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Creativity in Magazine Advertising. An introduction to…. Creativity In Magazine Advertising. - Magazines offer Engagement But only for the right ad, in the right place It’s about ‘chiming’ with the readers. Making the most of your page . How the creative is King

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an introduction to
An introduction to…

Creativity In Magazine Advertising

  • - Magazines offer Engagement
  • But only for the right ad, in the right place
  • It’s 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
magazines offer engagement
Magazines offer engagement…

…but not for just any old advert

The creative has to be right to engage the reader

the creative is key to readers engagement
The creative is key to readers’ engagement

It’s effectively the ‘elephant in the room’

Overlook the creative and the advertising message is redundant

slide5

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

readers enjoy the advertising
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

readers enjoy the advertising1
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

readers trust the advertising
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

the creative is king
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

size can matter
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

though it s more to do with how you use it
…though it’s more to do with how you use it

COI’s secondary smoke campaign asked readers to follow the smoke

Cigarette’s appeared throughout the listings pages of TV magazines

This led to DPS advertising the TV ad in the style of the listings pages

creative content what works best in an ad
Creative content - What works best in an ad?

Overt humour in a financial ad probably doesn’t fit. But if you’re 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

what works best in an ad
What works best in an ad?

“Good question. Probably the humour.”

how am i funny
How am I funny?

There’s no doubt that some of the most memorable ads are the funny ones.

Humour is obviously subjective – one person’s idea of irony is another’s idea of offensiveness so it’s a fine line to tread.

But these next few pages will show that when it’s done correctly, humour in magazine advertising has the last laugh.

“Am I’m here to amuse you?”

making the most of your page humour
Making the most of your page – Humour

A style of ad we’ve all seen before for something like Calvin Klein…Ambi Pur putting some glamour into cleaning products

making the most of your page humour1
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

making the most of your page humour2
Making the most of your page – Humour

Sensodyne toothpaste from Portugal. The strapline reads “Leave pain to those who like it”

making the most of your page humour3
Making the most of your page – Humour

Post-it notes…for those little things you forget

Heinz’s Mean Beanz variant gives the sauce a bit of a kick

making the most of your page humour4
Making the most of your page – Humour

Kellogg’s All-Bran help to guide those stodgier foods out of your system

hard hitting message
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.

It’s something that can be done in magazines better than any other media.

slide22

Hard-hitting message?

The Singapre government conveying the message that ‘verbal abuse can be just as horrific’ as physical abuse

slide23

Hard-hitting message?

The import/export of exotic pets and associated trade has been high on the agenda for the World Wildlife fund

slide24

Hard-hitting message?

Greenpeace make their feelings known about BA’s approach to climate change

slide25

Hard-hitting message?

There’s no way to be fluffy when something as shocking as human trafficking is the subject. This disturbing image portrays the issue quite brilliantly.

sometimes ads just look great
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.

some ads just look great
Some ads just look great

Winner at the Canne Lions awards 2008 – Wrangler’s ‘We are animals’

some ads just look great1
Some ads just look great

A slightly ripe creative that a brand like Diesel can get away with…in the right environment of course

some ads just look great2
Some ads just look great

Havaianas footwear shows us how to “…colour with your feet”

some ads just look great3
Some ads just look great

Canon’s camera’s take a picture so sharp there’s a glint in this kitty’s eye

getting in chime with the audience
Getting in ‘chime’ with the audience

A good ad will only work if it’s in the right environment.

Here’s an example of an advertiser thinking a little differently when it comes to their magazine creative. This is an ad for Carr’s water biscuits that appeared in the women’s 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

getting in chime with the audience1
Getting in ‘chime’ with the audience

A good ad will only work if it’s in the right environment.

Here’s a typical B&Q ad that appeared in national press. This obviously wouldn’t work in a magazine about fashion aimed women.

B&Q has a range of affordable yet stylish products that would most definitely appeal to women.

slide34

Getting in ‘chime’ with the audience

In order to appeal to this audience, B&Q changed their matter-of-fact style advertising to something much more suitable to the fashion/celeb market.

slide35

Getting in ‘chime’ with the audience

The first ad shows the new HP laptop…again 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

slide36

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.

slide37

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%.

slide38

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 you’d expect, gets a higher score than one without and scores even higher with those who read a celebrity title.

making the most off the page1
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 we’ve 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 we’ll take a look at some of the best examples.

giving the readers a feel with textured paper
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

give the readers a sample of what they re in for
Give the readers a sample of what they’re 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 didn’t

Prompted recall grew 89% among group exposed to sachet

something a little different
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.

an introduction to1
An introduction to…

Creativity In Magazine Advertising

  • - Magazines offer Engagement
  • But only for the right ad in the right place
  • It’s 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