PSUWinter ‘07 Mktg 442 Creative Strategy Week 5. PSUWinter ‘08 Mktg 442 Last Week’s...

PSU Winter ‘07Mktg 442

Creative Strategy Week 5


Last Week’s Assignments

Sensination “A” (sounds like, smells like, feels like, tastes like, etc)

Bring “conceptual stretch” to all your work—you’ll be more creative

Killer Insight Article

Demonstrated an understanding that the depth of insight

essentially drives bad, good, or great output—don’t make the

creative team do it alone!

You understand the concept of insights (vs. data and information)—

keep insights in mind as you give input to anyone, professionally,

for anything

People who make the implicit explicit are always in demand


Last Week’s Assignments

Big Idea identification and refinement

Struggled to improve the Big Idea; most ended up adjusting

execution

To get better: “What point is this ad trying to make, and how can

it be better made?”

Rationales were pretty good

Presentations were pretty good

More confidence

More volume

More eye contact


Presenting Creative

Set up

Reveal

Justification

Close

The New Account Manager, Don Dickinson


The Set Up

Typically an account manager and/or account planner

Tell a story; akin to “lifting veils”

Challenges to overcome

Objectives for the ad/campaign

Audience Insights and relevance to creative

Product Insights and relevance to creative

Creative Strategy as basis for creative development



The Reveal

Typically presented by the creative team

Concepts presented with headlines and layout; at times

copy

There MUST be a strong connection between the creative

work

and the story/information presented in the set-up

If creative team is not presenting, you MUST know how

and why they came up with their approach, or you can’t

present it well



The Justification

Typically group discussion follows the set up and reveal

Client provides initial reaction and asks questions

Confidence, enthusiasm, a willingness and ability to listen

are paramount

The approach: you’re not “selling”—you’re consulting, working for

the best solution

Know your audience insights, product insights and

rationale!!!

Even if the creative isn’t approved you want the client to believe

your recommendation was well founded and strategically correct



The Close

KNOW YOUR AUDIENCE INSIGHTS, PRODUCT INSIGHTS,

AND RATIONALE!

As an agency person: you want the dialog focused on

motivating consumers/customers to accomplish the

objective(s)

As a client: you want the dialog focused on the best work

possible, that will accomplish your objective(s)

Clients will usually want to “sleep on it”

Off-line conversations are often the most important part of

getting work approved



There’s much, much more to presenting


Content vs. Presentation

Content: 100%

Presentation: 100%

Key point: you can’t wait ‘till the last minute to do the

work;

the presentation always as important as the work itself

Act

ivity

Time

Best Bet Typical


The Meeting is the Media

Or, selling an idea can be harder than having one

Visualize the meeting How big is the room?

Where is the wall?

Where are the people you’ll be presenting your ads to seated? Who are they?

You’ll have to make an impact in that space; own the room with the power of your work

Attack the wall Give the meeting a headline

Get the theme up big

Have a simple right-brain visual to go with all the left-brain verbiage

Remember, if you don’t do the meeting right, the ads will never run.Or worse. Another team wins.

Bruce Bendinger, author of The Copy Workshop


A Few Tidbits

“A convincing impossibility is often preferable to an

unconvincing possibility”

Or, it’s about winning, not accuracy. Ouch, but true

It works once—you’d better be right

A presenter fails if people say “what a great presentation”

More desirable is “You really made me think!” or

“You’ve changed my mind!”

Or, better, “You’re hired!”

The purpose of any presentation is to take the key decision

maker from the place they are to the place you want them

to be

Key: you need to know in advance where you want them to bePerfect Pitch, Jon Steel


Presentation Concepts

Have a point

Understand the needs of the audience

Communicate rather than lecture

Have a clear flow

No more detail than necessary to make your point

Perfect Pitch, Jon Steel


Presentation Preparation

Gather raw materials—don’t jump straight to solution

Look for meaning, and connections in the information

Set it aside—percolate for a while

Adapt and distill—patience, diligence, don’t stop short of a

great central idea

Write the presentation—a presentation is much more than

its message

Perfect Pitch, Jon Steel


In-Class #7

Analogies & Metaphors as Creative Thinking Tools


HW #4: Building another Brief

Pick a print ad

Define “Why We’re Doing This” and defend (write a rationale) Remember from Week 1? Yeah, I’m sure you do

Increase Knowledge

Change Attitude

Stimulate Desired Behaviors

Research audience; write Audience Insights and defend (write a

rationale) Points for this will be based on personification of the audience, insights

from the research, and the research to back it up

Turn both in next week: 5 bonus points to anyone who emails

these to me by EOD Friday Feb 15

Feb 19th’s in-class will be reviewing and discussing these

sections


Start Online

Mintel

Demographics: 18,500,000 for demographics (0.06 seconds)

Buying patterns: 471,000 for buying patterns (0.14 seconds)

