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Creative and Media Strategy

Creative and Media Strategy. The Art and Science of Marketing Communications. Imagination is the last remaining legal means to gain unfair advantage over your competition. Tim McElligott. The Brief and Message Strategy. The brief and message strategy provide necessary background for

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Creative and Media Strategy

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  1. Creative and Media Strategy The Art and Science of Marketing Communications

  2. Imagination is the last remaining legal means to gain unfair advantage over your competition Tim McElligott

  3. The Brief and Message Strategy • The brief and message strategy provide necessary background for • THE BIG IDEA

  4. The Big Idea • The creative execution of the message strategy • Reflects the understanding of the consumer and his relationship to the product • Articulates the message focus • Incorporates the symbols/language/visuals with greatest meaning to the consumer

  5. The Big Idea • Great creative ideas help cut through the clutter of advertising • Great creative ideas connect with the consumer in a meaningful way • Great creative ideas emphasize the key benefit • Great creative ideas strengthen brand identity and positioning

  6. Nike “Revolution” spot

  7. Who Creates Great Ideas? • Creative department uses brief to come up with “concepts” which are presented to creative director and account managers to make sure they are “on strategy.”

  8. Taco Bell

  9. The approach used to attract the attention of consumers To influence consumer feelings toward a product, service or cause The way an appeal is turned into an advertising message The way the message is presented to the consumer Appeals and Execution Style The approach used to attract the attention of consumers Advertising Appeals To influence consumer feelings toward a product, service or cause The way an appeal is turned into an advertising message Execution Style © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  10. Competitive: Makes comparisons to other brands Competitive: Makes comparisons to other brands Price: Makes price offer the dominant point Price: Makes price offer the dominant point News: News announcement about the product News: News announcement about the product Popularity: Stresses the brand’s popularity Types of Rational Appeals Feature: Focus on dominant traits of the product Feature: Focus on dominant traits of the product © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  11. A Rational, “Popularity” Appeal + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  12. Approval Approval Affiliation Affiliation Acceptance Acceptance Embarrass-ment Embarrass-ment Status Belonging Belonging Respect Respect Involvement Involvement Rejection Rejection Recognition Recognition Appealing to Socially Based Feelings Social-Based Feelings © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  13. MasterCard Creates an Emotional Bond + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  14. Ad Execution Techniques Straight-sell Straight-sell Slice of life Slice of life Scientific Scientific Testimonial Testimonial Demonstration Demonstration Animation Animation Comparison Comparison Personality Symbol Personality Symbol Dramatization Dramatization Fantasy Fantasy Humor © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  15. Apple Uses a Testimonial + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  16. Crest Whitestrips Uses a Demonstration + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  17. Subheads: Smaller Than the Headline, Larger Than the Copy Subheads: Smaller Than the Headline, Larger Than the Copy Body Copy: The Main Text Portion of a Print Ad Body Copy: The Main Text Portion of a Print Ad Visual Elements:Illustrations Such As Drawings or Photos Visual Elements:Illustrations Such As Drawings or Photos Layout: How Elements Are Blended Into a Finished Ad Print Ad Components Headline: Words in the Leading Position of the Ad Headline: Words in the Leading Position of the Ad © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  18. Altoids Uses a Headline Effectively + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  19. Headlines Can Capture Attention + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  20. Format Format Arrangement of the Elements on the Printed Page Arrangement of the Elements on the Printed Page Size Size Expressed in Columns, Column Inches or Portions of a Page Expressed in Columns, Column Inches or Portions of a Page Color Color Black & White or Two-, Three-, or Four-color Printing Black & White or Two-, Three-, or Four-color Printing White Space Marginal and Intermediate Space That Remains Unprinted Print Ad Layout © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  21. Layout • How does the ad invite readership/ viewership and best deliver the message? • Color Type size • Angle balance white space • Perspective proportion

  22. W&K reel

  23. Preproduction Preproduction All work before actual shooting, recording All work before actual shooting, recording Production Production Period of filming, taping, or recording Period of filming, taping, or recording Postproduction Work after spot is filmed or recorded Production Stages for TV Commercials © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  24. Select a Director Preproduction Meeting Choose Production Company Production Timetable Bidding Cost Estimation and Timing Preproduction Tasks Select a Director Choose Production Company Preproduction Production Timetable Bidding Cost Estimation and Timing © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  25. Location Versus Set Shoots Night/weekend Shoots Talent Arrangements Production Tasks Production Location Versus Set Shoots Night/weekend Shoots © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  26. Editing Processing Release/Shipping Sound Effects Duplicating Audio/Video Mixing Client/agency Approval Opticals Postproduction Tasks Editing Processing Sound Effects Postproduction Duplicating Audio/Video Mixing Client/agency Approval Opticals © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  27. Media Strategy • Who is our audience? • Where is our audience? • How can we reach them for the lowest possible cost?

