SLUG Mailing List Archives
Re: [SLUG] IBM Linux advert
- To: slug@xxxxxxxxxxx
- Subject: Re: [SLUG] IBM Linux advert
- From: Morrissey <director@xxxxxxxxxxx>
- Date: Sat Jul 29 19:30:26 2000
Aravind Naidu wrote:
> Superb ad !!!
> Made my day....
That is exactly the reaction that IBM want ... and they want it from
This ad would have been conceived by an ad agency ( not necisarily the
that created the general campain) in response to a brief from IBM
that read something like......
Strategy: GET OPINION INFLUENCERS TO
TO THE IBM BRAND BY NAME
Communication Objective: EVOKE A SENSE OF OWNERSHIP OF
THE IBM BRAND AMONGST
OF THE TAGET GROUP.
FEEL THAT WE ARE THEIR
Target Audience: LINUX USERS
Creative Considerations: AD MUST NOT APPEAR TOO OBVIOUS
BE CONSISTENT WITH
Media Strategy: ADS SHOULD BE SLOTTED INTO
MEDIA SCHEDULE WITH A
WEIGHTING TOWARD NEW
The target audience of this advertisement is not the "corporate public"
the overall campaign is targeted at but rather the people who influence
corporate public both by their actions and directly by word-of-mouth.
individuals are refered to in marketing jargon as "early adopters" and
"opinion influencers". Their influence is derived not from themselves
from the perception by the "corporate public" that .. ".......this guy
knows his stuff ... he's a real guru ..... he's been using Linux for
The collective "corporate public" gives you this power. Regardless of
anything else they believe about you, your bathing habits, your
whether you drink or smoke or pick your nose, they have ABSOLUTE FAITH
you KNOW YOUR STUFF when it comes to computers. Even if they don't have
budget to follow your advice or water down your advice, the mere fact
mention the IBM BRAND will influence them.
Ofcourse this ad will also do much to cause the "corporate public" to
"LINUX PEOPLE" more highly than they have in the past and for this, we
grateful to IBM.
........ I guess that means the Ad Agency did their job well.
Are Marketers and Ad Agencies really that cunning and manipulative?
NO, ofcourse not ... were just ordinary people like you ... hell, some
There's nothing wrong or weak about allowing yourself to be manipulated
atleast be aware of the manipulators motives.