2. Creative research in
one slide
Business
Chance
Cultural
Context
Target
Insight
Brand
Insight
THE
BIG
IDEA Plan
To
Engage
Creative
Who do we stand for?
Measure
Who is our enemy? Why do we
matter?
3. Business chance
• These are questions I would want the
answer to moving forward.
•Why are they looking for help? WHEN IS
EVENT
•How much money is the campaign?
•How is that broken down?
• Earned (PR)
• Ad (paid content)
• Owned (Website/social)
6. consumer behavior
• Cultures also apply to specific
communities:
•Some offices have business casual.
•Fans of Ohio University wear more
green and white.
•Catholics don’t eat meat on Friday
during Lent.
•RUNNING IS A CULTURE.
•AUSTIN TEXAS IS A CULTURE
7. Class structure
• Upper Upper Class (.3%) Inherited wealth
• Lower Upper Class (1.2%) Corporate leadership
• Upper Middle Class (12.5%) Managers
• Middle Class (32%) White and blue collar with
above average pay
• Middle Class (38%) Blue collar average pay
• Upper Lower Class (9%) Working & right above
poverty
• Lower Class (7%) Out of work on welfare
8. So what is the target insight? Why
do people move?
10. LET’S BREAK THIS
DOWN
• Physiolgical
• Safety
• Social Needs
• Esteem
• Self-Actualization
• MENTION BY NAME IN YOUR DOCUMENT
11. So what is the brand insight? How
can a brand help?
12. EIGHT WAYS TO
POSITION AN
ORGANIZTION.
• I WOULD MENTION
POSITIOING BY NAME
• A leader that sets standards
• The best value, reflecting
low cost and high quality.
Most economical
• Most prestigious
13. EIGHT WAYS TO
POTISION AN
ORGANIZATION
•Preferred by a certain
demographic
•Family friendly
•Green
•Socially responsible
14. How do write a
strategy
1.Objective Statement
2.Supporting Statement
3.Statement of Tone
4.THESE SHOULD BE ONE
SENTENCE AND ALIGN
15. How do write a
strategy
1. Objective Statement
1. ADVERTISING WILL INFORM,
ENTERTAIN OR PERSUADE
2. Supporting Statement
1. SUPPORT WILL BE
3. Statement of Tone
1. TONE REFLECTS
17. Pay per click
examples
Line One: Headline
Piada Now in Downtown Cleveland
Line Two: Support
Quick, fast, fresh Italian Street Food
Line Three: Conversion
Order from your phone right now.
18. Ad 2
• Italian Street Food Downtown
• Piada makes everything fresh
• Stop by before the Cavs game.
19. Ad three
• New Piada in at Terminal Tower
• Italian Street Food Made To Order
• Order Online and Wait Less.
20. Assignment due
What would I do?
• If you haven’t watched the videos on different kinds of ads
or headlines, start there.
• Go through the same steps you did with the strategy
assignment.
• Write the strategy.
• Write the PPC ads.
• Whatever PPC ad you like the best should probably drive
your direct ads.
• Turn off your cell phone and come up with an indirect
idea.
