Take a listen to my new elevator speech as an author, artist, and motivational speaker and let me know what you think!
Then take a listen to my new elevator speech for my 501c3 Non-Profit organization, Operation Homeland Honor, operationhomelandhonor.org.
Hello again Blog readers! I will be continuing to use Amis’s and Stevenson’s (2001) information regarding angel investing in their book, Winning angels: The seven fundamentals of early-stage investing. I will be sharing valuable information in this Blog from Amis and Stevenson (2001) about Harvesting.
Crawford (2017) notes that, “The purpose of the harvest strategy is to allow for equity investors to be repaid. Before making their investment, they will need to know the method of repayment and how long they will have to wait. The waiting period is normally three to five years. The actual length of time depends on the complexity of the company and the nature of its industry” (para 3).
Amis and Stevenson (2001) state, “Harvesting is the endgame of early-stage investments, the financial score by which you will measure your success. It is not as controllable as the decision to write the first check, but with advanced thinking and strategic action by both you and the entrepreneur, the likelihood of success can be increased dramatically” (p. 287).
What are the Types of Harvesting?
According to Amis and Stevenson (2001) there are seven different types of harvesting which include the walking harvest (taking cash out as it is earned), partial sale (the investor sells shares to management or to new investors), initial public offerings, financial sale (the company is purchased by a buyer with cash), strategic sale (the business is purchased by someone that knows the value of the company and is willing to pay for that value), bankruptcy, and Chapter 7. The last two types of harvesting of bankruptcy and Chapter 7 are negative and not what either the entrepreneur or the angel investor are ever hoping for. However, the better choice of the two negative harvesting methods is bankruptcy. (Amis & Stevenson, 2001).
Harvesting Should be Included in Your Business Plan:
Crawford (2017) notes, “When a business plan contains a harvest strategy, equity investors and lenders are assured that the owners intend to develop the business and eventually sell it, either to public investors or to another company. Management’s challenge will be to run the company correctly and turn it into an attractive investment candidate for others when the time comes for the exit event” (para 5).
The full article by Crawford can be found at the following link:
https://smallbusiness.chron.com/harvest-strategy-business-plan-52874.html
Points to Keep in Mind Regarding Harvesting from Amis and Stevenson (2001):
Think about harvesting from the beginning
At times, negative harvesting is your best option!
Let’s hope your end harvest is a happy and successful one!
References
Amis, D., & Stevenson, H. H. (2001). Winning angels: The seven fundamentals of early-stage investing. London: Financial Times Prentice Hall.
Crawford, C. (2017, November 21). What Is a Harvest Strategy in a Business Plan? Retrieved May 23, 2019, from https://smallbusiness.chron.com/harvest-strategy-business-plan-52874.html
Welcome Blog readers! I will be continuing to use Amis’s and Stevenson’s (2001) information regarding angel investing in their book, Winning angels: The seven fundamentals of early-stage investing. I have shared information in previous Blog posts regarding Sourcing, Evaluating, Valuing, Structuring, and Negotiating. In this Blog post I will be sharing valuable information from Amis and Stevenson (2001) about Supporting. So let’s get right to it!
Who will support your new business? Perhaps and Angel Investor?
O’Flynn (2018) says, “Believe it or not, there are angels out there. For real. Not just the cosmic beings we often read in books and holy manuscripts, but real people who are ready to lend a hand, or a few thousand dollars, if you’re talking about business” (para. 1).
Angel Investors are people that are willing to invest and support entrepreneurs they believe in (O’Flynn, 2018).
Five Roles on Angel Investors:
The five roles of angel investors include being a silent investor (finances only), being a controlling investor (by taking control), being a coach (provides supports), being a team member (working within the new business either full or part time), and being on the reserve force (willing to help when asked to do so) (Amis & Stevenson, 2001).
What Types of Supports can Angel Investors Provide?
Amis and Stevenson (2001) note several types of supports that angel investors may give to new businesses including but not limited to:
Advice regarding strategy
Advice regarding product
Assistance with networking
Coaching
Mentoring
Monitoring
Evaluating
Value Events…What are they and what do they do?