Yankelovich: http://www.yankelovich.com/

American Demographics Magazine

Youth: http://www.civicyouth.org/

US Demographic Reporting Services:

http://www.demoreports.com/index.html

US Census

http://censtats.census.gov/pub/Profiles.shtml

http://quickfacts.census.gov/qfd/index.html


Google: Buying Patterns

Results 1 - 20 of about 471,000 for buying patterns. (0.25 seconds)

Buying Patterns of Women

Years of research and surveys about women and their car buying patterns have yielded the following interesting statistics and findings regarding women ...4wheeldrive.about.com/cs/forwomenonly/a/aa092202b_2.htm - 32k - Cached - Similar pages

[PDF] Consumer Behavior and Buying PatternsFile Format: PDF/Adobe Acrobat - View as HTMLConsumer Behavior and Buying Patterns. Objectives:. 1. Discuss the changes in consumer demographics and buying patterns. 2. Understand the factors affecting ...www.msu.edu/course/fim/220/outline2.pdf - Similar pages

Association for Consumer Research

Buying patterns:. American Demographics:. A bi-monthly magazine relaying up-to-the-minute research on what Americans are buying and why. ...www.acrwebsite.org/fop/websites.asp?vis=5&cat=427 - 13k - Cached - Similar pages

Buying patterns in e-commerce - The Industrial Physicist

Figure 4: Internet penetration has grown rapidly in Japan, but online buying patterns are different from those in the West. (Ministry of Telecommunications ...www.aip.org/tip/INPHFA/vol-8/iss-6/p26.html - 28k - Cached - Similar pages


Yankelovich Monitor

Generational marketing is a cornerstone of Yankelovich’s MONITOR research.

The firm coined the term “Baby Boomer” in the late 1960s, and generational breaks are available on all MONITOR data to show how Echo Boomers, Baby Boomers, Xers and Matures respond on thousands of data points.


YankelovichMindbase


CIRCLEThe Center for Information & Research on Civic Learning & Engagement

FACT SHEET

Youth Demographics

After several years of decline, the population of young people has begun to grow, and in the coming years will grow to rival the size of the baby boomer generation. The estimated number of young people between the ages of 15 and 25 in 2000 was 42.2 million. And young citizens between the ages of 0 and 17 in 2000 numbered close to 72.4 million, rivaling the size of the baby boomer generation in 2000 which numbered an estimated 77.6 million adults between the ages of 36 and 54, though young people continue to represent a declining share of the resident population.

Table 1 – Resident Youth Population Estimates, In Millions

15-25 15-17 18-19 20-21 22-25 0-17

1972 *** *** 7.5 7.0 13.6 *** 1974 *** *** 7.8 7.5 13.8 *** 1976 43.0 12.5 8.1 7.8 14.5 *** 1978 43.7 12.3 8.2 8.1 15.1 62.9 1980 43.7 11.8 8.1 8.1 15.7 61.7 1982 44.1 11.1 8.0 8.2 16.9 62.5 1984 42.9 10.7 7.4 7.9 16.8 62.5 1986 41.7 11.1 7.1 7.3 16.1 63.3 1988 40.2 10.5 7.3 7.0 15.4 63.7 1990 38.6 9.9 7.1 7.4 14.2 65.0 1992 38.2 10.1 6.6 6.8 14.7 66.9 1994 40.1 11.1 6.9 7.0 15.2 70.4 1996 40.2 11.6 7.3 6.9 14.4 71.5 1998 40.6 11.8 7.9 7.2 13.7 71.7 2000 42.2 12.3 8.0 7.6 14.5 72.4


Census Data


Extra Credit #1: Advertising Legends

Ted Bates

Bill Bernbach

Leo Burnett

John Caples

Jay Chiat

Phil Dusenberry

Al Lasker

George Lois

Patricia Martin

Jane Newman

David Ogilvy

John Powers

Rosser Reeves

Helen Lansdowne Resor

1. This legend’s point-of-view regarding the creation of advertising

2. The impact of this legend’s point-of-view on developing advertising at the time

3. How this legend’s approach to developing ads is relevant to today’s advertising

Hal Riney

Ray Rubicam

Mary Wells

Lawrence

Janet L Wolff

Les Wunderman

James Webb Young

Max five points each legend; max three legends: possible 15 points


We’re ½ Way!

Homework #4

Extra 5 points if submitted via email by Friday, Feb 15

Hard copy due beginning of class Tuesday, Feb 19

Extra Credit #1

Due beginning of class Feb 19

Next week’s class

Steve Potestio, 52 Ltd

www.52ltd.com

PSUWinter ‘07 Mktg 442 Creative Strategy Week 5. PSUWinter ‘08 Mktg 442 Last Week’s...

Documents

Transcript of PSUWinter ‘07 Mktg 442 Creative Strategy Week 5. PSUWinter ‘08 Mktg 442 Last Week’s...