John Hegarty

"An idea is a thought or plan formed by mental effort"

Bartle Bogle Hegarty (BBH)

In 1982 John co-founded Bartle Bogle Hegarty. In the first two decades of BBH's history, John was responsible for famous campaigns for Levi's such as the famous "Launderette".

Just how effective is John Hegarty company BBH and associates?

• 'Vorsprung Durch Technik' for Audi was introduce by BBH
• First to pick a young model/actor called Brad Pitt to star in a commercial
• Pioneered the importance of music for Levi's
• BBH now has offices in London, New York, Singapore, Tokyo, Sao Paulo & Shanghai

Awards

• Two D&AD Golds, six Silvers, Cannes Golds and Silvers, and British Television Gold and Silvers. He was awarded the D&AD President's Award for outstanding achievement in the industry.
• In 2005 the International Clio Awards awarded him with the very prestigious Life Time Achievement award for his outstanding achievement in the industry.
• In October 2005 John was inducted into Americas highly acclaimed and influential One Club's Creative Hall of Fame.

Recently John has been awarded honorary Doctorates by both Middlesex & Buckingham University's respectively.

 

Understanding

There are some key concepts that John Hegarty believes one must understand before becoming completely successful in advertising.

• Advertising is more like entertainment
• A whole new mind-set is needed in the way you create and develop work and how you plan your work
• How to address consumers faced with so many media choices.
• Hundreds of channels, personal video recorders (PVRs), the internet and computer games, not to mention the off button, mean consumers are no longer a captive audience.
• Lastly, How do you hold their attention

http://findarticles.com/p/articles/mi_qn4158/is_20051010/ai_n15669422/pg_2

http://www.mipcom.com/App/homepage.cfm?appname=100495&moduleid=435&linkid=25655&K_ST_ID=7348&TheSession=70859&SpeakerID=62276

Shockvertising

This is advertising that shocks individual in which generate discussions, coverage, and eventually sales. However, it can also promote an individual from not using a product altogether; Canadian smokers are soon to be bombarded with pictures of diseased organs on the health warnings plastered across their cigarette packets.

Transforming

Companies are finding out that shocking advertising is actually working, and therefore are implementing it into there marketing scheme. Dove, is a prime example on how shock adverting work, in which they allow older women to show skin that would normally not be shown on T.V.. However, we do find younger women showing just as much skin. So why so shocking?? Could it be the age factor or acceptance?

Measuring

What is more shocking:"Jennifer Lopez appearing practically nude to present a Grammy, or an ad for Benetton in which a black woman breast-feeds a white child?"

http://www.aiga.org/content.cfm/shockvertising-a-poke-in-

http://www.dove.us

 

Social Networks: are they changing the way we advertise

JP Morgan Chase the powerhouse in the banking industry has just changed the way they advertise. The company has concentrated resources to promote the college student industry. Chase is providing them with information on credit cards and tailored programs to fit there desires. However, they are using different ventures for releasing this information, which has never been done before. Chase has teamed up with Facebook.com and is now advertising on there website, in hope to promote the college industry to allocate their resource through chase.

"We have been very active in marketing to a younger consumer and we know we need to be relevant in their life," said Kathy Witsil, director of Chase Brands.

"Teens were the first to jump on the MySpace.com bandwagon. By creating their own pages for music, movies and more". Other companies are taking part in the revolution of social networks that Facebook.com and Myspace.com have created. By advertising on an external site or creating there own personal social network.

Change is here, at least in the advertising business

http://www.clickz.com/showPage.html?page=937691

http://www.bizreport.com/2006/09/social_networks_changing_the_advertising_campaign.html

The Brain

It is said though science explanation that the right and left hemispheres of the brain exhibit different patterns of thought. Through the discovery of brain targeting has promoted the sales of self-help books nationwide. Understand these concepts of the brain can help in business advertising efforts and also has capability of supporting marketing efforts to.

