1. Making Ads that Work in China
Length: ½ day
Max attendance: 20 people
Learn what makes great ads!
What it takes to make a good ad is simple: say something that matters to your customers and say it in a way that they enjoy. Simple, but not easy. Research companies, clients and even ad agencies agree that “most ads on TV are not very good”. And everyone wants to make better ads, so where is it going wrong? Find out where potentially great ads slip up, what the major hazards are in this market, the paradoxes of advertising and learn from some of the best ads that have been made for China.
This training is a fun and interactive experience with a little theory, a little data and LOTS of discussion about examples of advertising from China and overseas. The objective of the training is to stimulate discussion between stakeholders about how to make better ads, to shake up advertising practices, but also to remain grounded in the practical realities of solving a resource problem with creativity.
It is a very good ideas forum, especially for mixed teams of marketers, agency creatives and researchers. This training is most effective when delivered to a unified agency-client team for a single brand, where everyone understands the brand context, shares a common language and the goal of making the brand stronger.
Content Overview *
o We love advertising: Right Brain helps Left Brain
o Frameworks for understanding how advertising works that can help to set goals, communicate and evaluate ads
o Paradoxes of advertising
o Handling shorter ad formats
o Historical baggage
o Overloading and message retention
o Non-TV media
* Selected topics, not a full list. Our content evolves as our market and clients do.
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