Creative Philosophies and Researching the Ad

1. Creative Philosophies and Researching the Ad

2. Objectives By the end of this class you should be able to • Associate an historical advertising name with an ad philosophy • Differentiate between strategy and execution and which comes first • Identify the three kinds of research you should do before writing word one • Avoid statements that sell things and use those that sell solutions, satisfaction, satisfy needs.

3. Advertising Philosophies • Campbell Ewald: Do your homework. • Leo Burnett: Inherent drama. Dynamic tension. • Fairfax Cone: Salesperson. Clear. Benefits. Action • Bill Bernbach: (DDB) Tremendous vitality. Daring, different, lots of energy, daring graphic. • Rosser Reeves: Unique selling proposition (Comes out like a ribbon lays flat on the brush) • David Ogilvy: Every ad should contribute to the complex symbol which is brand image. • Jack Trout: (Marketing Consultant) Forget Reeves and Ogilvy. Positioning is the key. Computer position (memory address in your mind) IBM. • Susan Gillette: (DDB Needham-Chicago) Combination of strong connection between essence of the product and the person you’re selling to (and that first sell is to the client). It’s not about selling art but the art of selling.

4. Researching The Ad: It’s what’s for breakfast. • Strategy Versus Execution • Don’t try to get to the ad too fast • Understand (research) the problem before you find a solution

5. Strategy vs. Execution An ad has two parts • What you are saying • The what is your strategy • The plan of attack • The ad’s big idea • The selling argument • Howyou are saying it • The how is the execution • The form it takes • The images, language, layouts, media you use • Goals and Objectives = Strategies and Tactics

6. Strategy How do You Decide on a Strategy? • Determine your prospects – Who are you selling to, exactly? • Analyze the product(s) or service(s) • What’s the marketplace? How does you client’s product or service fit in? • Set your objectives • Retail • National • ADI, or Region

7. Determining Prospects: Methods Determine your prospects • Demographics (Quantitative) • Psychographics (Qualitative) • Database information • Buyers, prospects • Warranties • Web

8. Analyzing the Product or service • Analyze the product(s) or service(s) • Features (Facts, specs, details) • Sameness/differences from others • Usage • How, when, where, why, with what or whom • Use the product yourself • Primary/secondary research • Arbitron, Neilson, Roper, D&B, etc. vs. primary • Benefits: What does user gain? What’s in it for them? • Sales methods/channels. • Yours • Competition’s

9. How Do You Find Out? Advertising starts with consumers and what they want • Your job is to match the what you have with what they need-translate features into benefits • Steep yourself in information • Learn what’s in it • Call the company’s 800 number • Surf the Web • Ask local dealers • What do other people think? • What about the category the product is in? • Go to the Library (leverage the reference librarian) • Study the competition

10. Study the Competition • Who is your competition, really? • What category should they compete in?

11. Types of Research • Know (Research) the Marketplace First, determine what you’re looking for or you’ll be looking forever and getting nowhere. Then, proceed. • What’s the situation in which your product or service competes • What others are there like it? • How does it stand out? • Do you have an advantage or special personality?

12. Types of Research (cont’d) 2. Primary Research Original and tailored to a company’s needs. Professional primary research can be pricey. • Includes: • Focus groups, • Surveys, • Field tests, • Interviews or observation

13. Types of Research (cont’d.) 3. Secondary research Information gleaned from studies previously performed by government agencies, chambers of commerce, trade associations and other organizations. • Includes: • Census Bureau information • Nielsen ratings. • Find in • Local libraries - On the Web • Books and business publications • Magazines and newspapers • Do secondary research first and then primary research. • Secondary research is less expensive than primary research, it's not as accurate

14. Setting advertising objectives Set your objectives • Local/Retail • Traffic, sales volume, store personality, brand links, new business, news or new offerings • National/ADI (Mfgr.) • New product introduction • Increase consideration/use • Prospecting • Image building • Relate to a family of products • Convey features and benefits

15. In-class Assignment 1-1: Part 1 Don’t sell me________ sell me _________ Do assignment. 10 minutes • Advertising Education Foundation- Ad Awards and Career Advice http://www.aef.com/

16. Summary Having completed this class you should be able to • Associate an historical advertising name with an ad philosophy • Differentiate between strategy and execution and which comes first • Identify the three kinds of research you should do before writing word one • Avoid statements that sell things and use those that sell solutions, satisfaction, satisfy needs.