Angel investors can really contribute to small business growth by helping with value events. Amis and Stevenson (2001) say, “A value event is essentially anything that brings a heightened level of excitement” (p. 254).
Value Events:
Help businesses to succeed
Increase success
Types of Value Events according to Amis and Stevenson (2001):
Marketing
Financial
Organizational
Operational
Production
Strategic
Hall (2015) notes that there is much value to in person marketing events noting that much effort is placed in online marketing but one should not forget that in person events are still important contact points noting that “…face to face interactions…” strengthen interactions. In other words, entrepreneurs should not forget the value and purpose of “in person,” “face to face” interactions with customers and potential customers. In addition, Hall (2015) notes that the entrepreneur should be present at planned events so that trust and respect can be established with the attendees. Be prepared to devote your time and effort to any events planned so that both your angel investor and your attendees/customers/potential customers realize your commitment to your company and to them. The entrepreneur remains at the forefront of making sure that the new venture is a success.
The full article can be found at the following link:
While angel investors may be very helpful in supporting your new venture by organizing Value Events to promote your product, YOU are still at the center of your success so plan to show up and make an impact!
References
Amis, D., & Stevenson, H. H. (2001). Winning angels: The seven fundamentals of early-stage investing. London: Financial Times Prentice Hall.
Hall, J. (2015, April 12). The Value of Events In A Marketing World. Retrieved May 23, 2019, from https://www.forbes.com/sites/johnhall/2015/04/12/the-value-of-events-in-a-marketing-world/#3302f0993d4c
O’Flynn, D. (2018, November 16). Angel investing: The new way of supporting small businesses and startups. Retrieved May 23, 2019, from https://born2invest.com/articles/angel-investing-new-way-supporting-businesses-startups/
Hello Blog readers! I will be continuing to use Amis’s and Stevenson’s (2001) information regarding angel investing in their book Winning angels: The seven fundamentals of early-stage investing. I will be sharing valuable information in this Blog from Amis and Stevenson (2001) about Negotiating.
Why is Negotiating important?
Let’s say you have pitched your new venture to an angel investor and they appear to be interested in your venture. You want to be sure that you close the deal and to close the deal it may take negotiating.
The article, Negotiating with Angel Investors (2019) states, “…negotiating with angel investors becomes a very important and prime feature in a business environment” (para. 1). There are several considerations that new entrepreneurs should be made aware of which include: entrepreneurs should use their pitch to an angel investor to target the immediate goal, your conduct is being evaluated by the angel investor, giving an angel investor 20% of your company is reasonable, entrepreneurs should be able to show company value, and an angel investor may want to be on your board of directors (Negotiating with Angel Investors, 2019).
The following is a link to the complete article which may help you understand negotiating with angel investors:
Now that we know some points that entrepreneurs should be aware of let’s discuss the point of view from the angel investor. Amis and Stevenson (2001) note that some investors negotiate and some do not.
Negotiating approaches include direct negotiation, one-shot offers, and negotiation led by an outside party. For those angel investors that do not negotiate several factors come into play including: the price, terms, investment, and role (Amis & Stevenson, 2001).
Amis and Stevenson (2001) point out that “Determining a negotiation strategy requires consideration of your (the angel investor’s) preferred role, time availability, preferred relationship with the entrepreneur, whether you are the lead investor, and the amount of capital you intend to invest” (p. 225).
One thing to be sure of, if you have an angel investor interested in your brand new entrepreneurship venture, then take the time to appeal to what they are looking for…if you want to obtain their funding. From reading back through previous Blog posts, readers will remember that the entrepreneur must be at the top of their game plan in all aspects of their venture. Investors are looking for competent entrepreneurs who are on top of their game. The entrepreneur is being evaluated in every arena. Therefore, entrepreneurs must be prepared in all areas including when it comes down to negotiating. Be sure to take a look at the full article at the link posted in this Blog for ideas already mentioned in this Blog along with other ideas to prepare for negotiating. Preparation is a key to success. You want and need for your venture to be and remain successful over the long haul. Obtaining an angel investor or two could just be what you need to push your new venture into success and to keep it there.
References
Amis, D., & Stevenson, H. H. (2001). Winning angels: The seven fundamentals of early-stage investing. London: Financial Times Prentice Hall.
