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Advertising and promotion week III
AIM
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By the end of the lesson students should have
a basic understanding of the laws and
regulations that govern advertising
communication. They should also be in a
position to start drafting the first assignment.
Overview
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In the UK no one act covers
advertising and promotion; there
are 150 acts of parliament that
regulate this marketing element.
There are also bodies such as ASA
and OFCOM that monitor this
marketing element.
Other umbrella acts such as Data
protection act 1989, Sale of goods
act, trade description act amongst
other legislation form the laws for
advertising and promotion.
ASA
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The Advertising Standards Authority is the UK’s
independent regulator of advertising across all
media.
THE ROLE OF THE ASA
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The Advertising Standards Authority was established
in 1962 to monitor & regulate UK advertising
The ASA steps in when information in an ad appears
to be dishonest or misleading, or when the attempt
to entertain has gone too far & become offensive
The ASA code covers all mediums of advertising,
including banner ads, internet pop-ups, SMS adverts
& moving image posters as well as more traditional
forms
When challenged, advertisers must prove their
claims are true. If they cannot prove it, they cannot
claim it
THE HISTORY OF THE ASA
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1961: Advertising Association establishes self-regulatory
system for non-broadcast advertising
1962: ASA established as the independent adjudicator to
supervise the working of the new self-regulatory system in the
public interest
Early 1970s: sales promotion rules introduced
1975: Asbof levy introduced
1990: use of data for direct marketing purposes rules
introduced
1988: Control of Misleading Advertisements Regulations
implemented
2004: ASA/CAP system assumes responsibility for regulation of
TV and radio ads
2008: CPRs and BPRs implemented
2011: The ASA’s digital remit is extended to cover websites
COMMITTEES OF ADVERTISING
PRACTICE
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The Committees of Advertising Practice (CAP)
write and maintain the UK Advertising Codes,
which are administered by the Advertising
Standards Authority. They also offer the
industry authoritative advice and guidance on
how to create campaigns that comply with the
rules.
THE ASA AND CAP
ASA Broadcast
Regulates TV and
radio ads under
contract from Ofcom
Independently
administers and enforces
rules laid out in the
Advertising Codes
ASA Non-broadcast
Nearly 50 years of
operation; independent
from Ofcom
Writes and helps enforce
the UK Code of
Broadcast
Advertising
Two separate industry bodies
that write and help enforce the
Advertising Codes
Writes and helps enforce
the UK Code of NonBroadcast Advertising,
Sales Promotion and
Direct Marketing
ADVANTAGES OF SELF REGULATION
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Stake holders gain trust in advertising
 Good for business and consumers
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Corporate social responsibility
– Industry has a stake in its own rules
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Fast
 Quicker than the courts
 Responsive to technological and social change
ADVERTISING CODES
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All ads must be legal, decent, honest and truthful
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Prepared with a sense of responsibility
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Must not mislead, harm or offend
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Advertisers / broadcasters must hold
evidence to support all claims
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Special rules, e.g.:
 Alcohol
 Children
 Environmental claims
 Health and beauty
BANNED ADVERTS
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http://www.youtube.com/watch?v=94eoXg3lEz
c
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http://www.metro.co.uk/metrolife/815766-top5-banned-tv-adverts
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The advertising watch
dog has banned Virgin
Media's multimillionpound TV campaign
featuring Usain Bolt,
ruling that the cable firm
could not deliver on a
promise relating to
superfast broadband.
BANNED ADVERTS
Mars pulled a Snickers UK TV ad after US complaints that it
was offensive to gay people even though it was never shown
on TV in the US
The Advertising Standards Authority of the UK received just
two complaints and did not investigate the commercial for a
possible breach of the advertising code
However, the ad caused a storm in the United States. The
Human Rights Campaign criticised Mars for perpetuating
"the notion that the gay, lesbian, bisexual and transgender
community is a group of second class citizens and that
violence against GLBT people is not only acceptable, but
humorous”
Mars said that the ad was meant to be "fun", and that it never
intended to cause offence
CODE OF ADVERTISING PRACTICE
(CAP)
The main principles of the advertising standards
codes are that adverts should not mislead, cause
harm, or offend
 Particular care should be taken to avoid causing
offence on the grounds of race, religion, sex,
sexual orientation or disability
 There are specific rules for certain products and
marketing techniques. These include rules for
alcoholic drinks, health and beauty, children,
motoring, environmental claims, gambling, direct
marketing and prize promotions
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CAP GUIDELINES
Detailed guidance is offered to advertisers about
what is acceptable,
 though the ASA claim they review each advert in
context according to its medium, intended
message & suitability for target audience. Like TV
programmes, adverts may only be suitable for
broadcast after the 9pm watershed
 Categories include: fear & distress, safety, violence
& anti-social behaviour, & comparisons with
competitors
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ASA AIMS
Protect consumers
 Reflect the public
 Be responsible
 Keep competitive claims in check
 Embrace new challenges posed by new media
forms
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ADVERTISING TO CHILDREN
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On 1st July 2007 the Committee of Advertising Practice
(CAP) brought into force new rules for food and soft drink
product advertisements to children to help protect
children’s health and recognise and respond to public
concern about rising levels of childhood obesity.
