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PSU Winter ‘07Mktg 442
Creative Strategy Week 5
PSU Winter ‘08Mktg 442
Last Week’s Assignments
Sensination “A” (sounds like, smells like, feels like, tastes like, etc)
Bring “conceptual stretch” to all your work—you’ll be more creative
Killer Insight Article
Demonstrated an understanding that the depth of insight
essentially drives bad, good, or great output—don’t make the
creative team do it alone!
You understand the concept of insights (vs. data and information)—
keep insights in mind as you give input to anyone, professionally,
for anything
People who make the implicit explicit are always in demand
PSU Winter ‘08Mktg 442
Last Week’s Assignments
Big Idea identification and refinement
Struggled to improve the Big Idea; most ended up adjusting
execution
To get better: “What point is this ad trying to make, and how can
it be better made?”
Rationales were pretty good
Presentations were pretty good
More confidence
More volume
More eye contact
PSU Winter ‘08Mktg 442
Presenting Creative
Set up
Reveal
Justification
Close
The New Account Manager, Don Dickinson
PSU Winter ‘08Mktg 442
The Set Up
Typically an account manager and/or account planner
Tell a story; akin to “lifting veils”
Challenges to overcome
Objectives for the ad/campaign
Audience Insights and relevance to creative
Product Insights and relevance to creative
Creative Strategy as basis for creative development
The New Account Manager, Don Dickinson
PSU Winter ‘08Mktg 442
The Reveal
Typically presented by the creative team
Concepts presented with headlines and layout; at times
copy
There MUST be a strong connection between the creative
work
and the story/information presented in the set-up
If creative team is not presenting, you MUST know how
and why they came up with their approach, or you can’t
present it well
The New Account Manager, Don Dickinson
PSU Winter ‘08Mktg 442
The Justification
Typically group discussion follows the set up and reveal
Client provides initial reaction and asks questions
Confidence, enthusiasm, a willingness and ability to listen
are paramount
The approach: you’re not “selling”—you’re consulting, working for
the best solution
Know your audience insights, product insights and
rationale!!!
Even if the creative isn’t approved you want the client to believe
your recommendation was well founded and strategically correct
The New Account Manager, Don Dickinson
PSU Winter ‘08Mktg 442
The Close
KNOW YOUR AUDIENCE INSIGHTS, PRODUCT INSIGHTS,
AND RATIONALE!
As an agency person: you want the dialog focused on
motivating consumers/customers to accomplish the
objective(s)
As a client: you want the dialog focused on the best work
possible, that will accomplish your objective(s)
Clients will usually want to “sleep on it”
Off-line conversations are often the most important part of
getting work approved
The New Account Manager, Don Dickinson
PSU Winter ‘07Mktg 442
There’s much, much more to presenting
PSU Winter ‘08Mktg 442
Content vs. Presentation
Content: 100%
Presentation: 100%
Key point: you can’t wait ‘till the last minute to do the
work;
the presentation always as important as the work itself
Act
ivity
Time
Best Bet Typical
PSU Winter ‘08Mktg 442
The Meeting is the Media
Or, selling an idea can be harder than having one
Visualize the meeting How big is the room?
Where is the wall?
Where are the people you’ll be presenting your ads to seated? Who are they?
You’ll have to make an impact in that space; own the room with the power of your work
Attack the wall Give the meeting a headline
Get the theme up big
Have a simple right-brain visual to go with all the left-brain verbiage
Remember, if you don’t do the meeting right, the ads will never run.Or worse. Another team wins.
Bruce Bendinger, author of The Copy Workshop
PSU Winter ‘08Mktg 442
A Few Tidbits
“A convincing impossibility is often preferable to an
unconvincing possibility”
Or, it’s about winning, not accuracy. Ouch, but true
It works once—you’d better be right
A presenter fails if people say “what a great presentation”
More desirable is “You really made me think!” or
“You’ve changed my mind!”
Or, better, “You’re hired!”
