Please enable JavaScript.
Coggle requires JavaScript to display documents.
Adevertising Lecture 3 Effortless Ad Planning (Advertising development…
Adevertising Lecture 3
Effortless Ad Planning
Marketing and advertising objectives
Marketing objectives
4 Ps, sales volume, profitablity et
given by client
Advertising Objectives
Depends on level of cognitive-affective -conative resonses:
Create brand awareness
infrom consumers of brand attitude
enhance favourable brand image etc
proposed by agency, subsequently agreed by client
Good Ad bojectives
Concrete, measurable communication tasks
• Well defined target audience
• Have existing benchmark measure
• Specify degree of change sought
• Specific time period
e.g. To increase brand awareness amongst consumers aged
6-24 from 20% to 60% in Millward Brown's AD Track research within the next 12 months
Ad Budgets
Timing of spreadi of financial resources specific to advertising/ market
Account for objectives
e.g.g objective & task
Advertising development process
An Advertising planner's job is to..
Understand the powers of insight
shed light揭示 on consumer problems
reframe business problems
borrow ideas from culture
create the brief for the ground work
Developing an ad campaign
Briefing from client to agency
• Agency brief to creatives
• Brainstorm and develop ideas
• Rough ads for internal approval
• Develop ads further
• Research at any or all stages of development
• External approval
• Ads run
中心Creative agencies
Strategists
e.g. Account planners
Creatives
Media stragists
Directors/ editors/ animators动画师
Designers Digtal designers
Analysts Researchers
Producers
Client parteners
e.g. Account handlers
Yeshin's Advertising development process
Background Analysis: Consumer/ Market, Competitive
→ Determine Marketing Objectives
→ Budget Planning
→ Target market selection
→ Determine Communications Strategy
→ Determine Advertising Objectives, Strategy & Identify core message
→ Develop campaign elements
→ Testing the mix (→ Feedback → Develop campaign elements)
→ Co-ordination and integration ( ← Contingency planning)
→ Monitoring and evaluation of performance
The Butterfield Diamond
– crib sheet for the ad planner
Audi
Audi went from being the understated alternative to Mercedes and BMW to the fastest growing prestige car brand of the last eight years
1999 ad strategy - to position Audi as the leader in the prestige sector
‘Vorsprung durch Technik’ – the relentless desire to challenge and evolve
Generated incremental 50,000 car sales and payback of £7.50 for every £1 spent.
Dave Trott's Binary Brief
Who should buy it?
Trialists or current users
Why should they buy it?
Product or Brand
What should they buy it instead of?
Brand share or Market Growth
Key questions
What facts were intereting to you?
What separates the brand form competitors？
What peculiarities, features?
So what? Express these as a benefit to consumer
Get inside the elusive..'black box'
Read the consumer's mind
How do they select the brand? What is their experience of it? What about the role of brand reputation?
Individual motivations? broader social trends? local-cultural differnces?
So-suss out 悬而未决their brand awareness and level of involvement in the purchase decision?
Also, do we need the consumer to ' act now'?
If you wanted to sell me a car
How would you go about it?
What would you need to know about me?
Income
How many childern you have
What would you have to say to get me to buy it?
Challenges
Dare's ' Smoke Free Real Kids'
How do you get people to give up smoking?
Dept of Health re-thought rules on misery and fear experienced by children of smokers
Gave children a voice to appeal to their parents directly to stop smoking
Distruption
Is about finding the
strategic idea
that
breaks and overturns a convention
惯例 in the market place to reach a new vision or to give new substance to an existing vision
How do advertisers 'disrupt' us?
Get creative before the creative work starts
strategic stages of ad planning requires imageination too
Dru(1996) suggests 3 stages
Study the convention
what are the assumptions?
what are the rules of the game?
Disruption
quetion how things were done in the past
Vision
where will the brand be over time
