Creative Philosophies and Researching the Ad

1. Creative Philosophies and Researching the Ad

2. Objectives • By the end of this class you should be able to • Associate an historical advertising name with an ad philosophy • Identify the three kinds of research you should do before writing word one • Differentiate between statements that sell things and those that sell solutions, satisfaction, satisfy needs.

3. Advertising Philosophies • Campbell Ewald: Do your homework. • Leo Burnett: Inherent drama. Dynamic tension. • Fairfax Cone: Salesperson. Clear. Benefits. Action • Bill Bernbach: (DDB) Tremendous vitality. Daring, different, lots of energy, daring graphic. • Rosser Reeves: Unique selling proposition (Comes out like a ribbon lays flat on the brush) • David Ogilvy: Every ad should contribute to the complex symbol which is brand image. • Jack Trout: Forget Reeves and Ogilvy. Positioning is the key. Computer position (memory address in your mind) IBM. • Susan Gillette: Combination of strong connection between essence of the product and the person you’re selling to (and that first sell is to the client). It’s not about selling art but the art of selling.

4. In-class Assignment 1-1: Part 1 • Draw a line before line 6. • Do assignment. 3 or 4 minutes

5. Researching The Ad: It’s what’s for breakfast. • Determine your prospects • Analyze the product(s) or service(s) • Set your objectives • Retail • National • ADI, or Regional

6. Determining Prospects: Methods • Determine your prospects • Demographics (Quantitative) • Psychographics (Qualitative) • Database information • Buyers, prospects • Warranties • Web

7. Analyzing the Product or service • Analyze the product(s) or service(s) • Features (Facts, specs, details) • Sameness/differences from others • Usage • How, when, where, why, with what or whom • Use the product yourself • Primary/secondary research • Arbitron, Roper, D&B, etc. vs. primary • Benefits: What does user gain? What’s in it for them? • Sales methods/channels. • Yours • Competition’s

8. Types of Research • Primary ResearchOriginal and tailored to a company’s needs. Professional primary research can be pricey. • Includes: • Focus groups, • Surveys, • Field tests, • Interviews or observation

9. Types of Research (contd.) • Secondary researchInformation gleaned from studies previously performed by government agencies, chambers of commerce, trade associations and other organizations. • Includes: • Census Bureau information • Nielsen ratings. • Find in • Local libraries - On the Web • Books and business publications • Magazines and newspapers • Using Both for Your Business • Savvy entrepreneurs will do secondary research first and then conduct primary research. Secondary research is less expensive than primary research, it's not as accurate,

10. Setting advertising objectives • Set your objectives • Retail • Traffic, sales volume, store personality, brand links, new business, news or new offerings • National/ADI (Mfgr.) • New product introduction • Increase consideration/use • Prospecting • Image building • Relate to a family of products • Convey features and benefits

11. In Class Assignment: Part 2 Assignment 1-1: Don’t sell me things • Finish doing 6-11. • Advertising Education Foundation- Ad Awards and Career Advice http://www.aef.com/

12. Summary • Having completed this class you should be able to • Associate an historical advertising name with an ad philosophy • Identify the three kinds of research you should do before writing word one • Differentiate between statements that sell things and those that sell solutions, satisfaction, satisfy needs.