Advertising Techniques: Using Brand Characters

Brand characters in advertising allow a consistent visual image beyond the logo. The personality should be consistent and complex. The target audience should be able to connect in a beneficial relationship.

Some examples of brand characters are James Dyson the creator of the Dyson vacuum cleaners. Other companies employ the use of the same actor throughout the campaign. Progressive’s Flo and Mac’s Mac and PC characters are a good example. Created characters are often well received. You’ll remember the long-standing Michelin Man and the Geico Gecko.

When it comes to complexity and interest Dos Equis, does it well with the World’s Most Interesting Man.

Create your own character. First choose whether you will use an imaginary character or real person. Then create a dramatic role for the real person character. For the cartoon character try turning the product into a person or the person into a product. Create a whole spectrum of morphs and choose the best one.

Be advised that it will take some time for the character to become synonymous with the brand. Advertising spokes-characters are especially effective with the young. The dynamic audiovisual medium attracts attention. Characters are likely to be remembered for the impact on visual and verbal areas of the brain. With characters there are no words to remember.

Stay tuned for more advertising techniques.

Quick Response Codes

Quick Response codes or QR codes are two-dimensional barcodes. They are readable by QR readers and camera phones (especially smart phones with QR apps). The information contained in the small black and white box could be text, a website address, link to video, or contact information. The mobile information tags are popping up on product packaging, print advertising, and on billboards.

Quick Response codes were created in 1994 and have been popular in Japan for more than a decade, but are relatively new in the United States. Signs and graphics containing QR codes generate more interest and reach tech-savvy customers, potential and existing.

These little black and white codes are finding their way into all sorts of marketing and one of the biggest advantages is that they work. Instead of having to remember a call to action and acting on it later Quick Response codes are just that, quick. Our on-demand society with jam-packed schedules doesn’t have to take action later. They can do it right now. Otherwise passive viewers may be more likely to make a purchase, register for a contest, take a survey, or join your mailing list.

QR codes improve website traffic. Companies are using these little codes on business cards, brochures, even street signage - and directing viewers to the company website. Again you can gently nudge “maybe laters” to act now. And, possibly the best part, you can track the effectiveness of each campaign. Because what doesn’t get measured doesn’t improve.

So if you still don’t have a Blackberry, iPhone, or Android, here’s one more thing you’re missing out on. Keeping up with technology, that’s good for business.

How would you use a QR code?

Ad Critique

“Wash the day away.” There is a lot going on in this ad. The primary feeling/imagery conveyed is that of relaxation, therapy even. The showerhead being sold is one that comes apart so you can target healing streams of water right where you need it. And whose shoulders don’t need a little extra attention at the end of the day? And I have to admit, the attractive model caught my attention. Who thought Delta was a sexy brand?  The old adage “sex sells” certainly applies.

I picked up this napkin on a recent visit to the mall. It is a good reminder not to overlook marketing opportunities. What do you have or giveaway that could have your name on it? Are you making wise use of dressing room walls, for example? You could post photos of ensembles or testimonials from satisfied clients. Does your waiting room feature general topic magazines and abstract art? Could you display charts or graphs and educational brochures? Don’t overlook an opportunity.

I have to give a shoutout to local company, Darboy Stone and Brick. Their radio commercials are some of the best I’ve heard in a long time. There website is really nice as well.

Text Messages as Marketing?

When you visit iZigg and view their initial slide show of reasons, you’ll be hooked. They state 86% of Americans own a mobile phone. The most impressive statistic, in my opinion, is that 97% of text messages are opened, 83% in the first hour.


iZigg offers plans from under $100 per month to $1500 per month. You simply choose a keyword, tell everyone to text it to 90210, then send out your messages and alerts to people interested in receiving them.

There are plenty of vendors offering texting services, but your success will depend on how the marketing plan is executed, as well as your target audience. Boomtext.com offers free trials.

Read this case study, captured from boomtext.com:

Venezia's Pizzeria

Venezia's Pizzeria is based in Arizona, with three restaurants on the east side of Phoenix. BoomText began working with Venezia's in January of 2008. The owner, Domenick Montanile, implemented his first campaign by posting a small paper sign at the point of sale at one of his locations. The sign read text "hungry" for a chance to win a free pizza. It was not well displayed and was not very well designed; however, the sign generated over 50 opt-ins to his database in the first month!

Domenick was very excited about the possibilities of text message marketing and decided to put signs in his other two locations. This resulted in an additional 130 opt-ins to his database under the keyword "hungry". Since January of 2008 Venezia's has used Text Message Marketing to compliment all of their advertising efforts including radio, direct mail, and even their vehicle wraps.

