How to Become an Ad Expert in 10 Steps
In my early career I was responsible for Daz. I put the blue speckle in Daz, and my career has been downhill ever since.
From this flimsy start, I am often able to fool people into thinking that I know something about advertising. So here is how you can be an advertising expert.
First, know the purpose of advertising. Advertising agencies think that the purpose of advertising is:
- To make lots of money
- Have an excuse for long liquid lunches and even longer arguments
- Win creative awards at industry bashes in exotic locations.
- Do people remember it?
- Do they buy the product?
- Does it meet the brief we agreed? Daz washes whiter -- OK?
- Is it differentiated versus nearest alternatives? Ariel for stains, Dreft for woollens: you get the idea.
- Does it give a compelling reason why I should buy? If you do not want white clothes to look grey, buy Daz
- Is it relevant to the people we are targeting? For people with white clothes, yes.
- Is it credible? Daz has the "Blue whitener" to keep white clothes white. Give a reason why your product works.
- Is the brand clear? Forget celebrities and clever artistry: stick the brand up front so people remember Daz, not the artistry or celebrity.
- Does it project the character of the brand? Daz cheap and cheery, versus high tech Ariel, etc.
- Is it simple and memorable? One brand, one message: Daz washes whiter.
- Is it consistent with other material? Easy to use on TV, radio, posters, magazines.
- Is it sustainable economically, and creatively over time? Daz advertising has not changed in fifty years, because it works.