it’s pretty easy to spot a great ad but
what makes it so effective hi I’m
Rebecca Brayton and welcome to
watchmojo.com and today we’re speaking
with Terry O’Reilly who will be telling
us about some of the good and bad
choices made in advertising can you talk
to us more about the art of persuasion
versus the art of hitting you over the
head with something it’s hard to do a
great ad for a bad product because you
really have to have something great to
start with like anything in life but I
think a great ad is entertaining or it’s
dramatic but it definitely has an idea
attached to it and it should be the kind
of idea that makes you look at the
product in a brand new way like I’m
suddenly intrigued by that product good
milk that’s always a sign of a great ad
if you want to see it more than once
that’s also the sign of a great ad or
hear it more than once if it’s a radio
ad that’s the sign of a great ad and
then at the end of the day a great ad
has to sell I think he can’t be just a
great piece of entertainment that
doesn’t sell anything so at the end of
the day is something you want to watch
it leaves you with a great message it
makes you look at the product in a
different way and at the end of the day
maybe a persuasion when all those things
come together
it’s a persuasive compelling proposition
for that product what have been some
truly terrible choices made in terms of
marketing and advertising I think the
worst advertising is the stuff that has
no idea it isn’t there isn’t anything
redeeming about it or it’s just that
kind of hard retail that just hits you
over the head over and over again it’s
got a bad jingle and if we can’t beat it
we will pay you $500 but they just bark
prices at you that’s the worst kind of
advertising and there’s a lot of it out
there you mentioned some aha moments in
the industry could you give us a few
examples how you make an accomplice of
your audiences by having an aha moment
that if they see an ad and it’s and the
circles left a little bit unbroken like
you don’t complete it you leave a little
moment where the audience has to go
I get it I get it that’s when you make a
huge impact on somebody one of the
campaign’s I love out there right now is
the Mac versus PC campaign hello I’m a
Mac and I’m a PC it’s funny it’s
charming it gives you a lot of
information about Apple but it’s also
one of the most one of the nastiest
campaigns out there because it just goes
after PCs so hard but they wrap it in
charm and they wrap it in humour so it
doesn’t seem like it so it’s one of the
most competitive advertising campaigns
out there
I think that’s an aha moment for a lot
of people were they kind of laugh what
they do is they make such fun of PCs but
then they put their arm around PC and go
I know you don’t have this but we still
love you you’re still such a great guy
and that makes people feel superior to
Mac to PC rather but not but don’t feel
guilty about it so that’s a very
interesting reaction to that Apple
wanted to pull out of people is let’s
attack them hard but let’s make them
feel sorry for PC and not hate them I
just need to sit down oh wow there’s
plenty of work out there for both of us
I don’t know where you’re acting like
this well I go on just let me lie here
and appreciate
what makes it so effective hi I’m
Rebecca Brayton and welcome to
watchmojo.com and today we’re speaking
with Terry O’Reilly who will be telling
us about some of the good and bad
choices made in advertising can you talk
to us more about the art of persuasion
versus the art of hitting you over the
head with something it’s hard to do a
great ad for a bad product because you
really have to have something great to
start with like anything in life but I
think a great ad is entertaining or it’s
dramatic but it definitely has an idea
attached to it and it should be the kind
of idea that makes you look at the
product in a brand new way like I’m
suddenly intrigued by that product good
milk that’s always a sign of a great ad
if you want to see it more than once
that’s also the sign of a great ad or
hear it more than once if it’s a radio
ad that’s the sign of a great ad and
then at the end of the day a great ad
has to sell I think he can’t be just a
great piece of entertainment that
doesn’t sell anything so at the end of
the day is something you want to watch
it leaves you with a great message it
makes you look at the product in a
different way and at the end of the day
maybe a persuasion when all those things
come together
it’s a persuasive compelling proposition
for that product what have been some
truly terrible choices made in terms of
marketing and advertising I think the
worst advertising is the stuff that has
no idea it isn’t there isn’t anything
redeeming about it or it’s just that
kind of hard retail that just hits you
over the head over and over again it’s
got a bad jingle and if we can’t beat it
we will pay you $500 but they just bark
prices at you that’s the worst kind of
advertising and there’s a lot of it out
there you mentioned some aha moments in
the industry could you give us a few
examples how you make an accomplice of
your audiences by having an aha moment
that if they see an ad and it’s and the
circles left a little bit unbroken like
you don’t complete it you leave a little
moment where the audience has to go
I get it I get it that’s when you make a
huge impact on somebody one of the
campaign’s I love out there right now is
the Mac versus PC campaign hello I’m a
Mac and I’m a PC it’s funny it’s
charming it gives you a lot of
information about Apple but it’s also
one of the most one of the nastiest
campaigns out there because it just goes
after PCs so hard but they wrap it in
charm and they wrap it in humour so it
doesn’t seem like it so it’s one of the
most competitive advertising campaigns
out there
I think that’s an aha moment for a lot
of people were they kind of laugh what
they do is they make such fun of PCs but
then they put their arm around PC and go
I know you don’t have this but we still
love you you’re still such a great guy
and that makes people feel superior to
Mac to PC rather but not but don’t feel
guilty about it so that’s a very
interesting reaction to that Apple
wanted to pull out of people is let’s
attack them hard but let’s make them
feel sorry for PC and not hate them I
just need to sit down oh wow there’s
plenty of work out there for both of us
I don’t know where you’re acting like
this well I go on just let me lie here
and appreciate
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