Lecture 2 - Planning

DESIGN FOR PRODUCTION

SANGEETA JAIN

WHAT IS ADVERTISING?

Advertising is the means of providing the most persuasive possible selling message to the right

prospects at the lowest possible cost.

The most successful advertising is that which most effectively communicates with the customers.

HOW ADVERTISING WORKS?

•  Advertising is persuasive not coercive: BECAUSE it cannot make people do what they do not want to do.

•  Competitors advertise too: SO your offer must be better or different, or why choose you?

•  The audience has to be receptive: SO advertisements must be an interesting.

•  Advertising has to be seen by its intended audience: SO using the appropriate medium is essential.

•  The message has to be driven home: SO the advertisement must be repeated.

CLIENT PERSPECTIVE

Advertising is an investment made by the client that is intended to improve and expand their business. The

return of this investment depends on the planning and thought that precede the actual expenditure.

By first developing an effective advertising plan, we can increase the prospect of a positive return on the

investment regardless of the amount of money spend.

CONSUMER PERSPECTIVE

We all take in huge amounts of information every day. Before we leave home, we may talk with our families,

receive emails, read newspaper, watch television, listen to the radio, go online or get a text or a WhatsApp message. Advertising is just one element of this mass of information,

so it has to work very hard to compete for our attention.

The key (for advertisers) is to ensure that the audience takes notice of your advertisement.

DESIGNER PERSPECTIVE

Communication through advertising is by no means easy. To advertise a product or service

effectively is a very serious matter and requires

careful planning and preparation.

LECTURE 2 – PLANNING

WHAT IS PLANNING?

§  Research and Analysis = defining the problem

§  Planning = seeking insight

§  Creation = choosing the best solution

§  Prototyping = communicating the solution

§  Production = selling the solution

WHAT IS PLANNED?

§  Research and Analysis §  Planning

§ Creative Strategy § Media Strategy § Budget § Timeline

§  Creation §  Prototyping §  Production

1. CREATIVE STRATEGY

1. CREATIVE STRATEGY

•  Creative strategy is an outline and the tone of the message to be communicated by an advertising campaign.

•  It is the first step in developing the advertising plan which helps specify the advertising goals.

•  It must be very precise in terms of why the product or the service needs advertising (Problem Statement) and what the advertising campaign should achieve. (Design Solution)

1. CREATIVE STRATEGY

Some possible goals of a creative strategy are: •  To increase awareness of your product/service.

•  To attract new customers.

•  To increase the loyalty of existing customers.

•  To offer a deal or discount. •  To generate immediate sales or sales leads.

Advertisers use several techniques in order to better convince the public to buy a product/service. Some of the techniques include: •  Repetition: Some advertisers attempt to make the

name remembered through repetition.

•  Testimonials: Advertisers often promote the superior quality of their product through the testimony of users, experts, or both.

1. CREATIVE STRATEGY

§  Pressure: By attempting to make people choose quickly and without long consideration, some advertisers hope to make rapid sales: "Buy now, before they're all gone!”

§  Appeal to emotion: Various techniques relating to emotion are used to get people to buy a product such as wishful thinking, appeal to flattery or appeal to ridicule etc.

§  Association: Advertisers often attempt to associate their product with desirable imagery to make it seem equally desirable.

1. CREATIVE STRATEGY

While  deciding  the  crea.ve  strategy  keep  "AIDA"  in  mind:    

– a7ract  A7en.on  

– hold  Interest  

– arouse  Desire    

– mo.vate  Ac.on    

1. CREATIVE STRATEGY

Points to be included in the assessment task: –  Repeat the problem statement in brief

–  Repeat the USP in brief

–  The creative approach

–  The goal of this approach/expected outcomes

–  The technique

–  Describe the AIDA

1. CREATIVE STRATEGY

2. MEDIA STRATEGY

2. MEDIA STRATEGY

•  Media strategy is a plan for bringing advertising messages to the attention of consumers through the use of an appropriate media.

•  There is a wide range of media technologies or mediums that are intended to reach a large audience.

•  There are definite inherent strengths and weaknesses associated with each medium. One must choose the type of media that best suits their audience and message.

