Of the steps to creating a campaign the strategy phase is the first. There are a boatload of strategies that they go over so I will pick a few that I found interesting. The challenge strategy, though not applicable to all products or services, is an interesting way to sell a product. It causes people to buy the product even if they may not have wanted it in the first place because it challenges them to do it. People want to prove to the ad, the company, and the world that they have what it takes to use the product, and therefore the company makes sales.
Another interesting strategy was the logic strategy. It asks you “you wouldn’t do that, so why do this.” I believe that this is a very interesting concept and it really makes you think but at the same time you have to be careful about how you use it. If the comparison doesn’t make sense then you are left with a confused audience and an unsold product.
The demonstration strategy was also a good one. It tells you about the product and if your smart you can do it in a way that is creative and eye-catching but at the same time still informs the audience. Of course you have to watch out for the infomercial effect. You don’t just want to stand there and show what your product can do. You want to put it in a situation where it can prove itself.
After strategizing comes the idea for the campaign. There were oodles of types of ideas described, but there were a few that stood out to me. The using of an image as a representation of something is always good. If the audience can remember the image and what it stood for in the ad then they will probably have an easier time remembering what the ad is for. You can say a lot with an image that you may not be able to with a sentence or two so you can get your idea across much quicker.
It’s also important to follow trends in the world. People will already be concerned about what is happening and when you connect your product with the happenings of the world then it instantly becomes more important. You have to make sure it is connected in a good way though; you don’t want to send the wrong message.
Which brings us to a different idea for advertising that I had never really heard of called “being anti-something”. Literally taking a dig at something that needs to be addressed. You also really have to be careful with this one. If it’s not something that many people will be against you will end up turning away a chunk of your audience. You also can’t be hurtful just for the sake of being hurtful. The thing your digging at really has to deserve it. A good example would be the national debt of the U.S. and the people responsible. You’re not specifically pointing at individuals and everyone already knows it exists and that it is a problem.
It also talks about “pushing” your campaigns or taking a good idea and making it even better or making the campaign last longer. It tells us what to avoid such as college humor and negative advertising without a reason. We also need to make sure that ideas are unique and don’t feel tacked on because that will not only lead to cheesy ideas but it will not help the audience remember your product. There were many other very important parts in this chapter, but there were far to many to comment on all of them.
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