Currently, they have over 600 people in their opt-in database! The response has been fantastic! Domenick uses text messaging to connect with his customers exactly when he wants and with the exact message he wants them to get.

Domenick likes to sends out 1 message a week. Usually, he chooses to send out the message on a weekday at about 10:30am, reminding people of his specials and inviting them to come to lunch on that day. He can directly correlate the text message he sends with an increase in his Friday revenue.

"It is perfect for our lunch business, I know that late morning is when people start thinking about lunch, that is when I send the text message... my customers tell me they come in because of the text, everyone reads their text messages", said Montanile.

Because our Text Message Platform can be almost entirely automated, it requires very little effort, and works seamlessly with his existing marketing to make it much more effective. Text Message Marketing provided by BoomText has been designed with the user in mind, we know as a business owner you have a lot on your plate, and the money you spend on marketing needs to make sense and show a return. That's what our Platform is all about; it makes your marketing easier, it gives you a higher ROI, and it adds tremendous value to your business.”

Ad Critiques

I clipped this off the back of a cereal box. I like it because, instead of the games you find on boxes of “kids’ cereal” there was marketing copy. Not a hard sell, but a softer reminder – and almost an affirmation that the consumer chose wisely.

Although this ad is entertaining and eye catching, is it a good ad? Now that you’ve caught my attention, deliver a powerful call to action. It’s hard to tell what the objective of this ad really is. Was the graphic artist just showing off? Just because an ad is entertaining or aesthetically pleasing doesn’t mean it sells.

This ad is different. There are few black pages in the magazine, so that grabs you. But this ad is very simple and does not contain a hard sell, or strong call to action. Why it works? This ad, though for furniture, reminds me of a higher-end or couture brand ad. It’s just there, looking beautiful and giving the impression that you’ll achieve higher status when you purchase the item. I expect the target audience is people who enjoy the finer things (this ad was found in a magazine that targets this group). An ad like this appeals to achievement motivated individuals who look for products and services that demonstrate their success to peers. They are receptive to new ideas, but skeptical of advertising.

Please feel free to share your thoughts in the comments. If you’d like Fletcher Freelance to critique your ad – please email it to terra (at) fletcherfreelance (dot) com with “ad critique request” in the subject line.

Advertising Types and Media

A couple of weeks ago I introduced you to some ad techniques as outlined by Aristotle’s three persuasive techniques – with the promise of expanding on the subject. Today, I’m backing up a step. In a conversation I had with a start-up business owner, I discovered that he wasn’t aware of all the different types of advertising.


Advertising is done to drive sales and build brand identity. It is an essential element of business. Marketing is defined as anything that leads to a sale. Therefore, without marketing there are no sales. Advertising and marketing increase sales, create/maintain brand image, communicate new products or changes in current ones, and build brand value in the mind of consumers.

Print Advertising

Print Advertising includes newspapers and magazines, but can also include marketing collateral such as brochures, business cards, and flyers. Many newspapers give the option of inserting flyers or brochures into the paper’s inner fold. Ad space in newspapers and magazines is sold by the size of the ad and its location within the publication. Rates vary based on readership.

Outdoor Advertising




Courtesy Digital Outdoor















Billboards, kiosks, tradeshows, and events are popular outdoor advertising. Billboards can be highly effective if they create a “visual speed bump.” Kiosks are an easy way to showcase products. Events such as trade fairs, business expos, home improvement shows, even county fairs can provide an opportunity to advertise to large numbers of people. Sponsoring events that have a commonality and matching demographic may be an effective brand image building technique.

Broadcast Advertising

Television and radio are broadcast medias. Cost depends on duration, timing, placement, and the channel’s popularity. Radio is a popular choice for small-scale advertisers. Catchy jingles can be very memorable.

Product Placement

Product placement or covert advertising is a unique way of placing a product or brand into a movie, TV show, or sporting event. It is not as obvious as a commercial. The product or brand is subtly showcased or placed in the background. You may notice that the latest cell phone is used by each actor on your favorite show. Or that the same brand of soft drink appears several times in one episode.

Celebrity Advertising

Celebrity advertising is similar to product placement in that we (consciously/subconsciously) want to be like our favorite characters or celebrities. This can be done through blatant use of a celebrity in an ad - or more subtly. Celebs are often contracted to only carry a certain brand of handbag, wear one company’s sunglasses, or even drive one automobile make or model. And if they’re not paid to do so – company’s often give samples to high-profile clients in hopes the celeb is caught (by the paparazzi) with their item.

Stay tuned for more ad types and techniques. For help designing an effective ad please call (715) 584-6773 today!

Be sure to read Jumpstart your Internet Marketing Campaign.