William Bernbach

"I warn you against

believing that advertising is

a science." - Bill Bernbach

"Finding out what to say is the beginning of the communication process. How you say it makes

people look and listen and behave. And if you are

not successful at that you have wasted all the work and intelligence and skill that went into

discovering what you should say."

William Bernbach

Example of Bernbach work

The "Think Small" ad raised the bar in the advertising business at that time. All the other design firms and ad agencies began to zero-in on giving the relationships between layout elements real purpose. If they put it there -- it had to be for a darn good reason

very small image of the VW Beetle, and floated it in a sea of white space in magazine ads

THINK SMALL – 1960sThink small. Our little car isn't so much of a noveltyany more. A couple of dozen college kids don't try tosqueeze inside it. The guy at the gas station doesn'task where the gas goes. Nobody even stares at ourshape. In fact, some people who drive our littleflivver don't even think 32 miles to the gallon is goingany great guns. Or using five pints of oil instead offive quarts. Or never needing anti-freeze. Or rackingup 40,000 miles on a set of tires. That's because onceyou get used to some of our economies, you don'teven think about them any more. Except when yousqueeze into a small parking spot. Or renew yoursmall insurance. Or pay a small repair bill. Or trade inyour old VW for a new one. Think it over. © 1960 Volkswagen of America, Inc.

William Bernbach

Executional Emphasis

• No point of saying all the right things in the world unless

someone listens

• Nobody counts the number of ads you run; they just

remember the impression you make.

• Advertising Needs “Freshness, Originality and to be

Imaginative”

“How you say something can be more

important than what you say”

American advertising executive and copywriter, a pioneer of the subtle, low-pressure advertising

that became a hallmark of the agency he helped found, Doyle Dane Bernbach, Inc.

© 2007 by Prentice Hall 7-5

Creating an Advertisement

Masterbrand: Dove

History of Dove:

• 1940‟s – Formula for Dove Bar (Mild Soap)

• 1950‟s – Refined to original Dove Beauty Bar

• 1960‟s – Launched in the market

• 1970‟s – Popularity Increased as a milder soap

• 1980‟s – Leading brand recommended by Physicians

• 1990‟s – Dove beauty wash successfully launched

• 1995 - 2001 – Extension of Dove‟s range of products

Dove Soap Ad

Dove's Positioning In 1950s - In The Beauty Industry

Product• First Dove product as Beauty Bar - Launched in 1957• It claimed not to dry out the skin the way soap did• Technically not soap at all, formula came from military research

conducted to find a non-irritating skin cleaner with high levels of natural skin moisturisers, Dove did not call their product „soap‟.

• Feature: 1/4 Cleansing Cream• Benefit: Won't dry out skin like soap

Marketing and Advertising• Blend of marketing communication tools: TV, print media and billboards• "Dove soap doesn't dry your skin because it is one quarter cleansing cream"• Used natural looking women to convey the benefits of the product

Outcome• As a result of Dove positioning itself as being in the beauty Industry and

focusing on functional benefits as well as a successful marketing mix, Dove became one of the America‟s most recognizable brand icons

Dove's Early Print Ads

1960s

1970s

1980s

Dove's Target Market

• Target group was women aged 30-39

• These women had not yet used skin-firming products but

were starting to reach the age where wrinkles and cellulite

were common.

• This group was also likely to have young daughters, for

whom self-esteem issues are a real concern.

Masterbrand: Dove

Problems

• Declining Sales, lost in a crowded market

• Increased competition (L'oreal, Olay, P&G, Nivea, Johnson & Johnson)

• Resulting advertising clutter

• Stagnation in one or two categories, In spite of increase in product range

• Need for Brand Positioning, evolve brand image without losing their existing customer base

Dove's Brand & Communication Strategy

Importance of situational influences, emphasis from product-related variables to consumer-related variables

Brand Audit in 2003:Product benefit: natural ingredients, moisturizing performanceEmotional benefit: There was none - dated and old-fashioned

Focus: Self-Esteem, Feel Good

Objectives:• Increase market share through improvement of the brand image• Develop an outstanding marketing campaign• Retain the functional strengths of the brand• Engage customers and differentiate from other competitors

Only 2% described themselves as beautiful

Consumer Insight - Research Study "The Real Truth about Beauty: A Global Report" (2004)

68% believed that the unrealistic standard of beauty set by

the media would never be achieved

75% wished that media would portray more diverse measure

of physical attractiveness

79% said that beauty could be achieved through non-

physical appearance

Consumer Insight - Research Study "The Real Truth about Beauty: A Global Report" (2004)

Dove's Communication Campaign

• April 2004 launched “DOVE FIRMING LOTION”o Ads named as “LETS CELEBRATE CURVES”

• Sept 2004 launched "GLOBAL CAMPAIGN"o It was renamed as “CAMPAIGN FOR REAL BEAUTY”

(CFRB)

"[...] to make more women feel beautiful every day, by widening today's stereotypical view of beauty and inspiring women to take great care of themselves."