Negotiating With Angel Investors. (2019). Retrieved May 23, 2019, from https://www.angelinvestorreport.com/negotiating-with-angel-investors/
Welcome back Blog readers! Amis’s and Stevenson’s (2001) information, regarding angel investing, in their book Winning angels: The seven fundamentals of early-stage investing will be part of my Blog post again as we learn valuable insights together. I will be sharing information in this Blog from Amis and Stevenson (2001) about Structuring.
Koss (2007) states, “Structuring the deal is a key aspect of completing an angel round of financing. It is critical to ensuring that management, employees, past investors, current investors and future investors are all satisfied with the company under its new capital structure. As a result, negotiating and structuring the deal can be the most complex aspects of angel investing” (p. 1).
Lets explore some details about structuring…
What options exist?
Here are a few options:
Three common ways to structure angel investments include: common stock, preferred convertible with various terms, and convertible note with various terms.
According to Amis and Stevenson (2001) the common stock structure “…is the ‘complete faith’ option, which is used most often by family, friends, and fools as well as winning angels who rely more on the integrity of the entrepreneur as well as their own ability to source or evaluate” (p. 190). Some angel investors, especially those that have lost money on common stock structure deals, refuse to have any part of common stock structures and there again some angel investors will (Amis & Stevenson, 2001). Amis and Steven (2001) note that with the common stock structure, in the best case scenario, an angel investor can make a substantial amount of money without having to invest their time and involvement or in the worst case lose their entire investment. Amis and Stevenson (2001) note that a preferred convertible with various terms structure is most common. Amis and Stevenson (2001) states, “The preferred share structure offers considerably more protection to the investor and this is why…many angels come around to using it” (p. 192). Lastly, regarding the convertible note with various terms structure, Amis and Stevenson (2001) state, “The convertible note is becoming a more common vehicle as financings are occurring in shorter time frames” (p. 193). These are certainly some structuring options. Amis and Stevenson (2001) give some final thoughts on structuring which include: keeping things as simple as possible and making sure that you understand these three structure types.
Finally, to finish up this Blog post on structuring, it is important to note that Koss (2007) gives several examples of “warning bells” or “red flags” regarding structuring deals. Koss (2007) states, “There are some red flags that investors should watch out for. Are there any unknown investors? Is the term sheet too complicated or inappropriate for the nature, context and stage of the company? Is the company raising enough money? What’s the possibility of dilution (p. 9)?” I highly recommend reading through the entire list of “warning bells” and “red flags.”
To read the entire article by Koss (2007) please click the following link:
Thanks for reading and good luck on finding investors and structuring deals for your new venture!
References
Amis, D., & Stevenson, H. H. (2001). Winning angels: The seven fundamentals of early-stage investing. London: Financial Times Prentice Hall.
Koss, A. (2007, July). Best Practice Guidance for Angel Groups – Deal Structure and Negotiation. Retrieved May 22, 2019, from https://www.angelcapitalassociation.org/data/Documents/Resources/AngelCapitalEducation/ACEF_BEST_PRACTICES_Deal_Structuring.pdf
Welcome again to my Blog! I will be continuing to use Amis’s and Stevenson’s (2001) suggestions regarding angel investing from their book, Winning angels: The seven fundamentals of early-stage investing. I will be sharing valuable information in this Blog from Amis and Stevenson (2001) about Valuing. Let’s get to it!
What is Valuing?
Amis and Stevenson (2001) state, “Valuation is what you are willing to exchange for something else that you want” (p. 145) and further state, “In early-stage deals, valuation is about placing a price on a stake in a company, based on a future, potential capital return” (p. 145).
How does one go about the valuation process?
