The Ad Campaign Advanced Advertising Procedures Meg Hunter

Situational Analysis Components History Important company information Problems and Opportunities Current User Geographic Emphasis & Seasonality Purchase Cycle Competition

History

Important company information

Problems and Opportunities

Current User

Geographic Emphasis & Seasonality

Purchase Cycle

Competition

History Usually found on the web site or the annual report Ways to present Time line Narrative copy Also include recent history - the last 2-5 years

Usually found on the web site or the annual report

Ways to present

Time line

Narrative copy

Also include recent history - the last 2-5 years

Important Company Information Percentage of sales by country or region of the U.S. Background on past ad campaigns Important graphics or images

Percentage of sales by country or region of the U.S.

Background on past ad campaigns

Important graphics or images

Problems and Opportunities What is the company’s current problem? Loss of market share Declining sales Think of it as the threat component of a SWOT What are the company’s external strengths (opportunities)? Reputation Brand recognition Product strengths

What is the company’s current problem?

Loss of market share

Declining sales

Think of it as the threat component of a SWOT

What are the company’s external strengths (opportunities)?

Reputation

Brand recognition

Product strengths

Current User Age and income range, martial status, housing Values, belief systems Provide me with a clear picture of the users “Things to consider” - Lifestyle Market Analyst

Age and income range, martial status, housing

Values, belief systems

Provide me with a clear picture of the users

“Things to consider” - Lifestyle Market Analyst

Generation X Examples 51% "admire their parent(s) more than anyone else” 29% described their mom or dad as "my best friend” 40% get financial help from their parents in emergencies Reluctance to make personal sacrifices for the sake of career. American Demographics, April 1995

51% "admire their parent(s) more than anyone else”

29% described their mom or dad as "my best friend”

40% get financial help from their parents in emergencies

Reluctance to make personal sacrifices for the sake of career.

American Demographics, April 1995

Generation X (continued) Drive small, economical automobiles like the Geo Metro and the Chrysler Neon Marry late Technology savvy - cell phones, computers, beepers, fax machines American Demographics, April 1995

Drive small, economical automobiles like the Geo Metro and the Chrysler Neon

Marry late

Technology savvy - cell phones, computers, beepers, fax machines

American Demographics, April 1995

Generation X (continued) Xers have no heroes. They see the whole person, warts and all. No one wished to change places with Madonna or Michael Jackson. American Demographics, April 1995

Xers have no heroes. They see the whole person, warts and all. No one wished to change places with Madonna or Michael Jackson.

American Demographics, April 1995

Generation X (continued) Xers don't dislike advertising. They dislike hype. They dislike overstatement, self-importance, hypocrisy. Advertising is guilty of hype, advertising will have to change. American Demographics, April 1995

Xers don't dislike advertising. They dislike hype. They dislike overstatement, self-importance, hypocrisy. Advertising is guilty of hype, advertising will have to change.

American Demographics, April 1995

Geographic Emphasis & Seasonality Is the product popular across the country? Does your product have seasonality?

Is the product popular across the country?

Does your product have seasonality?

Purchase Cycle How often do people purchase your product? Does the target market have a characteristic that would increase their use of your product?

How often do people purchase your product?

Does the target market have a characteristic that would increase their use of your product?

Competition Primary and secondary market Provide background information on the product category Competitive sales Competitive media

Primary and secondary market

Provide background information on the product category

Competitive sales

Competitive media

Competition (continued) How to present Describe the competition’s product Compare your product to each competitor Describe your product Create a comparative chart comparing features Use graphics and pictures “Things to consider”

How to present

Describe the competition’s product

Compare your product to each competitor

Describe your product

Create a comparative chart comparing features

Use graphics and pictures

“Things to consider”

Research Objective Strategy Methodology Findings

Objective

Strategy

Methodology

Findings

Objective Example To determine what the target market knows about /perceives company’s brand new product ad campaign product category

To determine what the target market knows about /perceives

company’s brand

new product

ad campaign

product category

Methodology and Strategy Method Survey Focus groups Observation Questionnaire Watch wording Open or closed question Number of people you will survey - (760)

Method

Survey

Focus groups

Observation

Questionnaire

Watch wording

Open or closed question

Number of people you will survey - (760)

Presenting Findings Chart Summary of important findings Discuss how result affected your campaign’s direction Did it confirm any of your research?

Chart

Summary of important findings

Discuss how result affected your campaign’s direction

Did it confirm any of your research?

Budget and Media You need to get actual prices SRDS, Bacon’s ellermedia.com Call media outlets Media time table/Gantt chart Justify your decisions Why do each of your media choices fit your target market?

You need to get actual prices

SRDS, Bacon’s

ellermedia.com

Call media outlets

Media time table/Gantt chart

Justify your decisions

Why do each of your media choices fit your target market?

Creative Brief Advertising objective Strategy statement Target audience Advertising strategy statement Supporting features and benefits Theme

Advertising objective

Strategy statement

Target audience

Advertising strategy statement

Supporting features and benefits

Theme

Advertising Objective Examples To increase exposure to the target market by XX% in X months. To increase the sales volume of XXXX brand by XX% in the next XX months. To create awareness To increase the penetration rate of XXXX brand among the target market by XX%.

