fall 2014 3700 ad strategy 1
TRANSCRIPT
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JOURNALISM 3700
Ad Copy
Planning
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Creative research in one slide
Business Chance
CulturalContext
Target Insight
BrandInsight
THE BIG
IDEA Plan To
EngageCreative
Who do we stand for?
Measure
Who is our enemy?Why do we
matter?
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Business chance
• These are questions I would want the answer to moving forward.
• Why are they looking for help?• How much money is the campaign?• How is that broken down?
• Earned (PR) • Ad (paid content)• Owned (Website/social)
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Business chance
• These are questions I would want the answer to moving forward.
• Where do they stand in the market?• Who are their direct competitors?• Who are their indirect competitors?• What are those competitors doing?
• I don’t want to do what someone else is doing.
• I don’t want to repeat their mistakes.
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Consumer behavior? Who is the audience?
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consumer behavior
• Cultural factors:
•Race
•Religion
•Sexual orientation
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consumer behavior
• Cultures also apply to specific communities:
•Some offices have business casual.
•Fans of Ohio University wear more green and white.
•Catholics don’t eat meat on Friday during Lent.
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Class structure
• Upper Upper Class (.3%) Inherited wealth
• Lower Upper Class (1.2%) Corporate leadership
• Upper Middle Class (12.5%) Managers
• Middle Class (32%) White and blue collar with above average pay
• Middle Class (38%) Blue collar average pay
• Upper Lower Class (9%) Working & right above poverty
• Lower Class (7%) Out of work on welfare
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So what is the target insight? Why do people move?
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survival and your definition of it
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LET’S BREAK THIS DOWN
• Physiolgical
• Safety
• Social Needs
• Esteem
• Self-Actualization
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LET’S BREAK THIS DOWN
• Physiolgical:
• Medicine, healthy foods.• Wonder Bread: Wonder helps build strong bodies
• I can’t Believe It’s Not Butter: The taste you love without cholesterol.
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LET’S BREAK THIS DOWN
• Safety
•Insurance,
•Retirement,
•Brakes
•Smoke detectors
•Medicine to prevent problems
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LET’S BREAK THIS DOWN
• Social Needs
•Clothing
•Food
•Entertainment
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LET’S BREAK THIS DOWN
• Esteem
•Cars
•Furniture
•Hobbies
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LET’S BREAK THIS DOWN
• Self-Actualization
•Gourmet Foods
•Travel
•Education
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So what is the brand insight? How can a brand help?
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EIGHT WAYS TO POSITION AN ORGANIZTION.
• A leader that sets standards
• The best value, reflecting low cost and high quality.
• Most economical
• Most prestigious
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EIGHT WAYS TO POTISION AN ORGANIZATION
•Preferred by a certain demographic
•Family friendly
•Green
•Socially responsible
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Now that we know what we want to convey, how do people obtain information?
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Research: does your audience Think, feel or do? This is where 3400 comes into play.
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Once your consumer research identifies the audience, use the grid for advertising planning
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Any product can find its way on any spot on The grid
Old El Paso Mexican Food:
• High Involvement Thinking: The challenge is a new recipe….this is a way to serve good nutritious food.
• High Involvement Feeling: I don’t want to be embarassed. This is a creative way to enjoy a meal.
• Low Involvement Rational: This is an economical way to serve good food.
• Low Involvement Emotional: This is a fun exciting fiesta!!