In summary, the new rules state that advertisements for
food or soft drink products should not:
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Condone or encourage poor nutritional habits or an unhealthy
lifestyle in children
Encourage excessive consumption of food or drink products
Use promotional offers in an irresponsible way
Use “high pressure” or “hard sell” techniques
Use licensed characters or celebrities popular with children if
targeted directly at pre-school or primary school children
Give a misleading impression of the nutritional health
ADVERTISING TO CHILDREN
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The rules provide for fresh fruit or fresh vegetables to
be advertised using techniques restricted for other
food or drink products
The new rules protect all children (defined as persons
under 16)
In recognition of the Government’s concern to target
regulatory measures at primary school children, CAP
has placed tougher restrictions on food or drink
product ads that are directly targeted at primary
school or pre-school children through their content
THE BCAP TELEVISION
ADVERTISING CODE
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Food and soft drink advertising and children: Diet and lifestyle
Advertisements must avoid anything likely to encourage poor nutritional
habits or an unhealthy lifestyle in children. Notes:
(1) This rule does not preclude responsible advertising for any products
including those that should be eaten only in moderation.
(2) In particular, advertisements should not encourage excessive
consumption of any food or drink, frequent eating between meals or
eating immediately before going to bed.
(3) It is important to avoid encouraging or condoning attitudes
associated with poor diets, for example, a dislike of green vegetables.
(4) Portion sizes or quantities of food shown should be responsible and
relevant to the scene depicted, especially if children are involved. No
advertisement should suggest that a portion intended for more than
one person is to be consumed by a single individual or an adult’s
portion, by a small child.
(5) Advertisements for food should not suggest that an inactive or
sedentary lifestyle is preferable to physical activity.
OFCOM
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The Office of Communications commonly known as Ofcom, is
the government-approved regulatory and competition authority
for the broadcasting, telecommunications and postal industries
of the United Kingdom. Ofcom was initially established by the
Office of Communications Act 2002 and received its full
authority from the Communications Act 2003.
Ofcom has wide-ranging powers across the television, radio,
telecoms and postal sectors. It has a statutory duty to
represent the interests of citizens and consumers by promoting
competition and protecting the public from what might be
considered harmful or offensive material some of the main
areas Ofcom presides over are licensing, research, codes and
policies, complaints, competition and protecting the radio
spectrum from abuse.
Createing an advert
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Assignment
You work for a well known advertising agency and have just been promoted to a
managerial position. As a result of your new role your responsibilities have also
expanded therefore you have been given sole responsibility to develop an
advertising campaign proposal for one of your major client who’s business is
international and they are about to launch a new product to add to their portfolio.
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You are to choose one of the products/services contained within the table
attached to this brief and compose a proposed promotional campaign for
this product/service. You are required to investigate and choose a
minimum of 3 methods of promotion/advertising but at least 1 must be a
type of internet advertising.
You are to research your chosen methods and discuss and justify their
relevance to your product and effectiveness evaluating the advantages and
disadvantages of these methods. Within your proposal you must include at
least 2 models’s of the communication process and discuss the theory
surrounding these models. Your proposal should conclude and recommend
a defined integrated promotional strategy and throughout should
demonstrate how advertising can be designed to differentiate, remind
inform and persuade.
Effective Advertising
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Examines breakthrough
advertising, and how creative are
developing messages people
want to watch and read.
Advertising creatives must be
innovative and use ideational
thinking and processes, in spite
of constraints and political
pressures from clients.