  28. Important Issues Affecting Media Planning • Measurement • Media fragmentation • Advertiser control of media • Blending of advertising/programming • Rise of alternative media • Globalization of media channels • Need for quantification

  29. A series of decisions involving the delivery of messages to audiences A series of decisions involving the delivery of messages to audiences Goals to be attained by the media strategy and program Goals to be attained by the media strategy and program Decisions on how the media objectives can be attained Decisions on how the media objectives can be attained The various categories of delivery systems, including broadcast and print media The various categories of delivery systems, including broadcast and print media Either radio or television network or local station broadcasts Media Terminology Media Planning Media Objectives Media Strategy Media Broadcast Media © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  30. Publications such as newspapers, magazines, direct mail, outdoor, etc. Publications such as newspapers, magazines, direct mail, outdoor, etc. The specific carrier within a medium category The specific carrier within a medium category Number of different audience members exposed at least once in a given time period Number of different audience members exposed at least once in a given time period The potential audience that might receive the message through the vehicle The potential audience that might receive the message through the vehicle The number of times the receiver is exposed to the media vehicle in a specific time period Media Terminology Print Media Media Vehicle Reach Coverage Frequency © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  31. Five “Rights” of Media • Right Audience • Media planners use research sources to make sure the media they recommend reaches the correct audience for the product

  32. Five “Rights” of Media • The Right Media • Is the media recommended appropriate for the audience? • Is the media recommended right for the creative?

  33. Message Complexity Message Uniqueness New Vs. Continuing Campaigns Image Versus Product Sell Message Variation Wearout Advertising Units Message Factors Determining Frequency Message or Creative Factors Message Complexity Message Uniqueness New Vs. Continuing Campaigns Image Versus Product Sell Message Variation Wearout © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  34. Clutter Scheduling Repeat Exposures Attentiveness Editorial Environment Number of Media Used Media Factors Determining Frequency Clutter Repeat Exposures Media Factors Attentiveness Editorial Environment Number of Media Used © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  35. Five “Rights” of Media • The Right Exposure Level • How many impressions can we achieve? • What is the reach of the media? • What frequency can we afford? • Issues of share and ratings

  36. Five “Rights” of Media Plan The Right Timing Seasonal factors Competition Sales cycle Duration Flighting Pulsing Continuous scheduling Front end loaded

  37. Continuity Flighting Pulsing Three Scheduling Methods Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  38. Five “Rights” of Media • Right Cost • Measure of efficiency • Making sure that available budget is used for maximum impressions of the target audience • Cost per rating point (broadcast) • Cost per thousand impressions (print)

  39. Cost of ad space (absolute cost) CPM = X 1,000 Circulation Determining Relative Cost of Media-Print Cost per thousand (CPM) © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  40. Cost of commercial time CPRP = Program rating Determining Relative Cost of Media-Broadcast Cost per rating point (CPRP) © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  41. Marketing Strategy Plan Creative Strategy Plan Setting Media Objectives Determining Media Strategy Selecting Broad Media Classes Selecting Media Within Class Media Use Decision — Broadcast Media Use Decision — Print Media Use Decision — Other Media Developing the Media Plan Situation Analysis Situation Analysis Marketing Strategy Plan Creative Strategy Plan Setting Media Objectives Determining Media Strategy Selecting Broad Media Classes Selecting Media Within Class © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  42. Television Pros and Cons Advantages Disadvantages Mass Coverage Mass Coverage Low Selectivity Low Selectivity Short Message Life Short Message Life High Reach High Reach High Absolute Cost Impact of Sight, Sound and Motion Impact of Sight, Sound and Motion High Absolute Cost High Production Cost High Production Cost High Prestige High Prestige Clutter Low Cost Per Exposure Low Cost Per Exposure Attention Getting Attention Getting Favorable Image Favorable Image © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

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