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CAMPAIGN DEVELOPMENT AND EXECUTION

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CLIENT BRIEFING Two way operation between client and agency

Budget

How much

Over what period

What is being advertised

Features

Branding and packaging

Price

Advantages

Performance

Construction

Production capacity

Delivery programme

Guarantees

After sales service

3

Market Research

Volume and value

Sales forecasts

Target consumers

Competition

Consumer attitudes

Selling Distribution

Sales force

Test market

Regional launch

experience

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THE AGENCY BRIEF

General Briefing Document Background to client

Product information

Objectives

Research

Client formal

Agency formal

Informal

Strategy

Sales

Distribution

launch

Prepared for Plans Board

5

THE MEDIA BRIEF

To agency media director

Budget

Target audience

Timing

Seasonality

Regionality

Requirement for colour

Requirement for demonstration or movement

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THE MEDIA PROCESS

Objective is to reach target audience in most cost effective manner possible Media research

Candidate media

Selected media

Media recommendations

Media plan Dates

Size/length

Frequency or impact duplication

Cost

Expected discounts

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THE CREATIVE BRIEF

To agency creative director Target audience

Product features

Product positioning

Usp

Tone of voice

Size of space/length of commercial

budget

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THE CREATIVE PROCESS

Objective is to create impactful, effective advertising to which target market will respond concepts and creative propositions

Storyboard rough

Selection and development

Agreement

Finished visuals

Finished storyboard

Final copy and scripts

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CAMPAIGN PRESENTATION

Outline proposal presented to plans board

Agreed, amended and finalised

Finished visuals, storyboard,scripts produced

Media proposal produced

Supporting research

Presented to client

Campaign accepted, amended or rejected

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THE PRESENTATION DOCUMENT

Introduction

Confirmation of briefing

Research

Advertising objectives

Advertising strategy

Media strategy, rationale and proposal

Creative strategy, rationale and proposal

Budget justification

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CAMPAIGN EXECUTION

Client approves/modifies campaign

Production

Photography

Commercial shooting/recording

Artwork

Production and printing

Media

Negotiation and booking

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EVALUATING EFFECTIVENESS

Advertising content research

Advertising effectiveness research

Advertising media research

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ADVERTISING CONTENT RESEARCH

Pre-testing

Representative sample invited to view mock-up

Asked series of questions to test recall of specific aspects

Can use in-depth motivational research

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ADVERTISING CONTENT RESEARCH

Post testing Involves basic measurement of recall and

recognition

May be unaided (spontaneous) or aided (prompted)

Respondents shown series of advertisements then questioned to ascertain level of recall, brand and message

In unaided, respondents asked if they have seen a particular advertisement and questioned about impact

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ADVERTISING EFFECTIVENESS RESEARCH

Responses

Split run where publication carries different advertising messages in different copies to test copy/offer

Coupon/telephone/internet/e-mail

But will depend upon objectives

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ADVERTISING MEDIA RESEARCH

Audit Bureau of circulation (ABC)

Average audited net sales

Figure is the average per day, week, month over six month period

Around 3,000 British publications subscribe

Verified Free Distribution

Subsidiary of ABC and provides data on distribution of free newspapers

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Joint Industry Committee for National Readership Survey (JICNARS)

Now known as NRS (National Readership Survey)

Represents Press Research Council, IPA and ISBA

Continuous random survey of 30,000 to produce demographic profiles on 200 national newspapers and magazines

Uses AB,C1,C2,D and E social grades

Questions also asked about ITV viewing, ILR listening and cinema going

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Joint Industry Committee for Poster Audience Research (JICPARS)

Represents Outdoor Advertising Association, IPA and ISBA

Carries out surveys on poster audiences by measuring traffic

OSCAR (Outdoor Site Classification and Audience Research) carries out census of 120,000 sites through NOP to provide cover and frequency

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BARB (Broadcasters Audience Research Board)

Measures TV audiences, both BBC, ITV and satellite using top of set metres and electronic diaries to provide audience figures

Provides figures by age, sex and social class

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RAJAR (Radio Audience Research Bureau)

Produces listener figures for ILR stations

Demographics

Location

Number of hours listened

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SUMMARY

Campaign development is a collaborative process among agency disciplines

No one department has copyright on creative ideas or innovative media solutions

But final say should be responsibility of account handling function