According to Amis and Stevenson (2001) there are five ways of approaching valuing which include: the “quick and easy” way, the “academic/investment banker” way, the “professional venture capitalist” way, and “compensated advisor way”, and the value later way (p. 148). The quick and easy way includes several methods including the $5 million limit which is simply the rule to never invest in any venture with a valuation of over $5 million (Amis & Stevenson, 2001). Pretty simple really. The academic/investment banker way includes two methods of which the multiplier method is one (Aims & Stevenson, 2001). The multiplier method includes finding the standard within the industry of the selected product and comparing that standard to the potential product for investment. The professional venture capitalist way includes one way which is the venture capital method of calculating how much of a company one would need to own in order to be able to obtain returns financially (Aims & Stevenson, 2001). The compensated advisor way includes two methods with the Virtual CEO method as one of them. This means that the angel investor would also provide supports during the venture’s startup. The value later method includes two methods including the Pre-VC method (Aims & Stevenson, 2001). In the Pre-VC method, the angel investor provides capital without being provided with shares. As one can see from my brief discussion of different methods, there are many methods to go about the valuation process!
What do new entrepreneurs need to know and what can entrepreneurs do about about the valuation process?
According to Angel Round Evaluation, “Valuing your startup is one of the most important parts of seeking angel investments. Because startup companies generally do not have any revenue, correctly valuating these companies can be difficult…” (para 8). There are several ways that angel investors may compare your new venture with other existing companies. Some considerations include: evaluation of your team, evaluation of whether or not the opportunity exists for success in your chosen venture, product specifications, your competition, your marketing strategies, and what other investments your new venture may require (Angel Round Evaluation, 2019). Keeping these points in mind may help you find just the right angel investor to help you with your new venture. One key would be to be prepared in these areas so that your valuation is positive.
Check out the full article at the following link:
https://www.upcounsel.com/angel-round-valuation
References
Amis, D., & Stevenson, H. H. (2001). Winning angels: The seven fundamentals of early-stage investing. London: Financial Times Prentice Hall.
Angel Round Valuation | UpCounsel 2019. (n.d.). Retrieved May 22, 2019, from https://www.upcounsel.com/angel-round-valuation
Hello again Blog readers! As I mentioned in my last Blog post, Amis and Stevenson (2001) have a great deal of information regarding angel investing in their book, Winning angels: The seven fundamentals of early-stage investing. I will be sharing some of the valuable information (too much to share everything here…consider purchasing their book!) in this Blog from Amis and Stevenson (2001) about Evaluating.
AND Here we go…
Why is Evaluation important?
Amis and Stevenson (2001) state, “If you want to become good at early-stage investing, you need to learn how to size up the fundamental elements of an opportunity” (p. 75).
How to go about Evaluating…
Let’s discuss “The Harvard Framework” presented by Amis and Stevenson (2001) for an effective evaluating tool. According to Amis and Stevenson (2001) the Harvard Framework “…will screen out 98% of all start-up investment opportunities” (p. 142).
The Harvard Framework consists of the people, the deal, the context, and the business opportunity. Part of evaluating the people is assessing the entrepreneur (Amis & Stevenson, 2001). For the purposes of this Blog post, I will elaborate on the entrepreneur to provided insights for how entrepreneurs may be evaluated. First and foremost, Amis and Stevenson (2001) discuss the need for the entrepreneur to be honest. Amis and Stevenson state, “In early-stage deals, if the entrepreneur lacks integrity, no single aspect of the proposal can be relied upon” (p. 81). In addition, the entrepreneurs’ knowledge, capability, and goals should be carefully evaluated (Amis & Stevenson, 2001). These are some starting points that new entrepreneurs should keep in mind because angel investors are looking for just the right investment with the right people leading the venture. Ask yourself if you are ready and prepared in these areas.
Important points for angel investors to remember…
It’s important for angel investors to remember some important points. Amis and Stevenson (2001) note to expect it to take years to become good at angel investing, consider using the recommended Harvard framework mentioned as a screen, know that evaluation takes lots of time, and consider co-investing for positive outcomes.
In addition, I also recommend reading the article, “Angel Investing Handbook – VC Broken Down for Investors”, found at the following link from seedinvest.com:
https://www.seedinvest.com/blog/angel-investing
Seedinvest.com states, “Fully understanding all of the risks is of crucial importance when evaluating any investment opportunity” (para 16) and provides several tips for potential investors which include: remembering that at the early stage of investing that you will not be investing in a company but in people, making sure that the values of the potential investment matches your values, staying realistic with profit goals, and understanding the real marketing value of the product.