The Two Sides of
Advertising
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Media and message
strategy work
together to create
effective advertising.
Creative activities
work in parallel with
the media strategy.
12-5
The Art and Science of Advertising
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The advertisement translates the
logic of planning decisions into a
creative idea that is original,
attention getting, and memorable.
Ads must persuade people to take
action and make a relevant
connection with the audience be
presenting a selling idea in an
unexpected way.
The Role of Creativity in Advertising
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Advertising creativity is a product of teamwork
between copywriters, art directors, and even
broadcast directors work together to generate
concept, word, and picture ideas.
In advertising, creativity if both a job description and
a goal.
Creativity is a special form of problem solving.
Message Planning
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The creative strategy phase brings together the art and
science of advertising.
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Creative strategy/message strategy
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Ad ideas must be creative (original, different, novel, unexpected) and
strategic (right for the product and target; meets advertising objectives.
What the ad says
Execution
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How it is said
Creative Brief
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Spells out the creative strategy and key execution details
Prepared by the account planner to summarize the basic
marketing and advertising strategy
Provides direction to the creative team to develop a
creative concept
Key Points in a Creative Brief
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Problem that can be solved by communication.
Target audience and key insights into their attitudes and behavior.
Brand position and other branding decisions, such as personality and
image.
Communication objectives that specify the desired response to the
message by the target audience.
Proposition or selling idea that will motivate the target to respond.
Media considerations about where and when the message should be
delivered
Creative direction that provides suggestions on how to stimulate the
desired consumer response. These aren’t creative ideas but may touch
on such execution or stylistic direction as the ad’s tone of voice.
The Road Crew Campaign
Social marketing
campaign to get
young men in
Wisconsin small
towns who drink
and drive to use a
ride service.
Visit the
Site
Prentice Hall, © 2009
12-11
The Road Crew Creative Brief
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Why are we advertising at all? To create awareness for an evening alternative ride service.
What is the advertising trying to do? Make the new ride service appealing to men in order to
reduce the number of alcohol-related crashes.
What are their current attitudes and perceptions? “My car is here right now. Why wait? There
are few options available anyway. I want to keep the fun going all night long.”
What is the main promise we need to communicate? It’s more fun when you don’t have to
worry about driving.
What is the key moment that we tie to? “Bam! The fun stops when I need to think about getting
to the next bar or getting home.”
What tone of voice should we use? The brand character is rugged, cool, and genuine. We need
to be a “straight shooter” buddy on the barstool next to the target. They do not want to be
preached to or told what to do. We need to communicate in a language they can relate to.
(Words like “program” may cause him to tune out.”)
Facets model
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Shows the effectiveness
of ads that means
the how the market gets
attracted and makes
general opinion about
them. It consists of six
components.
Message Objectives Based
on Facets Model
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See/hear—create attention, awareness, interest, recognition
Feel—touch emotions and create feelings
Think/learn—deliver information, aid understanding, create
recall
Believe—change attitudes, create conviction and preference
Connect—establish brand identity and associations,
transform a product into a brand with distinctive personality
and image
Act—stimulate trial, purchase, repurchase or some other form of
action.
Goal and Objectives of
Road Crew Campaign
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Goal—reduce alcohol related crashes by 5%
Objectives
 Create awareness of the ride service program and
positive attitudes toward it
 Establish a cost-efficient level of rides in the first
year of operations, which involved fund-raising,
soliciting volunteers, and other community support
 Address the gap between awareness (don’t drink
and drive), attitudes (risky, scary, potentially
dangerous), and behavior
 Encourage a behavior change consistent with new
attitudes and awareness (get
Targeting
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Target decisions are very important to message
strategy.
Target audience for Road Crew Campaign
 21- to 34-year old single men with a high-school
education and a blue-collar jobs
 They are responsible for most alcohol-related
crashes; most likely to kill or be killed
Consumer insight
 Tended to worry about driving home drunk and this
worry took the edge off an otherwise delightful
evening
Branding
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Brand positions and brand images
are built through message
strategies and brought to life
through advertising executions.
Advertising creates brand salience.
 The brand is visible, has a
presence in the marketplace,
consumers are aware of it, and
the brand is important to its
target market,
Brand icons reinforce lend
personality, emotion, and
stories to their
brands.