Right Hemisphere

The Idea is that this hemisphere controls:

Copying of designs

Discrimination of shapes

Reading faces

Music

Reading emotions

 

Left Hemisphere

The idea is that this hemisphere controls:

Language skills,

Skilled movement,

Analytical time sequence processing

 

Benefits of Understanding

The brain is very complicated, however by understating how it works can address the common problem associated with advertising, how to do you hold there attention (meaning the audience/consumer). Each cortex or hemispheres activated in certain situations, as science has shown us, therefore, knowing these situations that cause activity throughout the brain can only help in achieving advertising goals.

 

http://www.thebrain.com/#-50

http://www.med.harvard.edu/AANLIB/home.html

http://www.pbs.org/wnet/brain/

Slogans

A slogan is very important when trying to compete against other company. In many cases the right slogan can help a company project itself passed its competitors. You want individuals to think of you slogan every time they see your product.

How to Create an Affective Slogan

First, it states the main benefits of the product or brand for the potential user or buyer
Second, it implies deference’s between it and other competitors
Third, it provides a direct and concise statement
Fourth, it contains some sort of wittiness sometimes
Fifth, it has its own personality
Sixth, it has a credible impression
Seventh, it makes you consumer feel good
Eighth, Sounds Good

TOP 10 SLOGANS OF THE CENTURY

Here are some slogans that have earned recognition though out the century.
1. Diamonds are forever (DeBeers), O yeah, I bet ever girl remembers that one.
2. Just do it (Nike), Michael Jordan has really propelled this company. (or is it the Slogan?)
3. The pause that refreshes (Coca-Cola). Like it!!!
4. Tastes great, less filling (Miller Lite). Yes, this one should be among the top.
5. We try harder (Avis) Don’t think so, should not be on the list.
6. Good to the last drop (Maxwell House). No comment...
7. Breakfast of champions (Wheaties). Should be number 2, very powerful slogan.
8. Does she ... or doesn't she? (Clairol)No comment
9. When it rains it pours (Morton Salt) Very good slogan, just didn’t know it was for salt
10. Where's the beef? (Wendy's) “Eat More Chikin” Chick-fil-A is a better slogan.

http://en.wikipedia.org/wiki/Slogan
http://adage.com/century/slogans.html

Anthropolgy and Advertising

"A science of humankind"

The study of Anthropology as it relates to advertising provides an emotional connection between the products and consumer values. Moreover, it studies tools, techniques, traditions, mechanisms, cravings for beauty and art, struggles or prestige. By applying this information taken, an advertising department can better understand what the consumer wants in products or what product best fits the consumer.

Types of Anthropology Studies

Physical Anthropology: studies anatomy and biology; race gender adaptation

Linguistics Anthropology: studies the structures of language

Ethnology Anthropology: studies the of human culture in historic since; myth, music and folklore

Applied Anthropology: studies pass observation or knowledge from anthropologist, in which to deal with modern problems.

Business Relation

Businesses are seemly looking for that edge over there competitor at all times and especially in the advertising departments. "One of the most promising areas of business for those trained in anthropology is advertising, where anthropologists have been hired for such projects as promoting breast-feeding in eastern Africa and educating newly enfranchised South Africans about elections."

www.gwu.edu/~anth/anth_prof.html

http://www.courses.rochester.edu/foster/ANT226/Spring01/history.html

http://anthropology.net/

The Science of Color

Selecting the right color for an advisement is very essential for both the advertiser and merchandiser to encourage the consumer to purchase the product or service. Moreover, color has provided a way of measuring success of a product or service. Therefore, the uses of color in advertisement has become somewhat of a Science.

How to Use Color

The color should express the tone of the product. For example, “the Green Giant are packaged in a white background with the famous green logo”. Green is being used as freshness or healthfulness portray of the product.

What Colors Say

Blue: The most popular of all colors in advisement. It real had to go wrong with this one be cause so many people like it. However, to much blue could make an individual feel that the product cheap or made poorly.