Finally, something else to consider would be how to evaluate pitches from entrepreneurs just starting their new ventures. Entrepreneurs take note here! Jones (2017) gives insight into what potential investors are looking for when evaluating your new venture. Jones (2017) encourages investors to look for the following: a strong team, the market, traction, the idea and how that idea will be brought to life, and what other investors are saying. Take a look at the complete article for outstanding advice on how to create a winning pitch to find investors.
The full article can be found at the following link:
http://www.angelinvestmentnetwork.net/2017/06/investors-evaluate-startup-pitches/
Take a look to make sure you are prepared to give the pitch of a lifetime to obtain investments in your new venture and good luck!
References
Amis, D., & Stevenson, H. H. (2001). Winning angels: The seven fundamentals of early-stage investing. London: Financial Times Prentice Hall.
Angel Investing Handbook – VC Broken Down for Investors. (2016, October 27). Retrieved May 22, 2019, from https://www.seedinvest.com/blog/angel-investing
Jones, O. (2017, June 12). How do Angel Investors evaluate startup pitches? And pick a winner? Retrieved May 22, 2019, from http://www.angelinvestmentnetwork.net/2017/06/investors-evaluate-startup-pitches/
Amis and Stevenson (2001) have a great deal of information regarding angel investing in their book, Winning angels: The seven fundamentals of early-stage investing. Entrepreneurs take note! I will be sharing over the next several weeks valuable information from Amis and Stevenson (2001) beginning this week with Sourcing. To get started, let’s look at a couple of definitions that will help clarify.
What is an Angel Investor?
According to Ganti (2019), “An angel investor is usually a high net worth individual who provides financial backing for small startups or entrepreneurs. Often, angel investors are found among an entrepreneur’s family and friends. The funds that angel investors provide may be a one-time investment to help the business get off the ground or an ongoing injection to support and carry the company through its difficult early stages” (para 1).
What is Sourcing?
According to Amis and Stevenson (2001) “Sourcing or identifying entrepreneurial projects of merit is the first step in the process of making early-stage investments” (p. 33). Amis and Stevenson (2001) break down sourcing activities into four groups.
How to get started…
The four groups of activities to begin the Sourcing process according to Amis and Stevenson (2001) include: Preparation activities (an example given is writing down exact thoughts about what types of investing one is interested in), Networking Activities (an example given is meeting personally with appropriate persons including bankers and venture capitalists), Visibility activities (examples given are giving interviews and writing books), and Focus activities/tactics (an example given is networking).
As a self-published author myself, the mention of writing books as part of visibility activities caught my eye. I will elaborate a bit about this topic. Amis and Stevenson (2001) state, “Publishing a book makes you an expert to many people even if they never read it. The book will often open up speaking and teaching opportunities that in turn create deal sources” (p. 47). From personal experience, I do know that mentioning that you have written a book or books does open doors for speaking engagements. I have a speaking engagement targeting caregivers coming up because I mentioned that I had written books about caregiving while visiting a local Senior Citizen Center recently. As a caregiver for many years now, I do know quite a bit about caregiving and how to survive caregiving. I have published multiple books available on Amazon found at the following link:
https://www.amazon.com/s?k=patricia+kay+reyna&ref=nb_sb_noss
If you are interested in having me speak at your next event please contact me through my website kayreyna.com. I would be delighted! Now, moving on about Sourcing…
Other Considerations regarding Sourcing…
Amis and Stevenson (2001) also provide advice on quality and quantity of investing in projects and provide insights on how to identify a Five-Star Entrepreneur. I wonder if the last part of that sentence caught any entrepreneurs’ eyes? Well, I would want to know…How does one identify a Five-Star Entrepreneur? Amis and Stevenson (2001) suggest evaluating the entrepreneur on considerations including: how well they listen and learn, how well they attract others, if they are honest and how hard they work. Considering those identifiers, are you a Five-Star Entrepreneur or are there areas you need to work on?
References
Amis, D., & Stevenson, H. H. (2001). Winning angels: The seven fundamentals of early-stage investing. London: Financial Times Prentice Hall.
Ganti, A. (2019, March 31). Angel Investor Definition. Retrieved May 22, 2019, from https://www.investopedia.com/terms/a/angelinvestor.asp
Hello Blog Readers!