To increase exposure to the target market by XX% in X months.

To increase the sales volume of XXXX brand by XX% in the next XX months.

To create awareness

To increase the penetration rate of XXXX brand among the target market by XX%.

Strategy How will you reach your objectives?

How will you reach your objectives?

Target Audience Similar to the current user description, except it describes only the target market Demographics Psychographics Media use patterns Purchase patterns Geographic emphasis Lifestyle hot buttons How to reach their soft spot

Similar to the current user description, except it describes only the target market

Demographics

Psychographics

Media use patterns

Purchase patterns

Geographic emphasis

Lifestyle hot buttons

How to reach their soft spot

Advertising Strategy Statement Advertising will (verb) (Target Consumer) that (Product/Brand) is/will/provide (Statement of Objective/Benefit). Be sure your strategy statement relates to your objectives.

Advertising will (verb)

(Target Consumer) that (Product/Brand)

is/will/provide

(Statement of Objective/Benefit).

Be sure your strategy statement relates to your objectives.

Advertising will (verb) (Target Consumer) that (Product/Brand) is/will/provide (Statement of Objective/Benefit). convince persuade communicate remind

convince

persuade

communicate

remind

Advertising will (verb) (Target Consumer) that (Product/Brand) is/will/provide (Statement of Objective/Benefit). Describe the person Demographics Psychographics Product usage Give the person dimension

Describe the person

Demographics

Psychographics

Product usage

Give the person dimension

Advertising will (verb) (Target Consumer) that (Product/Brand) is/will/provide (Statement of Objective/Benefit). Examples Women who wash confidently in all temperatures Working mothers Fashion conscious women, 18-35 Adults who wear eye glasses

Examples

Women who wash confidently in all temperatures

Working mothers

Fashion conscious women, 18-35

Adults who wear eye glasses

Advertising will (verb) (Target Consumer) that (Product/Brand) is/will/provide ( Statement of Objective/Benefit). Specific Measurable Achievable Compatible

Specific

Measurable

Achievable

Compatible

Advertising will (verb) (Target Consumer) that (Product/Brand) is/will/provide (Statement of Objective/Benefit). Example: Advertising will convince adults who eat cookies that Archway Oatmeal Cookies are uniquely nutritious and delicious.

Example:

Advertising will convince adults who eat cookies that Archway Oatmeal Cookies are uniquely nutritious and delicious.

Advertising will (verb) (Target Consumer) that (Product/Brand) is/will/provide (Statement of Objective/Benefit). Example: Advertising will convince automatic dishwasher owners that Cascade provides virtually spotless end results.

Example:

Advertising will convince automatic dishwasher owners that Cascade provides virtually spotless end results.

Supporting Features and Benefits What features and benefits set your product apart? What features and benefits will you feature in your ad campaign? What features and benefits support your objectives and advertising strategy statement?

What features and benefits set your product apart?

What features and benefits will you feature in your ad campaign?

What features and benefits support your objectives and advertising strategy statement?

Theme Examples Here to represent - Puma Nothing else matters - Columbia C 3 - Comfort, Compatibility, Columbia Cool Crisp, Columbia Capable, Conquering, Columbia Wanna get high? - Vertical Reality PUMA P ositive, U plift, M aintain, A ttitude. P revail, U proar, M ighty, A chieve

Here to represent - Puma

Nothing else matters - Columbia

C 3 - Comfort, Compatibility, Columbia

Cool Crisp, Columbia

Capable, Conquering, Columbia

Wanna get high? - Vertical Reality

PUMA

P ositive, U plift, M aintain, A ttitude.

P revail, U proar, M ighty, A chieve

Tone or Brand Character Statement Tone Statements are short-term and about the advertising Brand Character Statements are long-term and about the brand

Tone Statements are short-term and about the advertising

Brand Character Statements are long-term and about the brand

When to use a tone statement A new brand Re-positioning an existing brand Trying to regain customers who have left the brand Tone will be (selling attitude adjective).

A new brand

Re-positioning an existing brand

Trying to regain customers who have left the brand

Tone will be

(selling attitude adjective).

Tone Examples Tone will convey the spicy fun of Popeyes’ New Orleans heritage. Tone will combine the importance of good nutrition with the fun of cookies. Tone will reflect the fun of the pizza eating experience.

Tone will convey the spicy fun of Popeyes’ New Orleans heritage.

Tone will combine the importance of good nutrition with the fun of cookies.

Tone will reflect the fun of the pizza eating experience.

How did you execute your theme and tone? Why do your creative choices/theme/tagline/headlines fit your target audience? How do your ads follow your strategy statement? How do all your ads work together? Tie your justification back to your research. Creative Justification

How did you execute your theme and tone?

Why do your creative choices/theme/tagline/headlines fit your target audience?

How do your ads follow your strategy statement?

How do all your ads work together?

Tie your justification back to your research.