Advertising

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Advertising

• Nov 26, 2004

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A Testing

• Product performance is changed when all aspects
  of communication are added to the basic product.

Blind versus named product test diet colas
(). Source De Chernatony and Knox, 1990
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Brand Product

• A brand is not only different from a product, it
  is much more than a product.
• Build brand in competitive market is needed.

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Why What advertising?

• 4P Product/ Price/ Place/ Promotion
• Business Marketing tool, it can..
• Build and sustain brand
• Increase sales / Halt or slow decline sales
• Deliver information

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Advertising Develop
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Strategy Development
Consumer Insight Research- Qualitative/Quantitativ
e
Competition Market share/Claim
Positioning ? Brand Ambition
Product
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Creative Brief

• Objective
• Requirement
• Target Consumer (Demographic/ Psychologic)
• Selling Idea
• Product Support
• Budget
• Timeline

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Creative Development

• Development
• Ad Idea
• Storyboard
• Execution
• Production shooting, post-production

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Agency Structure
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Case Study

• Pringles

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Background

• April, 2002.
• Rice Cracker new launched TVC which attacked
  Pringles potato chip caused a serious fire due to
  its oil. (which hint Pringles chips as
  unhealthy)
• Within TVC, it burns Pringles chip as proved its
  unhealthy oil.

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Creative Brief - I

• Objective
• Immediately defense competitors attack lessen
  the harm.
• Strengthen Pringles brand equity fun social
  snacking experience with its irresistible taste.
• Requirement
• 20 TVC

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Creative Brief - II

• Target Consumer
• Demographic 18-34, young adult who snacking
• Psychologic I like snacking especially when with
  friends.
• Selling Idea
• Pringles is always my favorite!

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Creative Brief - III

• Product Support
• Pringles chips irresistible taste
• Budget
• NT XXXX
• Timeline
• ASAP

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Result

• After 14 working days
• Pringles TVC on-air on May 10, 2002.
• Successful defense Rice Crackers attack
  Pringles maintains its leadership in market.

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Sharing
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Types of Advertising

• ATL (Above The Line)- TVC, Print
• BTL (Below The Line)- Outdoor

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Types of TVC

• Announcement
• I am Canadian
• Frustrating
• Lays
• Fanta
• Information- anti-smoking
• Testimonial
• Consumer
• Celebrity
• Credential

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Print
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Print
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Outdoor- McDonald (HK)
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Outdoor- McDonald (HK)
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Outdoor- McDonald (HK)
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Outdoor- McDonald (HK)
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Outdoor- McDonald (HK)
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Outdoor
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Outdoor
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Outdoor
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Thanks!