Effective disclosures in advertising
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Effective Disclosures in Advertising. May 22, 2001. Assignment. Review creative concepts provided for a fictitious product, LetsGoTV Develop alternative print and television concepts to Drive demand for the product among the target audience

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Effective Disclosures in Advertising

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Effective disclosures in advertising

Effective Disclosures in Advertising

May 22, 2001


Assignment

Assignment

  • Review creative concepts provided for a fictitious product, LetsGoTV

  • Develop alternative print and television concepts to

    • Drive demand for the product among the target audience

    • Clearly and accurately disclose product information


Analysis of letsgotv creative

Analysis of LetsGoTV Creative

Legal Problem

  • Advertising implies product can be used everywhere - does not adequately disclose indoor limitation

    • “Don’t you wish you could watch TV anywhere you want?”

    • “You’ll get your favorite local channels anywhere”

    • “Watch whatever you want wherever you want.”

    • “Goes everywhere you go.”

Position outdoor limitation use as a product benefit


Analysis of letsgotv creative1

Analysis of LetsGoTV Creative

Legal Problem

  • $199 Price claim is misleading

    • Super with mail in rebates. Restrictions apply - not adequate

    • Asterisked disclaimer in print ad - $199 after rebate - not adequate

    • Inadequate disclosure that $199 is the after rebate price

Reposition price claim to reduce limitations/conditions that would require disclosure


Analysis of letsgotv creative2

Analysis of LetsGoTV Creative

Legal Problem

  • $199 Price claim is misleading (cont.)

    • Inadequate disclosure that rebate is subject to material conditions and restrictions:

      • 12 month subscription to LetsGoTV with penalty for early cancellation

      • Premium Service at additional $45/month charge

    • Inadequate disclosure that antenna is required for cable reception at additional cost of $99

Reposition price claim to reduce limitations/conditions that would require disclosure


Analysis of letsgotv creative3

Analysis of LetsGoTV Creative

Legal Problem

  • Advertising fails to clearly and conspicuously disclose that subscription to LetsGoTV Premium Service is required to access premium channels - disclosure in footnote is not sufficient

    • Type size too small

    • White type on red background in print ad is hard to read

    • Disclosure in TV ad is buried

Reposition cable subscription requirement as a product benefit


Analysis of letsgotv creative4

Analysis of LetsGoTV Creative

Legal Problem

  • Disclaimers are not sufficiently clear and conspicuous

    • Information is too material to be handled in a disclaimer

    • Disclaimer in TV ad is too long and too small

    • Disclaimer in print ad is too small, difficult to read and not against a contrasting background

Simplify the creative to reduce need for disclaimers


The challenge

The challenge...

  • Unique product proposition which requires a unique selling proposition

    • Lightweight, large screen handheld portable TV device

    • Only works outside - cannot get reception inside buildings, inside cars, or in other enclosed spaces

    • Receives cable channels but only with subscription to LetsGoTV cable services and an antenna (both extra)

    • Most expensive handheld portable TV device on market

    • Rebate available - but only with purchase of one year’s subscription and only after 12-months


The solution

The solution...

  • Change the focus - rename, reposition and sell it as a whole system/package:Let’sGoCable = cable subscription + viewer

    • Communicates offer clearly to consumers

    • Focuses on key point of difference vs. competition:

      • cable on a handheld portable device

    • Ideal selling proposition

      • sell subscriptions and the devices will follow

        • Year one - $897.40 (after rebate)


The solution1

The solution...

  • Develop a positioning to leverage the unique attributes of the product and make it appealing to the people most likely to purchase itCable TV for people who don’t want to miss their favorite programming when they are outside.

    • Upfront about “outside” limitation

    • Turns perceived negative into a positive

    • Focuses benefit directly to those most likely to purchase


The consumer

The consumer...

  • Talk to the people most likely to find the proposition compelling and relevant: Males, ages 30-59

    • Willing to spend money on TV technology

    • Love their cable

    • Spend time outdoors in activities that will allow for simultaneous TV viewing


What do we know about them

What do we know about them?

Willing to invest in TVs and TV technology

  • Important pre-req for our offering

    • average TV cost: $300 - $500

    • handheld TV cost: $5 - $170

    • Year one LetsGoCable cost: $897.40 (after rebate)

  • Males are 10 times more likely to purchase high end TVs than Females

  • M30-59 are willing to spend over $700 on a TV

    • M30-34 are 32 times more likely to spend $700-$999 on their last TV

    • M50-54 are 55 times more likely to spend $1,000+ on their last TV


What do we know about them1

What do we know about them?

  • In the past, the older end of the target has been more likely to purchase portable TVs (Index 120)

  • There is an opportunity to expand the portable TV user base to include younger end of our target based on this offering

    • M30-34 - wants products that offer the best technology: Index 135


What do we know about them2

What do we know about them?

They are avid consumers of cable

  • M30-59 fall within the heavy cable consumption category (15+ hrs in past week)

    • M30-34 Index 116; M50-54 Index 119

  • M30-59 are 20% more likely to own a satellite dish

    • M30-34 Index 124; M50-54 Index 149


What do we know about them3

What do we know about them?

They participate in outdoor activities that allow for

simultaneous TV viewing

  • Camping

  • Boating/sailing

  • Fishing

  • Yard work

  • Going to the beach

  • Having Picnics


The concept

The Concept

Now going outside doesn’t mean going without cable. With the LetsGoCable System you can receive your favorite cable channels on our exclusive portable satellite equipped viewer.

LetsGoCable. It’s time to cut the cord.


Effective disclosures in advertising

Open on a man fishing on an empty lake.


Effective disclosures in advertising

A scene from ‘Fight Club’ appears on the lake’s surface around him.

(ShoMax ghost logo)


Effective disclosures in advertising

The ‘Fight Club’ scene disappears as a scene from a Rap Video appears

(Music Video TV ghost logo)


Effective disclosures in advertising

The rap video disappears as a baseball game appears

(Box Seat Sports ghost logo)

FVO: Going outside doesn’t have to mean going without your favorite shows. Get the LetsGoCable System. Our exclusive handheld viewer is just $498. And subscriptions are just $49.95 a month.

LEGAL: For outdoor use only.


Effective disclosures in advertising

Product Shot /Super: $200 BACK

Pullback/Reveal man holding viewer while fishing

FVO: Order today and get a $200 mail in rebate after 12 months of service.

LEGAL: 12 months subscription required for rebate. $50 cancellation fee for early termination.


Effective disclosures in advertising

FVO: LetsGoCable.

It’s time to cut the cord.


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