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10 Heuristics for Analyzing Ads

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Sometimes we have to compare a number of ads in the same market category and to quickly grasp the essence and the strategy behind those ads. It can be a tedious and lengthy process if you don’t know what you are looking for.

Everybody in their respective fields of expertise have their own sets of heuristics – IT’S HIGH TIME WE HAD THE SAME IN ADVERTISING COMMUNICATIONS!

Publicada em: Marketing
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10 Heuristics for Analyzing Ads

  1. 1. HEURISTICS FOR ANALYZING ADS SEMIOSEARCH.LT
  2. 2. sometimes we have to compare a number of ads in the same market category and to quickly grasp the essence and the strategy behind those ads
  3. 3. it can be a tedious and lengthy process if you don’t know what you are looking for
  4. 4. now everybody in their respective fields of expertise have their own sets of heuristics – IT’S HIGH TIME WE HAD THE SAME IN ADVERTISING COMMUNICATIONS!
  5. 5. LET’S GET STARTED WITH 10 SHORTCUTS TO JUMP-STARTING AD ANALYSIS
  6. 6. CONSUMER OR PRODUCT ORIENTED?
  7. 7. CONSUMER OR PRODUCT ORIENTED? who is really the hero in the ad: the product or the consumer?
  8. 8. 2. Which level of benefits does the commercial address?
  9. 9. consumer benefits product/service attributes emotional benefits BENEFIT PYRAMID
  10. 10. 3. CONSUMER PORTRAIT implicit explicit expressed through details, items, tone, cultural references expressed through characters within the ad who is the intended target audience
  11. 11. 4. Can you recognize any consumer or product journey steps in the ad?
  12. 12. PRODUCT JOURNEY conception origins materials production delivery usage motivation need trigger purchase usage lifestyle CONSUMER JOURNEY
  13. 13. NARRATIVE STRUCTURE it’s not the time, space and the characters that are important, but the deep meanings and categories that hide behind them: e. g. are the characters individualistic or collective, what are the type of spaces represented and in what ways are they related CHARACTERS, SPACE AND TIME (sometimes)
  14. 14. 6. REVERSE INSIGHT If we have the actual ad, then we can dig our way back to the creative brief and the insights that grounded the communication. So we have to ask ourselves what was the actual consumer insight in this particular ad and where did it come from? REVERSE?
  15. 15. 7. BRAND TERRITORIES CULTURAL TERRITORIES TREND TERRITORIES EMOTIONAL TERRITORIES what references to the popular culture, established and counter-trends, emotional states and other more universal constructs does the brand employ in its communication:
  16. 16. 8 What archetype does the brand represent? Does it have any recurrent features (like efficiency, wisdom, friendliness), or does it portray itself in a consistent ways (collective vs individualistic, intro- vs extrovert). Rely on universal brand archetype classifications
  17. 17. 9 the summary of the value that the brand explicitly of implicitly promises to deliver to a certain audience
  18. 18. 10. NEXT STEP WHAT HAS IT GOT IN COMMON WITH THE CATEGORY? WHAT HAS IT GOT IN COMMON WITH THE BRAND? WHAT INNOVATIONS AND FRESH IDEAS DOES IT BRING? in what ways does the ad relate to the whole category logic? what brand elements and meanings are retained throughout the communications? how does the communication deviate from the established brand and category conventions?
  19. 19. SEMIOSEARCH.LT A n d r i u s G r i g o r j e v a s

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