Description
Information about how to plan your communication message.
CHOICE OF MEDIA
• •
Criteria for Selection
•
• • •
Based on what people do with media and not what media does to people
Medium as message • Context of use, ways of using, nature of medium Medium as Medium • Duration, Color, Movement, Sound, reproduction quality Medium as Vehicle • Coverage, selectivity / economy, entry cost
Media Choice
TARGET GROUPS
• Advertising Target Group • Users mainly • Also usage, attitudes, priorities, receptivity to
advertising Media Target Group • Target Audience • Wastage, economics, media usage data Creative Target Group • Stereotypes, motivations and attitudes
• •
ROLE OF ADVERTISING
Direct Advertising Response Seek information Action
Relate to own needs/ wants/ desires
Recall satisfactions, Reinforce/ re-order/ shortlist
Reinforce attitudes
Indirect
Modify attitudes
T-PLAN
• Who are we talking to? • Where are we in their minds? • What is the problem advertising must solve? • What is the key response? • What is the support? • What is the personality of the advertising?
SAATCHI FORMAT
• Who are we talking to? • What is the advertising intended to achieve? • What does the consumer think about our
• • •
product? Single minded proposition Support Tone of advertising
The Creative stimulus for the creative process
Brief is the
• The Brief acts as a Creative
Stimulus • It evolves based on discussions
between servicing and creative
• It triggers the Creative Process
• It makes you see pictures in
your head
Brief
defines the Response Creative delivers the
Response could be emotional/rational
Customer
Stimulus
CREATIVE JUDGEMENT
TASK OF ADVERTISING
Make the Single Minded Proposition come alive in a compelling way
GOOD ADVERTISING
• The benefit : The heart of any ad • An advertising idea that allows a product benefit
that is either inherent or imparted to be dramatized in a unique, compelling, provocative, memorable way
• Brings an idea to
life • Surprise • Sympathy • Synergy • Simplicity • Shivers
EFFECTIVE ADVERTISING
Based on a vivid demonstration/ vivid metaphor
TECHNIQUE FOR PRODUCING IDEAS
Gathering Facts
Digestion Incubation
The Idea
Refinement
New combination of old ideas
SINGLE MINDED
PROPOSITION
The Single most motivating and
differentiating
thing we can say about the brand to the target audience
• Consumer take-out: One message • One point strongly and not several weakly • Increasing a secondary element means
WHY BE SINGLE MINDED?
•
decreasing the main point Several points lead to confusion and less overall communication
TRAFFIC LIGHT TEST
5 seconds
to tell him the one thing about your brand that will persuade him to act the way you want him to
doc_379135943.pptx
Information about how to plan your communication message.
CHOICE OF MEDIA
• •
Criteria for Selection
•
• • •
Based on what people do with media and not what media does to people
Medium as message • Context of use, ways of using, nature of medium Medium as Medium • Duration, Color, Movement, Sound, reproduction quality Medium as Vehicle • Coverage, selectivity / economy, entry cost
Media Choice
TARGET GROUPS
• Advertising Target Group • Users mainly • Also usage, attitudes, priorities, receptivity to
advertising Media Target Group • Target Audience • Wastage, economics, media usage data Creative Target Group • Stereotypes, motivations and attitudes
• •
ROLE OF ADVERTISING
Direct Advertising Response Seek information Action
Relate to own needs/ wants/ desires
Recall satisfactions, Reinforce/ re-order/ shortlist
Reinforce attitudes
Indirect
Modify attitudes
T-PLAN
• Who are we talking to? • Where are we in their minds? • What is the problem advertising must solve? • What is the key response? • What is the support? • What is the personality of the advertising?
SAATCHI FORMAT
• Who are we talking to? • What is the advertising intended to achieve? • What does the consumer think about our
• • •
product? Single minded proposition Support Tone of advertising
The Creative stimulus for the creative process
Brief is the
• The Brief acts as a Creative
Stimulus • It evolves based on discussions
between servicing and creative
• It triggers the Creative Process
• It makes you see pictures in
your head
Brief
defines the Response Creative delivers the
Response could be emotional/rational
Customer
Stimulus
CREATIVE JUDGEMENT
TASK OF ADVERTISING
Make the Single Minded Proposition come alive in a compelling way
GOOD ADVERTISING
• The benefit : The heart of any ad • An advertising idea that allows a product benefit
that is either inherent or imparted to be dramatized in a unique, compelling, provocative, memorable way
• Brings an idea to
life • Surprise • Sympathy • Synergy • Simplicity • Shivers
EFFECTIVE ADVERTISING
Based on a vivid demonstration/ vivid metaphor
TECHNIQUE FOR PRODUCING IDEAS
Gathering Facts
Digestion Incubation
The Idea
Refinement
New combination of old ideas
SINGLE MINDED
PROPOSITION
The Single most motivating and
differentiating
thing we can say about the brand to the target audience
• Consumer take-out: One message • One point strongly and not several weakly • Increasing a secondary element means
WHY BE SINGLE MINDED?
•
decreasing the main point Several points lead to confusion and less overall communication
TRAFFIC LIGHT TEST
5 seconds
to tell him the one thing about your brand that will persuade him to act the way you want him to
doc_379135943.pptx