Presentation Advanced Advertising Procedures


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Presentation Advanced Advertising Procedures

  1. 1. The Ad Campaign Advanced Advertising Procedures Meg Hunter
  2. 2. Situational Analysis Components <ul><li>History </li></ul><ul><li>Important company information </li></ul><ul><li>Problems and Opportunities </li></ul><ul><li>Current User </li></ul><ul><li>Geographic Emphasis & Seasonality </li></ul><ul><li>Purchase Cycle </li></ul><ul><li>Competition </li></ul>
  3. 3. History <ul><li>Usually found on the web site or the annual report </li></ul><ul><li>Ways to present </li></ul><ul><ul><li>Time line </li></ul></ul><ul><ul><li>Narrative copy </li></ul></ul><ul><li>Also include recent history - the last 2-5 years </li></ul>
  4. 4. Important Company Information <ul><li>Percentage of sales by country or region of the U.S. </li></ul><ul><li>Background on past ad campaigns </li></ul><ul><li>Important graphics or images </li></ul>
  5. 5. Problems and Opportunities <ul><li>What is the company’s current problem? </li></ul><ul><ul><li>Loss of market share </li></ul></ul><ul><ul><li>Declining sales </li></ul></ul><ul><ul><li>Think of it as the threat component of a SWOT </li></ul></ul><ul><li>What are the company’s external strengths (opportunities)? </li></ul><ul><ul><li>Reputation </li></ul></ul><ul><ul><li>Brand recognition </li></ul></ul><ul><ul><li>Product strengths </li></ul></ul>
  6. 6. Current User <ul><li>Age and income range, martial status, housing </li></ul><ul><li>Values, belief systems </li></ul><ul><li>Provide me with a clear picture of the users </li></ul><ul><li>“Things to consider” - Lifestyle Market Analyst </li></ul>
  7. 7. Generation X Examples <ul><li>51% &quot;admire their parent(s) more than anyone else” </li></ul><ul><li>29% described their mom or dad as &quot;my best friend” </li></ul><ul><li>40% get financial help from their parents in emergencies </li></ul><ul><li>Reluctance to make personal sacrifices for the sake of career. </li></ul><ul><li>American Demographics, April 1995 </li></ul>
  8. 8. Generation X (continued) <ul><li>Drive small, economical automobiles like the Geo Metro and the Chrysler Neon </li></ul><ul><li>Marry late </li></ul><ul><li>Technology savvy - cell phones, computers, beepers, fax machines </li></ul><ul><li>American Demographics, April 1995 </li></ul>
  9. 9. Generation X (continued) <ul><li>Xers have no heroes. They see the whole person, warts and all. No one wished to change places with Madonna or Michael Jackson. </li></ul><ul><li>American Demographics, April 1995 </li></ul>
  10. 10. Generation X (continued) <ul><li>Xers don't dislike advertising. They dislike hype. They dislike overstatement, self-importance, hypocrisy. Advertising is guilty of hype, advertising will have to change. </li></ul><ul><li>American Demographics, April 1995 </li></ul>
  11. 11. Geographic Emphasis & Seasonality <ul><li>Is the product popular across the country? </li></ul><ul><li>Does your product have seasonality? </li></ul>
  12. 12. Purchase Cycle <ul><li>How often do people purchase your product? </li></ul><ul><li>Does the target market have a characteristic that would increase their use of your product? </li></ul>
  13. 13. Competition <ul><li>Primary and secondary market </li></ul><ul><li>Provide background information on the product category </li></ul><ul><li>Competitive sales </li></ul><ul><li>Competitive media </li></ul>
  14. 14. Competition (continued) <ul><li>How to present </li></ul><ul><ul><li>Describe the competition’s product </li></ul></ul><ul><ul><li>Compare your product to each competitor </li></ul></ul><ul><ul><li>Describe your product </li></ul></ul><ul><ul><li>Create a comparative chart comparing features </li></ul></ul><ul><ul><li>Use graphics and pictures </li></ul></ul><ul><ul><li>“Things to consider” </li></ul></ul>
  15. 15. Research <ul><li>Objective </li></ul><ul><li>Strategy </li></ul><ul><li>Methodology </li></ul><ul><li>Findings </li></ul>
  16. 16. Objective Example <ul><li>To determine what the target market knows about /perceives </li></ul><ul><ul><li>company’s brand </li></ul></ul><ul><ul><li>new product </li></ul></ul><ul><ul><li>ad campaign </li></ul></ul><ul><ul><li>product category </li></ul></ul>
  17. 17. Methodology and Strategy <ul><li>Method </li></ul><ul><ul><li>Survey </li></ul></ul><ul><ul><li>Focus groups </li></ul></ul><ul><ul><li>Observation </li></ul></ul><ul><li>Questionnaire </li></ul><ul><ul><li>Watch wording </li></ul></ul><ul><ul><li>Open or closed question </li></ul></ul><ul><li>Number of people you will survey - (760) </li></ul>
  18. 18. Presenting Findings <ul><li>Chart </li></ul><ul><li>Summary of important findings </li></ul><ul><li>Discuss how result affected your campaign’s direction </li></ul><ul><li>Did it confirm any of your research? </li></ul>
  19. 19. Budget and Media <ul><li>You need to get actual prices </li></ul><ul><ul><li>SRDS, Bacon’s </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Call media outlets </li></ul></ul><ul><li>Media time table/Gantt chart </li></ul><ul><li>Justify your decisions </li></ul><ul><ul><li>Why do each of your media choices fit your target market? </li></ul></ul>
