Stage 2 Not-For-Profits

Marchand and Lavoie, (1998) Non-profits Organizations' Practices and Perception of Advertising

Marchand, J., & Lavoie, S. (1998). Non-profit Organizations' Practices and Perceptions of Advertising: Implications for Advertisers. Journal of Advertising Research, 38(4), 33-40. Retrieved from Business Source Premier database.

Not For Profit ads by the very nature of the industry often have small marketing budgets or production budgets, as a result many choose mediums such as Youtube to promote their advertisements and rely on the message of the advertisement to be promoted and spread via social media networks and general internet buzz. On the other hand, like any industry their are big players or not-for-profit brands that have big marketing budgets that promote their message in mainstream media, like any company. After all even not-for-profits need to have their focus on making profits-its just not for a commercial purpose. (Marchand et al 1998) argues this exact point highlighting that although not-for-profits often experience little resistance when using different media they, like any other business need to justify their advertising expenditure. Marchand argues that in general not-for-profits aim to maximise the impact of their message whilst at the same time avoiding conversional messages. 

Advertisement 1) WWF Earth Hour Leo Burnett campaign

Earth Hour Logo

Whilst not an actual advertisement but rather a advertising brief, WWF used its message and the good will of advertising agencies to create advertisements and spread the message of Earth Hour. This was a highly successful campaign as it got many of the top advertising agencies on board and spreading the message of the day. Many companies adopted the slogan and signed on as partners promoting the message of Earth Hour, and including the logo in their communications. Furthermore, media releases  and PR was used to get the mainstream media on  board. The campaign has spread to an annual global event with many mainstream corporate on board promoting the message. The campaign is highly successful not only due to its message but also due to the fact that companies and businesses can leverage the positive image of the WWF and the world hour campaign as if they are seen to support it, it then transfers some of this positive idealism onto the company. 

Leo Launches Earth Hour ad partnership B and T 2007

Earth Hour 2008- As seen in 'Campaign'

Learman, S. (2008). WWF 'Earth Hour' - most awarded All Gunns Blazing campaign. Campaign (UK), (46), 11. Retrieved from Business Source Premier database.

Advertisement 2) Kleenex Print Advert- "Lab tested for independence"

As sourced from Kleenex Cottonelle website- kleenexpuppy.com.au

http://www.kleenexpuppy.com.au/about/advertising

Many companies use the tactic of partnering with a not-for-profit in order to transfer positive brand associations with the not-for-profit onto the brand. One brand that has done this successfully is Kleenex Cottonelle toilet paper. It has been a long standing communication technique to use Labrador puppies in their advertisements. The cute soft, playful image of the puppy transfers onto how we feel about toilet paper. Therefore, partnering with the Guide Dogs Australia, an organisation that collects money to train and supply Labradors for the blind is not only a logical choice but a highly strategic marketing decision. Their slogan "Lab tested" is an obvious word play on laboratory and Labrador, its stands at the for front of most of their communications. Therefore, by adapting it to a message that does not relate to toilet paper it nonetheless, supports all previous statements that were talking about toilet paper. The partnership clearly reinforces Kleenex brand and their communication strategies whilst at the same justifying their decision to be one of a socially conscious and moral company. A simple yet highly effective print advertisement. 




Advertisement 3) Oris- Saving Sight Wordwide

Oris- Time Magazine- June 14-21 2010

This advertisement makes use of its location to sell its product. Time Magazine is known for its 'human interest' stories. Many of its readers either has an interest in humanitarian aid or has just read an article that has sparked their social conscience. The Oris advertisement clearly enables the reader to "rip out" of the magazine world, and make a real difference in the world. A simple advertisement  that can have maxim impact in the context of its settings.  




Advertisement 4)







The agency Shalmor Avnon Amichay/Y&R Interactive clearly uses ambient media the way it is meant to be used, as it cuts through the clutter and targets the user in a manner the fits in with every day life. This project is clearly to created to pack a punch, the use of ambient advertising for drink driving campaigns is not a new concept, but it is one of the most successful uses of the non-traditional media. One of the reasons why it works so well and is so effective is because ambient media finds the consumer, in this case the driver at the point where they are using the product. Whilst this may seem obvious, it is in fact a fundamental truth that many fail to grasp. 


Let us explore this idea in more detail, let us take the category of drink driving, whilst a TVC can be effective it is likely the driver will forgot the message they saw on their television in the comfort of their own home during a fun night out. An ambient campaign drives the message home at the point of purchase or in this point the of use. This epic reminder is not only visually interesting but is an image that the driver is likely to see either, before, during or after a night out. This is an excellent example of ambient advertising being more effective and a more appropriate medium for a not-for profit campaign. 

