TYPES OF ADVERTISING
For this module you are expected to complete a number of things that tie directly to your Major Project. Specifically in these classes you will be creating an advertising campaign, using ATL, BTL and Guerrilla Marketing. You will be expected to rationalise and explain why you have decided to head a certain way and use certain mediums. This should include references to target market, market expectations and parallels of similar campaigns...
Whoa, what the hell is ATL and BTL?
Above the line and below the line advertising are two different strategies in advertising. Above the line normally refers to mass media purchases, which you pay for on a commission basis. Below the line is the non-conventional style of advertising that you pay for up front and has a more specific target.
ATL advertising involves:
Radio – The nice thing about radio is that each station knows it’s demographic well and can document it. The problem is that your ad really needs to do something different because most people only hear white noise when the ads are on. They have short lead-time and low cost compared to the other mass media.
BUD Lite Radio Ads
and my favorite one
TVCs – The crème de la crème of visual advertising, or at least it used to be when people actually watched commercial television. At present this form of advertising seems to be in a free fall as people find new ways of getting their entertainment. Benefits include mass coverage, repetition and the ability to use visual and audio together.
BUD Lite TVC - Mr Nudist Activity Coordinator
BUD Lite TVC - Mr Really Really Really Bad Dancer
Magazine/newspaper Ads – Expensive but great image/awareness builders. It also allows you to pick a magazine/newspaper and inherit their market. Most magazines know their target markets better than anyone. By using their research you are guaranteed to get in front of the right people.
Anti phone and drive from Czech Republic and Germany.
Landmine awareness from UK, which was then used in New Zealand.
Poster sites (Billboards, bus shelters, bus sides, taxi light boxes, cross tracks etc.) This is particularly good for awareness campaigns that create discussion and provide word of mouth. This sector is growing all the time with new sites being found and used effectively. Super-market trolleys, lift doors, floors – with vinyl printing techniques it’s completely up to you. Use the environment that best suits your project.
Obese awareness from Belgium.
Smart car ads from UK.
Web Banners and websites – Still relatively the new kid on the block this is tipped by many to be the future of advertising. Because of this the prices constantly seem to be rising. Main problems are finding where to put your banner or link; there is just so much to choose from. Benefits include, similar to magazines/newspapers, a direct tap into an existing market.
Brochures, leaflets and printed material – These fall between the ATL and BTL categories and is actually known as TTL (Through the line.) You can use them for POS additions or in a direct mail capacity. People use brochures and generally trust them. It’s a good place to get the whole story across and a good way to nudge the fence sitters over the edge.
Another TTL would be Competitions and promotions – This is giving away freebies in order to build a relationship with the consumer. These can include coupons, gifts with purchase, loyalty cards/incentives.
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BTL advertising involves:
Press and Public Relations (PR) – This is the often forgotten form of free advertising. A few well placed press releases could be all you need to double your target market opportunities.
Leaflet drops – If you have a certain demographic as your target market a leaflet drop will at least get to the right problem. The biggest problem with leaflets is that most people ignore them and throw them right in the bin. It has to be something visually arresting to get them to look at it further.
Email lists – Very rarely is this not seen as junk mail and if your mail is found to be unsolicited you can be sued.
Inserts – These can quite effective because you can choose what magazine, newspaper they go into and therefore tap into their market. Be careful of choosing a magazine that has a lot of inserts – this tends to be seen as another form of junk mail and they are collected on mass and thrown out.
Point of sale (POS) – Point of sale actually appears within stores so you know where people will interact with them. It can be anything from shelf fliers, in store banners and cardboard stand-alones. Actually anything that relates to and happens within a store fits into this area. It also includes kiosks and trade show exhibitions and everything involved with them.
More toilets in NYC.
And finally Guerrilla Marketing involves promoting stuff in an unconventional way. It’s normally a good way to save money and use the environment to its maximum effect. Some examples are: AXE (LYNX over here) in US - who are known as one of the best guerrilla advertisers.
IKEA also ran a great guerrilla campaign in Manhattan called Everyday Fabulous. This is part of the press release: “In preparation for Design Week in NYC, IKEA teamed up with Deutsch to make ‘everyday fabulous’ for New Yorkers. With more than 650 different experiences during this 5-day, city-wide guerilla marketing event (including padded park benches in Union Square, oven mitts in the #6 train, bus shelters designed for comfort and flair and doggie bowls for our four-legged friends) IKEA proves that good design can make every day even better.”
Superman Returns in US and Folgers coffee in US
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So... you need to do at least one thing from the three different areas:
- Above the line
- Below the line
- Guerrilla Marketing
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INSPIRATION & EXTRAS
Each week I throw up things I find that relate to what we've been discussing or working on that week. Sometimes it might be things that relate to your major assessment and sometimes just stuff I thought was worth seeing. If you find something you think we should be showing or something we just have to see let us know in class or throw an email over to me at matt@billyblue.com.au and I'll get it up here or on the Bluni inspiration site.
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PREVIOUS PUBLICATION EXAMPLES
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Meat shaped stickers?
Nice little guerrilla for Kotanyi Grill Spice Mix by Young & Rubicam, Budapest. The aim is to give out stickers in the shape of healthy piece of meat. On the back it tells you that it's strictly prohibited to stick this sticker to anything that looks remotely like a BBQ grill. Of course what does everyone do? Nice job of getting the public to do your work for you.
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How to make razor ads interesting
Gillette Fusion Power - designed by BBDO New York, nice and subtle.
Now for the not so subtle razor ad - I'm speechless, my wife is speechless - but we must admit it's a catchy song. Wilkinson Quattro for Women: Mow the Lawn by JWT, New York. Guaranteed this will get taken off the air and live out it's days as a viral.
Created by Ogilvy&Mather, Paris – Scrabble celebrates it's 60th birthday by going over the younger hip target market of Gen Y. Their problem: “With 100 millions of boxes sold throughout 121 countries in 29 languages, it is the most sold letter game ever. Despite this success, Scrabble is mostly seen today as an elitist and outdated game.” Their solution: to show what an amazing story each and every game of Scrabble can tell. Just fantastic, makes me want to go and blow the dust and cobwebs of my old scrabble board.
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Shock ads - how far is too far?
New viral ad from Saatchi&Saatchi in Romania looking at the effects of drink driving. Not sure if it works in my opinion, I guess not being able to understand what they're saying doesn't help it's effectiveness. It's getting a lot of attention in Europe but it just reminds of the shock ads we've all grown up with in Australia, starting with the famous Grim Reaper Aids ad.
And the famous VW commercial they swear wasn't official.
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Matchbox - too far?
Okay this is weird? I can see why kids might go for it but isn't this politically wrong on every single level? From Ogilvy & Mather in Singapore.
LEGO? - what is going on with these kid's brands?
What happened to nice little fantasy worlds where everything was nice and happy? Designed by Jung von Matt/ Alster Gmbh in Hamburg, Germany.
