Making the most of your page Humour
Kelloggs All-Bran help to guide those stodgier
foods out of your system
21
Hard-hitting message?
Sometimes the message needs to be put across in a
way that grabs attention other than in a funny or
inventive way. Charities and sensitive subjects
such as abuse have to portray the horrors of the
situation. Its something that can be done in
magazines better than any other media.
22
Hard-hitting message?
The Singapre government conveying the message
that verbal abuse can be just as horrific as
physical abuse
23
Hard-hitting message?
The import/export of exotic pets and associated
trade has been high on the agenda for the World
Wildlife fund
24
Hard-hitting message?
Greenpeace make their feelings known about BAs
approach to climate change
25
Hard-hitting message?
Theres no way to be fluffy when something as
shocking as human trafficking is the subject.
This disturbing image portrays the issue quite
brilliantly.
26
Sometimes ads just look great
Some ads may not be humorous and may not carry a
serious message. They just look really
good. The glossy paper of many mags really
brings out colour and depth like even the best HD
TV cannot.
27
Some ads just look great
Winner at the Canne Lions awards 2008
Wranglers We are animals
28
Some ads just look great
A slightly ripe creative that a brand like Diesel
can get away within the right environment of
course
29
Some ads just look great
Havaianas footwear shows us how to colour with
your feet
30
Some ads just look great
Canons cameras take a picture so sharp theres
a glint in this kittys eye
31
Connecting with the readers
32
Getting in chime with the audience
A good ad will only work if its in the right
environment. Heres an example of an advertiser
thinking a little differently when it comes to
their magazine creative. This is an ad for
Carrs water biscuits that appeared in the
womens glossies. Water biscuits are obviously
a pretty dull, low interest product. So what
they did was to equate to the little black dress,
which now means it sits perfectly in the glossies
and opens up a conversation with ABC1 women
33
Getting in chime with the audience
A good ad will only work if its in the right
environment. Heres a typical BQ ad that
appeared in national press. This obviously
wouldnt work in a magazine about fashion aimed
women. BQ has a range of affordable yet
stylish products that would most definitely
appeal to women.
34
Getting in chime with the audience
In order to appeal to this audience, BQ changed
their matter-of-fact style advertising to
something much more suitable to the fashion/celeb
market.
35
Getting in chime with the audience
The first ad shows the new HP laptopagain
advertised in national press. Well women also
buy laptops, so with just a tiny tweak to the
creative, virtually the same ad feels right
running in the fashion/celeb titles
36
Getting in chime with the audience
IPC conducted some creative testing research,
where among others, these two ads were scored on
attention and brand recall The sample was spilt
into two groups InStyle readers and Now readers.
37
Getting in chime with the audience
Un-prompted recall for this Remington advert was
58 among InStyle readers. It fits in with the
reader profile of young affluent women who are
perhaps slightly more arty than the average
woman For Now readers recall was just under 20.
38
Getting in chime with the audience
Yet this advert of Avon was pretty much the
reverse. With it featuring a celebrity, Now
readers unprompted recall was 59. This
compared to InStyle readers which was just
39. The presence of a celebrity, as youd
expect, gets a higher score than one without and
scores even higher with those who read a
celebrity title.
39
Making the most off the page
40
Making the most off-the-page
There are many ways to get creative off-the-page
so to speak. A straight-forward display ad can
work wonders as weve seen but going a little off
the norm, or doing something a little different
can have even more of an impact. There are many
different creative formats from sampling to
textured paper. And in these final few pages
well take a look at some of the best examples.
41
Giving the readers a feel with textured paper
The Gold half of this ad had a the feel of sand
paper with the slogan not every beer makes you
feel this rough
This ad for Triumph lingerie was embossed with
gold glitter closely resembling the actual look
of the product
42
Give the readers a sample of what theyre in for
Sampling is a great way to your product in front
of consumers.
Garnier wanted to encourage brand trial through
sampling using brand new sampling mechanic, a
die-cut push-out sachet Post-campaign research
was carried out with one group that received the
issue with the sachet and another group that
didnt
Prompted recall grew 89 among group exposed to
sachet
43
Something a little different
This Marmite advertising campaign featured the
children's book and TV characters Horrid Henry
and Perfect Peter appearing to vandalise magazine
images, in a tie-up with government partnership
to promote reading among kids. It plays on
Marmite's "love it or hate it" positioning.
Marmite's press ads feature the two characters
apparently defacing advertising pages using the
spread.
44
An introduction to
Creativity In Magazine Advertising

• - Magazines offer Engagement
• But only for the right ad in the right place
• Its about chiming with the readers

Making the most of your page

• How the creative is King
• Examples of the best magazine advertising around

Making the most off the page

• Making the most of non-traditional advertising

45
Creativity in Magazine Advertising