The purpose of any presentation is to take the key decision
maker from the place they are to the place you want them
to be
Key: you need to know in advance where you want them to bePerfect Pitch, Jon Steel
PSU Winter ‘08Mktg 442
Presentation Concepts
Have a point
Understand the needs of the audience
Communicate rather than lecture
Have a clear flow
No more detail than necessary to make your point
Perfect Pitch, Jon Steel
PSU Winter ‘08Mktg 442
Presentation Preparation
Gather raw materials—don’t jump straight to solution
Look for meaning, and connections in the information
Set it aside—percolate for a while
Adapt and distill—patience, diligence, don’t stop short of a
great central idea
Write the presentation—a presentation is much more than
its message
Perfect Pitch, Jon Steel
PSU Winter ‘08Mktg 442
In-Class #7
Analogies & Metaphors as Creative Thinking Tools
PSU Winter ‘08Mktg 442
HW #4: Building another Brief
Pick a print ad
Define “Why We’re Doing This” and defend (write a rationale) Remember from Week 1? Yeah, I’m sure you do
Increase Knowledge
Change Attitude
Stimulate Desired Behaviors
Research audience; write Audience Insights and defend (write a
rationale) Points for this will be based on personification of the audience, insights
from the research, and the research to back it up
Turn both in next week: 5 bonus points to anyone who emails
these to me by EOD Friday Feb 15
Feb 19th’s in-class will be reviewing and discussing these
sections
PSU Winter ‘08Mktg 442
Start Online
Mintel
Demographics: 18,500,000 for demographics (0.06 seconds)
Buying patterns: 471,000 for buying patterns (0.14 seconds)
Yankelovich: http://www.yankelovich.com/
American Demographics Magazine
Youth: http://www.civicyouth.org/
US Demographic Reporting Services:
http://www.demoreports.com/index.html
US Census
http://censtats.census.gov/pub/Profiles.shtml
http://quickfacts.census.gov/qfd/index.html
PSU Winter ‘08Mktg 442
Google: Buying Patterns
Results 1 - 20 of about 471,000 for buying patterns. (0.25 seconds)
Buying Patterns of Women
Years of research and surveys about women and their car buying patterns have yielded the following interesting statistics and findings regarding women ...4wheeldrive.about.com/cs/forwomenonly/a/aa092202b_2.htm - 32k - Cached - Similar pages
[PDF] Consumer Behavior and Buying PatternsFile Format: PDF/Adobe Acrobat - View as HTMLConsumer Behavior and Buying Patterns. Objectives:. 1. Discuss the changes in consumer demographics and buying patterns. 2. Understand the factors affecting ...www.msu.edu/course/fim/220/outline2.pdf - Similar pages
Association for Consumer Research
Buying patterns:. American Demographics:. A bi-monthly magazine relaying up-to-the-minute research on what Americans are buying and why. ...www.acrwebsite.org/fop/websites.asp?vis=5&cat=427 - 13k - Cached - Similar pages
Buying patterns in e-commerce - The Industrial Physicist
Figure 4: Internet penetration has grown rapidly in Japan, but online buying patterns are different from those in the West. (Ministry of Telecommunications ...www.aip.org/tip/INPHFA/vol-8/iss-6/p26.html - 28k - Cached - Similar pages
PSU Winter ‘08Mktg 442
Yankelovich Monitor
Generational marketing is a cornerstone of Yankelovich’s MONITOR research.
The firm coined the term “Baby Boomer” in the late 1960s, and generational breaks are available on all MONITOR data to show how Echo Boomers, Baby Boomers, Xers and Matures respond on thousands of data points.
PSU Winter ‘08Mktg 442
YankelovichMindbase
PSU Winter ‘08Mktg 442
CIRCLEThe Center for Information & Research on Civic Learning & Engagement
FACT SHEET
Youth Demographics
After several years of decline, the population of young people has begun to grow, and in the coming years will grow to rival the size of the baby boomer generation. The estimated number of young people between the ages of 15 and 25 in 2000 was 42.2 million. And young citizens between the ages of 0 and 17 in 2000 numbered close to 72.4 million, rivaling the size of the baby boomer generation in 2000 which numbered an estimated 77.6 million adults between the ages of 36 and 54, though young people continue to represent a declining share of the resident population.
Table 1 – Resident Youth Population Estimates, In Millions
15-25 15-17 18-19 20-21 22-25 0-17
1972 *** *** 7.5 7.0 13.6 *** 1974 *** *** 7.8 7.5 13.8 *** 1976 43.0 12.5 8.1 7.8 14.5 *** 1978 43.7 12.3 8.2 8.1 15.1 62.9 1980 43.7 11.8 8.1 8.1 15.7 61.7 1982 44.1 11.1 8.0 8.2 16.9 62.5 1984 42.9 10.7 7.4 7.9 16.8 62.5 1986 41.7 11.1 7.1 7.3 16.1 63.3 1988 40.2 10.5 7.3 7.0 15.4 63.7 1990 38.6 9.9 7.1 7.4 14.2 65.0 1992 38.2 10.1 6.6 6.8 14.7 66.9 1994 40.1 11.1 6.9 7.0 15.2 70.4 1996 40.2 11.6 7.3 6.9 14.4 71.5 1998 40.6 11.8 7.9 7.2 13.7 71.7 2000 42.2 12.3 8.0 7.6 14.5 72.4
PSU Winter ‘08Mktg 442
Census Data
PSU Winter ‘08Mktg 442
Census Data
PSU Winter ‘08Mktg 442
Extra Credit #1: Advertising Legends
Ted Bates
Bill Bernbach
Leo Burnett
John Caples
Jay Chiat
Phil Dusenberry
Al Lasker
George Lois
Patricia Martin
Jane Newman
David Ogilvy
John Powers
Rosser Reeves
Helen Lansdowne Resor
1. This legend’s point-of-view regarding the creation of advertising
2. The impact of this legend’s point-of-view on developing advertising at the time
3. How this legend’s approach to developing ads is relevant to today’s advertising
Hal Riney
Ray Rubicam
Mary Wells
Lawrence
Janet L Wolff
Les Wunderman
James Webb Young
Max five points each legend; max three legends: possible 15 points
PSU Winter ‘08Mktg 442
We’re ½ Way!
Homework #4
Extra 5 points if submitted via email by Friday, Feb 15
Hard copy due beginning of class Tuesday, Feb 19
Extra Credit #1
Due beginning of class Feb 19
Next week’s class
Steve Potestio, 52 Ltd
www.52ltd.com
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