Transcript news_2219
Advertising Research Helps to identify new consumers Helps to look for new ideas in products and services Fields of Research Anthropology : a study of beliefs differences, institutions and social classes To understand the target behavior How a product fits into the lives of consumers Pluralistic society, diversified cultures, customs, traditions… Fields of Research Sociology : the examination of the structure and function of organized behavioral system on the adoption of new ideas, media use and consumer purchase behavior by consumer groups Social class and stratification : wealth, income, education Cohort analysis : consumers long-life values and preferences. Combines demographics, psychographics, life style and behavior Sociology Cohort Studies 4 groups of consumers Traditionalists : between 60’s and 70’s, declining age, conservatives… Transitioners : between 50’s and 60’s, enjoying prosperity and high income… Challengers : between 30’s and 40’s, single parents, women working, high income, educated, seek information before purchase… Space-agers : 20’s, starting careers, financially unstable, liberals, lower standard of living… Fields of Research Psychology : the study of human behavior, especially motivation, cognition and learning Motivations : drives, urges, wishes, desires… Cognition : mental phenomena, perception, memory… Learning : changes in behavior related ti external stimulus Shopper Group Classification Intellects : 17%, empirical.. Relief seekers : 16%, want escape from the pressure of life.. Pragmatics : 16%, want benefits from their money.. Conformists : 12%, seek for the most popular brand.. Popular seekers : 12%, go for trendy brand.. Sentimentalists : 12%, seek brands presenting comfort, good, old-fashioned flavor.. Research Steps in Advertising Advertising strategy development : directed to the consumers and what do they want Advertising execution development : directed to how to make the creative ideas, concepts, visuals.. Evaluating pretesting executions : ads are tested Campaign evaluation : evaluate the performance of ads The copy strategy research 4 types of copy research 1. 2. 3. 4. Referential advertising : refer to the general characteristics of the product Substantial advertising : emphasize on one ingredient of the brand Oblique advertising : seen from the point of view of another person Mythic advertising : stands on a myth The copy strategy creation Represents 100% for the profitable growth of the brand Among The main creative tools of ads there is simplicity through a provoking or entertaining way Good copy speaks to the common man The advertising message The nuclear message : unchangeable, composed of the brand name, the logo, and the slogan (signature) The circumstantial message : changeable, composed of the promise, the technical aspects of the copy, the colors and illustrations The structure of an advertisement The promise : the whole advertisement The order : Promise of benefit (the headline) The spelling out of promise (the sub-headline) Amplification of story (as needed) Proof of claim (as needed) Action to take (if not obvious) The most important parts are : the illustration comes first, followed by the headline, the first line of the body copy and then the logo Elements of the copy 1. The headline (the eye-catcher) : The most important part of an advertising. It must be short, using simple words (not more than 10 words) An invitation to the prospects and the primary product benefits, name of the brand, and a provoking idea to gain readership Words should be selective, few adjectives with an action verb Should contain enough information about the product for the consumer Elements of the copy 2. The sub-headline : Smaller type than the headline Spells out the promise presented in the headline Longer than the headline 3. The amplification : The body copy of the ad An explanation of how the promise of the headline is fulfilled Should be an “aller-retour” between the promise and the technical aspects of the brand Elements of the copy 4. The logo : The smallest sign of communication of an enterprise Identifies clearly the enterprise Perceptible, comprehensible, easy to memorize Composed of the name of the enterprise, or a symbol, or a color system, or a graphic code 5. The slogan (signature) : Sums up the theme for a product’s benefits Delivers an easily remembered message in few words Short, clear and easy to remember The copy style The method of opening the text of an ad Factual approach : deals with reality, how the product is, made and what it does focusing on the most important facts of the brand Imaginative approach : presenting the brand in an imaginative way Emotional approach : using psychological appeals to love, hate or fear Words and visuals of creation The creation of ads lies upon an executional idea which is rendered in words, symbols, sounds, colors, shapes, forms, or any combination of these The responsibility of the creation of the copy relies on all the members of the team The Big Idea of creation is always a simple idea Big Idea relies greatly on brainstorming creation Words and visuals of creation The layout creation : a working drawing (may be developed by the computer) showing how an ad is to look. A set of instructions accompanying a copy showing how it is to be set up. There are degrees of layouts : rough, finished, and mechanical representing various stages of finish Layouts need hard working and imagination in order to get high visibility, notice and attention. A good copy must be strongly executed There are three basic means of attraction : Using the visual alone Using the headline alone Using both the visual and the headline Basic design elements Unity and synergy : unification of design Harmony : all the elements must be compatible Sequence : order inside the ad Emphasis : on one element Contrast : your idea and copy in size and shape Color : as an attention getting device, and the first element in advertising creation Computer : assistance in designing Words and visuals Words : Full words : adj, nouns, verbes.. Tool words : articles, adv.. Power words : poetic and literary words.. Visuals : 98% of ads use a visual using either : Art directing drawing Photography Language of the media Metaphor : to substitute one élément with another one connoting the same value Metonymy : the representation of an element which substitutes another one connoting the same characteristics Comparison : with two elements Synonyms : life \ existence… Use of powerful vocabulary Print production Print production follows the creative ‘Z’ which is the crossing of the eyesight along the ad The printing process depends on the medium the ad is running in The typefaces are important and the advertiser has to choose a type family (two or more series of types : Text, Old Roman, Modern Roman, Sans Serif, Square Serif, or Decorative) The print ads Headline Subhead line Body copy Slogan The TV production Two parts : video first and the audio TV deals with : sight, sound and motion The use of music in backgrounds, transitions, movements (sound effects..) Visual techniques : Testimonials : using celebrities Spokesperson : using a presenter in front of the camera Demonstration : showing how a product works Close-ups : showing the product in action Story line : using a miniature movie Comparisons, customer view, humor, animation… Elements of TV production The script : use easy to pronounce and remember words in few seconds The storyboard : a series of sketches showing key scenes Video (action) Storyboard (drawings) Description Drawing of of each sequences motion Audio (sound) Duration Music, sound Time of effects, each announcer sequence Elements of TV production The succession of TV images follows the elements : Cut : one scene cuts into the next Dissolve : one scene fades out while another fades in Fade in : from the scene to total black (# fade out) Matter : part of a scene is placed over another gradually Wipe : the new scene wipes off the previous one from to to bottom The radio production Directed to the imagination of the listeners Ads should create a “theater of the mind” through the use of sound The radio production creates theater scenes for the listeners imagination by painting pictures in sound The radio components The radio creation is a combination of words, sound and music Words to describe the product to build desire (voice stamp) Sound to complement words and the sound effect should be recognizable Manual effects : produced live Recorded effects Electronic effects : with studio equipment Music for familiarity and should be adapted for the brand The radio creation The script should be written in a professional manner containing the intro (attractive and rise attention), the product benefits and the closing Script characteristics : simplicity, clarity, coherence, pleasantness, believability, interest, and distinctiveness Sequences Sound Words, music and sound Duration In seconds Radio creation techniques Straight announcer : to deliver the entire script Two-announcer : to give variation in voices Announcer-actor : for animation purposes Slice-of-life : to give audience members something or someone they can relate Combination : a use of 2 or 3 of these techniques Radio timing 10 seconds : 25 words 20 seconds : 45 words 30 seconds : 65 words 60 seconds : 125 words