Griffin Farley helps us understand all forms of strategic planning in advertising including Brand Planning, Account Planning, Media Planning, Connections Planning, Transmedia Planning and Propagation Planning. Griffin will also cover the deliverables for each form of planning and creative examples that have leveraged the various processes.
Griffin Farley helps us understand all forms of strategic planning in advertising including Brand Planning, Account Planning, Media Planning, Connections Planning, Transmedia Planning and Propagation Planning. Griffin will also cover the deliverables for each form of planning and creative examples that have leveraged the various processes.
“A ‘brand’ is not a thing, a product, a company or an organization. A brand does not exist in the physical world – it is a mental construct. A brand can best be described as the sum total of all human experiences, perceptions and feelings about a particular thing, product or organization. Brands exist in the consciousness – of individuals and of the public.” – James R. Gregory, “Leveraging the Corporate Brand”
Creative Strategy: Implementation and EvaluationMike Weber
Advertising and Promotion: Belch;
Chapter 9 Creative Strategy: Implementation and Evaluation;
Advertising Appeal and Execution, Creative Tactics, Client Evaluation and Approval of Creative Work
“A ‘brand’ is not a thing, a product, a company or an organization. A brand does not exist in the physical world – it is a mental construct. A brand can best be described as the sum total of all human experiences, perceptions and feelings about a particular thing, product or organization. Brands exist in the consciousness – of individuals and of the public.” – James R. Gregory, “Leveraging the Corporate Brand”
Creative Strategy: Implementation and EvaluationMike Weber
Advertising and Promotion: Belch;
Chapter 9 Creative Strategy: Implementation and Evaluation;
Advertising Appeal and Execution, Creative Tactics, Client Evaluation and Approval of Creative Work
This power point presentation contain mainly- Aims and Objectives,Def” of Advertising,Brand and Marketing mix,The marketing mix,Role of Advertising,The Advertising Plan,The importance of advertising,Types of advertising,Major advertising media,The Functions of Advertising,The Key Players,Components of Advertising,What Makes an Ad Effective?.
Print Page 4 of 14 Target audience Competitive consi.docxharrisonhoward80223
Print Page 4 of 14
Target audience
Competitive considerations
Creative objective
Advertising strategy
1. The promise
2. Reason why
3. Product, brand, service positioning
4. Corporate, organizational, legal requirements
Rationale for the strategy
Types of Strategy
Although there are many different strategies available to the advertiser, there are main categories
used for advertising planning. Sometimes an ad can use more than one strategy to communicate
to consumers. The main strategies are shown in Table 4.2. Click here
(https://media.thuze.com/MediaServiceNediaService.svc/constellation/book/AUOMM615.14.1/ {pdfs}
table 4.2.pdf) to view a larger version of this table.
Table 4.2 Main types of advertising strategy
Strategy
Example
Affective. This includes the reliance on
emotions to influence consumers. Humor
and fear are typical approaches with an
affective strategy.
Anti-smoking
campaign—This ad from
the CDC uses viewer's
emotions such as fear
and love for family, to
influence the consumer
to quit smoking.
bttps://content.ashford.edu/print/AUOMM615.14.1 17sections —sec4.3,sec4.4&content=a11&... 9/27/2016
Tide® Detergent—This ad
uses research to
substantiate the product
claims that Tide gets
clothes cleaner than any
other soap.
SodaStream—This is an
image still from a
SodaStream commercial
that depicts people who
are typical of the target
market to show-and-tell
how fun and easy it is to
use the product.
Subaru—Subaru has
positioned its brand as
one for young, active
consumers who care
about their families and
pets. Loyalty is a key
component of their brand
positioning strategy.
Print Page 5 0114
Brand Imaging. In brand imaging, the
advertiser tries to create an overall image
or personality for the brand or product
based upon psychological claims.
Stuart Weitzman—This
ad associates the brand
with sexy high-end
fashion.
Unique Selling Proposition (USP). This
strategy looks at a physical feature of a
product or service that is stronger or better
than the competition. There must be proof
of superiority when utilizing this strategy.
This strategy gets to the concept of a value
proposition; generate value for the product
or service then communicate that value to
the audience. It's always a good idea to
know the USP and value proposition even if
different strategy is undertaken.
Resonance. In a resonance strategy the
advertiser attempts to connect with the
consumer utilizing a consumer's
experiences with a product. The idea is to
communicate to the consumer that this
brand is the "one to buy." A show-and-tell
execution often accompanies this strategy.
Product or Brand Positioning. This is a long-
term strategy that relies on relationship
marketing. It allows the advertiser to
develop a unique position for its brand and
to "position" the brand in the consumer's
mind in relation to the brands offered by
competitors. Th.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
3. What Is Creative Strategy?
A creative strategy is generally the result of A team composed of one or more copywriters, an art
director and A creative director. The creative strategy generally explains how
the advertising campaign will meet the advertising objectives of the business.
4. The Creative Brief
The documents used articulate this strategy to the creative department known as the creative brief.
Components of the creative brief
Who are we talking to?
What is the objective?
What is the one thing we are trying to tell them?
Why should they believe us?
Where and when are we telling them?
5. Marketing Communication Theory – How And Why
Its Work
Three useful theoretical framework
• Hierarchy of effects model
• Means-ends chain
• Elaboration likelihood model (elm)
6. Hierarchy Of Effects
The hierarchy of effects model aids in clarifying the objectives of an imc plan and the development
of individual execution within the plan
8. Means-end Theory
A theoretical approach to the effectiveness of marketing communication messages is a mean-end
chain.
This approach suggest that marketing communication should contain a message or means that leads
the consumer to a desired end state. These end state include personal values
9. Means End Conceptualization Of Components
MECCAS model suggest using five elements in creating ads
• The product’s attributes
• Consumer benefits
• Leverage points
• Personal values
• Message tactics
13. Rational Appeal
The reasonable, practical and functional desirability of a product or service to a potential
consumer. For example, a marketing department of a business will often make a rational
appeal to consumers, if they are attempting to sell a necessity of life to a targeted group of
consumers.
14. Types Of Rational Appeals
Price appeals
Price is a commonly used base for message using a rational appeal.
In this form, the price and associated value (often relative to competitors prices) are the focus.
15. Types Of Rational Appeals Cont…
Performance appeals
Performance appeals are similar to price appeals because they inherently involve some aspect of the
overall value equation for the audience
16. Types Of Rational Appeals Cont…
Scarcity appeals
Scarcity appeals urge consumers to buy a particular products because of a limitations. It can be that a limited number
of the products is available or, more often, that the product is available for only a limited time
17. Emotional Appeals
Because many products are sold into markets with high degrees of brand parity, most marketing
professionals view emotional advertising as the key to brand loyalty
18. Types Of Emotional Appeals
Fear appeals
Marketers use fear to sell numerous products. Life insurance companies focus on the
consequences of not having life insurance when a person dies.
19. Types Of Emotional Appeals Cont..
Humor appeals
Humor has proven to be one of the best techniques for cutting through clutter humor can be
effective at both getting attention and keeping it.
20. Reason For Using Humor In Marketing
Communication
• Captures attention
• Hold attention
• Often wins creative awards
• High recall scores
• Consumers enjoy ads that make them laugh
• Evaluated by consumers as likeable ads