Core Message: "No models -- but firm curves"

CFRB - ATL: Magazine

source: www.thirdwayblog.com

CFRB - ATL: Web Ads

Dove 'Evolution' movie

The ‘Evolution’ movie was created on demand of Unilever Canada and posted on YouTube by its creator Ogilvy & Mather Toronto on the 6th of October 2006.

Target MarketPrimary: Women 30-39Secondary: Girls & Teenagers

Objective• Further engagement and differentiation with competitors• Touch the lives of 70,000 girls in Canada towards the global objective of touching over

1,000,000 girls by 2008 over the world (achieved in 2 months)• To do so in a meaningful way by providing tools, resources, educational materials that

can make a real and lasting difference• Drive mass awareness of the workshops and available materials, reaching Canadian

women through viral email blasts, word of mouth, on-line advertising and PR.

ModesSocial Media (Youtube) and WoM

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The Dove Evolution Movie – Viral Campaign

Dove 'Evolution' movie

Implementation:• Besides being posted on YouTube, an e-mail with a link to the movie was sent to

460,000 people in Canada,• Followed by targeted e-mails to 15,000 women who attended a DSEF workshop.• An online media plan focusing on woman‟s websites supported the launch of the

movie.• A targeted PR and Media campaign was developed to coincide with LA Fashion

Week to maximize share of conversation for the campaign.• Press releases, a DVD with the ‘Evolution’ movie as part of the goodie bag ...

generated mass PR coverage (e.g. publication in several talk shows, television programmes, newspapers and magazines)

Results:• 7,990,801 views on YouTube upload, more than 30,000 testimonials about ‘real

beauty’ on the campaign website• 68,905 search results for “Dove Evolution” on blogsearch.google.com• The movie is launched in more than 40 countries• The winner of two Grand Prix and one Epica D'Or awards - Cannes Lions

International Advertising Festival• Set of a “evolution-frenzy” online, including numerous videos

CFRB - ATL: Dove Ad

• Sub-target: 8-17 years old girls• Reason: Address eating disorder in target age, directly

linked to low self-esteem• Objective: How to make a difference in how girls felt about

themselves• Campaign Association: Dove Self-Esteem Fund

Video source: http://www.stupidvideos.com/video/superbowl_xl/Superbowl_06_Dove_Self_Esteem/

Dove „Onslaught' movie

Video source: http://www.vimeo.com/15858539

Dove's Brand Equity & Development

Much affiliation and attachment, created patronage

(Dove Self-esteem Fund)

Women loved and trusted the dove brand, use the brand to develop self-

esteem and feel better about themselves

Mild, moisturizing, 1/4 cleansing cream worked on the CFRB to make women

feel good about themselves

World No. 1 Cleansing Brand. Has depth and breadth in the market

CASE II - Voice SMS from Airtel

• Previously targeted at rural folk who could not message.

• Didn’t have traction. • Was languishing.• With multiple options like text sms/email/social

media/blogs/status updates already available, would Voice SMS be able to break into this dense jungle of options?

• Would the youth lap up, what had been targeted but rejected by the illiterate audience?

Objectives

1. Target the urban 15-29 year olds

2. Double the penetration level of the product.

3. Drive imagery attribute ‘Brand for someone

like me’ and create relevance and affinity.

Consumer Insight

• Text messages are open to interpretations.

• Chatting with Youth revealed that they find

text messages as an extremely convenient &

discreet way to communicate.

• However since text is cold they frequently use

emoticons to liven it up.

The Big Idea

• Add emotion to your messages with Voice SMS - The death of emoticons.

Using IMC and `bring the idea to life’

1. 15 sec TVC2. Radio spots3. Interactive website: where visitors could leave a message for Kareena4. Yahoo audibles which used the TVC line ‘Miss you so much..’5. Engagements at youth hangouts like Barista, PVR, CCD.6. Voice SMS innovation on MTV (to become Voice of MTV for a month) - to drive

trials for the product by leveraging youth-focused media property.7. Animated viral film- uploaded on various social media websites & youtube.

