Unveiling LeatherJacketsCreator's High-Demand Leather Jackets: Elevate Your S...
Â
ICAWC 2013 - How to Hang Out From Advert Noise - Peter Kiraly
1. HOW TO HANG OUT FROM
ADVERT NOISE?
Dr. Peter Kiraly, founder
Rex Animal Island
HUNGARY
2. Objectives
To recognize different advertising goals and techniques
To understand the qualities of a good animal welfare ad
To create an original ad by using the latest techniques
To show some examples and to give ideas
3. General situation
âą grasping for financial support
âą no strategic thinking for communication
and fundraising
âą lot of competitors
âą no branding
4. What creates the need?
âą
âą
âą
âą
an NGO is a firm
absolute competition
no segmentation
activities need adverts
We need a position !
5. How to win a position?
âą Use up-to-date ad
âą Build a âbrandâ
âą Develope
6. Propaganda
âą Techniques used to influence opinions,
emotions, attitudes or behavior
âą It appeals to the emotions not the intellect
âą It is not negative or positive
âą The purpose is to persuade
8. The good ad - 4 qualities
1. Attracts attention: COLORS,
BOLD headings, pictures, sounds
2. Arouses interest: by words and humor
3. Creates desire: âyou want it !â
4. Causes action: gets results
(motivates to rehome, to donate, etc.)
Advert vs Reality
11. Social Ad v Commercial Ad
Non profit
Commercial
âą different target group
âą the same advert rules
âą the same techniques
âą
âą
âą
âą
âą
involves the âdramaâ
clear history / associations
closer to the customer
rings social and cultural roots
deep emotional response
âą âFeel goodâ factor
18. Unique ideas
World Guinness Record
Animals arenât toys!
a toy
not a toy
6.540 toys collected / stringed out in 14 minutes
19. Develope! Be new timer!
2 millions dogs in Hungary
100,000 roaming on the
streets
The chances to get back to
their owners are reducing
significantly by time.
Many initiatives started for
searching lost dogs.
20. New ideas
Integrated query system application
for mobile devices
An easily accessible application
Connected to all online communities
For:
âą Owners / unattended dogs
âą Charities / adoption
âą Society / less stray dogs
23. âBenetton type communicationâ
Advantages
âą gaining a face with the media
âą appropriation of category
âą Risks
âą legislation (permit)
âą people (kick back)
âą economic results
Shocking radio spot
25. Emotions
Images that appeal to the +/- emotions
+ emotions (desire for complete life, help)
- emotions (fear, sense of guilt, etc.)
âSave the Romanian dogs today. Tomorrow is too late!â
Try to be positive if possible!