Media Planning and Buying, Creativity side of Advertising and Copywriting
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Transcript of Media Planning and Buying, Creativity side of Advertising and Copywriting
Media Planning and Buying, Creativity side
of Advertising and Copywriting
Media Planning Basics
Advertising budgets are shifting Media fragmentation Media Explosion Media uses
Key players
Media plans Planning roles Media functions In-house Out-house Specialized agencies
Information Service
Client information Market Research Competitive advertising Media usage profiles Media coverage area Consumer Information
The Media Plan
Media plan Goal Target Audience and Media Use The Aperture concept
Measured Media Objectives
Goal Reach Frequency Effective frequency Media efficiency and waste
Media Mix Selection
Media strengths Gross Rating Points (GRPs) Targeted Rating Points (TRPs) Cross Media Integration Media Strategy
Target Audience The Media used Time frame Duration Size
Media Objectives
High reach strategy (Reminders, easy to understand product)
Low frequency strategy (Well known brands, simple messages)
High Frequency strategy (Complex product, build excitement, counter
competition)
Media Targeting Strategies Geographical strategies
Category Development Index Brand Development Index
Media Mix Strategies
Media weighting Size, Length and position Media Optimization Modeling Scheduling strategies
When to advertise? How long? How often? Flighting strategy Pulsing strategy
Cost Efficiency
CPM = cost of message unit/gross impressions x 1,000
CPP = = cost of message unit/program or issue rating
Media budgeting IMC and Contact point planning
Media Buying Basics
Provide inside information to media planners Select specific media vehicles Negotiate and contract for time and space Bargain for preferred positions Secure extra support/value-added media services Monitor media choices during and after the campaign Handle billing and payment Ensure make goods Perform post-campaign evaluation
The Dynamic Media Landscape
Unbundling Media planning and buying Online Media Buying New forms of Media research
The Creative side and Message strategy
The art and science of advertising The role of creativity Creative Strategy
Creative (Novel, Original, Different and unexpected) Strategic (meets advertising objectives)
What the ads says? How it is said?
Key Points in a Creative Brief Problem that can be solved by communication. Target audience and key insights into their attitudes and
behavior. Brand position and other branding decisions, such as
personality and image. Communication objectives that specify the desired response to
the message by the target audience. Proposition or selling idea that will motivate the target to
respond. Media considerations about where and when the message
should be delivered. Creative direction that provides suggestions on how to
stimulate the desired consumer response. These aren’t creative ideas but may touch on such execution or stylistic direction as the ad’s tone of voice.
The Road crew creative brief
Why are we advertising at all? What is the advertising trying to do? What are their current attitudes and
perceptions? What is the main promise we want to
communicate? What is the key moment that we tie to? What tone of voice should we use?
Message objectives
See/hear Feel Think/learn Believe Connect Act
Creative Strategy Approaches
Head and Heart Hard sell and soft sell Frazer’s Six Creative Strategies
Generic, Preemptive, Unique Selling Proposition, Brand Image, Positioning, Resonance, and Affective
Taylor’s Six Segment Strategies
Strategic formats and formulas
Lectures Dramas Selling Strategies Rational-Customer focused strategies Message formulas Matching messages to objectives
Selling strategies Premise, appeal, feature, claim and support
Rational customer-focused strategies Benefit, Promise, Reasoning and USP
Message Formulas Straightforward, Demonstrations, Comparisons, Problem
solutions, Slice of life, Humor, Spokesperson and teasers Matching Message to Objectives
Get attention, create interest, Resonate, Create believability and are remembered
The creative leap
Divergent Thinking out side the box Taking creative risks See the problem in novel and unexpected way Characteristics of Creative People
Assertive, self-sufficient, persistent, self-disciplined.
Creative motives Problem solving, Ability to visualize, Openness to new
experience and conceptual thinking
The Creative Process
How to get an idea:
1. Immersion—read, research, learn about problem.
2. Ideation—look at the problem from every angle; generate as many ideas as possible.
3. Brainfog—you may hit a wall and want to quit.
4. Incubation—let your subconscious work on it.
5. Illumination—the idea often comes when you’re relaxed and doing something else.
6. Evaluation—Does it work? Is it on strategy?
How to Create Original Ideas What If? An unexpected association
Free association Dramatize the obvious Catchy phrasing An unexpected twist A play on words Analogy and metaphor Familiar and strange A twisted cliché Twist the obvious To prevent unoriginal ideas, avoid “the look-alike” and the tasteless.
Extension: An Idea with Legs A strong “Big Idea” be an umbrella for a variety of executions.
Adaptation: Taking an Idea Global Standardizing the campaign across multiple markets only works if the strategy and
objectives are the same. Creative executions may be customized due to cultural differences.
Evaluation: The Go/No Go Decision Is it on strategy? Structural analysis:
The power of the narrative The strength of the product claim How well the two are integrated
Copy Testing A formal method to evaluate effectiveness. Vampire creativity — so creative the product may not be remembered.
Copy Writing
Write Effective Copy Be succinct Be single-minded Be specific Get personal Keep a single focus Be conversational Be original Use variety Use imaginative description
Advertising writing style Tone of voice, Grammar, Adese
Two categories of copy Display copy, Body copy
How to write headlines Attract only prospects Work with the visual to stop and grab readers’ attention Identify product and brand; start the sale Lead readers into body copy
Two categories of headlines Straightforward and informative Draw reader in , Build brand image
How to write other display copy Captions, Subheads, Taglines and slogans
Techniques for Creating Slogans Direct Address: “Have it your way; “Think small.” A startling or unexpected phrase: the NYNEX campaign used,
“If it’s out there, it’s in here,” which is an example of a twist on a common phrase that makes it unexpected.
Rhyme, rhythm, alliteration: uses repetition of sounds, as in the Wall Street Journal’s slogan–“The daily dairy of the American Dream.”
Parallel construction: uses repetition of the structure of a sentence or phrase; Morton Salt’s “When it rains, it pours.”
Cue for the product: Folgers’ “Good to the last drop;” John Deere’s “Nothing runs like a Deere,” Wheaties’ “Breakfast of Champions”
Music: “In the valley of the Jolly, ho-ho-ho, Green Giant.” Combination (rhyme, rhythm, parallel): “It’s your land, lend a
hand,” is the slogan for Take Pride in America.
How to Write Body Copy
Body copy Writing styles Lead paragraph Closing back paragraph
Print Media Requirement Newspapers
Less intrusive medium Ads more straightforward and informative
Magazines Better ad production More informative, longer copy
Directories Focus on service or store personality Little space for explanation; keep it simple
Posters and outdoor advertising Creative concept marries words and visual
Product literature Detailed copy about a product, company, or event more
informative with longer copy
Radio Copywriting
Voice Music Sound effects
TV Copywriting
Video Audio Other TV tools Talent
Scripts, Storyboards, Photoboards
Script The written version of the commercial Prepared by the copywriter
Storyboard The visual plan or layout of the commercial Prepared by the art director
Photoboard Uses photos instead of art for images
Web Writing Basics Banners Ad
Offering a deal like a discount or a freebie Using an involvement device like a
challenge or contest Changing the offer frequently, even daily Keeping the writing succinct for surfers
short attention Focusing surfers’ attention by asking
questions or offering knowledge they can use Use the ad to solicit information and opinions
Thank You