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Analysis and Report Writing, Slide No 1
Based on Samra Training
by Gail Mackenzie
Advertising Research
Analysis and Report Writing, Slide No 2
Advertising Research
Creative Development Research Needs Sensitive
Tools...
Analysis and Report Writing, Slide No 3
Stages of Advertising Development
Strategy Development
Creative Development
Campaign Monitoring & Evaluation
THE BRIEF
THE ADVERTISING
Analysis and Report Writing, Slide No 4
Stages of Advertising
Development
Strategy Development Creative Development
Understand the Market
Users
Usage
Attitudes
Purchasing
The role of brands
Brand positionings
Brand Images
Advertising conventions
Packaging conventions
The Brand
The Experimental Advertising
The idea
The execution
The achieved communication
(The strategy)
The Strategy The Creative Brief
The Creative Response
The Advertising
Analysis and Report Writing, Slide No 5
Intended Message Synopsis (IMS)
Good as discipline
Not a ‘concept’ for showing in groups
Subject and predicate form
E.g. “Smash, the modern sensible convenience mash”.
Analysis and Report Writing, Slide No 6
Good Things to Identify Clearly
(By Interrogating the Ad)
Central Creative Idea
Story Line
Structure Creative Vehicle
Brand Role in Story
Viewer Relationship with Story
Brand Relationship with Viewer
Viewer Takeout (Received Message Synopsis)
Received Story Significance
Equate this with the Intended Takeout
(Intended Message Synopsis)
Analysis and Report Writing, Slide No 7
Vehicle (Central Creative Idea)
This is quite often a metaphor (extended into story
form) for the communicative content illustrating:
brand-derived benefits or
the ‘problem’ the brand is presented as solving
It most often works connotatively, and may also
convey secondary communications (some of which
of course may be unintended and unhelpful)
Analysis and Report Writing, Slide No 8
Isolate the Vehicle!
Good questions to ask when attempting to isolate
creative ideas are:
“What is the name of the activity?”
“Who is engaging in it?”
“Why?”
Analysis and Report Writing, Slide No 9
RECEIVED
MESSAGE
SYNOPSIS
(RMS)
EXECUTION
& EXECUTIONAL
DETAILS
Secondary communications Tone, mood, feel, brand
‘attitude’ … Impact, memorability, involvement, humour,
longevity (wear-out) Usually works connotatively.
VEHICLE
(CENTAL
CREATIVE IDEA)
The form in which the communicative content is conveyed.
This is, quite often, a metaphor (extended into story form)
for the communicative content, for brand derived
benefits or for the ‘problem’ the brand is indicated as
‘solving’. Works most often connotatively, and can also
convey secondary communications.
INTENDED
MESSAGE
SYNOPSIS
(COMMUNICATIVE
CONTENT)
What is indicated about the brand. Frequently denotive
(product sequence, end-line).
Connotive, Denotive Received Message
What the ad is required to convey What the viewer is
supposed to take out What the viewer is supposed to
think/feel about the brand
STRATEGY
(DETERMINED BY
AGENCY/CLIENT)
Analysis and Report Writing, Slide No 10
Brand Role; Focal, Pivotal, Leitmotif,
Facilitator, Decorative… etc.
Focal
Pivotal
Facilitator Leitmotif
Decorative …
etc.
Analysis and Report Writing, Slide No 11
The Ad’s ‘Value Centre’ or Orientation
Product-centred values
product exposition
product as hero
frequently contained as hyperbole, therefore gently
delivered
Analysis and Report Writing, Slide No 12
The Ad’s ‘Value Centre’ or Orientation
Product-centred
User values-centred
User Values I
shown user models
shown behaviour
shown usage environment
User Values II
shared (by ad structure)
brand-in-conspiracy model
often humour about user type, model types,
behaviour, advertising
Analysis and Report Writing, Slide No 13
Apparent Authorial Stance (The deep-structural relationship)
Perceived as sharing/ on a ‘level’ or
perceived as patronising
Good questions to ask are:
“What kind of people do you think wrote this
advertisement?”
“What do you think they think of the intended
viewers?”
“What would the viewers think of them if they met
socially?”
“How well do they understand the viewers?”
Analysis and Report Writing, Slide No 14
Valuing
The brand as ‘valued thing’
People’s relationship with it, either/both:
behaviourally
attitudinally
Is the brand seen to be ‘valued’?
when? where?
how? by whom?
why?
How do consumers feel about the people doing the ‘valuing’?
How do consumers feel about why they value it?
(Remember: Relevance, Credibility)
Analysis and Report Writing, Slide No 15
“Who?” is Asked by the Human Mind
Before “How?”
WHO? HOW?
IDENTITY
Person
Subject
Context
Environment
Situation
Surroundings
(LIKE I AM)
Attitude
Orientation
Demeanour
Belief
Opinion
Behaviour
DISPOSITION
(LIKE I FEEL)
EMOTIONS
FEELINGS
Analysis and Report Writing, Slide No 16
Relationship with Message or
Proposition (R.M.S.)
Adopted (internalised) proposition
vs
Perceived intention
Listen for the word ‘suppose’ in responses
Analysis and Report Writing, Slide No 17
Relationship with Creative Idea
(Viewer Relationship with Story)
Shared fantasy*
vs
Rejected reality
*Usually well cued early in ad
(Remember: Apparent Authorial Stance…)
Analysis and Report Writing, Slide No 18
