Transcript Advertising Processes

Advertising Processes
The creative strategy,
presentations and media strategy
Advertising
Management
Creative Strategy:
Coming up with
WHAT to say
Media Strategy:
Coming up with
HOW to say it
The Creative Strategy
Creativity is making imaginative use of
limited resources available.
Creativity in advertising is an
advertisement’s ability to be
(1)relevant to the target audience in
an (2)unexpected way. The ad must
be (3)original and have (4)impact.
Four (4) characteristics of the creative concept:
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Focus – communicating ONE idea
2
Unique – One of a kind; never been seen
before
3
Generativeness – an advert that has longevity
and spawns a sustainable campaign
4
Honesty – telling the truth about a product
relevant to the target audience
The four (4) Areas (or steps) of the
Creative Process
1) Explorer
2) Artist
With a keen understanding of the
product and understanding the
advertising objectives,
advertising agencies look for
ideas everywhere.
Finding and implementing the ‘big
idea’. Creatives do this through
adapting, imagining, reversing,
connecting, comparing,
elimination and parody
3) Judge
4) Warrior
Be objective: be self-critical, but
know when to fight for an idea
Defends an idea with a rationale
and rhetoric.
The creative pyramid can help the
creative team to turn the big idea into art
(…Artist)
(1) Capture attention
(2) Interest
(3) Credibility
(4) Desire
(5) Action
(…Artist)
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To stimulate new ideas, creatives
use:
Free association – writing down the first
thoughts that come to mind when thinking of a
product or service
Divergent thinking – think outside the box,
alternative thinking
Analogies (similarity / comparison between two
things that are alike in some way) and
metaphors (implicit comparison – i.e. without
saying “like”)
Right brain thinking – Emotional-based thinking
Creative aerobics – Facts, New names,
Similarities, New definitions
Seven (7) creative philosophies
(beliefs):
There are many brilliant creatives in the advertising
industry, each having a belief about how to be creative
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Resist the unusual (Rubicam)
Execution (Bernbach)
The brand image (Ogilvy)
The USP (Reeves)
The common touch (Burnett)
Entertainment and emotion (Dusenberry)
Confidence (Glow)
The CREATIVE BRIEF
The creative brief document assist the creative team to come up with
the big idea to sell the service or product
The format:
1.
Problem to be solved
2.
Objective
3.
Target market
4.
Positioning strategy
5.
Selling premise
6.
Creative strategy
7.
Implementation details
In all creative briefs there has to be the (a) task that must be carried
out; (b) specific objectives & strategy; and (c) elements (e.g.
special features, logo, etc.) to be included.
The Media Strategy
(which media (type
and vehicle) to use to deploy the creative message)
Aim of media: “TO REACH THE RIGHT PEOPLE (target
audience), AT THE RIGHT TIME (schedule), IN THE
RIGHT MEDIUM (print, electronic or outdoor), WITH
THE RIGHT EFFECT / MESSAGE (increase awareness,
create desire, call-to-action)”
A media plan is actually part of a bigger strategy, focussing
on:
1. To whom to advertise (target audience);
2. In what geographic areas to advertise (reach)
3. Timing of ad
4. Length of the campaign
5. Size / length of the campaign
Problems in media planning:
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Insufficient information – media owners inflate circulation /
readership/ listenership / viewership figures to charge maximum
advertising rates; also, no concrete information exist for new
media
Inconsistent terminologies – there exist, in media industry,
different standards of measurement. This makes it difficult to
compare media equally.
Time pressures – to meet deadlines (and avoid penalties),
media planners often do not have enough time to properly plan a
media strategy
Difficulty measuring effectiveness – media planning
(choosing the media and the schedule) is not an exact science.
In fact, it is more of an art. If media planners do not define their
KPI’s properly, the success of an advertising campaign can be
open to interpretation – this is insufficient in the ‘Age of
accountability’
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Media insight
Evaluate competitive
environment
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Curious & creative mind
Marketing insights
Know the product / brand /
service
Target market
The media brief
A successful media strategy is based on the
following pillars:
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Media brief format:
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Analysis of marketing- and other communication
objectives
Information (on the brand, consumer, target market,
internal- and external environment)
Explanation of key marketing insights (distribution,
sales patterns, etc)
Attitudes of consumers toward the brand / product /
service
Competitive activities
Creative considerations
Other considerations (media preference of client, etc.)