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Copy training. Tutto quello che dovete sapere
Copy training. Tutto quello che dovete sapere
Copy training. Tutto quello che dovete sapere
Copy training. Tutto quello che dovete sapere
Copy training. Tutto quello che dovete sapere
Copy training. Tutto quello che dovete sapere
Copy training. Tutto quello che dovete sapere
Copy training. Tutto quello che dovete sapere
Copy training. Tutto quello che dovete sapere
Copy training. Tutto quello che dovete sapere
Copy training. Tutto quello che dovete sapere
Copy training. Tutto quello che dovete sapere
Copy training. Tutto quello che dovete sapere
Copy training. Tutto quello che dovete sapere
Copy training. Tutto quello che dovete sapere
Copy training. Tutto quello che dovete sapere
Copy training. Tutto quello che dovete sapere
Copy training. Tutto quello che dovete sapere
Copy training. Tutto quello che dovete sapere
Copy training. Tutto quello che dovete sapere
Copy training. Tutto quello che dovete sapere
Copy training. Tutto quello che dovete sapere
Copy training. Tutto quello che dovete sapere
Copy training. Tutto quello che dovete sapere
Copy training. Tutto quello che dovete sapere
Copy training. Tutto quello che dovete sapere
Copy training. Tutto quello che dovete sapere
Copy training. Tutto quello che dovete sapere
Copy training. Tutto quello che dovete sapere
Copy training. Tutto quello che dovete sapere
Copy training. Tutto quello che dovete sapere
Copy training. Tutto quello che dovete sapere
Copy training. Tutto quello che dovete sapere
Copy training. Tutto quello che dovete sapere
Copy training. Tutto quello che dovete sapere
Copy training. Tutto quello che dovete sapere
Copy training. Tutto quello che dovete sapere
Copy training. Tutto quello che dovete sapere
Copy training. Tutto quello che dovete sapere
Copy training. Tutto quello che dovete sapere
Copy training. Tutto quello che dovete sapere
Copy training. Tutto quello che dovete sapere
Copy training. Tutto quello che dovete sapere
Copy training. Tutto quello che dovete sapere
Copy training. Tutto quello che dovete sapere
Copy training. Tutto quello che dovete sapere
Copy training. Tutto quello che dovete sapere
Copy training. Tutto quello che dovete sapere
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Copy training. Tutto quello che dovete sapere

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In comunicazione, alcune cose non cambiano mai. Dalla Bibbia del Marketing, cosa occorre per sviluppare e valutare una buona pubblicità.

In comunicazione, alcune cose non cambiano mai. Dalla Bibbia del Marketing, cosa occorre per sviluppare e valutare una buona pubblicità.

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  • 1. Excellence in copy development Copy strategy & copy execution come si sviluppano, come si valutano Flavia, Oct 2010
  • 2. Gli obiettivi Obiettivi Sviluppare le skills del reparto marketing di Omega Chefaro Italia, relative allo sviluppo e alla valutazione dell’advertising:  Brief and lead advertising development  Judge advertising
  • 3. Agenda  La strategia  Cos’è  Come si scrive  Come si valuta  workout  L’insight  Il suo ruolo  Il creative brief  Formato e contenuti  L’esecuzione:  L’idea creativa - workout  Il drama - esempi  Il key visual - esempi  La sellling line – workout  Summary Workout  Valutare una copy execution  Role Play  Il copy meeting
  • 4. Il ciclo: sviluppo e learning Insights Concept development Copy strategy Copy development Media / Advertising In-market results
  • 5. Advertising development cycle Test/on air Concept development Copy strategy Adv ideas/executions In-market results Creative brief Learnings /Insights
  • 6. Strategy
  • 7. Alla base di un buon copy, c’è una buona strategia  Brand equity footprint  Communication strategy  Consumer communication needs to bring Equity to life for the Target Audience  Copy strategy is the long term basis upon which we expect consumers to choose our brand  Ensures consistency: Copy strategy should not change, commercials do  Facilitates copy development: sets focus and is n.1 element to review when evaluating storyboards
  • 8. 9 Concept vs. copy development  Headline  ACB  Benefit  Reason why  Insight  Benefit  Reason why  Brand character
  • 9. Ogni copy strategy ha 3 importanti sezioni Benefit (mandatory – brand end-benefit does not change over time, product benefit can change) States the brand promise that is the main reason for purchasing the brand in preference to others RTB (optional, can change over time) States the element that makes the benefit believable Brand Character (mandatory, the same over time) States the basic PEERSONIFICATION we want the brand to have
  • 10. Com’è una buona strategia? Le 4 D D elivers on the Brand Equity D esirable to the Target Audience D istinctive Focused on 1 unique benefit, 1 message, not many D ecisive Clear, Simple, concise, Same meaning for all No executional! What to communicate, not how Long Term committment
  • 11. FAQ (rispondiamo insieme)  Perché 1 beneficio?  Quando cambiare una copy strategy?  Le NPD’s cambiano la strategia?  Perché abbiamo bisogno di un Brand Character?
