A 3 hour workshop on advertising effectiveness. Through the exploration of various advertisements used in the past to convey brand messages, participants are being asked to critically consider and judge the ads on the merits of message, style, tone as well as make assumptions on original ad brief
SEO Case Study: How I Increased SEO Traffic & Ranking by 50-60% in 6 Months
Online Advertising Master Class - Workshop on Advertising
1. Digital
Marke,ng
–
Master
Class
– Reflecting, exploring and questioning advertising!
" " "!
2. Sessions
Agenda…
buckle up, lets go!!
This 3 hour workshop will leverage a number of adverts
that have been used by marketers to build brand, evoke
emotions, create controversy or simply ask you to buy.
You will be asked to work in groups to critic these
adverts and explore there effectiveness for use in todays
market. Your learning goal is to be able to critically assess
advertising using a framework that questions elements
such as audience, goals and measures etc
3. Dr.
Mathew
McDougall…
" " "First, a quick introduction!
• Founder & CEO
– SinoTech Group/ Digital Jungle
• Author – Chinese Social Media Universe
• Blogger – Digital Marketing Inner Circle
• Speaker – Adtech, PATA, SES… many more
• 9+ years in China as a digital marketing
4. Of course advertising is
supposed to be original,
catchy and if done well
thought-provoking. But some
ads cross the line from
creative to controversial.
WWW.DIGITALJUNGLE.COM.CN
12. Task
–
Reflect
&
Cri,c
With your tablemates you will review the following
advertisements sections (Sexy, Funny, Clever, Plain
Bad)
Select one of your tablemates to be your spokesman
Use your assigned whiteboard to record your
considerations about the following advertisements.
13. Points of consideration …!
• What is the key message?
• Who is the target audience? (age, gender, socio/economic, location etc.)
• What does this ad want you to feel?
• What does this ad want you to do?
• Would this advertisement work today?
• How does the copy relate to the imagery?
• Anything you would add to the advertisement?
14. Time Limit
40 minutes for advertising review
20 minutes for feedback
15. Sex
Many ads simply use a sexy
woman or suggestive images
WWW.DIGITALJUNGLE.COM.CN
46. Summary
&
Review…
Learn anything?!
• Purpose
• Tones of voice
• Mediums of communication
• Target Audience
• Measurement
• ROI
47. Marketers can smile,
shudder and recoil
when looking at these
ads but many of you
will be contributing to
the next generation of
ads.. Will yours be
critiqued??
48. Thanks!
Follow
on
TwiGer
Connect
on
Linkedin
@digitaljunglecn
www.linkedin.com/company/digital-‐jungle
Follow
on
Weibo:
Company
Email
www.weibo.com/digitaljungle
info@digitaljungle.com.cn
Company
Website
Like
us
on
Facebook
www.digitaljungle.com.cn
www.facebook.com/digitaljunglecn
Presenta,ons
on
SlideShare
www.slideshare.net/digitaljungle
Also, don t miss out on !
Dr. Mathew McDougall s new book!
The Chinese Social Media Universe !