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Ad Copy Part Two

Writing a strategythe 40%: follow map

Business Chance

CulturalContext

Target Insight

BrandInsight

THE BIG

IDEA Plan To

EngageCreative

Who do we stand for?

Measure

Who is our enemy?Why do we

matter?

Develop the big idea

This is where writing a creative document comes into play.

How do write a strategy

1.Situation Analysis

2.Objective Statement

3.Supporting Statement

4.Statement of Tone

Part one:situation analysis

• These are the steps we talked about in class Tuesday.

• This is everything leading into the big idea.

Part twoObjective statement

This combines the advertising’s objective statement with the description of the target consumer and name of the brand.

You either inform, entertain or persuade.

Advertising will _____the target consumer (be specific) to do ____________:

• Our product is superior

• Our product has value

• Our product is least expensive

• Ethically responsible.

Part twoObjective statement.

• Advertising will persuade automatic dishwasher owners that Cascade provides virtually spotless end results.

Part threesupport statement• How do you sell it?

• Give people permission to believe.• Make yourself unique. • Think about archetype characters• Create linkage to

• People

• Lifestyle

• Desired Lifestyle

Part fourstatement of tone

• What archetype does your brand embody?

• Your brand should be a living entity. Give it characteristics that help your target consumer.

Part four statement of tone. How do you focus?• The strategic triad identifies who wants to see you fail and

what you stand for.

• What does our product do for consumers that the competition doesn’t? Try and ID emotional impact.

Product

Customer Competition

Same brand: Three different Statement of tone

• Product: Tone will convey the spicy fun of Popeyes’ New Orleans Heritage.

• Competition: Tone will be compatible with today’s fast food environment.

• Customer: Tone will convey relief to hectic people looking for a fast family meal.

Let’s use a real example

Putting this together

• Advertising will inform suburban parents in the midwest that Popeyes’ provides affordable and exciting alternatives to boring fast food.

• Support will be Popeyes’ traditional ability to help families have an enriching and enjoyable dining expeience.

• Tone will convey the spicy fun of Popeyes’ New Orleans Heritage and relief to hectic people looking for a fast family meal in today’s fast food environment.

Now you tryJC Penney

Now you tryJC Penney

Now you tryJC Penney

Now you tryJC Penney

Putting this together

• Advertising will persuade young mothers JC Penney can provide simple, effective and affordable solutions to keep their families going.

• Support will be JC Penney 100-year tradition of providing affordable name-brand products.

• Tone will convey the clean, family-friendly shopping experience that JC Penney has developed live and online.

So what is next

Write a strategy for the columbus marathon

• Walk through each of the four steps from Tuesday’s class.

• Develop a Big Idea.

• Then work through the strategy statement that we just did.

 

How will I grade you?

1. Syllabus items.

2. Did you follow format?

3. Does positioning match need? You can’t promote best in the world to people barely making ends meet.

4. Does it accurately reflect the brand?

5. Does it meet audience needs?

6. This is due Tuesday at 5:00.