  • 12. Brand Character Marketing is not a battle about product, but about perception  You have to decide what image you want for your brand, meaning personality  BC must be different vs. Competition. Yes: NO:  Charming vs. serious Honest,  High tech vs. tradition Reliable…  Extrovert vs. Discrete
  • 13. Workout – Scrivete la strategia long term di:  Restivoil  Angstrom  Santangelica Non più di due righe per sezione!
  • 14. Strategy Insight Execution
  • 15. Vi ricordate l’ Insight?  ACB’s are given to agencies to inspires creative work. Agency turns ACB’s (facts/observations) into a meaningful insight and develop a creative idea around it  In-sight, the act of apprehending the inner nature of things or seeing intuitively, producing a clear and immediate understanding  A consumer insight is a thought, feeling or piece of information which target consumers would accept, that helps them overcome their benefit barrier, and thus increases the relevance of the brand benefit  A-HA! Factor  The key that unlocks the door  Una “scintilla di identificazione”
  • 16. Il ruolo dell’insight nel processo creativo  Quality insights in the brief  If poor, push back!  Evaluating creative proposals  is the creative idea a true reflection of the Insight? Insight Execution - Creative idea
  • 17. 18 Handouts About Insights
  • 18. Il brief creativo:  Project description (dates, budget, type of initiative, lenght,…)  Target audience (demographics, psychographics)  Basic long term Copy Strategy  Competitive information  Key consumer insights  Current consumer behaviour and desired consumer response  Mandatory executional elements (visuals, demos, characters, selling line..)
  • 19. 20 Handouts Advertising brief and AD MAP
  • 20. Execution
  • 21. 22 22 L’ESECUZIONE è FONDAMENTALE  Consumers don’t see advertising briefs and communication strategy..  THEY SEE EXECUTIONS!
  • 22. Elementi esecutivi 2 executional key drivers:  Advertising Idea  Dramatic idea execution 2 executional tools:  key Benefit Visual  Selling Line (Payoff)
  • 23. Advertising (or Creative, or Selling) Idea – the underlying creative idea of a commercial Definition  A mind-opening thought,a creative perspective about the brand’s strategic benefit that is executed in a way that makes it meaningful to consumer and distinctive vs. competition, hence more desirable THE “ACID” TEST  About the single minded benefit  Consumer relevant  Inspires consumer interest about the benefit  Distinctive vs. competition
  • 24. Advertising Idea – Il suo ruolo nel processo  During creative presentations, Agency should articulate their Adv Idea and why they believe it is powerful  Clients should assess ideas basing on ACID test, discuss what they like and what should be improved, and agree which Idea to progress  Don’t be sold a bad idea basing on the promise of a good execution
  • 25. Workout : scrivete l’advertising idea del copy che vedete
  • 26.  Creative Idea – The whites are so white that you would be proud to show them in public  Creative Idea – Removes grease even on the last item you wash  ….  ….
