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Advertising Processes

Advertising Processes. The creative strategy, presentations and media strategy. Advertising Management. Creative Strategy: Coming up with WHAT to say. Media Strategy: Coming up with HOW to say it. The Creative Strategy.

joshua-hebert
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Advertising Processes

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  1. Advertising Processes The creative strategy, presentations and media strategy

  2. Advertising Management Creative Strategy: Coming up with WHAT to say Media Strategy: Coming up with HOW to say it

  3. The Creative Strategy Creativity is making imaginative use of limited resources available. Creativity in advertising is an advertisement’s ability to be (1)relevant to the target audience in an (2)unexpected way. The ad must be (3)original and have (4)impact.

  4. Four (4) characteristics of the creative concept: • Focus – communicating ONE idea • Unique – One of a kind; never been seen before • Generativeness – an advert that has longevity and spawns a sustainable campaign • Honesty – telling the truth about a product relevant to the target audience

  5. The four (4) Areas (or steps) of the Creative Process • Explorer • With a keen understanding of the product and understanding the advertising objectives, advertising agencies look for ideas everywhere. 2) Artist Finding and implementing the ‘big idea’. Creatives do this through adapting, imagining, reversing, connecting, comparing, elimination and parody 3) Judge Be objective: be self-critical, but know when to fight for an idea 4) Warrior Defends an idea with a rationale and rhetoric.

  6. (…Artist) The creative pyramid can help the creative team to turn the big idea into art • Capture attention • Interest • Credibility • Desire • Action

  7. (…Artist) To stimulate new ideas, creatives use: • Free association – writing down the first thoughts that come to mind when thinking of a product or service • Divergent thinking – think outside the box, alternative thinking • Analogies (similarity / comparison between two things that are alike in some way) and metaphors (implicit comparison – i.e. without saying “like”) • Right brain thinking – Emotional-based thinking • Creative aerobics – Facts, New names, Similarities, New definitions

  8. Seven (7) creative philosophies (beliefs): There are many brilliant creatives in the advertising industry, each having a belief about how to be creative • Resist the unusual (Rubicam) • Execution (Bernbach) • The brand image (Ogilvy) • The USP (Reeves) • The common touch (Burnett) • Entertainment and emotion (Dusenberry) • Confidence (Glow)

  9. The CREATIVE BRIEF The creative brief document assist the creative team to come up with the big idea to sell the service or product The format: • Problem to be solved • Objective • Target market • Positioning strategy • Selling premise • Creative strategy • Implementation details In all creative briefs there has to be the (a) task that must be carried out; (b) specific objectives & strategy; and (c) elements (e.g. special features, logo, etc.) to be included.

  10. The Media Strategy(which media (type and vehicle) to use to deploy the creative message) Aim of media: “TO REACH THE RIGHT PEOPLE (target audience), AT THE RIGHT TIME (schedule), IN THE RIGHT MEDIUM (print, electronic or outdoor), WITH THE RIGHT EFFECT / MESSAGE (increase awareness, create desire, call-to-action)” A media plan is actually part of a bigger strategy, focussing on: • To whom to advertise (target audience); • In what geographic areas to advertise (reach) • Timing of ad • Length of the campaign • Size / length of the campaign

  11. Problems in media planning: • Insufficient information – media owners inflate circulation / readership/ listenership / viewership figures to charge maximum advertising rates; also, no concrete information exist for new media • Inconsistent terminologies – there exist, in media industry, different standards of measurement. This makes it difficult to compare media equally. • Time pressures – to meet deadlines (and avoid penalties), media planners often do not have enough time to properly plan a media strategy • Difficulty measuring effectiveness – media planning (choosing the media and the schedule) is not an exact science. In fact, it is more of an art. If media planners do not define their KPI’s properly, the success of an advertising campaign can be open to interpretation – this is insufficient in the ‘Age of accountability’

  12. The media brief A successful media strategy is based on the following pillars: Know the product / brand / service Curious & creative mind Evaluate competitive environment Marketing insights Target market Media insight 1 2 3 4 5 6

  13. Media brief format: • Analysis of marketing- and other communication objectives • Information (on the brand, consumer, target market, internal- and external environment) • Explanation of key marketing insights (distribution, sales patterns, etc) • Attitudes of consumers toward the brand / product / service • Competitive activities • Creative considerations • Other considerations (media preference of client, etc.)

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