Results•Penetration doubled within 2 months of campaign launch.•Brand imagery ‘For someone like me’ went up by 2 points among the intended target

aged 15-30.

Executional Frameworks

• An executional framework is the manner in which an ad appeal (types of appeals) is presented.

Message Strategy

• Is the primary tactic or approach used to deliver the message theme

• It is an idea about how to creatively and persuasively communicate a brand message to the target audience

• It has to motivate the audience to respond

© 2007 by Prentice Hall 7-40

Creating an Advertisement

Forms of Cognitive Message Strategies

• Generic

• Preemptive

• Unique Selling Proposition

• Hyperbole

• Comparative

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Cognitive Affective Conative

GenericCognitive Message Strategy

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oAre direct promotions of product attributes or benefits without any claim of superiority.oIt contains very little product informationoWorks well for brand leaders and dominant company’s in the industryoTop Ramen’s noodlesoNintendo DSoCampbell soup’s “soup is good”oIntel

GenericCognitive Message Strategy

PreemptiveCognitive Message

Strategy

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These messages claim superiority based on the product’s attributes or knowledgePepsodent "Dishum Dishum" cavity fighterColgate Dental Cream : ye hai hamari suraksha chakra Close Up - freshness

PreemptiveCognitive Message Strategy

An ad for Ford using a pre-emptive cognitive

message strategy.“Do knot forget

Bluetooth® comes with every new Ford model”

Advertising Agency: Ogilvy Brand Center, Düsseldorf, Germany:

Published: January 20107-46

© 2007 by Prentice Hall 7-47

An advertisement by Bonne Bell using the unique selling proposition.

This is an explicit testable claim of uniqueness or superiority that can be supported or substantiated.

USPCognitive Strategy

USP Cognitive Strategy

Reebok the only shoe with DMX technology (it has a patent to this)

USP Cognitive Strategy

Dermicool with the USP of cooling

Hyperbole Cognitive Message Strategy1975 - Xerox It’s a miracle

© 2007 by Prentice Hall 7-50

Hyperbole approach which makes an untestable claim based upon an attribute or benefit.

A figure of speech in which exaggeration is used for emphasis or effect; an extravagant statement.

.

ComparativeCognitive Message Strategy

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Pepsi’s 1996 campaign slogan “nothing official about it”? Was aimed at rival Coca-Cola, then the official sponsor of the cricket World Cup.

Coke responded by saying “Baaki SabBakwaas” (all others are nonsense), mocking PepsiCo’s ads for 7 Up.

Message Strategies

• Resonance

• Emotional

© 2007 by Prentice Hall 7-52

Cognitive Affective Conative

© 2007 by Prentice Hall 7-53

Advertisement by Dove“Real beauty cannot be measured” using a resonance, affective message strategy.

This kind of message attempts to connect a product with a consumer’s experience to develop strong ties

Use of music from the 70s as a jingle

Saffola ads

Resonance AffectiveMessage Strategy

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Message Strategies

• Action-inducing

• Promotional support

© 2007 by Prentice Hall 7-55

Cognitive Affective Conative

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The coasters were

printed using a

special invisible

red ink, which

spreads only when

moistened. The

Mumbai Traffic

Police placed at

tables and bar

counters in

Mumbai's

prominent bars.

When a customer

places their moist

glass of alcohol on

it, the red ink starts

spreading and the

face starts to

bleed.

Action Inducing Conative Strategy

Mumbai Traffic Police : Blood Coasters“Just Remember! Drunken Driving Kills”

Quick Q!

• What strategy is likely to be followed by a market leader or monopolist?

a) Preemptive claim

b) Resonance

c) Positioning

d) Generic

Execution Frameworks - 8

• Animation

• Slice-of-life

• Dramatization

• Testimonial

• Authoritative

• Demonstration

• Fantasy

• Informative

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Animation ITC’s Minto, Duracell

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• Originally only used by firms with a small advertising budget.• Use has increased due to computer graphics technology.• Rotoscoping.• Clay animation.

Nestle has effectively used rotoscopingand hindi film songs to create a series of very successful ads – “HAVE A BREAK”

• The product developed in September 1935 as Wafer Crisp, in London, UK.

• It became KitKat in 1937, two years before the Second World War.

• During the Second World War Rowntree Kit Kat was seen as a valuable wartime food and advertising described the brand as What active people need.

• The red and white wrapper briefly changed to a blue wrapper in 1945, when it was produced with a plain chocolate due to an acute milk shortage following the war.

