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… …but not for just any old advert The creative has to be right to engage the reader
The creative is key to readers’ engagement It’s effectively the ‘elephant in the room’ Overlook the creative and the advertising message is redundant
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 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 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 “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 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… 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 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? 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? “Good question. Probably the humour.”
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 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 – 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 – Humour Sensodyne toothpaste from Portugal. The strapline reads “Leave pain to those who like it”
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 – Humour Kellogg’s All-Bran help to guide those stodgier foods out of your system
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.
Hard-hitting message? The Singapre government conveying the message that ‘verbal abuse can be just as horrific’ as physical abuse
Hard-hitting message? The import/export of exotic pets and associated trade has been high on the agenda for the World Wildlife fund
Hard-hitting message? Greenpeace make their feelings known about BA’s approach to climate change
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 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 Winner at the Canne Lions awards 2008 – Wrangler’s ‘We are animals’
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 great Havaianas footwear shows us how to “…colour with your feet”
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 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 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.
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.
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
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.
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%.
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-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 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 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 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 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