  • 27. Drama  The product story is presented in an involving and provocative framework  The selling idea is visualized in the big picture and dramatized throughout the commercial: drama is quite simply, what happens in the commercial  The purpose of drama is to  capture and hold consumer attention  Build positive feelings vs. brand  Generate interest in the strategic benefit  Therefore the story must be - interesting, not dull - focussed on what the brand does
  • 28. Drama – good practices  Set up an issue  Use human relationships and empathy  Humour  Rug-pull  Challenge viewer pre-conceptions
  • 29. Drama – bad practices  Complex stories/hard to understand  Cannibalizing product and benefit  Crazy/off brand character  The test  Gut reaction: is it interesting?  Read the storyboard, put it facedown and ask yourself: is the story about the product benefit?
  • 30. Esempi (buoni e cattivi)
  • 31. Benefit Visualisation (detto anche key visual, o big picture)
  • 32. Benefit Visualisation Definition  A picture or series of pictures which translates the strategic benefit into recognizable, easily understood visuals  The purpose of Benefit visualisation is to make the benefit memorable/noticeable, credible and desirable  It must be ABOUT the benefit/the creative idea  It must be clear and impactful
  • 33. Some key visuals..  Titanic  King Kong  …
  • 34. Esempi (buoni e cattivi)
  • 35. Selling Line (o payoff) Definition  A distinctive, memorable and ownable collection of words that captures the essence of the selling idea, so that the benefit belongs to the brand  It must be ABOUT the benefit  Easy to remember  Stimulating
  • 36.  …What else?  …. Just do it  … Connecting people  … Il meglio di un uomo  Have a break. Have a …..  Per tutto il resto c’è…  Smacchia a fondo senza strap  Un diamante è per sempre  Il posto più morbido dove mettere il naso  Du gust is megli che uan  Senza cuore, saremmo solo macchine  Keep walking  Nutre come una merenda, piace come un gelato  ….. , che gambe!  ….., come lava!  Che mondo sarebbe senza… Workout: li riconoscete?
  • 37. Group work
  • 38. Valutare una copy execution Sintesi dell’idea Guardate gli esempi e annotate  L’insight e  L’advertising idea (ACID)  Il benefit (relevant, distinctive)  Il brand character (in 3 aggettivi)  Overall drama Valutate se questi elementi sono: Provocative, relevant, credible, distinctive, memorable, about a single minded benefit Qual è l’esecuzione più forte?
  • 39.  Strategic benefit – Outstanding whiteness  Selling Idea – The whites are so white that you would be proud to show them in public  Key visual: doorstep challenge  Selling line: would your whites pass the doorstep challenge?  Character: Extrovert, confident, up to date
  • 40.  Strategic benefit – Solves the grease problem in dishwashing  Selling Idea – Removes grease even on the last item you wash  Selling line: takes grease out of your way  Character: Upbeat, fast, modern
  • 41. Role Play
  • 42. Il copy meeting ideale Sintesi dell’idea Introduction  Objectives of the meeting  Review creative brief and copy strategy Presentation  Explain the copy insights and the key idea  Represent the executional look and feel of the copy  Make a recommendation Discussion  Listen to each other  Be sure you understand the idea and the reco  Stick to fundamental issues Conclusion  Agree next steps and timing  Summary accuracy (wrire report)
  • 43. Copy comments organizer Sintesi dell’idea Understanding  The brief  The idea  What’s going on in the ad (the drama) Evaluating  Emotional: how does it make me feel? Gut feeling  Rational: is this s a copy that WORKS? it ON strategy, is the Adv Idea strong and ACID, are there strong executional elements (visual, drama, selling line) Discussing  Organise your thoughts and communicate to Agency clearly and positively
  • 44. 45 Handouts Copy Comment Organizer
  • 45. In Summary Sintesi dell’idea Headline  ACB  Benefit  Reason why Creative sparkle!  Insight  Benefit  Reason why  Brand character Concept Strategy/brief Execution  Adv Idea  Visual  Visual (opt)  Tonality  Selling Line DRAMA
  • 46. 47 Handouts Summary “Copy that works”
  • 47. Round Table Summary! ..Comments? ..Questions? GRAZIE! Sintesi dell’idea

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