The Ad Campaign Presentation Rohitha Sankar BA Journalism
Situational Analysis Components 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
Important Company Information Percentage of sales by country or region Background on past ad campaigns Important graphics or images
Problems and OpportunitiesWhat is the company’s current problem? – Loss of market share – Declining sales – Think of it as the threat component of a SWOTWhat are the company’s externalstrengths (opportunities)? – Reputation – Brand recognition – Product strengths
Current User Age and income range, martial status, housing Values, belief systems Provide a clear picture of the users “Things to consider” - Lifestyle Market Analysis
Geographic Emphasis &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?
Competition 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”
Research Objective Strategy Methodology Findings
Objective Example 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
Presenting Findings 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 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 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%.
Target Audience Similar to the current user description, except it describes only the target market – Demographics – Psychographics – Media use patterns – Purchase patterns – Geographic emphasis
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). 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
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
Advertising will (verb)(Target Consumer) that (Product/Brand) is/will/provide (Statement of Objective/Benefit). Specific Measurable Achievable Realistic Time bound
Advertising will (verb)(Target Consumer) that (Product/Brand) is/will/provide (Statement of Objective/Benefit).Example: Advertising will convince adults who eat biscuits that 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.
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?
Theme Examples Here to represent - Puma Nothing else matters - Columbia C3 - Comfort, Compatibility, Columbia – Cool Crisp, Columbia – Capable, Conquering, Columbia Wanna get high? - Vertical Reality PUMA – Positive, Uplift, Maintain, Attitude. – Prevail, Uproar, Mighty, Achieve
Tone or Brand CharacterStatement 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).
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.
Choosing Media Type Factors to consider: – Media habits of target consumers – Nature of the product – Type of message – Cost – Media vehicles • Specific media within each general media type
Deciding on Media Timing Must decide how to schedule the advertising over the course of a year – Follow seasonal pattern – Oppose seasonal pattern – Same coverage all year Choose the pattern of the ads – Continuity – Pulsing
Selecting Advertising Media Reach – Percentage of people exposed to ad Frequency – Number of times a person is exposed to ad Media Impact – The qualitative value of a message exposure through a given medium
Consumer Sales Promotion Tools Sample Sample Offers a trial amount of a product Offers a trial amount of a product Savings when purchasing specified Savings when purchasing specified Coupons Coupons products products Cash Refunds Cash Refunds Refund of part of the purchase price by Refund of part of the purchase price by “Rebates” “Rebates” mail mail Price Packs Price Packs Reduced prices marked on the label or Reduced prices marked on the label or“Cents-Off Deals” “Cents-Off Deals” package by producer package by producer Goods offered free or low cost as an Goods offered free or low cost as an Premiums Premiums incentive to buy a product incentive to buy a product Advertising Advertising Articles imprinted with an advertiser’s Articles imprinted with an advertiser’s Specialties Specialties name given as gifts name given as gifts
Consumer Sales Promotion Tools Cash or other award offered for regular Cash or other award offered for regularPatronage RewardsPatronage Rewards use of a product or service use of a product or servicePoint-of-PurchasePoint-of-Purchase Displays or demonstrations at the point Displays or demonstrations at the point Promotions Promotions of purchase or sale of purchase or sale Consumers submit an entry to be Consumers submit an entry to be Contest Contest judged by a panel judged by a panel Consumers submit their names for a Consumers submit their names for a Sweepstakes Sweepstakes drawing drawing Consumers receive something each Consumers receive something each Games Games time they buy which may help them win time they buy which may help them win a prize a prize