Advertising budgets are shifting Media fragmentation Media Explosion Media uses
Key players
Media plans Planning roles Media functions In-house Out-house Specialized agencies
Information Service
Client information Market Research Competitive advertising Media usage profiles Media coverage area Consumer Information
Media plan Goal Target Audience and Media Use The Aperture concept
Media strengths Gross Rating Points (GRPs) Targeted Rating Points (TRPs) Cross Media Integration Media Strategy
Media Objectives
High reach strategy (Reminders, easy to understand product) Low frequency strategy (Well known brands, simple messages) High Frequency strategy
competition)
Geographical strategies
Media weighting Size, Length and position Media Optimization Modeling Scheduling strategies
When to advertise? How long? How often? Flighting strategy Pulsing strategy
Cost Efficiency
CPM = cost of message unit/gross impressions x 1,000 CPP = = cost of message unit/program or issue rating Media budgeting IMC and Contact point planning
Provide inside information to media planners Select specific media vehicles Negotiate and contract for time and space Bargain for preferred positions Secure extra support/value-added media services Monitor media choices during and after the campaign Handle billing and payment Ensure make goods Perform post-campaign evaluation
Unbundling Media planning and buying Online Media Buying New forms of Media research
The art and science of advertising The role of creativity Creative Strategy
Problem that can be solved by communication. Target audience and key insights into their attitudes and behavior. Brand position and other branding decisions, such as personality and image. Communication objectives that specify the desired response to the message by the target audience. Proposition or selling idea that will motivate the target to respond. Media considerations about where and when the message should be delivered. Creative direction that provides suggestions on how to stimulate the desired consumer response. These arent creative ideas but may touch on such execution or stylistic direction as the ads tone of voice.
Why are we advertising at all? What is the advertising trying to do? What are their current attitudes and perceptions? What is the main promise we want to communicate? What is the key moment that we tie to? What tone of voice should we use?
Message objectives
Head and Heart Hard sell and soft sell Frazers Six Creative Strategies
Generic, Preemptive, Unique Selling Proposition, Brand Image, Positioning, Resonance, and Affective
Lectures Dramas Selling Strategies Rational-Customer focused strategies Message formulas Matching messages to objectives
Selling strategies
Premise, appeal, feature, claim and support Benefit, Promise, Reasoning and USP
Message Formulas
Straightforward, Demonstrations, Comparisons, Problem solutions, Slice of life, Humor, Spokesperson and teasers
Get attention, create interest, Resonate, Create believability and are remembered
Divergent Thinking out side the box Taking creative risks See the problem in novel and unexpected way Characteristics of Creative People
Creative motives
Problem solving, Ability to visualize, Openness to new experience and conceptual thinking
Free association
Dramatize the obvious Catchy phrasing An unexpected twist A play on words Analogy and metaphor Familiar and strange A twisted clich Twist the obvious To prevent unoriginal ideas, avoid the look-alike and the tasteless.
Standardizing the campaign across multiple markets only works if the strategy and objectives are the same. Creative executions may be customized due to cultural differences.
Is it on strategy? Structural analysis:
The power of the narrative The strength of the product claim How well the two are integrated
Copy Testing
A formal method to evaluate effectiveness. Vampire creativity so creative the product may not be remembered.
COPYWRITING
1. Matter written in words is called copy.
Photographs ii. Pictures iii. Illustrations iv. Logos v. Mascots
i.
Copywriters have to interact : i. Business executives ii.Account Executives iii.Market Researchers iv.Client & Director
Copy Writing
Be single-minded Be specific Get personal Keep a single focus Be conversational Be original Use variety Use imaginative description
Attract only prospects Work with the visual to stop and grab readers attention Identify product and brand; start the sale Lead readers into body copy
Print Copy
Headlines Body Copy i. Narrative- story type ii. Straightline-selling points for the product iii. Dialogue what one character says iv. Picture & caption- visual to narrate story Slogans
Direct Address: Have it your way; Think small. A startling or unexpected phrase: the NYNEX campaign used, If its out there, its in here, which is an example of a twist on a common phrase that makes it unexpected. Rhyme, rhythm, alliteration: uses repetition of sounds, as in the Wall Street Journals sloganThe daily dairy of the American Dream. Parallel construction: uses repetition of the structure of a sentence or phrase; Morton Salts When it rains, it pours. Cue for the product: Folgers Good to the last drop; John Deeres Nothing runs like a Deere, Wheaties Breakfast of Champions Music: In the valley of the Jolly, ho-ho-ho, Green Giant. Combination (rhyme, rhythm, parallel): Its your land, lend a hand, is the slogan for Take Pride in America.
Why Necessary
Slogans are direct, short, easily remembered. They repeat the brand name. Can be printed & sung. Can be funny & entertaining. Idiomatic slogans are remembered for a long time.
Drawbacks
Become outdated. Changing agency leads to change in slogan. Some times copied by many with slight variations. e.g. Jefkins :- Pan Ams Slogan Who made the going great? BOAC- Who made the Boeing great?
2. 3. 4. 5.
The slogan is simple & straightforward. It is pleasant too. It carries some pleasing sales idea. It conveys some in a compact form. Good slogans finish the job in 7-8 words. So many ideas give rise to one good slogan.
Broadcast Copy
Newspapers
Less intrusive medium Ads more straightforward and informative Better ad production More informative, longer copy Focus on service or store personality Little space for explanation; keep it simple Creative concept marries words and visual Detailed copy about a product, company, or event more informative with longer copy
Magazines
Directories
Product literature
Radio Copywriting
RJs Talk to people. Never talk at the people. Pleasant and conversational. Crisp & clear Imagery is created by vivid description. Make most of the word you use. Repetition works. Stick to one selling point & repeat it several times a day.
TV Copywriting
Script The written version of the commercial Prepared by the copywriter Storyboard The visual plan or layout of the commercial Prepared by the art director Photoboard Uses photos instead of art for images
Offering a deal like a discount or a freebie Using an involvement device like a challenge or contest Changing the offer frequently, even daily Keeping the writing succinct for surfers short attention Focusing surfers attention by asking questions or offering knowledge they can use Use the ad to solicit information and opinions
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