2. MEDIA STRATEGY

Some of the media technologies or mediums include: –  Advertising in magazines –  Advertising in national newspapers –  Advertising on television –  Poster advertising –  Direct mail –  Exhibitions –  Merchandising and point of sale –  Advertising through the Internet (website, banner, app) –  Mobile Communications

ADVERTISING IN MAGAZINES

DIRECT MAIL

POINT OF SALE

POSTERS/HOARDINGS

EXHIBITIONS

AMBIENT MEDIA

INTERACTIVE MEDIA

TRANSPORTATION MEDIA

MOBILE COMMUNICATIONS

2. MEDIA STRATEGY

Points to be included in the assessment task: –  Media Objectives – goal

–  Media Selection – technology

–  Description of the technology selected (ex: name of magazine for magazine advertisement)

–  Explain how this media is appropriate for the target audience

–  Media Budget – indicative cost

–  Media Frequency – repetitions of media

–  Media Continuity – timing of media (ex: if you select magazine ad and exhibition then which will come first)

3. BUDGET

3. BUDGET

•  A budget is the money a company sets aside to pay for designing and advertising. It reflects the amount a client is willing to commit to achieve its advertising objectives. In order to utilize the budget to its fullest potential consider innovative ways to produce cost effective advertising.

•  Allotting the budget: –  Name of the media option(s) –  Description/specifications of the media option –  Size, location etc. of the advertisement –  Repetition of the advertisement and/or media option –  Cost of each insertion and total amount

3. BUDGET

Points to be included in the assessment task: –  Media Budget – detailed cost –  Cost of material – ex: paper for printing

–  Cost of insertions of advt – ex: press/magazine ads

–  Exhibition booth charges (if applicable)

–  Cost of photography (if required)

–  Designing charges

–  Transportation costs

–  Miscellaneous expenses

4. TIMELINE

•  Timeline or The Action Plan is the proposed schedule of the entire advertising campaign. It can be used to illustrate all the details of each phase of the three parts of planning i.e: the creative, media and budget. You can illustrate all 3 in one chart or use different charts for each.

•  The Gantt Chart is a graphic representation of a this plan that shows the sequence of tasks, which tasks can be performed simultaneously and the most critical tasks to monitor. It can also be used to specify media assets as required and identify legal and ethical constraints and also a detailed plan of the media options, size, location, repetitions, costs etc.

4. TIMELINE

4. TIMELINE

Points to be included in the assessment task: –  What are your key communication campaign targets and deadlines? –  Who is going to be doing what? –  When do you need to launch? (Submission Date week 11) –  When do you need publicity and information material? –  How will material be distributed? (Uploaded to class portal) –  When do you need to have material ready for distribution? (for critiques/

comments/corrections) –  When do any campaign events take place? (ex: exhibition/trade show) –  What planning is required and by when? –  How much time will you need for monitoring and evaluation before,

during and after your campaign activities take place?

4. TIMELINE

This process will help to identify the following: –  Lead times and key deadlines –  Potential clashes between activities –  Your likely resource needs –  Roles and responsibilities for your team –  Periods of peak activity when you might be trying to do too much

with too little time –  Will you have enough people/time to do everything in time? –  Are you over-committing yourself/your team? –  Can you physically do everything you want in the timescales –  What extra resources might you need and when? –  Where will they come from?

ASSESSMENT TASK 2 – PLANNING

•  In Assessment Task 2, the team should determine the length, pace and format for the advertisement in accordance with the creative brief and the budget, size and position each element of the advertisement. A detailed plan of campaign and locations of their proposed advertisements should be included.

•  In this class, you may choose to design for print or the digital media or a combination of both for the advertising campaign.

•  The team must specify media assets as required and identify legal and ethical constraints.

ASSESSMENT TASK 2

•  The assessment task will be submitted in the form of a presentation.

•  A checklist of the assessment task is also uploaded on the forum. Please use it to make sure that you are not missing any important points. Use it as a guideline not rule. Feel free to modify it to suit your product and purpose.

§  Weight: 25%

§  Due Date: At the end of Week 6

ASSESSMENT TASK 2

NEXT…

§  Research and Analysis = Lecture 1 Task 1

§  Planning = Lecture 2 Task 2

§  Creation = Lecture 3 Part 1 Task 3A

§  Prototyping = Lecture 3 Part 2 Task 3B

§  Production = Lecture 3 Part 3 Task 3C