Ch. 8, Pt. 3, Intro to Advertising
Focus groups can be used to evaluate the viability of different creative approaches under
Consideration and suggest the best direction to pursue.
At the verification stage of the process, the creative team is attempting to find the best
Creative approach or execution style before moving ahead with the campaign theme and going into actual production of the ad.
Different names for a creative brief include
Creative platform or work plan, creative blueprint, or creative contract, and it specifies the basic elements of the creative strategy.
In larger agencies, and individual from research or the creative account planning department
May write the creative brief.
Determining the unifying theme around which the campaign is built sets the tone for
The individual ads and other forms of marketing communications that will be used.
The manufacture who dedicates his advertising to building the most sharply defined personality for his brand will get
The largest share of the market at the highest profit.
Characteristic of Unique Selling Position, the proposition must be strong enough to move
The mass millions, that is, pull over new customers to your brand.
Slogans can serve as a "hook" or "handle" that helps capture
The meaning of a brand and help relay what makes it special.
Slogans are a key element of a brand's identity as they can enhance
A brand's image, aid in its recognition and recall, and help differentiate it in the minds of consumers, thus contributing to brand equity.
Image Advertising, "every advertisement should be thought of as
A contribution to the complex symbol which is the brand image.
Storyboard
A series of drawings used to present the visual plan or layout of the proposed commercial.
Advertising Campaign
A set of interrelated and coordinated marketing communications activities that center on a single theme or idea that appears in different media across a specified time period.
Creative personnel must recognize that companies want to ensure that the
Ads that are being developed for their brands have the best possible chance of evoking favorable reactions from consumers and encouraging them to purchase their products and/or services.
People from the agency team or group assigned to the account, including creative personnel as well as representatives from media
All have input into the creative brief
A creative strategy that focuses on what must be communicated will guide the selection of the campaign theme and the development of
All messages used in the ad campaign.
The client or agency gatekeepers deciding not to share with the agency (Four Potential Communication Failure Points)
All of the available information that is relevant to creating effective advertising.
The client or client gatekeeper lacks knowledge or (Four Potential Communication Failure Points)
All the information needed for effective advertising
Advertising campaign plans are short term in nature, and like marketing and IMC plans
Are done on an annual basis
Ethnographic studies can cost more than focus groups to conduct and
Are more dificult to adminster.
Some argue that for an ad campaign to be effective it must contain a big idea that
Attracts the consumer's attention, gets a reaction, and sets the advertiser's product or service apart from the competition.
The campaign themes are usually developed with the intention of
Being used for a longer period of time compared to advertising campaigns.
While it is important that basic information is provided to agency creatives, it may not always occur due to
Breakdowns in communication on the client as well as the agency side or between the two.
While a brand name and/or logo cannot say much in the literal sense, slogans can
Bridge this gap and say something about the image of the product or service.
Developing an image that will appeal to product users is often done
By associating a brand with certain symbols or artifacts that have cultural meaning.
The creative aspect of advertising and the development of the campaign theme is guided
By specific goals and objectives.
Inherent Drama
Characteristic of the product that makes the consumer purchase it.
6 specific types of marketing information includes
Demographic profile of the target audience, customer product usage information, client's product performance information, competitors' product performance information, marketing strategy information, main selling point supplied by the client.
Two critical components of the creative brief are the
Development of the major selling idea and creative strategy development.
In many product and service categories, competing brands are so similar that it is
Difficult to find or create a unique attribute or benefit to use as the major selling idea.
Techniques used at the verification stage include
Directed focus groups to evaluate creative concepts, ideas, or themes; message communication studies; portfolio tests; and evaluation measures such as viewer reaction profiles.
Most creative ideas are based on finding ways to
Dramatically and effectively convey the key benefit claim.
Agency creative personnel often lack the information needed to
Effectively design and execute creatives.
The creative team can gain insight into how a TV commercial might communicate its message by having members of the target market
Evaluate the ad in storyboard form
Once the factors of the creative strategy are determined, it should describe the message appeal and
Execution style that will be used.