• In 1947 the standard milk chocolate Kit Kat was reintroduced. In 1988 the Rowntree was bought by Nestle

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Slice-of-Life

• Encounter

• Problem

• Interaction

• Solution

© 2007 by Prentice Hall 7-62

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A business-to-business print advertisement using a slice-of-life executionalframework.

Slice-of-life

The text asks:“If the average single female breaks up with 4.3 men, avoids 237 phone calls and ignores 79 red lights per year - What are the chances she’ll read your e-mail message?”

9–64

KBC ad which uses slice of life

• One of its kind Family Reality Quiz show with a price money of up to5 Cr based on “who want to be millioner ”

• 9 Pm Mon to Thu slot

• Target Audience 15-70 years

• 1)School going kids aged 15-21

• 2)College going adults aged in between 22-27

• 3)Working professionals (Men or women)21-70

• 4)Any income group

• 5) Entire family irrespective of the age & gender

9–65

KBC ad which uses slice of life

• New insights from winners of KBC – “Knowledge”

• “They have started respecting me. Those who used to ignore me, now listen to me, which is a great feeling. They have started respecting my knowledge too. Everybody is proud of me now.”

• “I never thought of buying a car and having a luxurious life. I have not bought anything for myself. Ever since I got the money, my first priority was to have my own house. We are getting a three-storey house constructed and it should be ready in a few months. Apart from that, we have saved some money in fixed deposit schemes and made other investments.”

Drama

© 2007 by Prentice Hall 7-66

Use of the drama executionalframework by advertisement.

• "Salt is a very basic necessity — a little bit can change the complexion of food. Now what we did was draw a parallel to small acts of integrity and loyalty that, collectively, change the nation. And we linked it to desh ka namakkhaana — something like giving a part of yourself to the nation as a form of repayment. And desh ka namak tied in with Tata Salt.“

• - Rajeev Raja

9–67

‘Desh Ka Namak’ ad unveiled in mass media to coincide with

Independence Day that uses drama

Testimonials• When a customer narrates a positive

experience with the product

• It simulated the word-of-mouth experience

• Business-to-business sector

• Service sector

• Enhance credibility

• Source

– Customers

– Paid actors7-68

Authoritative• Expert authority like accountants,

enerpreneurs, dentists, engineers. Eg: Colgate, HP, IBM

• Scientific or survey evidence

• Independent evidence

• Business-to-business ads

• Cognitive processing

• Specialty print media

© 2007 by Prentice Hall 7-69

Demonstration

• Shows product being used– Vim, pril, surf excel, washing machines,

Mr Muscle, etc

• Business-to-business sector

• Television and Internet

© 2007 by Prentice Hall 7-70

© 2007 by Prentice Hall 7-71

Fantasy

Beyond reality Common themes Love Romance

Perfume/Cologne, Alcohol(Smirnoff)Smirnoff is currently aimed at a predominantly social, party loving male audience, 25-35 year olds who like to drink vodka on a night out socializing, not at home.

Informative

–Used extensively in radio

–Business-to-business usage

–Key is buying situation

–Level of involvement

© 2007 by Prentice Hall 7-72

Spokespersons &

Celebrity

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• Glamour factor • Been synonymous with beauty and the enigma of a woman. Brings out the star in you!• Levers cashed in on star power with Lux soap in the 1950s.• Indulge the senses with promises of renewal and relaxation. •Upper middle class woman, 16-35 yrs

Today celebrity endorsements

is a buzzword…

Contd..

Promotional Planning Elements

Who will be

effective in

getting

consumers‟

attention?

Source

Attention

4

Receiver

Comprehension

Can the

receiver

comprehend

the ad?

1

Which media

will increase

presentation?

Channel

Presentation

2

What type of

message will

create

favorable

attitudes?

Message

Yielding

3

Promotional Planning

The Persuasion Matrix

Endorser Traits

Stroop Effect

Stimuli 1: Purple Brown Red Blue

Green

Stimuli 3:

Purple Brown Red Blue Green

Stimuli 4: ▀ ▀ ▀ ▀ ▀ ▀ ▀ ▀ ▀ ▀

▀ ▀ ▀ ▀ ▀ ▀ ▀ ▀ ▀ ▀ ▀ ▀ ▀ ▀ ▀

Stimuli 2: Purple Brown Red Blue

Green

• It is more of meaning translation & meaning application.

• McCracken, the author to The Meaning Transfer Model, has suggested that, “The effectiveness of the endorser depends, in part, upon the meaning he or she brings to the endorsement process.”

