Avery, Jim. Advertising Campaign Planning. The Copy Workshop, 1997.

1. Advertising and Media Sales
Albina Tortbayeva
20111715

2.  Research is - Finding out what you don’t
know.
 Advertising works WELL when You KNOW your
CUSTOMER!

3. 1) The Target
Audience
2) Factors that
motivate Purchase
Behavior
3) Unique
Characteristics of
the Brand

4. Demographics: Psychographics:
What are the different What motivates your
observable prospects to buy your
characteristics of your products and services?
buyers?
What social groups are What are their key needs
they a part of? and challenges?
i.e. family lifecycle: These might include
bachelor, married with characteristics such as
no children (DINKS: optimistic,
Double Income, No environmentalist, safety-
Kids), full-nest or
conscious, value-
solitary survivor.
oriented, status-driven.

6.  Motivation
 Rank order
LOW CALORIES
CALCIUM CONTENT

7. 4 factors that motivate purchase behavior in
the Office Supplies business:
2. Price
3. Service
4. Availability
5. Convenience

8.  USP has 3 parts:
 Each ad must make a proposition --
"Buy this product and you get these
benefits".
 The proposition must be unique --
something that your competitors do not,
cannot or will not offer.
 The proposition must sell -- it must be
something prospects really want.
Reality of
Advertising, 1961.
 Domino’s Pizza: “Fresh, hot pizza
delivered in 30 minutes or less — or it’s
free.”
 FedEx: “When your package absolutely,
positively has to get there overnight”
 M&M’s: “The milk chocolate melts in your
mouth, not in your hand”

9. Worksheet for Strategy:
3)TARGET AUDIENCE: __________________________
4)FACTORS THAT MOTIVATE PURCHASE
BEHAVIOR:__________________________________
5)UNIQUE CHARACTERISTICS OF THE
BRAND:_____________________________________
RESEARCH PLAN:
3)OBJECTIVES
4)STRATEGY (GROUP SESSIONS vs.ONE-on-ONE)
5)METHODOLOGY (HOW, WHERE,WHEN, HOW MANY)
6)SUMMARY OF FINDINGS

10.  Gain insight
 One Page Questionnaire
 Pre-Test (6-8 respondents)
 Ask the Right People
 Be Thorough
 Control - Never let your respondents fill out
the questionnaires by themselves
 Direct questions - Direct answers.
 And…
Don’t Just Sell – LEARN!