[Imagination Club] New advertising approaches

[David Onyemaobim]

Advertising has historically tried to relate the "advertiser" to the NEED or
the VALUES of the end-user. 

But there is a lopsided amount of NEED-targeting advertising and so few
VALUE-targeting advertising. For example, an automobile commercial touting
"space-availability" and "luggage storage" for vacationing families would
appeal to the NEEDs of a growing family of 4 to 6. And that is the prevalent
type of advertising.

Could it be that now is the time to target more vigorously the VALUES of the
end-user?
Example - Automobile commercials touting storage space for "Bibles", for a
family on their way to Church (targeting and celebrating end-user
spirituality)

Other values which could be targeted by product and service commercials
include:

Personal Control Over the Environment 
Change  
Tradition  
Time and its Control 
Human Interaction  
Equality  
Hierarchy/Rank/Status  
Individualism
Privacy 
Group Welfare  
Self-Help  
Birthright 
Inheritance  
Competition 
Cooperation  
Future Orientation 
Past Orientation  

In a world inundated with minions of commercials targeting real and imagined
needs, most end-users would certainly relate to a product or service
commercials which cared about their values!

-----Original Message-----
From: imagine-bounces at lists.supertrade.com
[mailto:imagine-bounces at lists.supertrade.com] On Behalf Of Jeffrey
Baumgartner
Sent: Monday, August 01, 2005 10:44 AM
To: imagination Club
Subject: [Imagination Club] New advertising approaches

The advertising business is going through a period of 
transition. The Internet, hundred-channel cable TV and 
electronic games are changing the way people entertain 
themselves. Meanwhile, people are being so overwhelmed by 
advertising messages that they don't even see them any 
more.

Your job: come up with radical new advertising approaches, 
such as product appearances in electronic games (already 
done) and huge banners on the Eiffel tower (also already 
done). Ideas could be for general advertising or specific 
products (such as light bulbs being advertised on street 
lamps). Let's be creative!

Jeffrey Baumgartner
Your fearless moderator

--
Helping businesses innovate better
www.jpb.com | Tel: +32 2 251 7725 | GSM +32 478 549 428


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