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Chapter 4 Advertising: Creative Planning

Chapter 4 Advertising: Creative Planning. Communications Process. Sender. Encoding. Transmission. Decoding. Receiver. Noise. Feedback. Consumer Response. Communications Process. Sender. Encoding. Transmission. Decoding. Receiver. Noise. Feedback. Consumer Response.

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Chapter 4 Advertising: Creative Planning

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  1. Chapter 4Advertising: Creative Planning ©2005 Pearson Education Canada Inc.

  2. Communications Process Sender Encoding Transmission Decoding Receiver Noise Feedback Consumer Response ©2005 Pearson Education Canada Inc.

  3. Communications Process Sender Encoding Transmission Decoding Receiver Noise Feedback Consumer Response ©2005 Pearson Education Canada Inc.

  4. Consumers Process Messages Advertising influences consumers at each stage. Awareness DAGMAR: Defining Advertising Goals for Measured Advertising Response Comprehension Conviction Action ©2005 Pearson Education Canada Inc.

  5. FCB Grid High Involvement Low Involvement ©2005 Pearson Education Canada Inc.

  6. Creative Planning Advertising Plan IMC Plan • Creative Plan • Objectives • Strategy • Execution Media Plan Creative and media solutions are planned together and integrated with other IMC plans. ©2005 Pearson Education Canada Inc.

  7. Creative Brief “A document developed by the client for discussion with the agency about an advertising task.” • Market Information • Problem / Goal • Advertising Objectives • Positioning Strategy • Creative Objectives • Creative Strategy • Creative Execution ©2005 Pearson Education Canada Inc.

  8. Market Information • Market Profile • Brand Profile • Competitor Profile • Target Market Profile • Budget Essential background information provides perspectives and insights for the creative planners. ©2005 Pearson Education Canada Inc.

  9. Problem / Goal What is the primary focus of the campaign? • To create or increase awareness • To alter a perception • To present a new image • To launch a new product • To attract a new target market A campaign needs focus! ©2005 Pearson Education Canada Inc.

  10. Advertising Objectives Advertising objectives are behavioural in scope and quantitative in nature. To achieve and awareness level of 75% within 12 months. To achieve a trial purchase rate of 25% within 12months. Awareness Comprehension Conviction Action ©2005 Pearson Education Canada Inc.

  11. Positioning Strategy A positioning strategy statement should stimulate the creative development process. Positioning Strategy Creative Concepts Creative Execution Clients evaluate agency concepts and final executions against the positioning strategy statement. Is it “on strategy?” ©2005 Pearson Education Canada Inc.

  12. Creative Objectives Creative objectives are clearly worded statements that identify the essential information to be communicated. Key Benefit Statement The primary benefit; the promise. Support Claims Statement The substantiation; the proof. ©2005 Pearson Education Canada Inc.

  13. Creative Strategy The search for the “BIG IDEA.” The concept or central theme that will bind the campaign together. Tone and Style Theme Appeal Techniques Key Strategic Elements ©2005 Pearson Education Canada Inc.

  14. Some “Big Ideas” Nike Just Do It Volkswagen Drivers Wanted KFC Finger lickin’ good Maytag The Idle Repairman Good creative concepts have longevity and cross many markets. ©2005 Pearson Education Canada Inc.

  15. Creative Appeal Techniques A sampling of possibilities to motivate the target market! • Positive • Negative • Humour • Sex • Emotion • Lifestyle • Comparison • Facts ©2005 Pearson Education Canada Inc.

  16. Creative Execution What specific techniques will be used to bring the strategy to life? • Product Demonstrations • Testimonials • Endorsements • Taglines and Slogans ©2005 Pearson Education Canada Inc.

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