Process• Research• Prioritize• Best ﬁt product, media, and purpose• Create• Results
Love/Hate Ads• Tivo, ﬂip the page, or ignore banner ads• Degrading, pollutes minds, false facts• Vital link to economy• Provides vital info• 1,600 ad messages a day• Do you remember any ads today? (Work?)
Field of Advertising• Fun• Creative• Challenging
Needs and Desires• Food and drink• Shelter, security, and comfort• Sex, intimacy, and social content• Independence, privacy, fulﬁllment, power• Stimulation• Acquisition
Audience• Current users (reinforce behavior)• Prospective users (create behavior)
Audience Info• Surveys (mail, phone, online, etc.)• Focus groups• Interviews• Consumer product testing• Social media channels
Other Demographics• Race• Home ownership/rent• Number of children/adults in household• Type of housing• What people believe?• Anything else?
The Product• Item (vacuum cleaner)• Business (insurance company)• Idea (quitting smoking)• Any other examples of each?
The Product (cont.)• What the product does• Physical characteristics of product• History of product• Who makes the product (brand)• Price• Competition
Ad Keys• Market share (50% of sales in market)• Audience (few people know about it)• Product (new or updates)
Ad Solves Problem• Product’s market share is down• Product has a bad reputation• Product costs too much• Other problems?
The Ad Objective• Make people aware of product• Change people’s attitudes of product• Tell consumers of product’s improvements• Encourage people to shift from buying another product to buying this product