Seminar 228.443: Advertising

1. Seminar 228.443:Advertising Dr. Teri Shaffer

2. IMC Campaign Outline • Introduction • Situation analysis • SWOT analysis • Key strategy decisions • The creative plan

3. The Creative Plan • Creative process & person • Creative strategy • Writing print ads • Writing radio ads • Writing tv ads • Writing interactive ads

4. Creativity “…art of establishing new and meaningful relationships between previously unrelated things in a manner that is relevant, believable, and in good taste but which somehow presents the product in a new light.” Leo Burnett

5. Exhibit 13-1 (Page 409) Creativity Is the Search for New and Different Viewpoints.

6. The Creative Process • Preparation---immersion and gathering raw material • Mental digestion---constantly thinking • Incubation---daydreaming • Illumination---idea appears out of nowhere • Application---puts idea into action

7. Brainstorming • Group of people to generate many ideas by playing off of each other’s ideas.

8. Rules of Brainstorming • Anything goes • No criticism • The more the better • Quantity of ideas is directly related to quality of ideas

9. The Creative Personality • We are all born with some degree of “creativity” • Creative people tend to be: • Independent • Self assertive • Persistent • Self disciplined • Tolerant of ambiguity

10. Creative Strategy • What advertising is going to say • How it will be said • Best advertisements are: • Simple • Clear • Definite focus

11. Components of Creative Strategy • Advertising objectives • Target audience profile • Buying habits, lifestyles, & motivations • Personal profile (Exhibit 13-8 on page 422) • Key consumer benefit (USP)

12. Unique Selling Proposition (USP) • M & M’s--”Melts in Your Mouth, Not in Your Hands” • Maytag---Friendly Repairman

13. Components of Creative Strategy • Advertising objectives • Target audience profile • Key consumer benefit (USP) • Strategic approach • Product positioning, appeals used, & how USP will be presented

14. Positioning Statement “Hallmark is the most convenient greeting card because it offers the best selection, most thoughtful verse, and emotional content that matches the sender’s thoughts with the receiver’s needs. This results in a successful care purchase without spending a lot of time looking. There is a sense of reliability, comfort, and confidence in knowing that Hallmark will have the right card. The consumer’s choice can revolve around which card is best, rather than which card comes closest in either location or quality.”

15. Components of Creative Strategy • Advertising objectives • Target audience profile • Key consumer benefit (USP) • Strategic approach • Product positioning, appeals used, & how will USP be presented • If no USP, other basic strategic approachesExhibit 13.9 on page 423

16. Components of Creative Strategy • Advertising objectives • Target audience profile • Key consumer benefit (U SP) • Strategic approach • Support • Provide writers with supporting details • Tone, style, and manner • Brand personality to be conveyed

17. Putting Strategy Into Writing • Creative platform • Plan for more than one ad • Copy platform • Plan for each ad

18. Advertising Campaign • ...a series of related advertisements that have a common theme, common slogan, and have a common set of advertising appeals

19. Theme • General feeling or emotions

20. Slogan • “Battle cry” of the advertiser • ...a short written or verbal message • “Come see the softer side of Sears.”

21. Theme and Slogan Examples • Pillsbury Doughboy • Nothing spells loving like something cooking in the oven.

22. Theme and Slogan Examples • Taco Bell • Dog • “Yo Quire Taco Bell”

23. Advertising Appeals • Something that makes the product particularly attractive or interesting to the consumer. i.e. security, esteem

24. Example: Advertising Appeals • Bayer Aspirin • Relieves headaches • Caffeine free • Sodium free • Pain relief • Recognized brand name • Reduces heart attacks • Reduces inflammation from arthritis

25. Words and Advertising • Copy • Copywriter

26. From the Internet • Copywriting Tips (an extensive guide to writing copy and creating ads) • Nomm de Plume • http://nomm.com/copywriting.htm

27. Illustrations or visuals Body copy Slogans & taglines Logotypes or signature cuts Elements Headlines Overlines & underlines Subheadings Captions Writing for Print Advertising

28. Headlines • Most important verbal element • According to David Oglivy, it is 5x more important than body copy • Goal of headline: GAIN ATTENTION

29. David Oglivy’s Techniques • Promise a benefit • “I hate situps. I hate situps. I hate situps. I hate situps. I hate situps.” Rollarblade

30. David Oglivy’s Techniques • Inject news • “Announcing the most significant fleet to enter the Caribbean since the Nina, Pinta, and Santa Maria.” American Airlines

31. David Oglivy’s Techniques • Provide useful information • “I know I should quit. Don’t tell me why, tell me how.” Nicoderm

32. David Oglivy’s Techniques • Include Brand Name • “The good news is Jeep Grand Cherokee is now available with a V8. There is no bad news.”

33. David Oglivy’s Techniques • Select your target audience • “Exactly how mad is she?” American Floral Marketing Council

34. David Oglivy’s Techniques • Be specific • “Fifteen dealerships into their search, Barry and Cynthia Nelson felt like throwing in the towel.” Saturn

35. Most Common Types of Headlines • Benefit---promises a reward • News---promises that if read, get information • Curiosity---intriguing question or creative play on words

36. Benefit Headline

37. News Headline

38. Curiosity Headline

39. Subheadings • Organizational headings • Overline • Above headline • Underline • After headline • Smaller than headline but larger than copy

40. Subheadings: Overline

41. Subheading: Underline

42. Captions • Under or next to photographs or illustrations • Help reader interpret them

43. Caption Doubles as Headline

44. Body Copy • Heart & substance • Type is smaller than headline/subheadings • Follow through on headline and illustration theme • “You approach”---writing to one person

45. Structure of Body Copy • Lead paragraph • Continues with main idea, transition to more specific selling points • Interior body copy • Most of selling takes place • Closing paragraph • Move reader to action

46. Tagline • Slogan • Brita example: “Tap into great taste.”

48. Types of Body Copy • Straightforward • Narrative • Uses a story to get point across • Dialogue • Better suited for radio and television • Dialogue between people • Testimonial---person speaks to audience

49. White Space • Large areas • Openness, exclusivity, and simplicity • Busyness • Excitement, curiosity

50. Hallmark