Yellow: Life, joy and high impact is what this color portrays. Red is considered it sister color.

Red: The hottest color of them all. It will grab your attention, faster that any other color.

Green: Lifestyle, environmentally safe, health is what this color is all about. If you have a healthy product that you want to sell this color will go great with the product.

Brown: Bold and strong is what is color stands for. A&W has used this color perfect with their advertisements (showing the boldness of the root beer).

Black: Provides the stability of other color. Use black as a background for red and yellow, and benefit off the results.

Orange: Harvest, home and holiday color. People what to eat when they see this color. Restaurant’s best-friend.

http://www.goodellgroup.com/color.html
http://www.wisegeek.com/what-are-the-best-colors-for-advertising.htm http://sbinformation.about.com/cs/advertising/a/colors.htm

Street Furniture for Advertising

Advertising that we see in our everyday commute to work is known as Street Furniture. This is where the companies pay to fit their advertisement is a spot/section in town, in hopes to produce more revenue.

Different kinds of Street Furniture for Advertising

Posters, Billboards, Glass Artwork, Banners, Light display, Bus benches, in-store displays, shopping mall displays, kiosks, bicycle racks, and bus shelter panels.

Shelter Posters

These posters are typically 4 feet by 6 feet and provide the consumer with information /attention getting messages for both the commuters and the pedestrian traffic. Shelter Posters have become very popular over the years, especially in providing 24 hour display by adding a back lit light.


Jean-Claude Decaux

There are several companies that develop street advertisement art work. How to select the right one for your company. Experience, affordability, and positive results is the fundamental aspect you must look at when selecting a company for developing you street advisements. JCDecaux is among the top of those companies.
§ No.1 worldwide for street furniture
§ No.1 in Europe for billboards
§ No.1 worldwide in Airport advertising
§ 46 countries
§ 3,500 cities and towns
§ 716,000 advertising panels
§ 175 million people reached every day
§ 7,500 employees

http://advertising.utexas.edu/research/gannettarchive/format.html
http://www.joelkatzdesign.com/identity/index.html
http://www.jcdecauxusa.com/pages/Default.aspx

Sales Promotion Jingle

To a 3rd Grader

They come in squares
and need you to compare

They promote the store
and they put it on your door

They help you act now
and by moving your eyebrow

They are in magazines
and sometimes in-between

They catch your eye
and force you to buy

They help you save money
and some even look like a bunny

I like to eat croutons
But, these are COUPONS

Investing in a Televison ADV

A man once told me that an "Investing is only risky to those who are uneducated in the subject".

Message Effectiveness

Audio and video are key elements in providing an effective T.V. advertisement. Both of them are capable of turn a great product into a sales disaster or sales success. Moreover, audio and video should both be considered equally important and there for one should never become more vital than the other.

Why you ask? To have an effective message broadcasted you must consider your audiences situation, (A) the T.V. could be turned down and their watching it while on the phone or (B) they could be on the move cooking dinner and just listening. Which ever situation the audiences is in, provides unique circumstance for a productive advertisement .

10 Concepts to Remember

Put People in Your Commercial (not always necessary): Remember if you are marking to a particular class or generation; provide those actors/actresses that fit the profile.

Plan Out Your Video: Everyone has heard the 5 P’s at one time or another (proper planning prevent poor performance), same message applies in creating a television advertisement.

Writing the Script: Make sure the time allocated fits the commercial script. Also, use shorter sentences with powerful selling word. Remember, you have a limited amount of time to catch the watcher's/listener's attention.

Audio and Video Must Match: What you decide to make a commercial about needs to match what is in the commercial. Example: If you're advertising about cars, you don't want to see a video about trucks.

Never Forget Your Call to Action: You want to customers to act now , not later. Your call to action is very important and should not be left out. A good commercial should be informative, however should also be some what additive, in the term "the customers wants it NOW".

