Famous ad campaign s and how they demonstrate different ad strategies
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Famous Ad Campaign s …and how they demonstrate different ad strategies. thanks Joy Hinckley. Famous Ad Campaigns - Narrative (storytelling). John Caples was the greatest copywriter of all time, formulating many of the sales techniques still used.

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Famous ad campaign s and how they demonstrate different ad strategies
Famous Ad Campaigns…and how they demonstrate different ad strategies

thanks Joy Hinckley


Famous ad campaigns narrative storytelling
Famous Ad Campaigns- Narrative (storytelling)

John Caples was the greatest copywriter of all time, formulating many of the sales techniques still used.

This ad was hugely famous and printed for many years, and is still widely imitated.


Early ad strategies

The Caples ad “They laughed when I sat down at the piano” is a good example of an approach based on verbal thinking.

Until the 1940s ads were thought up by copy writers then the layout and illustrations were added by the art department.

Caples made narrative, or “storytelling” ads popular.


Famous ad campaigns picture narrative
Famous Ad Campaigns- Picture narrative

The Charles Atlas “97 pound weakling” ads ran for many successful years.

Picture narrative strategies involve either a single storytelling picture, or an illustrated or photo sequence.


Famous ad campaigns
Famous Ad Campaigns

The Coca-Cola Company has been a success from the start thanks to aggressive and focussed advertising.


Famous ad campaigns1
Famous Ad Campaigns

From the start, the words “delicious” and “refreshing” were used repeatedly.










Some ad strategies used by coca cola
Some Ad strategies used by Coca-Cola

Continuity: keeping a consistent product identity which changes only gradually

Recognition: product recognition through signs and symbols. (Coke’s famous logo, the use of the colours red and white.)

Association: Associating a product or service with a pleasurable experience or favourable lifestyle


Famous ad campaigns10
Famous Ad Campaigns

Harley-Davidson has pursued a campaign based on brand loyalty.


Famous ad campaigns11
Famous Ad Campaigns

Merchandising is a vital part of this campaign. Loyal customers actually pay to advertise the product.


Famous ad campaigns12
Famous Ad Campaigns

Get ‘em young.


Famous ad campaigns13
Famous Ad Campaigns

The ultimate sign of brand loyalty.


Some ad strategies used by harley davidson
Some Ad strategies used by Harley-Davidson

In addition to some used by Coke, Harley-Davidson adds

Emotional (Psychological) Appeal: Exploits emotional needs identified by market research.

Harley exploits dreams of power, masculinity, sex appeal, freedom - “Born to be wild”.


Emotional needs used by advertisers
Emotional needs used by advertisers

Self interest: what’s in it for me

Sex appeal: this product will make you desirable

Concern and compassion for others

Dreams: promises the buyer the possibility of dream fulfilment (eg Lotto, travel)

Fear: you smell / have bad breath / might die and leave your kiddies starving


Famous ad campaigns14
Famous Ad Campaigns

William Bernbach is famous for his inspired and creative ads.

He worked for the agency Doyle Dane Bernbach, now DDB, a multinational ad agency.

This ad is from the late 50’s and was part of a highly successful campaign for VW.


Famous ad campaigns15
Famous Ad Campaigns

His ads went opposite to the received wisdom of the time. His witty ads portray companies that are humble, but proud.



Some ad strategies used by william bernbach
Some Ad strategies used by William Bernbach

Inversion: A twist or turning an idea around.

Wit: Jokes, puns, humorous situations


Famous ad campaigns17
Famous Ad Campaigns

David Ogilvy is also renowned as a great creative, but he claimed his success was due to meticulous research.



Famous ad campaigns19
Famous Ad Campaigns

His original “one-quarter moisturising cream” concept for Dove made the product a success in its first year.

Dove still uses this product positioning.


Some ad strategies used by david ogilvy
Some Ad strategies used by David Ogilvy

Declaration: The product is this and this. It will do this and this.


Famous ad campaigns20
Famous Ad Campaigns

QANTAS “I still call Australia home” commercial.

This uses the “heartstrings” strategy.


Famous ad campaigns21
Famous Ad Campaigns

Meadow Lea “You ought to be congratulated” ad, 1980s.

This uses the “traditional family values” strategy.

http://www.youtube.com/watch?v=_88of09t7OE


Famous ad campaigns22
Famous Ad Campaigns

Other long-lived campaigns

The Marlboro Man has been around since the early 1930’s.

He continues to work because he represents an archetypal figure (the Strong Silent Macho).

Interestingly, this American cowboy image works cross-culturally - there are Indian Marlboro Men, Chinese Marlboro Men, etc.

This “keep the same ad” advertising principle is based on “if it ain’t broke, don’t try to fix it.”


Famous ad campaigns23
Famous Ad Campaigns

Other long-lived campaigns

Disturbingly, Camel Cigarette’s famous “Joe Camel” character is more recognisable to U.S. children than Mickey Mouse.


Famous ad campaigns24
Famous Ad Campaigns

Smirnoff and Absolut are known for their clever and visually stunning campaigns. Surrealist imagery often plays a part.


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