Stage 3- Evaluating good and bad B2B adverts

Dominic Moseley.Business-to-Business advertising: How to create effective business ads, Admap, November 1993- sourced from WARC 

Moseley highlights a set of five criteria to measure and create and effective business to business advertisement. 

The five categories are:

1. Attention and involvement : A B2B should be no different to any other form of advertising that it engages the audience

2. Understanding the target: By understanding this relationship, there is greater chance of targeting the advertising correctly, both in a direct sense and in terms of tone and voice. The advertisement cannot assume want the client wants. i.e focus entirely on one element of a product. 

3. The dual benefit: An advertisement can only be beneficial to a business has to show some personal and emotional attributes the right balance is crucial. 

4. Branding: If effective will reinforce the positive attributes of the brand

5. Categorisation: The B2B consumer is usually very busy and the advertisement needs to clearly address who the intended target audience is. 

To conduct this analysis and to make it as fair and as true to Moseley's journal article as possible. I have chosen two competing brands from the same industry, who appear to have a similar marketing budget due to the size and position of the advertisement,  advertising in the same magazine. 

For both ads we will analyse the advertisement based on the five criteria and draw overall conclusions

The 'Good':

Money Management Vol. 24.No.32 September 2 2010

Fidelity- "Time is money. That's why we manage both." 

1. Attention and Involvement: The advertisement clearly appeals to the business sector, yet at the same time looks engaging. The simple design is not over complicated, yet not overly simple. The minimalist use of colour stands out and draws the audience in. 

A small negative is that there is too much text at the bottom, however, if the text is omitted the advertisement clearly engages the audience enough for them to take note of the company, one of the most important tasks in business to business advertising. 

2. Understanding the target audience: The advertisement clearly highlights the fact that it understands the target audience, highlight as its major attribute the ability to manage not only a companies portfolio but help them save time. 

Moreover, the advert does not make any assumptions that the client or potential client only cares about performance it offers a message on several levels appealing to the potential different types of client. For example the engaging central image may appeal to the potential client that is quickly flicking through the magazine and leaves an impression, and the text appeals to a potential client that is more actively seeking information. 

Moreover, the text leads to a website for more information it does not try and win the client over, as it acknowledges and understands that in managed fund industry decisions are not made spontaneously.

3. The dual benefit:  This too is addressed by the advertisement as the emotive message of a calendar falling apart resonates with the target audience, the notion that with Fidelity they are likely to have more time not just make more money allows them to appreciate the product on a personal level. The advertisement nonetheless does not over play this aspect and does it on a subtle level. The advertisement has struck the right balance between a business and personal relationship.

4. Branding: The advertisement makes use of three colours, Red, White and Blue, this is in keeping  with the three colours of the Fidelity logo. To further this point the most central image, the bar and the rings that holds the entire calendar together are red and blue further highlighting the role the brand plays in the customers lives. 

5. Categorisation: The short slogan at the top of the advert, "Time is money. That's why we manage both." clearly highlight Fidelity as a business that is the industry of managed funds, and leaves no doubt in the consumer's mind of what they do. 

In conclusion, we can see that the Fidelity advertisement clearly adheres to Moseley's model of what makes an effective business to business advertisement. The advert checks all five categories and delivers a message that is both informative and visually interesting. A clear example of a 'good' business to business print advert.   

The Bad : Hunter Hall- "Wealth of Knowledge"  

Money Management Vol. 24 No.19 June 3 2010

1. Intention and involvement: The advertisement is visually uninteresting in every-way. The colour scheme is blue and white and lacks any imagination. The advert fails to engage the audience and is likely to be skipped over  by a busy reader. 

2. Understanding the target audience: The advertisement does precisely what Moseley highlights as being a big "No, " it assumes that the target audience is not interested in visually pleasing graphics rather all they care about is the tangible benefits of the product. The Hunter Hall advert assumes that all the potential client is looking for is a display of "professionalism," and is not concerned with aesthetics and visual elements of the advert. 

3. The dual benefit:  The advert offers the client no, non-business benefit, the advert only deals with growth numbers and making money. The consumer gets no emotional or personal benefit out of the product. 

4. Branding: This advert does reflect the brand attributes of the company, dull, boring and unimaginative. This may actually not be as much of negative as it seems as there will be many potential clients that are equally as dull. Nonetheless, it does not inspire any action on the audiences behalf. 

It does also highlight the brand as being ethical in nature. 

5. Categorisation:  This advert does accurately categorise itself and the industry as being an advertisement for a managed funds company. 

In conclusion, the advert whilst not a complete disaster it does nonetheless fail Moseley's five category test for an effective business to business advertisement. The advertisement clearly represents a good example of a "dreary tombstone advertisements" which are only placed in the magazine as "matter of record only" (Moseley 1993).