ANALYSIS OF AN ADVERTISMENT

An ad can be assessed on the following parameters

Reach The first job of any advertising campaign is to reach the right audience. How well is the brand doing at this? Early learning show that advertisers could be saving 10-20% by simply optimizing reach against their target across sites e.g. moving money out of weak sites and into strong ones. Retention value Having reached the right audience, the next job of advertising is to get noticed. Breaking through is the most important job of advertising, because if it doesnt, nothing else matters anyway. The media is getting cluttered with loads of ads every day. A successful ad will be the one which sticks to the minds of the consumers. Surf excels daag ache hai ; hero motocorps humein hai hero surely hankers around in our minds. Beyond breakthrough, advertising must communicate the brand and change how consumers feel about it. Highly Targeted: It is easy to think big when it comes to advertising; however this isnt

always the best approach. Sure, the morning news has more viewers, but are they the right viewers? It is important to map out your target market and seek out the media that reaches this focused audience. Targeting will save you money and reach the audience more likely to buy your products or services! Solve a Problem/evoke interest: What need or problem does your product or service solve? Will it save someone time? Save them money? Another way to express this point is to define the difference between features and benefits. A feature is tangible. For example, you are a womens clothing store owner. You carry a wide-range of jeans across different brands. This is a feature of your store. Adding a benefit takes it one step further. Since your store carries a wide-range of jeans across different brands, the hassle of going from store to store to find a pair of jeans that fit perfectly is taken away! What a difference this makes. If you dont address a solution to a problem, your audience will not realize they need what you are offering! Unique: Clich, boring ads will blend in with the clutter of other advertising, as well as your competitors. Determine what sets your business apart and focus on that aspect. There are millions of restaurants, stores, and ways for people to spend their money on entertainment. Why should they choose to spend it with you? Cause the Audience to Act: This calls for a call to action in your advertising. Grabbing attention with your advertising and keeping that attention is great, but if it does not cause them to seek out more information or contact you, then it may end in disappointment
Design matters

All elements in your advertising must work synergistically to create a positive impression and experience for your target audience. Copy and visuals should serve to create drama to engage the mind and emotion to capture the heart.

Simplicity is the key

the net take-away must be a simple thought. This can be achieved by leveraging simplicity in strategy, idea and drama. Your target audience wont work too hard to understand your message. Great advertising is as much art as science, luck as skill. But the above characteristics will help you judge the potential impact of your advertising before you invest too much money in placing it. Following are examples of a few ads that made it to the charts. Their success can be analysed using the above mentioned framework.

Some of the most viewed advertisements

Brand: Vodafone (Blackberry) Advertiser: Vodafone Essar Limited Creative Agency: Ogilvy, India
The story starts with five suited executive types bragging about their status and BlackBerry phones. But soon they are joined by different classes of people -college students, young professionals, housewives, and so on. The commercial goes on to saying that with Vodafone's service on Blackberry, now everyone can own the elite Blackberry. This message is beautifully delivered through its catchy and perky jingle - We are the Blackberry Boys.

Brand: Cadbury Dairy Milk Advertiser: Cadbury India Creative Agency: Ogilvy, India

The

Shubh Aarambh series is a

simple and effective concept. The new Cadbury's TVC targets customers in all age groups. This campaign is based on the concept of the Indian tradition of having something sweet before every auspicious occasion, with the belief that it will lead to a favourable outcome. It certainly goes down well with everyone -- the boy-next-door trying to impress a girl, or the nervous older lady who is wearing a pair of jeans for the first time.

Brand: Idea Advertiser: Aditya Birla Group Creative Agency: Lowe Lintas, India
With the popularity of "What an Idea, Sirji!" tagline, Abhishek Bhacchan being the Sirji, this time plays the role of a deaf and mute tea stall worker. Here, he helps his regular customers - four friends - who are posted in different parts of India to get over their local language barrier. He suggests how IDEA mobile can be good filler for their communication deficiency in their so called unknown places.

Brand: Ceat Tyres Advertiser: CEAT Ltd Creative Agency: Ogilvy, India
Be Idiot Safe -- a dig at rash drivers and careless pedestrians. This time, Ceat sends home the right message. The campaign runs on the theme that roads are full of idiots and thus it is better to be idiot-safe with Ceat Tyres. The ads are currently focusing on the "better road grip" feature of Ceat bike tyres. Road grip is an important, relevant feature as far as tyres are concerned and Ceat has tried to own up that feature.