Stick to Time: Very simple, if you have a 30 sec piece. You don’t need to buy extra time. Relay your message in the time that has be allocated to you.

Hiring a Production Company: This is very important, you want the commercial to look professional. You will find that most of your T.V. companies have there own production teams just for advertisements.

Scheduling Your Commercial: Pick a time that fit the needs of your audience: Example, kids are off of school on Saturdays, there for you will see more cereals advisements that are targeted towards kids during this time.

Frequency: This entails with how many times the commercial will be played. The point of frequency is to relay the message to the point where the watcher can get hooked. Don’t over do it!!!

Consistency: Just like a paper, everything need to be consistent throughout the advisement. Using the same announcers, jingles, fonts, colors, etc helps consumers get to know your company.

http://advertising.about.com/od/televisionandradio/a/commercialmusts.htm
http://www.entrepreneur.com/adsbytype/tvads/index115598.html

Target Marketing Concepts

“Target market is the market segment to which a particular product is marketed. It often defined by age, gender, geography, and/or socio-economic grouping.”
(Wiki)

Two section relating to target marketing are: profile customers and choosing the right media and message.

Profile Customers
In customer profiling it is important that we identify the characteristics that make the customers unique, also the location where customers reside at with similar traits.

Sections dealing with Profiling Customers:

Site Selection – selecting a location to do your marketing
Direct Marketing – deals with direct mailing of marketing information
Media Planning - what type of media should be used

Choosing the Right Media and Message

The right media/message is a very important aspect. Your advisement may be perfect, however sending it to the right individuals is just as important as creating an advisement.

Three questions to answer when deciding on the right media or message to send:

Where can I reach them? TV, radio, newspaper, etc...
When can I reach them? Mornings, Weekends, etc ...
What do I say to them? Speak their language.
Example: A medical doctor would not use the same terminology as a mechanic in most cases.

http://en.wikipedia.org/wiki/Target_marketing
http://www.mapinfo.com/ (section on target marketing)

Advertising with a Budget

“I know that half of my advertising budget is wasted, but I’m not sure which half”
By: Lord Leverhulme

Setting the Budget in Advertising

It is very important to take the advertising/marketing budget seriously. Too much could bankrupt a company and too little could decrease profits. At times budgeting may seem difficult, however Entrepreneur.com provides us with an estimation that 2 to 5 percent of your anticipated gross sales are needed for advertising. So there’s a start…

They going into further detail by explaining that there are 2 methods for discovering what amount of spending is need for advertising. First is the cost method, which states that an advertiser/marketer is unable to budget more that he or she has. Second is task method; companies use this method on determining cost by what the previous year allocations were.

Cost of Advertising

Advertising does not have to be expensive. The cheapest method is word-of-mouth (some professors believe this is not a form of advertising) and the most expensive could be considered a Super Bowl advertisement. However, resources like business cards, flyers, and brochures are still very inexpensive in get the message out there. E-mail is also a great resource for advertising, though laws have been implemented for those individual who are not fond of this method and believes it interferes with their privacy.

http://azaz.essortment.com/businessadvert_rewm.htm
http://www.entrepreneur.com/advertising/adsbybudget/budgetandplanning/article21734.htm http://www.killianadvertising.com/wp10.html

Generational Marketing

There are six current types of generations:

Generation 9/11 (9/11 to Present) , Generation Y (1982-2000), Generation X (1961-1981),Baby Boomer Generation (1943-1960), Silent Generation (1925-1942), G.I Generation (1901-1924).

Generation 9/11: The armor generation. This generation is very protected, due to the rise in kidnapping and current global issues. As this generation hits adult-hood, fitting in with society will be there main objective.

Generation Y: The "we trust you" generation. They are very loyal to product that they have grown up with. There parent the Baby Boomers, had a very big part in there brand recognition and loyalty.

