Breakthrough Advertising

Welcome to the world of advertising. It's through advertising that you communicate with your customers and tell your product story. It's not easy. Advertisements have to be able to break through the noise that consumers are faced with in today's busy world. But how? By being original, by being creative. 

There is a variety of advertising techniques from emotional appeal to the bandwagon effect. We'll go through three of them, and you can use these techniques, but creativity is the rule that supercedes them all!

Emotional appeal is considered the most powerful of advertising techniques. By creating a campaign or poster that sparks a specific emotion, a brand can create a personal and human relationship with the customer. It's a great way to differentiate and push customers to choose you over the competition. And with customers making more impulse buys than ever before, emotion is a proven way to close the sale. Think about Nike's Just Do It campaign or Coca Cola's Share a Coke commercials. 

Color Psychology employs research into how colors affect people's emotions and feelings. Red exerts a strong presence and grabs attention. Orange brings comfort and can make you hungry! Yellow is happy. Green is calming and shows growth (of any type). Blue relaxes and provides a sense of trust. Purple is mysterious and new. Advertisements use colors to share a message or emotion. Think of the red car racing around in that typical car commercial or the blue background in a yoga-ware commercial. 

The bandwagon effect is yet another psychology-based technique. It refers to a product that is desired because the majority of people have it or want it. Companies will show the popularity of their products and how it is something that everyone wants or that all the cool people are buying or using. There might even be limited supply or exclusively-high pricing. Think about luxury brands like Gucci sneakers, Apple AirPods, or the viral Supreme brand. Most buy these products because of their popularity rather than for their design or features. 

How can you implement these technique successfully? By being innovative and creative. 

 

In this podcast course, you'll learn how to think creatively around advertising. And you'll learn tools and templates for thinking that will enable you to do this in a methodical way. 

Topics:

  • Advertising 101

  • Why creativity is critical to advertising

  • A framework for creative thinking in a systematic fashion

  • A template for creative thinking: Subtraction

In Part 2 of this module, we'll dive into a hands-on case study to put into practice what you've learned. Welcome to the world of advertising!

Professor Jacob Goldenberg

Professor of Marketing at Arison School of Business Administration, IDC

Lessons

1

Creative Advertising

Welcome to the world of advertising! It is a challenging world where you have to make sure your story, your brand, and product stick out above the crowd. Advertising is a key part of marketing, but doing it right is hard. How can you make sure that your advertisement is being noticed?

You'll learn the answer to this question and: 

  • Why advertising is important

  • How to be creative in your advertisements 

  • A framework for creative thinking 

2

Case Study: MasterClass

Let's explore applying the tools and frameworks you learned last lesson with a case study. MasterClass is a company that sells celebrity-based "How to" classes. The company reached a valuation of $800 million as of 2020 and is largely known for its aggressive online advertising, which works. In this lesson, we'll explore their advertising in-depth and see which tools from our creative thinking toolkit have been applied. 

3

Assignment

Test your knowledge and put the tools you've learned into practice! This assignment will help make sure you've understood the framework for creative thinking and the Subtraction method we've discussed and let you apply it in real life.