Five Golden Rules In Advertising
July 21, 2008 – 7:54 pm | by Daryl TayA couple of weeks ago I was at Ad:Tech and besides meeting some companies who treated us like idiots and some that didn’t, there was a pretty decent talk by three creative directors with their own set of “Five golden rules” in advertising.
The first and the last creative directors gave typical rules like stay true to the brand etc. Very advertising in the ’90s or web1.0. Now one of them gave five points that were much, much more relevant to this day and age:
- Understand your consumer
- Own an issue, stand for something
- Spark & manage a conversation
- Involve your audience
- Aim for impact
Alright understand your consumer and aim for impact are normal, but while the other two were talking about transmitting one-way messages, at least he mentioned “conversation” and involving the audience.
If you’re paying hundreds of thousands of dollars to an agency to do your advertising, wouldn’t you rather it be an interactive, engaging effort instead of one of 2 million “impressions” that registered in their peripheral vision for all of two seconds? Because if you’re still engaged in the transmit model (i.e one way monologue) as opposed to conversation and two way dialogue, it seems like a waste of time. Especially if your demo is Gen Y.
Tags: ad:tech, advertising, advertising advice, conversation marketing, creative directors, engaging your audience, five golden rules, gen y demographic, one way monologue, reaching out to gen y, Singapore, transmitting messages, two way dialogue
4 Responses to “Five Golden Rules In Advertising”
By Walter on Jul 23, 2008 | Reply
Good sharing session there. I feel that these rules are great for generating attention, entertainment and engagement, but there is one more golden rule which advertisers should bear in mind. And that is rule no.6: Close the Loop and Generate Sales.
Because at the end of the day, advertising isn’t just about making the greatest brand presence online, offline or through-the-line. It is about generating sales and revenue.
By tanyeo on Jul 26, 2008 | Reply
i failed my poly some years. i want to go into advertising. any advice??? is it hard to enter smu?
By Daryl Tay on Jul 26, 2008 | Reply
@tanyeo: Hmm I’m not particularly in the advertising field myself. I wouldn’t say it’s hard hard, but it’s competitive.
By Daryl Tay on Jul 26, 2008 | Reply
@Walter: It’s true enough. I’m not sure all advertising necessarily has to translate to sales (it’s nice if it does but maybe not the #1 aim), but I think getting some mindshare/recall from consumers is important as well.