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Now is a great time to start

Now is a great time to start. Advertising Job Description ”Worry, and Worry S ome More”. What if…. I don’t get a job by graduation? My team doesn’t win this pitch? We lose a client? Our advertising doesn’t work? What if our competitor beats us? The client asks me off the business?

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Now is a great time to start

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  1. Now is a great time to start

  2. Advertising Job Description”Worry, and Worry Some More”

  3. What if… • I don’t get a job by graduation? • My team doesn’t win this pitch? • We lose a client? • Our advertising doesn’t work? • What if our competitor beats us? • The client asks me off the business? • Someone else beats me to the promotion?

  4. Harness Fear

  5. Four Proven Ways • Work your ass off • Laugh (often) • Grace under Pressure • Kindness/Empathy

  6. New Research:Finding out what you don’t know

  7. Two Sections • Base—New research we did for this plan • Evaluation—Ongoing research plan

  8. Primary Concern:Message development

  9. Key Issue(s) are the foundation • New Research should answer new questions • Gaps from your Situation analysis • Could we convince target to use differently? • More often? • Could we move into a new geography? • Can we reposition? • Can we de-position a competitor? • Can we target a new audience? • Etc.

  10. Know your customer • Demographics • Psychographics • Deep-seated wants and fears • Usage (Heavy users very useful) • “Mini-Saga” (design persona)

  11. Factors that motivate purchase • Dannon: Women 18-34 • Low calories or calcium content?

  12. Office Supplies • Price • Service • Availability • Convenience • In what order?

  13. Rank Order • Rank order of importance of purchase criteria • Pork sausage: Taste and leanness over freshness and quality parts. • “The more precise the listing and rank order of the reasons the target group uses for purchase selection, the more powerful the advertising”

  14. Consumer Journey • Deciding to get • Shopping for • Choosing • Using

  15. Differentiation • What do consumers think differentiates us from competitors? • Anything? • Same as what we think?

  16. Maps

  17. The plan itself • Objectives • Ex: “To isolate those characteristics of the brand that are judged to be most compelling when switching brands” • Strategies • Ex: Qual, Quant, Observational, Ethnographic, etc

  18. Method • Ex: # of interviews, focus groups, surveys, how analyzed • Summary of findings • Ex: “Over 75% of users also use yogurt to marinate meat”

  19. Interviewing • Probe • Control (never let respondents fill out questionnaires) • Get out of your office! A lot!

  20. Questionnaires • One-page advantage • Direct questions-Direct answers • PRE-TEST!!!!! • Have fun!!

  21. Store Checks • Do them!

  22. Problems and opportunities • Problem: Since dentists rarely endorse specific brands, consumers have little basis for brand selection • Opportunity: A form of fluoride has been developed that is proven to reduce cavities • Opportunity: Secure an ADA endosement

  23. Common approach

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