Clients love consumer insights, whether those insights are about their current customers, prospects, or even the competition.
And think about this: a single consumer insight can be the secret ingredient that wins your next new business pitch.
For the creative team, consumer insights help us talk more authentically, more persuasively, to the audience.
There are several ways for planners, freelancers and creative directors to get consumer insights. One of the best is Consumer Involvement Theory, which is explained in the presentation above. Click here for more on >Consumer Involvement Theory.
AdCracker's > Creative Manager set features several more ways to get consumer insights.
Above - a selection of the world's best advertising ideas from AdCracker's Ad Annual 12. >Click here to get your fingers on the Ad Annual CD. Below, our top 10 from the Ad Annual:
"Package" By DDB Tribal for McDonald's. This TVC engages the audience emotionally with music, a likable character, and a dramatic story. Then zap - it slams the competition.
"Pay With a Tweet" By R/GA for Innovative Thunder. Here you see how the creative use of social media technology can achieve a strategic marketing advantage.
"The Force" By Deutsch, USA,
for Volkswagen. This charming little drama builds quickly to a funny conclusion. What makes it work? The kid, the music and the interesting twist on an evil character.
"Pink Ponies" By john st. This agency promo manages what thousands have tried and failed to achieve. It demonstrates the shop's integrated creative services with a warm, human interest story.
"Touch the Rainbow" By BBDO
for Skittles. A breakthrough involvement concept that doesn't break the bank. Two things we like.
"Pizza Digitali" By Scholz & Friends. A crack creative team at a first tier agency can generate a million dollars a year in revenue. This creative concept proves the direct response maxim, "It's not what you spend, but what you pocket that counts."
"Sorry" By Jung von Matt/Alster for Mercedes-Benz. The objective of this TVC is to demonstrate a product feature and the associated benefit. To do that the creative team delivers one surprise after another on the way to an emotionally gratifying conclusion.
"Aldi is like brands. Only cheaper"
By McCann-Erickson for Aldi. The techniques are 1) a side by side comparison,2) presented by an interesting character, and 3) finished with an unexpected twist.
"The more you run, the shorter the distance" By Z,
Sao Paulo, for Penalty. The technique used here is problem / solution. It's as simple - and bold - as that.
"Large Coffee" By DDB
for McDonald's. The advertising technique at work in this print ad from Finland is an exaggerated visual concept. It's a superb example of an effective advertising technique that is very, very well executed.
If you own a small business, your "advertising idea" might be a postcard mailer, a radio or TV spot, perhaps AdWords text ads or a print ad in the local newspaper. That's media.
If you are a copywriter or an art director at a multinational ad agency then the term "advertising idea" means something quite different. You get paid to think conceptually, so your "ad idea" might be a vivid metaphor to position the product in a crowded market. Or a sketch of a memorable brand character. Or perhaps a compelling direct response offer. Those are creative concepts.
Advertising ideas include:
- Media, including email, websites, TV commercials, direct response TV and infomercials, newspaper, direct mail, twitter tweets, a facebook page or Google AdWords text ads.
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