Welcome to week five of reviewing some of the greatest marketing campaigns! This week I will be sharing with you and featuring five outdoor ads.
Outdoor Ad #1: “Straw, Windows”
Coca-Cola Ad Campaign
Agency Network: McCann
October 2010
Link to “Straw, Windows”
https://www.adsoftheworld.com/media/outdoor/cocacola_straw_windows
The Coca-Cola “Straw, Windows” add is very eye-catching. This ad is displayed on the side of a building. The background of the ad is red with a glass Coca-Cola bottle located in the center. Out of the top of the Coca-Cola bottle there are seven different straws coming up and each straw is going inside of one of the building windows giving the idea that people within those windows are each drinking coke from the bottle. The bottle is partially empty. The caption says, “refresh on the Coca-Cola side of life.” This ad uses humor to get the viewer’s attention. The appeal is the yummy coke inside which is evident by the seven straws all-consuming the coke product. The objective of the ad is to sell more Coca-Cola. The target market is all of those who view this ad each day as they are in the vicinity of this building. The value proposition is that everybody loves this product.
Outdoor Ad #2: “Eat Mor Chickin”
Chick-fil-A
The Richards Group
June, 2016
Link to the ad “Eat Mor Chikin”
https://www.adweek.com/brand-marketing/chicken-beef-untold-story-chick-fil-cow-campaign-171834/
The “Eat Mor Chikin” Chick-fil-A ad is a no brainer to include while featuring outdoor ads. We have all come to know and love the Chick-fil-A cows that cannot spell, but who are attempting to save their own lives by advertising how great Chick-fil-A’s chicken is! These ads get the viewer’s attention by evoking an emotional response by using humor. The objective of the ad is to obtain more customers. There are no pictures of exact items that Chick-fil-A provides. Most, if not all, viewers are familiar with Chick-fil-A’s products and most love them. The target market is everyone driving by that might be hungry and need food to fill that need. The value proposition is to eat more! What I have often considered is how many children will grow up not knowing how to spell correctly by viewing these ads!
Outdoor Ad #3: Powerade Interactive Billboards
Powerade
Ogilby & Mather
Link to the Ads:
I loved the Powerade interactive billboards ads. There are several of them in this series. Each ad has a way for the viewers to actually participate directly with the billboard ads. For example, one of the ads is a climbing wall where passersby can actually climb the billboard. The product being advertised for is Powerade. The emotional response is adventure. The objective of these ads is to sell more Powerade and the target market are all the people that walk by the billboards. Whether or not those walking by choose to interact with the billboards or not, they will not easily forget them.
Outdoor Ad #4: “The Delta Dating Wall”
Delta Airlines
Link to the Ad “The Delta Dating Wall”
The billboard “The Delta Dating Wall” is a very inventive billboard display that takes up two sides of a building. The background of the ad is white. Several pictures of real destinations that Delta Airlines travels to are located on the billboard with the passersby having the option to stop and snap a selfie of themselves in front of the different picture destinations. The appeal to the passersby is adventure. Who does not like to snap selfies these days? The objective of the billboard ad is to advertise all of the awesome locations that Delta Airlines travels to. The target market is everyone that loves to travel. The value proposition is the adventure and unexpected connections that may occur when traveling. How exciting!
Outdoor Ad #5: “Advertise Wisely”
Digital Outdoor Advertising
Link to “Advertise Wisely”
The ad “Advertise Wisely” is the second digital ad found at the link above. Digital ads allow for more than one ad to be displayed at a time. I particularly loved the “Advertise Wisely” ad which was advertising for digital outdoor marketing. The ad features a cute owl on it with the words, “Advertising Wisely” and includes the phone number for persons who wish to contact the digital advertising company. The emotion evoked is “Oh, how cute!” I have noticed that many advertisements include cute animals of some sort which appeals to many. Of course, owls are known for their wise and intelligent ways and if you also want to be wise and intelligent then you must call the number to advertise your product. The objective is to obtain more business ads for their digital displays and the value proposition is that their company is the smartest way to go about it.
