Presentation given to the Georgetown Marketing Association on October 2, 2007 as an introduction to advertising and a basic primer for assessing it.

1. How To Review An Ad October 2, 2007

2. You already have an MBA in advertising. aka:

3. First here’s a quick look at my background.

4. Here are a couple of my most recent campaigns.

5. So now I’m at Deutsch.

6. We are a full-service advertising agency. Coordination Across Multiple Platforms Consumer Strategic Positioning “The Idea” Broadcast / Cable TV Website Development Design Print / Flyer Radio Outdoor Online / Direct Response Local / Grassroots / Viral Public Relations °

7. Simply said, we connect people with ideas... People Ideas

8. For these companies:

9. What I do at Deutsch is called many things.

10. I just so happen to also have a picture of this guy hitting on my girlfriend.

11. Thank you for having me.

13. At the end of all this you should be able to confidently answer: What do you think is a good (or not so good) ad (right now)? And why?

14. Because when P&G, Unilever, J&J, Nike, etc. come interview you for internships or full-time jobs, this is what they ask.

15. Section 1: What Goes Into Making An Ad

17. In 2005, worldwide advertising spending was $385 billion. It is projected to exceed half-a-trillion dollars by 2010.

18. Most of those Companies (brand marketing teams) work with Advertising Agencies to make ads.

20. At best, an ad agency should feel like part of your marketing team.

21. You get many dance partners each with his or her own special moves. Account Manager Media Planner Creative Account Planner

23. Great advertising doesn’t just come out of thin air. There is a process.

24. On Air/ In Books Optimization Consumer Research Internal/Client Review Creative Development Creative Brief Optimize Consumer Research (if necessary) Shoot Final Campaign Decision A closer look at the creative development stage.

27. Congratulations. You’ve made it through Section 1. Now it’s time for a quick commercial break with a few of my favorite TV spots.

28. Leave Nothing

29. GTA

30. Three Little Words

31. Cat Herders

32. Section 2: How You Judge An Ad

33. Since this probably won’t cut it in the interview.

34. It’s all about objectives . In absence of objectives, take your best guess.

35. Hint: There are steps before sell more _______.

36. Ads, like ogres, have layers. What’s the strategy? What’s the creative idea? What are the executional elements? These can often be nuanced— and nuancing can sometimes save great ideas

37. Dreams

39. The key is to understand to what you’re reacting. Likeability On Briefness High Low Low High 1 3 4 2

44. Possibly the most important question to ask: Does The Ad Break Through The Clutter? And does it grab your attention? Does it stand out from other advertising? From other content?

45. Source: TGI, 2004 % “ People don’t read advertising. They read what interests them and sometimes it’s an ad.” “ The adverts are as good as the programmes” -Howard Gossage

47. What brands of X can you think of? Spontaneous brand awareness Often, we track our advertising effectiveness this way… Have you heard of Brand Y? Prompted brand awareness Thinking back to category X, what brands have you seen advertising for? Spontaneous advertising awareness Have you seen Brand Y’s advertising? Prompted advertising awareness What do you think of brand Y? Brand Image Measures Have you seen this (unbranded ad)? Ad recognition Who was it for? Branded Ad Recognition Did you like it? Likeability What did you think of it? Ad Diagnostics Did it make you want to buy Brand Y? Persuasion

48. And get results that look like this.

49. But truthfully, there is no one, simple, precise way to measure effectiveness. Communication Effects Bottom Line Effects Advertising Tracking Econometrics Sales / purchase data Ad awareness/recall Ex-factory sales Ad communication / attitudes Retail panel data(Nielsen) Consumer panel data (IRI) Brand Equity Tracking Market share data Brand awareness Penetration data (MRI) Brand image / attitudes Claimed usage / predisposition

50. There’s a reason Direct Response ads tend to look different.

51. Totally awesome. Section 2 is dunzo. Once again it’s time for a quick break. This time we look at a few ads that broke through and were passed along. They became a media buy multiplier.

52. Evolution

53. Experience

54. Gorilla

55. Chris C.

56. Section 3: Why Ads Are Just One Piece Of The Puzzle

57. Clearly there’s more to advertising than just TV commercials.

58. There’s Outdoor.

59. There’s Online.

60. There’s Print…

61. And Posters.

62. There’s Radio.

63. There’s even Video Games.

64. Clearly there’s more to marketing than advertising.

65. How many ’s is it again?

66. In Promotion, don’t forget PR.

67. In the end, it’s the brand that matters.

68. After all, your job will likely be in Brand Management.

69. Advertising is a powerful tool to help you build a brand. Title IX

70. Well done. We have reached the end of Section 3. It is time for our final break. It includes a brand anthem, a brand campaign, a piece of soon-to-be branded entertainment, brand ad made by a consumer, and a branded utility.

71. Grrr

72. Two Day Rule

73. So Easy

74. Live the Flavor

75. Public Restrooms

76. Section 4: Any Questions

77. Appendix

80. Hopefully We’re At Tombs By Now