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Burger King’s “creepy” BK King
GEICO Gecko
Frontier’s animals
Video Snippet
Aflac’s agency reveals
how they came up with the
duck as an icon.
Message Strategies
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Based on objectives, the goals are translated into strategies
A creative strategy is an approach that makes the most
sense given the brand’s marketing situation and the target
audience’s needs and interests.
Creative Strategy Approaches
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Head and Heart
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Head: uses more rational, cognitive (thinking) objectives
Heart: uses more emotional, affective (feeling) objectives
Hard Sell and Soft Sell
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Hard sell: uses an informational message that touches the
mind and creates a response
Soft sell: uses emotional appeals or images to create a
response based on attitudes, moods, and feelings
Creative Strategy Approaches
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Frazer’s Six Creative Strategies
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Six creative strategies that address various types of
advertising situations; identify common approaches to
advertising strategy.
Taylor’s Six-Segment Strategy Wheel
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Divides strategies into the Transmission view (“head”
strategies and the Ritual view (“heart” strategies).
Each view is divided into three segments: Rational, Acute
Need, and Routine on the Transmission side; and Ego, Social,
and Sensory on the Ritual side.
Table 12.1
Frazer’s Six Creative Strategies
Strategy
Description
Uses
Preemptive
Uses a common attribute or benefit
but brand gets there first–forces
competition into me-too positions.
Used for categories with little
differentiation or new product
categories.
Unique Selling
Proposition
Uses a distinct difference in
attributes that creates a meaningful
consumer benefit.
Used for categories with high
levels of technological
improvement and innovations.
Brand Image
Uses a claim of superiority
distinction based on extrinsic factors
such as psychological differences in
the minds of consumers.
Used with homogeneous lowtech goods with little
differentiation.
Positioning
Establishes a place in the consumer’s
mind relative to the competition.
Used by new entries or small
brands that want to challenge
the market leader.
Resonance
Uses situations, lifestyles, and
emotions with which the target
audience can identify.
Used in highly competitive,
undifferentiated product
categories.
Affective/
Anomalous
Uses an emotional, sometimes even
ambiguous message, to break
through indifference.
Used where competitors are
playing it straight and
informative.
Table 12.3 Taylor’s Six-Segment
Strategy Wheel
The wheel divides
message strategy into
two general views—the
Transmission view and
the Ritual view. These
are roughly equivalent to
our “head” and “heart”
strategies.
Strategic Formats and
Formulas
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Lectures
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A series of instructions
given verbally
Speaker presents evidence
to persuade the audience
Lectures are inexpensive,
compact, and efficient
A “talking head” delivers a
lecture about a product
Dramas
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Funny or serious stories
about how the world works
Characters speak to each
other and audience infers
lessons
Strategic Formats and
Formulas
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Rational Customer-focused
Strategies
•
•
•
•
Benefit—what the
product does for the
user; benefit
Promise—what benefit
the user will get in the
future
Reason—why you
should buy this
“because”
Unique selling
proposition—a benefit
unique to the product
and important to the
user
Strategic Formats and
Formulas
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Message Formulas
 Straightforward
 Demonstration
 Comparison
 Problem solution
/problem avoidance
 Humor
 Slice of life
 Spokesperson
 Teasers
Strategic Formats and
Formulas
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Matching Messages to Objectives
 Get attention
 Create interest
 Resonate
 Create believability
 Are remembered
Slogans
 Taglines
 Key visual
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Principle:
To get attention, ad ad must have stopping power, which comes
from originality, relevance or intrusiveness—an idea that is
novel or surprising.
Strategic Formats and Formulas
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Matching Messages to Objectives (cont.)
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Touch emotions
Inform
Teach
Persuade
Principle:
When advertising gives consumers permission to believe
in a product, it establishes the platform for conviction.
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Create brand association
Drive action
Principle:
Not only does advertising have to stop (get attention) and
pull (create interest), it also has to stick (in memory).
Tangible and Intangible Features
Prentice Hall, © 2009
12-29
What is a Creative Concept?
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It’s an idea—a thought
or concept formed by
mentally combining
pieces and fragments
into something
meaningful.
Concepting—the
process of coming up
with a new advertising
idea.
James Webb Young
defines an idea as a
new or unexpected
combination of
Advertising Big Ideas
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The point of focus for
communicating the
message.
A theme or central
concept (creative
concept).
