Geico - Advertising Management

2372 Words10 Pages
The average person encounters more than 600 advertisements per day through an expanding variety of media. As GEICO’s V.P. of Advertising, I understand that choices must be made. We simply can not afford to make mistakes. Our ads need to be effective. The basic premise is that we want our ads to be noticed and memorable resulting in action taken by the consumer. A creative brief has been designed and will be utilized as a ‘road map’ in helping us answer two important questions – One “Who are we talking to?” and Two “What do we want to say?” The creative brief begins with identifying the objective of the advertisement. Geico wants to increase brand awareness and provide enough information in their ads that will result in the consumer…show more content…
The “end-state” is any personal value the consumer may have. The theory also suggests using five elements when creating ads that include the product’s attributes, the benefits the consumer receives from the product, a leverage point, personal values, and executional framework. I feel that Geico takes this theory into consideration when designing their ads. The product attribute of low-cost is linked to the specific benefit of consumer savings. The leverage point for Geico is the link between the savings benefit and the personal values of accomplishment (saving money) and security. The brand’s number one spokesman, the gecko was designed to help the viewers remember that “he” can save you money on your car insurance. Creative strategizing includes choosing the correct advertising appeal. Advertising appeals have been used throughout the years to create successful ads. Seven major types of ad appeals exist and they include: fear, humor, sex, rationality, music, emotion, and scarcity. After reviewing the creative brief, the type of appeal should be chosen for the product/service. More than one appeal can be employed if account executives and their client feel it is appropriate. Geico uses humor as their chief appeal in designing their advertisements. Ironically car insurance is not a fun or humorous product so to speak. On the contrary, it is necessary coverage that consumers hope to never use. Geico takes the
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