Generation X: The "will and deal" generation. AKA the shoppers, they have very little brand loyalty. They look to the best product for the best price. “If you burn them once you loose them for ever”

Generation Baby Boomer: The power house generation. Getting thing done fast. This generation does not have the time for long marketing/advertising ads. Majority of them have kids and any thing to make there life easier there for.

Silent Generation: The corvette generation: this generation realizes that it is time to spend money and splurge. At this point in time, the house is paid off, kids are on there own and the income is flying in.

G.I Generation: Reading, Reading and More Reading generation. This generation is what long advertisements are for; they tend to be very patient when learning about new product. Cataloged sales are the key with this generation.

http://www.annfishman.com/
http://revolution.blogs.com/communication_revolution/generational_marketing/

Branding is the Key

Why is Great Branding Important?

Branding could become the overall deciding factor whether a consumer purchases a product. How well they trust the product, has an immediate affect on there conscious decision to purchase it. “As with all brands, the voyage from obscurity to trusted products/services occurs when adhering to a disciplined process referred to as the ABC's of branding: ATTRIBUTES, BEHAVIOR and CIRCUMSTANCES.”(Ref: Allaboutbranding.com)

How do Great Brands Change the game?

Great brands provide the company an edge over there competitors. Branding attempts to making the decision for the consumer, in which they educate the consumer about there product (metal branding take place in this process). “Great brands change the game by changing the customer. They redefine the customer and the customer’s world, elevating the customer to a completely new context.” (Ref: Brand-Vision)

Does Branding have a Specific Design?

Great brand has no specific design, rather an idea that is advertised to the consumer in a way that formulates a thought though an image or idea. Almost any product has the potential to create a frame of positives and uniqueness of its brand.

Key Concepts:

A great brand knows itself
A great brand invents or reinvents an entire category
A great brand taps into emotions
A great brand is a story that’s never completely told
A great brand is relevant
(Ref. Kleppner’s Advertising Procedure 16th edition pages 97-98)

Examples of great branding are: Best Buy, Chase Bank, American Express, HBO and Starbucks.

http://www.allaboutbranding.com/index.lasso?article=395
http://tenayagroup.com/blog/category/brand-vision/

How Advertising is Changing

Advertising as an Institution

Advertising and the way individuals are perceiving it is changing. Now there are institutions that educate individuals on certain philosophy dealing with advertising. Carrie La Ferle is an Associate Professor in the Department of Advertising, Public Relations, and Retailing at Michigan State University. She says “Advertising is an institution that plays a pivotal role in our society. It impacts our economy by providing information to consumers as well as jobs, and it acts as a source of revenue that helps to maintain and grow our media system.”( Ref: Laferlec)

Advertising and Technology

Advertising Creativity and Its Reinvention is directly reflected upon technology and information. As we increase our technological advances, advertising will go in the same direction. “Advertising messages will be vital conduits for social change, as they push and pull a world culture down a virtual path where communication has never before traveled”(Ref: Whitelong).

Defining the New Advertising

“Advertising is the arrangement of convincing or promotional elements initially controlled by the advertiser through which they communicate about a product, service or idea with a defined set of consumers or prospects via a clear, concise and easily understandable message”(Ref:Whitelong). Clear, concise and easy to understand are three element that are ever change. As advertising take on different directions though innovations those key concepts must be followed to successfully communicate the message.

http://www.msu.edu/user/laferlec/index.htm
http://advertising.utexas.edu/research/papers/WhiteLong.html#Creativity

Introduction

What's up everyone, my name is Clint, and I currently attend Northwood University and have less than a year for my BBA. Energetic and spontaneous are probably the two words that best describes me. If there is one thing that I regret is not staying in touch with prior friends. Nevertheless, all we can do is learn from our past!!!

Experiences in life:
High school Grad,
USMC (F-18 Aircraft Tech) (Out) ,
Chase Bank (Current),
Northwood University Business Management Program (Grad. in 2007),
TCU Army ROTC (Current),

Please keep all blogs/messages related to Advertising; this blog is for academic purposes only… Thank You