The “Road Crew” name
helped define the
campaign’s big idea.
The “Beats driving”
slogan supported the
Big Idea and
communicated a
benefit.
The ROI of Creativity
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According to DDB
agency, an effective
ad is relevant (means
something to target
audience), original
(novel, fresh,
unexpected, unusual),
and has impact
(makes an
impression)
Principle:
An idea can be creative for you if you have never thought of it
before, but to be truly creative it has to be one that no one else
has thought of before.
The Creative Leap
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Divergent, right-brain
thinking explores
possibilities rather than
using rational thinking
“Thinking outside the box”
Taking creative risks
Principle:
To get a creative idea, you must leap beyond the
mundane language of the strategy statement and see
the problem in a novel and unexpected way.
Dialing Up Your Creativity
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Characteristics of creative people
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Assertive, self-sufficient, persistent, self-disciplined.
High tolerance for ambiguity and powerful egos; risk
takers who are internally driven.
Don’t care much about group standards and opinions;
typically have inborn skepticism and strong curiosity.
Key characteristics of advertising creatives
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Problem solving
The ability to visualize
Openness to new experiences
Conceptual thinking
Principle:
Emphasize concepts. Worry about execution later.
The Creative Process:
How to Get an Idea
It is hard work; usually involves a series of steps:
1. Immersion—read, research, learn about problem
2. Ideation—look at the problem from every angle; generate
as many ideas as possible
3. Brainfog—you may hit a wall and want to quit
4. Incubation—let your subconscious work on it
5. Illumination—the idea often comes when you’re relaxed
and doing something else
6. Evaluation—Does it work? Is it on strategy?
Brainstorming
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Get a group of 6–10 people together to come up
with ideas.
People and ideas play off of each other and
stimulate more ideas than one could alone.
Stay positive, don’t judge, don’t criticize.
No distractions or interruptions.
Write everything down.
Only after all ideas have been expressed and
every avenue exhausted, you start picking
through and evaluating the ideas.
How to Create Original Ideas
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What If?
An unexpected association
 free association
Dramatize the obvious
Catchy phrasing
An unexpected twist
A play on words
Analogy and metaphor
Familiar and strange
A twisted cliché
Twist the obvious
To prevent unoriginal ideas,
avoid “the look-alike” and the
tasteless.
Discussion Question 1
Find an ad in this book that you think
is the most creative.
 What is its Big Idea? How and why
does it work?
 Analyze the ad in terms of the ROI
formula for evaluating effective,
creative advertising.
 Re-create the creative brief that would
summarize the ad’s message strategy.
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Discussion Question 2
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Divide the class into groups of 6 to 10 people
and discuss this problem: Your community wants
to encourage people to get rid of their cars and
use alternative forms of transportation.
Brainstorm for 15 minutes as a group,
accumulating every possible idea. How many
ideas are generated? Here’s how to run this
brainstorming group?
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Appoint one member to be the recorder who lists ideas
as they are mentioned.
Appoint another member to be the moderator and
suggest techniques described in this chapter as idea
starters.
Identify a cheerleader to keep the discussion positive
and find gentle ways to discourage critical or negative
Discussion Question 2 (cont.)
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Identify a cheerleader to keep the discussion positive
and find gentle ways to discourage critical or negative
comments.
Work for 15 minutes throwing out as many different
creative concepts as your team can come up with,
regardless of how crazy or dumb they might initially
sound.
Go back through the list as a group and put an asterisk
next to the 5 to10 ideas that seem to have the most
promise
When all the groups reconvene in class, each
recorder should list the groups best ideas on the
blackboard. As a class, pick out the three ideas
that seem to have the most potential. Analyze the
experience of participating in a brainstorming
group and compare the experiences of the
different teams.
Discussion Question 3
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Three-minute debate: Here’s the topic: Is
entertainment a useful objective for an advertising
campaign? This is an issue that advertising experts
debate because, although entertainment may get
and keep attention, some experts believe the focus
should be on selling products not entertaining
consumers. Build a case for your side—either pro or
con on the effectiveness of entertaining ads.
In class, organize into small teams with pairs of
teams taking one side or the other. Set up a series
of three-minute debates with each side having half
that time to argue its position.
Every team of debaters has to present new points
not covered in the previous teams’ presentations
until there are not more arguments left to present.
Then the class votes on the most compelling
argument.