blog content 11.11.13

Dear Mr Nilanjan,

our last topic was concerning the different campaigns. So I found very interesting article about the techniques of the most successful ad campaigns. The paper is called  "4 Types of  Advertising Campaigns that Sell". Below you can find those techniques summarized. For more detailed information and concrete examples. please visit:
http://www.thejamesgroup.com/four_adcampaigns.htm

THE WORD HOOK

The word hook is a repeatable catch phrase from ad to ad. Great examples of advertising campaigns using the word hook include Verizon's "Can you hear me now?" created by Bozell/New York to convince the world Verizon has the best network.

How effective was it? Consider that in July of 2003, a J.D. Power & Associates survey ranked Verizon at the top of the list for wireless quality, while Alltel was ranked number seven-even though they share the same network through a nationwide roaming agreement.

THE CHARACTER HOOK

A character hook uses a hero, villain, or victim to embody a key attribute of a brand. Great heroic character hooks include Ronald McDonald, a hero of happiness created in 1963. Ronald helped McDonald's to own family fast food. How effective was this character? Consider that 96% of school children in the United States can identify Ronald McDonald. Only Santa Claus is more commonly recognized.

THE REPEATABLE THEME

A repeatable theme is a situation that plays out again and again calling out the need for a company's product. Examples of a repeatable theme include the Got Milk ads created by Lowe Worldwide and the York Peppermint Patty ads created by Cliff Freeman.

CONSISTENT LAYOUT

A consistent layout uses a unique, design look and repeats these elements at each touchpoint. This allows customers to easily identify your company in a blink. The more distinct these elements are from your competitors, the easier it is to stand out from the clutter.

Kind regards,
Borislava Borisova
13FRN-315