NOVEMBER 28 , 2011

ADVERTISING

Advertising

Any paid form of non-personal communication that promotes an idea, product, service, company or any combination of those things in relation to a specific brand or brands

Unique Selling Proposition

UNIQUE SELLING PROPOSITION

A “Unique Selling Proposition” (USP) is determined for a product/service and communicated to the users/potential users USP can be determined through careful

consideration of all business statements

Media

The form or channel through which an ad may be presented Television Radio Print publications The Internet Billboards Etc.

Chosen based on which medium is the most effective in reaching the target audiences

Advertising

Advertising is very expressive Visual imagery Words on a page Sound Suggestion

Ads can stimulate emotional connections between customers and products

Revenue can be generated from advertising

Short-term excitement or “buzz” about a product

Ads can help strengthen the long-term consumer perception of a brand

Creative brief

Provides the creative team with key business and marketing information Put together by the Account team

Contains information about: The ad campaign objectives Background information about the client The target audiences Key messages or ideas that might help guide the

creative development

The creative brief is the marketing summary that bridges the gaps between account planning, the client, and the creative team

Creative brief

Who Who is the target market? Who exactly is the client?

Why What is the purpose of the proposed campaign? What is the client hoping to achieve and/or communicate?

What What is being advertised? What is the USP?

Where Where is the client located? Where is/are the target market(s)? Where can the target market most effectively be reached?

When What is the timing that best meets the client's needs and most effectively will

reach the target market?

Example Creative brief

Motel 6

Why Are We Advertising? To make people feel good about their decision to stay at Motel 6.

Who Are We Talking To? Medium-income (HHI between $30,000 and $50,000) Business and leisure travelers who pay for their own

accommodationsThey intend to spend only a short amount of time in their motel

room (either crashing for the night or planning to be out for the entire day)

They either don’t have a lot of money to spend on a room, or they feel virtuous for saving money

Example Creative brief

What Do They Currently Think? “I feel embarrassed about staying at Motel 6 because it’s the

lowest price.”

What Would We Like Them to Think? “Staying at motel 6 is the smart thing to do.”

What is the Single Most Persuasive Idea We Can Convey? Motel 6 is the smart thing to do

Why Should They Believe It ? At Motel 6 you get all you really need: a clean, comfortable

room at the lowest price of any national chain You won’t get any of those unnecessary features that cost you a

fortune, like French- milled soap, chocolates on your pillow, or fancy drapes

Example Creative brief

Are There Any Creative Guidelines? Continue the folksy down-to -earth style and tone of

the current campaign.

Here’s the Final Copy from the Ad: “When you’re sleeping, we look just like those big

fancy hotels. Motel 6.”

CREATIVE BRIEF

Dolby Example

Final Project - GROUP

Company NameCompany Mission StatementCompany Value PropositionCompany Goals and ObjectivesCompetitive AdvantageCompany Positioning StatementTarget Audience and PersonaTarget SegmentationCompany SWOTPromotionsAll Company Research – for the appendix

Final Project - GROUP

Company Name The name chosen as a group to represent your company

Company Mission Statement A revised version, group effort

Company Value Proposition A revised version, group effort

Company Goals and Objectives At least 3 goals that have been chosen from the goals each group

member contributed At least 2-4 objectives per goal… group effort, go through them all

and pick the best , most accurate and realistic

Final Project - GROUP

Competitive Advantage Who are your competitors What is your advantage over these competitors

Company Positioning Statement Should have been handed in by last class, done as a group Review and tweak for most relevance

Target Audience and Persona Review and update based on any changes

Target Segmentation Do as a group

Company SWOT From the group, revised to make sure it is most relevant

Final Project - GROUP

Promotions Creative Brief What is your marketing strategy? What types of media will you use? What is your campaign timeline?

All Company Research – for the appendix All surveys and other research done for the company

Marketing Variable Purpose Information Needs/Possible Questions Advertising Period Identify the planning

period What time frame should be used when planning?

Market Description General overview of the marketplace (competitive framework, growth trends etc.)

What have sales trends been over the past few years? Are sales projections available for the next few years? Have there been new product introductions, or is it a

stagnant marketplace: Has anything unusual happened to impact business (e.g.

incident, court rulings, unusual publicity, etc.?) Product Description Provide any relevant

historical data as well as actual description of the product

Description of the product or service. Has the product or service changed? Include history if appropriate.

Product Positioning The product’s reason for being – How you want consumers to perceive it

What category does the product/service belong to? What does it compete against or displace? What are its distinguishing characteristics? What kind of people are most apt to use it?

Pricing Determine price or goods or service

To establish

What does the product/service cost? (By package size if appropriate)

How does this price compare to that of the competition? Purchase Patterns identify consumer

behavior as it relates to purchase of the product/service

Is purchase planned or spur-of-the-moment? How frequently are purchases made? How much is purchases on each occasion?

Fundamentals of a Marketing Plan

Fundamentals of a Marketing Plan

Marketing Variable Purpose Information Needs/Possible Questions Usage Patterns Identify consumer

behavior as it relates to the usage of the product/service.

How frequently is product/service used? How much is used on each occasion? Heavy users vs. light users? What time of day, week, or year is it used?

Distribution Identify the distribution method and any problems or advantages with it.

Where is the product sold? Grocery stores, drug stores, mass merchandise, and direct mail?

How does this compare to the competition: Are any shifts in distribution anticipated or desired?

Geography Where is the product available and how sales/use vary by area

Is the product/service available nationally? If not where? (By market if possible)

Are these variations in line with category development? (CDI)

Seasonality Find when the product is purchased or service used.

Seasonal trends

Do sales/usage patterns vary by quarter/month? If so, to what degree? What are the reasons for these variations, weather, and cost?

Competition Assessment of the competitive marketplace

Who are the competitors? What are the competitor’s strengths? Weaknesses?

Marketplace Objectives/Strategies

The marketing goals for product/service, and how the goals will be achieved

What are the marketing objectives and strategies? Is there a market share/sales goal? Is there a need to rebuild share

regional growth objectives? How is the goal to be achieved?