THE PROCESS OF

CELEBRITY ENDORSEMENT

Meaning Movement & the Endorsement Process

Nike AdLance Armstrong as a boxer,Marion Jones as a gymnast,Randy Johnson as a bowler,Andre Agassi as a baseball player,Michael Vick as a hockey player,Serena Williams as a beach volleyball player

Energy & Power – The Athlete and the Product

Celebrity Endorser Bring Their Image And Meanings Into An Ad And Transfer Them To The Product Being Endorsed

Yao Ming is a Popular Endorser in China

NBA basketball star Yao Ming has become

a very effective endorser for companies

trying to enter China. According to a

marketing study conducted by the

University of Chicago, urban Chinese

consumers value such attributes as hard-

working, self-confidence, respect, talent,

heroism, and lightheartedness. Ming

rated higher on these qualities than did

other celebrities.

Spokespersons• Nearly 29 % of all Indian ads use some

kind of celebrity

• The celebrity’s stamp of approval can enhance the product’s brand equity

• Celebrities create an emotional bond between the customers and the brand

• Celebrities also help establish a ‘personality’ for a brand.

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Spokespersons• Celebrities score well in terms of

trustworthiness, likeability, believability and persuasiveness

• A celebrity’s inappropriate conduct and the negative publicity can affect the brand’s equity

• Too many product’s being endorsed by a celebrity tarnishes their credibility. The celebrity should not be over-exposed.

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Celebrity Endorsements - India

Cyber media research study published a study about celebrity endorsement in Business World

• The study spread over 3 phases in different cities of India (Delhi, Mumbai, Chennai, Kolkota, Nasik, Coimbatore, Meerut) 12 focus gp interviews and 8 expert interviews with ad agencies were conducted. This survey of 480 respondent in 4 cities and 3375 respondent in 8 cities helped to develop different insights on celebrity endorsements which are given as under:

• Over 80% of the people remembered the celebrity but forgot the brand.

• Different stars appealed to different geographic groups of customers (eg., Aishwarya Rai had highest recall down south as against ShahRukh Khan who had little appeal there)

• Research emphasized that ads without celebrity had a good a chance of working as one with them. For instance, Hutch ad did better jobs of building a brand then coke which had many big celebrity names associated with it

Celebrity endorsers in

India

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Film Celebrities had the largest chunk i.e. 81% share of overall Celebrity endorsement on TV during 2007.Film Actors accounted for 50% share followed by Film Actress and Sportsmen with 31% and 14% share of Celebrity endorsement on TV during 2007.

Credibility of a Celebrity Endorser

Factors

Matchw/audience

Match w/product

Attractiveness/Image(Phys, Persnlty, similarity, identification)

Cost

Trustworthiness

Expertise and Risk

Familiarity

Likability

Types of Sources

– Celebrities

• Tend to score high in credibility

• Over exposure, Negative publicity

– CEO

• Trustworthy, expertise, and some credibility

• Must exercise care in selection

• Actor

– Expert

• Seek experts who are attractive, likable, trustworthy

• Valid credentials important

– Typical person

• Real-person

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Advertising Risks of Using Celebrities

The celebrity’s behavior may pose a risk to the company

The celebrity may overshadow the product being endorsed

The celebrity may be overexposed, reducing his or her credibility

The target audience may not be receptive to celebrity endorsers

A WSJ online survey

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Case - Tiger Woods and Nike

• Nike Reputation CrashesNike's reputation with women over 18 has declined since Woods’ Nov. 27 car crash. Nike's reputation score among this demographic dropped from 30 on the date of the crash (see arrow) to 21 on Dec. 11. The potential good news for Nike is that there has been a recent uptick in the score, which could mean that perception is beginning to stabilize.

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Case - Tiger Woods and Gatorade

• Gatorade Makes Timely DecisionAmong men over 18, Gatorade’s buzz scores have been increasing during the month of December. On Dec. 8, Gatorade announced that the Tiger Focus sports drink was being phased out. According to Gatorade, that decision was made several months ago, but the timing seems to have been beneficial. Gatorade’s buzz score for men over 18 increased from 21.3 on Dec. 8 to 25.1 on Dec. 11.

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Case - Tiger Woods and Gillette

• Gillette Bounces Back Gillette's buzz score had been declining during the month of November, accelerating around the time of Woods' crash, and decreasing from 21.8 on the Nov. 27 (the crash date) to 15.1 on Dec. 4. Since then, men appear to have responded to P&G’s (the owner of Gillette) cautious approach with Woods. Since the company’s announcement that it would limit marketing featuring Woods (notably the Fusion “MVP” razor ads also featuring Roger Federer and Derek Jeter), scores have rebounded to 20.4.

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