The theme for the advertising campaign is usually
Expressed through a slogan (tagline)
Many agency creatives have expressed concern over the idea of having their ideas and work critiqued by consumers. Many creatives insist that
Good ideas don't need to be tested and that testing can often weaken a creative execution.
Creative people are open to any research or information that will
Help them understand the client's target market better and assist in generating creative ideas.
Determining what problem the product or service will solve or what issue must be addressed in the ad
Helps in establishing communication objectives for the campaign to accomplish.
The verification and revision stage of the creative process evaluates
Ideas generated during the illumination stage, rejects inappropriate ones, refines and polishes those that remail and gives them final expression.
Problem detection studies can give the creative people
Ideas regarding attributes of features to emphasize and guidelines for positioning new or existing brand guidelines.
The creative strategy is based on several factors including
Identification of the target audience; the basic problem, issue, or opportunity the advertising must address; the major selling idea or key benefit the message needs to communicate; and any supportive information that needs to be included in the ad.
In problem detection, consumers rate problems in order of
Importance and evaluate various brands in terms of their association with each problem.
The information contained in the copy play form provides the creative staff with
Important background information and the basic elements of the overall advertising strategy.
Many creative briefs include supporting information that should appear in any advertising message and the information may be
Important in ensuring uniformity across various executions of the ads used in the campaign or in meeting legal requirements.
concepts can be presented to online panels using instant-message and chat toom styles and detailed feedback can be gathered and processed
In a few hours versus several weeks that are needed to get comparable results from traditional focus groups.
The greater the similarity between brands, the less part reason plays
In the brand selection.
There must be a truly unique product or service attribute, benefit, or inherent advantage that can be used
In the unique selling position claim.
Unfortunately, many campaign themes last for only a sort time, usually because they are
Ineffective or market conditions and/or competitive developments in the marketplace change.
General Preplanning Input
Information gathering and/or market research studies on trends, developments, and happenings in the marketplace that can be used to assist in the initial stages of the creative process of advertising.
In ethnographic research, anthropologists or trained research are sent
Into the field to study and observe consumers in their homes, at work, or at play.
Ethnographic research has its roots in anthropology where
It has long ben used to gather information on human societies and cultures.
The creative team must work to develop effective ways to communicate the
Key benefit claim message in the executions of the advertising and other components in the IMC program.
Many agencies outline the elements of a creative strategy in a document
Known as the copy or creative platform.
Many creatives argue that consumers criticizing their ad often interferes with the creative process and
Limits their ability to develop innovative and breakthrough advertising messages.
Once you determine the message of the major selling idea, be certain you can
Live with it; that it stands strong enough t remain the central issue in every ad and commercial in the campaign.
Most ads are part of a series of messages that
Make up an IMC or advertising campaign
Major Selling Idea should be the claim with the broadest and
Most meaningful appeal to your target audience.
Ethnographic Research
Observing consumers in their natural environment.
The two critical components of the creative brief (creative strategy and development of the major selling idea) are often the responsibility
Of the creative team or specialist and form the basis of the advertising campaign theme.
A problem detection study can provide valuable input for
Product improvements, reformulations, or new products.
Focus groups may be conducted online using groups of consumers whoa re
Part of an online community as well as Internet research panels of 80 to 100 consumers organized by research firms.
Characteristic of Unique Selling Position, each advertisement makes a proposition to the consumer. Not just words, not just
Product puffery, not just show-window advertising, each advertisement must say to the reader :"Buy this product and will get this benefit.
Examples of Product-Specific Preplanning Iput
Quantitative and Qualitative consumer research such as attitude studies, market structure, and positional studies such as perceptual mapping and lifestyle research, focus group interviews, and demographic and psychographic profiles of users of a particular product service or brand.
Slogan (Tagline)
Reduces the key idea into a few words or a brief statement.
Focus Groups
Research method whereby consumers (usually 10 to 12 people) from the target market are led through a discussion regarding a particular topic.
At the verification and revision stage of the creative process members of the target audience may be asked to evaluate
Rough creative layouts and to indicate what meaning they get from the ad, what they think of its execution, or how they react to a slogan or theme.
