Transcript 4210-06
The Creative Team Creative Director (VP Creative) Copywriter Art Director This team develops the creative concept -the central theme for the campaign. Positioning Positioning • “The art and science of fitting the product or service to one or more segments of the broad market in such a way as to set it meaningfully apart from competition.” Market Position • The reaction of the market to the firm’s marketing programs. • The intended or unintended consumer beliefs of the organization’s efforts, not the current or past strategic plans of marketing managers. Illustration of Market Positioning Strategy Example: Canadian Airlines Brand Position Illustration By Attributes Brand Position Illustration By Benefits Positioning by Price/Quality Brand Positioning Strategy Decision Process Identify Competitors Assess Consumers’ Perceptions of Competitors Determine Competitors’ Positions Analyze the Consumers’ Preferences Make the Brand Positioning Strategy Decision Monitor the Position Implications • Brand positioning strategy decision is an important requirement for: – Setting the overall business strategy – Content of the advertising message – Creative strategy – Tactics Creative Challenge • The job of the creative team is challenging: – Every marketing situation is different, and each campaign or advertisement may require a different approach. • There are guidelines for creating effective advertising, but there is no magic formula. Getting Creative Input Read anything related to the product or market! market Use the Use the product to product to become become familiar with familiar with it it! Work in and learn about the client’s business Listen to what people are talking talking about! about Ask everyone involved for information! information The Creative Process Immersion Digestion Getting Raw Material, Data, Getting Raw Material or Data, Immersing One's Self in the Problem Immersing into the Background. to Get the Background. Ruminating on the Data Acquired, Ruminating on the Data, Turning It Turning It This Way and That in the This Way and That in the Mind. Mind. Incubation Ceasing Analysis and Putting the Ceasing Analysis, Putting the Problem Problem Out of Conscious Mind for Out of Consciousness for a time. a Time. Illumination A Sudden Inspiration or Intuitive Revelation About a Potential Solution. Verification Studying the Idea, Evaluating It, and Developing It for Practical Usefulness. Copy Platform 6. Supporting Information and Requirements 5. Creative Strategy Statement 4. Selling Idea or Key Benefits to Communicate 3. Specify Target Audience 2. Advertising and Communications Objectives 1. Basic Problem Advertising Must Address Example Volvo “Cross Country” 1. Key Benefit • Goes off road 2. Support Claims • Picture of it outside Other examples FOR THE FOLLOWING ADS: 1. What are the Key Benefits? 2. What are the Support Claims? Evaluation Guidelines • Is the ad consistent with the marketing objectives? • Does the ad communicate what it’s supposed to? • Does it communicate a clear, convincing message? • Is it an appropriate style for the product? • Does the execution overwhelm the message? • Is it appropriate for the target audience? • Is the advertisement truthful and tasteful? Quote of the Day I don’t care about awards. I want to sell product. • James Harralson (CEO Royal Crown Cola)