What are the “Big Ideas” of modern advertising?

Replies to This Discussion

Permalink Reply by Diana Oyaga on March 27, 2008 at 11:17am

1) strategy
2) concept
3) reach/tact/closeness to consumer - consumer experiences etc.

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Permalink Reply by Buddy 'Friendly' Wachenheimer on March 27, 2008 at 1:18pm

Something that works, regardless of what our insider name for it is. And, it only works when our collective BS egos are placed second to it.

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Permalink Reply by Jynx on April 9, 2008 at 3:33pm

Exactly what Buddy said.

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Permalink Reply by Buddy 'Friendly' Wachenheimer on April 10, 2008 at 7:30am

I agree with Jynx.

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Permalink Reply by Eric Weaver on March 29, 2008 at 8:59pm

If we're talking big ideas, in my opinion branding, positioning, strategy, concept, etc. are all tools to achieve three key ideas - ideas that result in sales:

RELEVANCE: does this product/service/company mean anything to me?
AFFINITY: do I feel any closeness or interest in it?
TRUST: am I willing to risk my money/reputation on a purchase from this organization?

The tools are necessary too, but don't necessarily lead to conversion.

Just my $0.02.

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Permalink Reply by Ricky on March 30, 2008 at 2:01am

I would also say (or as Malcolm Gladwell would say in "The Tipping Point") the "sickyness factor". Will they remember this and think about this ad during their entire day?

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Permalink Reply by Jane Lyubich on March 31, 2008 at 6:47pm

I agree...if there is closeness to your consumer sort of a "built-in" rapport it will produce better results.

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Permalink Reply by Dailey Pike on March 31, 2008 at 3:05pm

1. Word of mouth
2. Word of mouth
3. Word of mouth

Jack Bauer once forgot where he left his car keys then tortured himself for three hours until he gave up the information.

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Permalink Reply by Adam Mortimer on April 8, 2008 at 9:25pm

1). Authenticity.
2). Relevance.
3). Originality / Innovation.

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Permalink Reply by Darryll on April 10, 2008 at 11:21am

1) Brand building & sustenance- one brand, multiple messages and adding strength from one message to the next
2) Interactivity- based on consumer insights & engaging target audience
3) Emotional perusasion- inspires, indulges, humors, teases

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Permalink Reply by Priyanka Batra on April 11, 2008 at 2:10am

1) Communication
2) Connectivity

I think whatever tool / medium is followed or say whatever strategy is taken; unless and until the advertisement doesn't communicates the message (profits / benefits of the product being advertised) to the prospect, the purpose is not solved. So, advertisement should COMMUNICATE the message in well crafted words.

Next, the advertisement should CONNECT to the prospect. It should either solve one (or more) of the needs or create a need in his eyes and mind. In this way the idea will be to create an urge to buy the product being advertised.

Advertising on these lines will definitely transform any prospect into "CUSTOMER".

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