  20. 20. Creative Brief <ul><li>Advertising objective </li></ul><ul><li>Strategy statement </li></ul><ul><li>Target audience </li></ul><ul><li>Advertising strategy statement </li></ul><ul><li>Supporting features and benefits </li></ul><ul><li>Theme </li></ul>
  21. 21. Advertising Objective Examples <ul><li>To increase exposure to the target market by XX% in X months. </li></ul><ul><li>To increase the sales volume of XXXX brand by XX% in the next XX months. </li></ul><ul><li>To create awareness </li></ul><ul><li>To increase the penetration rate of XXXX brand among the target market by XX%. </li></ul>
  22. 22. Strategy <ul><li>How will you reach your objectives? </li></ul>
  23. 23. Target Audience <ul><li>Similar to the current user description, except it describes only the target market </li></ul><ul><ul><li>Demographics </li></ul></ul><ul><ul><li>Psychographics </li></ul></ul><ul><ul><li>Media use patterns </li></ul></ul><ul><ul><li>Purchase patterns </li></ul></ul><ul><ul><li>Geographic emphasis </li></ul></ul><ul><ul><li>Lifestyle hot buttons </li></ul></ul><ul><ul><li>How to reach their soft spot </li></ul></ul>
  24. 24. Advertising Strategy Statement <ul><li>Advertising will (verb) </li></ul><ul><li>(Target Consumer) that (Product/Brand) </li></ul><ul><li>is/will/provide </li></ul><ul><li>(Statement of Objective/Benefit). </li></ul><ul><li>Be sure your strategy statement relates to your objectives. </li></ul>
  25. 25. Advertising will (verb) (Target Consumer) that (Product/Brand) is/will/provide (Statement of Objective/Benefit). <ul><li>convince </li></ul><ul><li>persuade </li></ul><ul><li>communicate </li></ul><ul><li>remind </li></ul>
  26. 26. Advertising will (verb) (Target Consumer) that (Product/Brand) is/will/provide (Statement of Objective/Benefit). <ul><li>Describe the person </li></ul><ul><ul><li>Demographics </li></ul></ul><ul><ul><li>Psychographics </li></ul></ul><ul><ul><li>Product usage </li></ul></ul><ul><li>Give the person dimension </li></ul>
  27. 27. Advertising will (verb) (Target Consumer) that (Product/Brand) is/will/provide (Statement of Objective/Benefit). <ul><li>Examples </li></ul><ul><ul><li>Women who wash confidently in all temperatures </li></ul></ul><ul><ul><li>Working mothers </li></ul></ul><ul><ul><li>Fashion conscious women, 18-35 </li></ul></ul><ul><ul><li>Adults who wear eye glasses </li></ul></ul>
  28. 28. Advertising will (verb) (Target Consumer) that (Product/Brand) is/will/provide ( Statement of Objective/Benefit). <ul><li>Specific </li></ul><ul><li>Measurable </li></ul><ul><li>Achievable </li></ul><ul><li>Compatible </li></ul>
  29. 29. Advertising will (verb) (Target Consumer) that (Product/Brand) is/will/provide (Statement of Objective/Benefit). <ul><li>Example: </li></ul><ul><li>Advertising will convince adults who eat cookies that Archway Oatmeal Cookies are uniquely nutritious and delicious. </li></ul>
  30. 30. Advertising will (verb) (Target Consumer) that (Product/Brand) is/will/provide (Statement of Objective/Benefit). <ul><li>Example: </li></ul><ul><li>Advertising will convince automatic dishwasher owners that Cascade provides virtually spotless end results. </li></ul>
  31. 31. Supporting Features and Benefits <ul><li>What features and benefits set your product apart? </li></ul><ul><li>What features and benefits will you feature in your ad campaign? </li></ul><ul><li>What features and benefits support your objectives and advertising strategy statement? </li></ul>
  32. 32. Theme Examples <ul><li>Here to represent - Puma </li></ul><ul><li>Nothing else matters - Columbia </li></ul><ul><li>C 3 - Comfort, Compatibility, Columbia </li></ul><ul><ul><li>Cool Crisp, Columbia </li></ul></ul><ul><ul><li>Capable, Conquering, Columbia </li></ul></ul><ul><li>Wanna get high? - Vertical Reality </li></ul><ul><li>PUMA </li></ul><ul><ul><li>P ositive, U plift, M aintain, A ttitude. </li></ul></ul><ul><ul><li>P revail, U proar, M ighty, A chieve </li></ul></ul>
  33. 33. Tone or Brand Character Statement <ul><li>Tone Statements are short-term and about the advertising </li></ul><ul><li>Brand Character Statements are long-term and about the brand </li></ul>
  34. 34. When to use a tone statement <ul><li>A new brand </li></ul><ul><li>Re-positioning an existing brand </li></ul><ul><li>Trying to regain customers who have left the brand </li></ul><ul><li>Tone will be </li></ul><ul><li>(selling attitude adjective). </li></ul>
  35. 35. Tone Examples <ul><li>Tone will convey the spicy fun of Popeyes’ New Orleans heritage. </li></ul><ul><li>Tone will combine the importance of good nutrition with the fun of cookies. </li></ul><ul><li>Tone will reflect the fun of the pizza eating experience. </li></ul>
  36. 36. <ul><li>How did you execute your theme and tone? </li></ul><ul><li>Why do your creative choices/theme/tagline/headlines fit your target audience? </li></ul><ul><li>How do your ads follow your strategy statement? </li></ul><ul><li>How do all your ads work together? </li></ul><ul><li>Tie your justification back to your research. </li></ul>Creative Justification