Brand: Vodafone Delights Advertiser: Vodafone Essar Limited Creative Agency: Ogilvy, India
Vodafone is promoting "Delights", a world of exclusive deals and discounts, with a TVC featuring school girls in black and white films. A series of TVCs "Classroom", "Cycles" and "Annual Day" - shares a message that it feels nice when someone gives you special attention. These are all based on one common theme - the emotional response associated with receiving special gifts.

Advertiser: Madhya Pradesh State Tourism Development Corporation Ltd Creative Agency: Ogilvy, India
Ogilvy creates a new TVC for MP Tourism with shadow artistes from Bengal, bringing Madhya Pradesh Tourism alive through their campaign ''MP Ajab hai, sabse gajab hai". This campaign, the third in a series of hugely popular and successful campaigns done in the past, is based on the ancient art of shadow-graphy. This art form woven around an earthy and rustic musical jingle captures some of the unique and surprising facts about Madhya Pradesh.

Brand: Alpenliebe Company: Perfetti Van Melle India Pvt. Ltd Creative Agency: McCann Erickson, India
First, it was the crocodile accompanying actress Kajol, and now it's Kajol dancing to the tunes of a monkey. Playing with the Darwinian theory of evolution, the storyline of the new TVC is this: a madaari (the master who makes monkeys performs) lures his pet - Kajol, in this case out from her hiding place in a tree by tempting her with an Alpenliebe. At his behest, she dances for the kids watching, pretends to be a bride and acts like a goon. However, when she realises the madaari may not give her the candy, she growls like a monkey. The master instantly relents and gives Kajol the candy, as the voiceover states, "Aadmi ho ya bander, lalaach ek shaswat sach hai [Whether it's a human or a monkey, greed is an unchallengeable truth]."

Brand: MetLife India Advertiser: MetLife India Creative Agency: McCann Erickson, India
Being a simple commercial, the main idea immediately engages the audience. The message is driven home in an effective, uncomplicated manner, unlike most other insurance ads.

Advertiser: Indian Railways Creative Agency: Ogilvy, India

This Indian Railways commercial has a very unique concept and tends to grab the consumers' attention. Shot in a simple, yet effective manner of an adult (human) train, running across different locales. The commercial, thus, portrays the reach of the Indian Railway network and ends with the words - 'Desh ka mail, Indian Rail!'

Brand: Airtel Advertiser: Bharti Airtel Creative Agency: JWT, India

The street dance performance by Harihardas accompanied by Oscar winner A R Rehman's music, this commercial talks about Live entertainment on Airtel's upcoming 3G service. The commercial opens on a busy street, where a girl is running late for work, but she can't stop and notice the street performance. Soon, the performer follows her wherever she goes. The commercial ends with the tag line Live Entertainment on Airtel internet on 3G.

Brand: Tata Sky Advertiser: Tata Sky Ltd Creative Agency: Ogilvy, India
Actor Aamir Khan plays the role of careless barber, an over-powering shopkeeper to drive home the message that now customers have a choice to choose the channels they want to watch. The commercial ends with a tag line 'package wohi choono jo apko pasand ho'. So, now you can watch channels according to your taste, budget, and language or genre preferences.

Brand: Tata Tea Premium Advertiser: Tata Tea Creative Agency: Lowe Lintas, India
The campaign takes forward the crusade against corruption keeping the story of 'unique mix of 'badi & choti patti' as its main theme. The commercial features a corrupt official asking for bribe and using patti as a metaphor for money. The lady, who is applying for a license to start her beauty parlour, promptly offers the official a pack of Tata Tea Premium with choti & badi patti. Thus, Tata Tea Premium has once again taken the lead in providing value and a cup of tea to the consumers.

Brand: Maruti Suzuki Zen Estilo Advertiser: Maruti Suzuki India Ltd Creative Agency: Dentsu Creative Impact, India
The advertising spends for the Zen Estilo is estimated at Rs 6 crore, and for the first time, crash-test dummies have been used in an Indian automobile campaign. Crashtest dummies, paints, and the Zen Estilo is seen in the background. A male crash-test dummy comes alive, switches on the light, and immediately walks out of the cage. He strokes the Zen Estilo, takes the driver's seat. He brakes when he sees a female dummy standing in front of the car. He winks at her as he offers her to go for a drive. She nods, gets into the car, and as she appreciates the interior, the male looks proud. The voice-over: Come alive.