Advertising ProcessesAdvertising Processes

The creative strategy, The creative strategy, presentations and media presentations and media

strategystrategy

Advertising Management

Media Strategy: Coming up with HOW to say it

Creative Strategy:

Coming up with WHAT to say

The Creative StrategyThe Creative Strategy

Creativity is making imaginative use of Creativity is making imaginative use of limited resources available.limited resources available.

Creativity in advertising is an Creativity in advertising is an advertisement’s ability to be advertisement’s ability to be (1)(1)relevant to the target relevant to the target audienceaudience in an (2) in an (2)unexpectedunexpected way. The ad must be (3)way. The ad must be (3)originaloriginal and have (4)and have (4)impactimpact..

Four (4) characteristics of the creative concept:Four (4) characteristics of the creative concept:

11 Focus – communicating ONE ideaFocus – communicating ONE idea

22 Unique – One of a kind; never been seen Unique – One of a kind; never been seen beforebefore

33 Generativeness – an advert that has Generativeness – an advert that has longevity and spawns a sustainable longevity and spawns a sustainable campaigncampaign

44 Honesty – telling the truth about a product Honesty – telling the truth about a product relevant to the target audience relevant to the target audience

The four (4) The four (4) Areas (or steps) Areas (or steps) of of the Creative Processthe Creative Process

1) Explorer

With a keen understanding of the product and understanding the advertising objectives, advertising agencies look for ideas everywhere.

3) Judge

Be objective: be self-critical, but know when to fight for an idea

2) Artist

Finding and implementing the ‘big idea’. Creatives do this through adapting, imagining, reversing, connecting, comparing, elimination and parody

4) Warrior

Defends an idea with a rationale and rhetoric.

(…Artist) (…Artist) The The creative pyramidcreative pyramid can help can help the creative team to turn the big idea into the creative team to turn the big idea into

artart(1)Capture attention

(2)Interest

(3)Credibility

(4)Desire

(5)Action

(…Artist)(…Artist) To stimulate new ideas, To stimulate new ideas, creatives use:creatives use:

Free associationFree association – writing down the first – writing down the first thoughts that come to mind when thinking thoughts that come to mind when thinking of a product or serviceof a product or service

Divergent thinkingDivergent thinking – think outside the box, – think outside the box, alternative thinkingalternative thinking

Analogies Analogies (similarity / comparison between (similarity / comparison between two things that are alike in some way) two things that are alike in some way) and and metaphorsmetaphors (implicit comparison – i.e. (implicit comparison – i.e. without saying “like”)without saying “like”)

Right brain thinkingRight brain thinking – Emotional-based – Emotional-based thinkingthinking

Creative aerobicsCreative aerobics – – Facts, New names, Facts, New names, Similarities, New definitionsSimilarities, New definitions

Seven (7) creative philosophies Seven (7) creative philosophies (beliefs):(beliefs):

There are many brilliant creatives in the advertising There are many brilliant creatives in the advertising industry, each having a belief about how to be industry, each having a belief about how to be creativecreative

Resist the unusual (Rubicam)Resist the unusual (Rubicam) Execution (Bernbach)Execution (Bernbach) The brand image (Ogilvy)The brand image (Ogilvy) The USP (Reeves)The USP (Reeves) The common touch (Burnett)The common touch (Burnett) Entertainment and emotion (Dusenberry)Entertainment and emotion (Dusenberry) Confidence (Glow)Confidence (Glow)

The The CREATIVE BRIEFCREATIVE BRIEF

The creative brief document assist the creative team to come The creative brief document assist the creative team to come up with the big idea to sell the service or productup with the big idea to sell the service or product

The format:The format:1.1. Problem to be solvedProblem to be solved 2.2. Objective Objective 3.3. Target market Target market 4.4. Positioning strategyPositioning strategy 5.5. Selling premiseSelling premise 6.6. Creative strategyCreative strategy 7.7. Implementation detailsImplementation details

In all creative briefs there has to be the (a) task that must be In all creative briefs there has to be the (a) task that must be carried out; (b) specific objectives & strategy; and (c) carried out; (b) specific objectives & strategy; and (c) elements (e.g. special features, logo, etc.) to be included.elements (e.g. special features, logo, etc.) to be included.

The Media StrategyThe Media Strategy (which media (which media (type and vehicle) to use to deploy the creative (type and vehicle) to use to deploy the creative

message)message)

Aim of media: “TO REACH THE Aim of media: “TO REACH THE RIGHT PEOPLE (target RIGHT PEOPLE (target audience)audience), AT THE , AT THE RIGHT TIME (schedule)RIGHT TIME (schedule), IN THE , IN THE RIGHT MEDIUM (print, electronic or outdoor)RIGHT MEDIUM (print, electronic or outdoor), , WITH THE WITH THE RIGHT EFFECT / MESSAGE (increase RIGHT EFFECT / MESSAGE (increase awareness, create desire, call-to-action)awareness, create desire, call-to-action)””

A media plan is actually part of a bigger strategy, A media plan is actually part of a bigger strategy, focussing on:focussing on:

1.1. To whom to advertise (target audience);To whom to advertise (target audience);2.2. In what geographic areas to advertise (reach)In what geographic areas to advertise (reach)3.3. Timing of adTiming of ad4.4. Length of the campaignLength of the campaign5.5. Size / length of the campaignSize / length of the campaign

Problems in media planning:Problems in media planning:

1.1. Insufficient informationInsufficient information – media owners inflate – media owners inflate circulation / readership/ listenership / viewership figures circulation / readership/ listenership / viewership figures to charge maximum advertising rates; also, no concrete to charge maximum advertising rates; also, no concrete information exist for new mediainformation exist for new media

2.2. Inconsistent terminologiesInconsistent terminologies – there exist, in media – there exist, in media industry, different standards of measurement. This industry, different standards of measurement. This makes it difficult to compare media equally.makes it difficult to compare media equally.

3.3. Time pressuresTime pressures – to meet deadlines (and avoid – to meet deadlines (and avoid penalties), media planners often do not have enough penalties), media planners often do not have enough time to properly plan a media strategytime to properly plan a media strategy

4.4. Difficulty measuring effectivenessDifficulty measuring effectiveness – media – media planning (choosing the media and the schedule) is not an planning (choosing the media and the schedule) is not an exact science. In fact, it is more of an art. If media exact science. In fact, it is more of an art. If media planners do not define their KPI’s properly, the success of planners do not define their KPI’s properly, the success of an advertising campaign can be open to interpretation – an advertising campaign can be open to interpretation – this is insufficient in the ‘Age of accountability’this is insufficient in the ‘Age of accountability’

The media briefThe media brief

A A successful media strategysuccessful media strategy is based on is based on the following pillars:the following pillars:

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Media brief formatMedia brief format::

1.1. Analysis of marketing- and other Analysis of marketing- and other communication objectivescommunication objectives

2.2. Information (on the brand, consumer, target Information (on the brand, consumer, target market, internal- and external environment)market, internal- and external environment)

3.3. Explanation of key marketing insights Explanation of key marketing insights (distribution, sales patterns, etc)(distribution, sales patterns, etc)

4.4. Attitudes of consumers toward the brand / Attitudes of consumers toward the brand / product / serviceproduct / service

5.5. Competitive activitiesCompetitive activities6.6. Creative considerationsCreative considerations7.7. Other considerations (media preference of Other considerations (media preference of

client, etc.)client, etc.)