Advertising
Identify the Target Market Before creating an ad campaign, know who your audience is: Demographics Age Gender Geography Income level Education Life Stage Getting married Going to college Having kids Retirement Psychographic Lifestyle Attitude Values
Promotional Planning -Receiver/Comprehension -Can the receiver understand the ad? -Channel/Presentation -Which media will increase the presentaiong -Message -What type of message will create favorable attitudes? -Source/Attention -Who will be effective in getting consumer's attention?
Message Appeals Comparative Advertising Fear Appeals Humor Appeals
Comparative Advertising More Appropriate for brands with small market shares or new entrants to category Not usually appropriate for market leader in a product category Recall often greater
Use of Fear If the level of fear is too high, people will block it out Moderate levels effective Non-users more affected. http://www.youtube.com/watch?v=b0qe-xgkwo4 http://www.youtube.com/watch?v=hfvukq_xkfo
Use of Humor -Aids Attention and Awareness -Does not aid persuasion in general -Does not aid source credibility -Is not effective in bringing about action, sales -Depends on Target Audience http://www.youtube.com/watch?v=enzkdcce8s4
Source=Spokesperson Power Compliance Attractiveness Identification Credibility Internalization
Source Credibility -The extent to which the source is seen as having: -Knowledge -Skill -Expertise And the information is seen to be: -Trustworthy -Unbiased -Objective http://www.youtube.com/watch?v=kpehqne1gb0
Source Attractiveness Similarity -Resemblance between the source and the recipient of the message Familiarity -Knowledge of the source through repeated or prolonged exposure Likability -Affection for the source resulting from physical appearance, behavior or other personal traits
Use of Celebrities Endorsement -Celebrity allows the use of his/her name and image in promotion of the product Testimonials -The celebrity, usually an expert with experience with the product, attests to its value and worth Placements -The brand is "placed" in a movie or show where it's seen by the audience
Use of Celebrities Dramatizations -Celebrity actors or models portray the brand in use during dramatic enactments designed to show the products. Representatives -Celebrity agrees to become a spokesperson for the brand through multiple media over an extended time period Indentification -Celebrity, usually in partnership with a producer, introduces his or her own brand using the celebrity name as the brand name.
Creative Strategy
Print Ad Components Headline Words in the leading position of the ad Subheads Smaller than the headline, larger than the copy Illustration Visual elements such as drawing or photos Body Copy The main text portion of a print ad Logo Visual symbol of the product or brand
Print Ad Layout Format Arrangement of the elements on the printed page Size Expressed in columns, column inches or portions of the page Color Black & White, or one, two, three or four color printing White Space Space that is left unprinted
Creative Process Immersion -Getting raw material or data, immersing one's self in the problem to get background Digestion -Ruminating on the data acquired Incubation -Putting the problem aside Illumination -Sudden inspiration, seeing the solution Verification -Refining the idea
Inputs to the Creative Process Reading and analysis Working with working with the client the client Trying the product Asking Questions Creative Process Listening to others Product Research
Verification and Revision of Ideas -Evaluate ideas generated -Reject inappropriate ideas -Refine remaining ideas -Finalize ideas
Copy Platform Outline 1. Basic problem or issue the advertising must address. 2. Advertising and communications objectives. 3. Target audience. 4. Major selling idea or key benefits to communicate. 5. Creative strategy statement (campaign theme, appeal, execution technique) 6. Supporting information and requirements.
Evaluation Guidelines 1. Stopping Power -Does it get your attention? 2. Transmission Power -Can you comprehend the ad? 3. Persuasive Power -Does the ad appeal to the target market? Does the ad accomplish the desired positioning? 4. Locking Power -Is it memorable?
Finding the Central Theme Using a Unique Selling Position Creating Brand Image Positioning (not necessarily unique to your product)
Unique Selling Proposition Benefit Buy this product and you'll benefit this way or enjoy this reward Unique Must be unique to this brand or claim, something competition doesn't have Potent The promise must be strong enough or attractive enough to pull new customers to the brand
Creating a Brand Image Brand image or personality is particularly important when brands are similar Every ad must contribute to the complex symbol that is the brand image
Appeals and Execution Style Advertising Appeals -The approach used to attract the attention of consumers and/or -To influence consumer feelings toward the product, service or cause Execution Style -The way a particular appeal is turned into an advertising message -The way the message is presented to the consumer
Information/Rational Appeals Feature Appeals -Focus on the dominant traits of the product Competitive Appeals -Makes comparisons to other brands Favorable price appeals -Makes price offer the dominant point News Appeals -News or announcement about the product Product/service Popularity appeals -Stresses the brand's popularity
Emotional Appeals -Achievement/Accomplishment -Actualization -Affection -Ambition -Arousal/Stimulation -Comfort -Excitement -Fear -Happiness -Joy Personal States or Feelings -Love -Nostalgia -Pleasure -Pride -Safety -Security -Self-Esteem -Sentiment -Sorrow/grief
Emotional Appeals Social-Based Feelings Acceptance Approval Affiliation/Belonging Embarrassment Involvement Recognition Rejection Respect Status
Ad Execution Techniques -Straight-sell or factual message -Science/technical Evidence -Demonstration -Comparison -Slice of Life -Testimonial -Animation -Personality -Fantasy -Dramatization -Humor -Combination of multiple techniques