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Communicative Writing Week 4

Communicative Writing Week 4. MMC120 Instructed by Hillarie Zimmermann. Today’s Class. Review of advertising and branding Strategic Message Planner Complete an in-class assignment Review homework. Advertising.

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Communicative Writing Week 4

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  1. Communicative WritingWeek 4 MMC120 Instructed by Hillarie Zimmermann

  2. Today’s Class • Review of advertising and branding • Strategic Message Planner • Complete an in-class assignment • Review homework

  3. Advertising Advertising consists of persuasive messages that identified sponsors send to consumers through controlled media.

  4. Advertising • One clear message. • This message usually focuses on a unique benefit that the product offers to the target audience. • Benefits are usually derived from the product features.

  5. Branding What is a brand? The overall impression you leave people with. 12-6

  6. Parks Canada Example How do you transform a stodgy agency with declining visitation into a relevant tourism agency meeting the needs of a changing visitor? Work underway to refurbish the Parks Canada brand. See handout. 12-7

  7. The Volvo Brand Very well established brand Where they lead – safety How they differentiate from others – environmental care, modern Scandinavian design Qualifiers – premium quality, customer experience, driver dynamics 12-8

  8. InterbrandBest Global Brands 2009

  9. Features/Benefits Activity Imagine you work public relations for one of the top brands in 2009. Using the Parks Canada handout, list the attributes/features, benefits, personality, and essence of that brand. Present to the class.

  10. Strategic message planner Purpose: To help an advertising copywriter create the one, clear strategic message of an ad.

  11. Strategic message planner Key to success: Don’t begin to plan the ad itself until you’ve completed a strategic message planner.

  12. Strategic message planner Content and organization Summarizes research or conclusions in 10 areas: 1. Client and product 2. Target audience 3. Product benefits 4. Current brand image 5. Desired brand image 6. Direct competitors and brand images 7. Indirect competitors and brand images 8. Advertising goal 9. Strategic message 10. Supporting benefits

  13. Strategic message planner 1. Client and product What is the product? Product category and distinguishing features What is the product made of? Materials or ingredients? Do those materials have their own ingredients? Intangible ingredients for services Who and what made the product? Organizations, vendors, processes and equipment What is the product’s purpose? Unintended uses?

  14. Strategic message planner 2. Target audience Audience for ad, not entire product Demographics Psychographics

  15. Audience Analysis Demographics Psychographic information (attitudes)

  16. Audience Analysis Cohort Analysis (Gen X, baby boomers) Geodemographics (where do you live) 12-17

  17. Audience Analysis Psychographics: Belongers Achievers Societally conscious Emulators Experientials I-am-me’s Survivors Sustainors Integrateds 12-18

  18. Take the VALS Survey On the Internet, go to the VALS website - and take the online survey to determine which VALS group best describes you. Do you agree with this analysis? Why or why not? Link on our Blog, or http://www.strategicbusinessinsights.com/vals/presurvey.shtml You don’t have to enter email to see results.

  19. Questions (to be answered in groups of people with the same primary group: 1.What is your primary and secondary group? 2. Do you agree with the description of the primary consumer group to which you belong? Why or why not? Give some examples of items you have purchased which either reinforce or negate the group description. 3. Do you agree with the description of the secondary consumer group to which you belong? Why or why not? Give some examples of items you have purchased which either reinforce or negate the group description. 5. As a consumer, what do you value in the products that you purchase and why? (Cost, value, usefulness, durability, feel, style, etc.) Provide a thorough answer. 6. Talk about a vacation that you would like to take if you had the money. Compare that vacation to someone else with the same primary group. Is it the same or different? 12-20

  20. Strategic message planner 3. Product benefits 4. Current brand image 5. Desired brand image 6. Direct competitors and brand images

  21. Strategic message planner 7. Indirect competitors and brand images 8. Advertising goal

  22. Strategic message planner 9. Strategic message 10. Supporting benefits

  23. Strategic message planner Tips • Always complete a strategic message planner before you begin to create an ad. • Specify just one well-defined target audience. • Ensure that your strategic message is unique.

  24. Complete in-class assignment Complete assignment number 3 – Strategic Message Planner. This assignment is due at the beginning of the next class.

  25. Portfolio 1 – Digital Media KitDo you have a client yet?

  26. What to expect next class… Overview of Radio Advertising Guest lecturer – Ron McFadyen Assignment #4 – Radio Advertisement

  27. Homework • Read “Radio Advertisements” p. 139-143 • Due Feb. 7 - Assignment #3: Strategic Message Planner • Due February 21 – Digital Media Kit • If you have not done so, email me the name of your proposed client for the Digital Media Kit assignment

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