New Insights in Advertising Evaluation

The third intake of “How to Judge Your Advertisement”, one of the most well-received seminars organized by HKIM was held again this August. The fourth intake of the workshop will be arranged for those who registered but were not offered seats this coming October.

The presenter, Mr. K. M. Yim, Vice Chairman of HKIM and Managing Director of inno:communications Ltd., has over 26 years of experience in advertising, direct marketing and marcom. Once again, Mr. Yim gave the seminar in his highly interactive and relaxed-learning style.

This seminar covered three main topics: how to build brands, how to brief creative and how to evaluate results.

The seminar started with the key discipline in brand building. It included drawing brand awareness, defining its positioning and sharing the brand experience and value through effective communication in advertising.

Mr. Yim demonstrated the preparation of creative briefings, some easy steps and check lists for communicating with ad agencies that aims at successful brand building and call for action results.

Over 50 regional television commercials (TVC) were showed and followed by commentaries. Main approaches in judging TVCs were introduced. These TVCs are evaluated from the points of view of advertisers, ad agencies, and existing and potential consumers. Apart from learning more about advertising, the seminar was very informative and entertaining at the same time, which explains why the seminars have become so popular since it was first launched.