The manufacturers who will find themselves up the creek are those shortsighted opportunists who
Siphon off their advertising funds for promotions.
Product or Service Specific Preplanning Input
Specific studies provided to the creative department on the product or service, the target audience, or a combination of the two.
Creative Brief
Specifies the basic elements of the creative strategy.
Testing a commercial in storyboard form can be difficult because
Storyboards are too abstract for many consumers to understand.
Big Idea builds on
Strategy and brings it to life.
Focus Group limitations
Strong personalities can often wield undue influence in focus groups, and participants often won't admit, or may not even recognize, their behavior patterns and motivations.
Major Selling Idea should emerge as the
Strongest singular thing you can say about your product or service.
The advertising slogan should serve as a summation line that
Succinctly expresses the company or brand's positioning, as well as the message it is trying to deliver to the target audience.
The Federal Trade Commission objects to advertisers making claims of
Superiority or uniqueness without providing supporting data.
The attribute claim or benefit that form the basis of the unique selling proposition should dominate
The ad ad be emphasized through repetitive advertising.
Ultimately approve the creative brief
The advertising manager and/or the marketing and brand manager from the client side.
To make the creative layout of a storyboard more realistic and easier to evaluate
The agency may produce an animatic, a videotape of the storyboard along with an audio soundtrack.
The key benefit claim is often explicit and the tagline that is used as
The basis for the advertising campaign.
Key Benefit Claim
The benefit thought by the copywriter to be the key to selling the advertised product.
Campaign Theme
The central message that will be communicated in all the advertising and other promotional activities.
Characteristic of Unique Selling Position, the proposition must be one that
The competition either cannot or does not offer as it must be unique either in the brand or in the claim.
Storyboard contains a series of sketches of key frames or scenes along with
The copy or audio portion for each scene.
Storyboards and animatics are useful for research purposes as well as for presenting
The creative idea to other agency personnel or to the client for discussion and approval.
Internal agency communication failures that may result in (Four Potential Communication Failure Points)
The creative staff not receiving all of the relevant information received from the client.
Image Advertising
The creative strategy used to sell products based on the development of a strong, memorable identity for the brand
Big Idea
The flash of insight that synthesizes the purpose of the strategy, joins the product benefit with consumer desire in a fresh, involving way, brings the subject to life, and makes the reader or audience stop, look, and listen.
The creative specialist should be knowledgeable about
The product or service, the target market, the competition, and general trends, conditions, and developments in the marketplace.
Problem Detection research technique involves asking consumers familiar with a product or service
To generate an exhaustive list of things that bother them or problems they encouter when using it and how often they arise.
A focus group session might include a discussion of
Type of ad appeals to use or evaluation of the advertising of various companies.
The real challenge to the creative team is coming up with the big idea to use in the ad. Many products and services offer virtually nothing
Unique and it can be difficult to find something interesting to say about them.
Some companies have sued their competitors for making
Unsubstantiated uniqueness claims.
Problem Detection
Used for finding ideas around which creative strategies could be based.
The slogan usually appears in eery advertisement and is often
Used in other forms of marketing communications to serve as a reminder of, and to reinforce, the marketer's branding message.
Approaches that can help the creative team's search for a major selling idea and development of effective advertising
Using a unique selling proposition, creating a brand image, finding the inherent drama, positioning
The setting of adverting objectives requires specifying a
Well-defined target audience and developing a communication task statement that spells out what message must be communicated to this audience.
There is a gap in the information that creative personnel need to develop effective advertising ad
What they are being provided which points to the need for better communication between clients an agencies.
Listening to a focus group gives copywrites, art directors, and other creative specialists a better sense of
Who the target audience is, what the audience is like, and whom the creatives need to write, design, or direct to in creating an advertising message.
Focus groups give insight as to
Why and how consumers use a product or service, what is important to them in choosing a particular brand, what they like and don't like about various products or services, and any special needs they might have that aren't being satisfied.
The key to successful image advertising is developing an image that
Will appeal to product users.