Magazine Ad #1: “Blood Box”
MC Saatchi, Syndney
Australian Red Cross Blood Service
2007
Link to the ad “Blood Box”
This ad shows a typical clear donation box where people are encouraged to give money and loose change to help good causes, but this donation box is empty. A sign located behind the donation box says, “Money Isn’t Everything” and “Save up to three lives without spending a cent.” Additional wording gives individuals directions on how to give blood. The focus of the ad is to get the viewers’ attention into understanding that money is not all that is needed. The Australian Red Cross also needs people to give blood to save lives. This ad evokes an emotional response that someone has to give more than just a few dollars or change, someone must donate blood to save lives. The objective is to gain more blood donors. The target market would be viewers that are healthy and able to donate blood and that they need to take action to save lives. The value proposition is the chance to save multiple lives with every donation. This thought-provoking ad won the Clio Award in 2007.
Magazine Ad #2: “Baseball Catfight”
DDB London
Harvey Nichols
2007
“Baseball Catfight” can be found at the following link:
The “Baseball Catfight” ad is advertising a sale at Harvey Nichols. There are two cats one in front of the other hilariously dressed in clothing holding baseball bats. The ad gets the readers’ attention by using these cute characters within their ad to let the viewers know about their sale that “Starts Today.” The appeal and technique used to evoke an emotional response in this ad is humor.
The objective is to get more people out to take advantage of the sale that is going on. The value proposition is that there is a sale and viewers will be able to take advantage of the sale prices starting “Today.” This is a very effective and funny ad which will stay in the mind of the viewers. “Baseball Catfight” won the Clio Award in 2007.
Magazine Ad #3: “The Black Rep – Once on this Island”
Rodgers Townsend DDB
The Black Rep
2015
A Link to “The Black Rep – Once on this Island” follows:
This ad has a side-profile picture of a striking woman with beautiful palm leaves and flowers in her hair with a far-away look in her eyes. The color of this ad is black and white on a lovely green background. The ad is advertising a performance that will be taking place and how one would obtain tickets to the performance. The objective of the ad is to attract people to purchase tickets to the performance. The emotional response was intrigue. This ad caught my eye multiple times when determining which ads to review for my Blog post. It is a very effective ad and I can see why the ad won an award. “The Black Rep – Once on this Island” ad won the Multicultural Excellence Award in 2015.
Magazine Ad #4: “In the Air – Print”
interTrend Communications
Toyota
2017
Link to “In the Air – Print”
The “In the Air – Print” ad right away catches the viewers’ attention with very colorful cloud like shapes surrounding a very energetic and happy group of people who seem to be celebrating the Toyota RAV4 with the caption “Color the road every which way.” The emotions elicited are happiness, excitement, adventure, and fun to name a few. This upbeat ad really impresses the viewer to be upbeat too! The objectives of the ad are to sell the brand new 2017 RAV4 which, from the looks of the ad, is an awesome vehicle that will make your life great! The target market are viewers who want to add happiness into their lives. Just buying a RAV4 would add so much excitement to life! The value proposition is the benefits that the RAV4 would give to your life. “In the Air – Print” won the 3AF Award in 2017.
Magazine Ad #5: “Bubbles”
JWT Singapore
Sunlight
2007
Here is a link to the ad “Bubbles”
This ad really got my attention right away while browsing through ads to review. At first, I had no idea what the ad was promoting…perhaps this is why it was appealing to me. The question, “What is it?” came to mind and I just had to take a look and see. The add is black and gray with a white background. There are bubble looking sort of objects in the ad, but one is not sure exactly what these objects are because they are not bubbles at second glance. The objects are actually glass dishes, very clean ones. A bottle of Sunlight dishwashing detergent is located in the upper right hand corner-a very small bottle compared to the size of the ad. Obviously, these beautifully clean dishes have been washed with Sunlight dishwashing liquid. How refreshing and clean they are! I would consider the technique used to evoke emotion was intrigue. The objective of the ad is to sell more Sunlight dishwashing liquid. And I ask you, Who would not want magically almost bubble-like beautiful clean dishes? These dishes have not one spot on them. Woooo… The target market is all of us dreaming to have beautiful clean dishes and now we know how! The value proposition is to have the same beauty within our own homes. Yay! “Bubbles” won the Clio Award in 2007.
