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