04.10.2016 (Week 6)
David Ho Ming Aun (0328394)
Advertising Principles and Practice
N/A
Rough Sketches:
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| Figure 1: Week 6 Rough Sketches |
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| Figure 2: Week 6 Rough Sketches |
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| Figure 3: Week 6 Rough Sketches |
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Idea Sketches:
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| Figure 5: Week 6 Idea Sketches |
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| Figure 6: Week 6 Idea Sketches |
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| Figure 7: Week 6 Idea Sketches |
Feedback:
Specific Feedback
Some good ideas, the codom being the actor seems like it has legs. Will it be relatable to Gen Y?
Reflection:
Experience
Once again, very little contact due to the public holiday. No lectures, nor opportunity to discuss idea sketches. I felt slightly bummed as I (along with some other classmates) have supposedly missed the point of Project 2, as most of us do not have a "big idea" and a strategy embedded within the slides.
Observation
Tuesday's class began late, due to the fact that some of our classmates are rushing to buy lunch, as we have 3 classes back-to-back. I notice that the lecturer also seems very tired regardless of it being in the afternoon of the evening, but that's understandable.
Findings
I find that this afternoon class arrangement is not as productive as the usual evening ones, as it is quite rushed for us. I find that the feedback session is very important in order for us to know what we can build upon and also drop, as we are nearing the end of this wonderful extremely thin condom exercise.
Book of the Week:
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| Figure 8: Week 6 Book of the Week |
Ogilvy on Advertising by David Ogilvy
From the get-go Ogilvy relays wonderful knowledge from his long years of experience. Here are some snippets of what I found very memorable and helpful.
Ogilvy warns us that the consequences of bad advertising can run deeper than we may think. Bad advertising would cause people not to buy your product, but the wrong advertising can even cause a reduction in sales! By the end of a year of an advertising run by Ford in the Readers' Digest, the people who weren't exposed to Ford advertisements actually bought more Fords than those who were. In the end, the client spent millions only for the advertising to "un-sell" his product.
"Give people a taste of Old Crow, and tell them it's Old Crow. Then give them another taste of Old Crow, but tell them it's Jack Daniel's. Ask them which they prefer. They'll think the two drinks are quite different. They are tasting images."
How to recognise a big idea:
1. Did it make me gasp when I first saw it?
2. Do I wish I had thought of it myself?
3. Is it unique?
4. Does it fit the strategy to perfection?
5. Could it be used for 30 years?
"In the past, just about every advertiser has assumed that in order to sell his goods he has to convince consumers that his product is superior to his competitors. This may not be necessary. It may be sufficient to convince consumers that your product is positively good. If the consumer feels that your product is good and feels uncertain about your competitors, he will buy yours." "... just say what's good about your product — and do a clearer, more honest, more informative job of saying it."
Ogilvy tackles the topic of originality: "Originality is the most dangerous word in advertising. Preoccupied with originality, copywriters pursue something as illusionary as swamp fire, for the Latin phrase is ignis fatuus."
He then provides a quote by Mozart, "I have never made the slightest effort to compose anything original." This is interesting for me to see how those who truly seek to make excellent work don't really place as much focus on the idea of originality as I thought.
This book provides a plethora of wonderful information which warrants multiple rereadings to truly soak them in. This is truly a gem of a book which I would gladly try to read again if time allows me.
Picture Credits
Figure 1 – 8
Personal Documentation
Figure 1 – 8
Personal Documentation
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