Now is a great time to start

Advertising Job Description”Worry, and Worry Some More”

What if…

I don’t get a job by graduation? My team doesn’t win this pitch? We lose a client? Our advertising doesn’t work? What if our competitor beats us? The client asks me off the business? Someone else beats me to the

promotion?

Harness Fear

Four Proven Ways

Work your ass off

Laugh (often)

Grace under Pressure

Kindness/Empathy

New Research:Finding out what you don’t know

Two Sections

Base—New research we did for this plan

Evaluation—Ongoing research plan

Primary Concern:Message development

Key Issue(s) are the foundation New Research should answer new

questions Gaps from your Situation analysis Could we convince target to use

differently? More often? Could we move into a new geography? Can we reposition? Can we de-position a competitor? Can we target a new audience? Etc.

Know your customer

Demographics

Psychographics

Deep-seated wants and fears

Usage (Heavy users very useful)

“Mini-Saga” (design persona)

Factors that motivate purchase

Dannon: Women 18-34

Low calories or calcium content?

Office Supplies

Price Service Availability Convenience In what order?

Rank Order

Rank order of importance of purchase criteria

Pork sausage: Taste and leanness over freshness and quality parts.

“The more precise the listing and rank order of the reasons the target group uses for purchase selection, the more powerful the advertising”

Consumer Journey

Deciding to get

Shopping for

Choosing

Using

Differentiation

What do consumers think differentiates us from competitors?

Anything?

Same as what we think?

Maps

The plan itself

Objectives Ex: “To isolate those characteristics

of the brand that are judged to be most compelling when switching brands”

Strategies Ex: Qual, Quant, Observational,

Ethnographic, etc

Method Ex: # of interviews, focus groups,

surveys, how analyzed

Summary of findings Ex: “Over 75% of users also use

yogurt to marinate meat”

Interviewing

Probe

Control (never let respondents fill out questionnaires)

Get out of your office! A lot!

Questionnaires

One-page advantage

Direct questions-Direct answers

PRE-TEST!!!!!

Have fun!!

Store Checks

Do them!

Problems and opportunities

Problem: Since dentists rarely endorse specific brands, consumers have little basis for brand selection

Opportunity: A form of fluoride has been developed that is proven to reduce cavities

Opportunity: Secure an ADA endosement

Common approach