1. Strategy and Branding: Putting a Face on a Product Chapter 2 © 2013 SAGE Publications, Inc.

2. Building the plan

3. Determining what the advertising message will say or communicate Determining what the advertising message will say Message Strategy vs. Execution Creative Strategy Creative Strategy Creative Execution Creative Execution Determining how the message will be said

4. What is the message? What is the execution?

6. Focus & Coordination Focus & Coordination Plans & Decisions Plans & Decisions Measurement & Control Measurement & Control Helps Decision-making Helps Decision-making Focus & Coordination – “Sanity Structure” Why Have Objectives? Objectives

7. Attainable Measurable Specific Realistic Specific Promotional Goal Measurable Goal – “degree of change sought” Attainable/ Realistic Target Audience Time Frame Characteristics of Good Objectives Good Objectives

8. Some Generic Ad Objectives  stimulate sales  grab attention  create awareness  establish brand identity  establish/cue brand position and/or image  create mental associations  cue emotional appeal  stimulate interest  provide information/educate  promote understanding of features, benefits, advantages  demonstrate how to use/do something  create brand liking  stimulate brand recognition  stimulate message recall  stimulate brand preference or intention to buy  create conviction or instill belief  stimulate change of opinion, viewpoint or attitude  stimulate behavior (buy, call, click, visit, donate, etc.)  stimulate repeat purchases  build brand loyalty  remind  generate buzz or word of mouth advertising  create advocacy and referrals  increase general category sales/awareness ***

9. Sales vs. Communication Advertising Objectives

10. 20% Trial Conative 40% Liking Affective 90% Awareness Cognitive 5% Use 70% Knowledge 25% Preference 90% Awareness 70% Knowledge 40% Liking 25% Preference 20% Trial Pyramid of Communications Effects

11. Execution: Where is your audience? Teaser campaigns Affective Realm of emotions. Ads change attitudes and feelings Cognitive Realm of thoughts. Ads provide information and facts. Conative Realm of motives. Ads stimulate or direct desires. “Image” copy “Transformational ads” Status, glamour appeals Announcements Descriptive copy Classified ads Slogans, jingles, skywriting Competitive ads Argumentative copy Point of purchase Retail store ads, Deals “Last-chance” offers Price appeals, Testimonials Purchase Conviction Preference Liking Knowledge Awareness

12. Read anything related to the product or market! Listen to what people are talking about! Use the product to become familiar with it! Ask everyone involved for information! Work in and learn about the client’s business. Read the market research. Talk to users and non- users about the product. Use the product to become familiar with it. “Live it. Breath it.” Read anything related to the product or market including social media posts. Getting Creative Input

13. Getting raw material, data, immersing one's self in the problem to get the background. Immersion Ruminating on the data acquired, turning it this way and that in the mind. Digestion Ceasing analysis and putting the problem out of conscious mind for a time. Incubation A sudden inspiration or intuitive revelation about a potential solution. Illumination Studying the revelation, evaluating it, and developing it for practical usefulness. Verification Immersing one's self in the problem to get a background. Immersion Ruminating on the data acquired, turning it this way and that way in the mind. Digestion Ceasing analysis and putting the problem out of conscious mind for a time. Incubation A sudden inspiration or intuitive revelation about an idea or solution. Illumination Young's (J. Walter Thompson) Creative Process

14. Marketing Communication Tasks

15. Features and Benefits

16. Target Audience Who’s buying the product and why? Who’s not buying the product and why?

17. Copy Platform (a.k.a. Creative Platform) 1.Framework for your ad campaign 2.Identity the “One Thing” 3.Support One Thing with believable information 4.Organize a client’s thoughts 5.Justify creative decisions See Altstiel text p.383

18. Creative Brief (one version) What do we want to accomplish? (objective) Who are we talking to? (target audience) What do they think now? (current position) What do we want them to think? (reinforce position or reposition) Why should they think this? (features/benefits) What is our message? (the One Thing and how you say it and show it including tone)

19. Creative Brief – Another Format Key observation Communication objective Consumer insight Promise and support Audience Mandatories

20. Sample Creative Brief

21. Consumer profile Who is the prospect? What does she do, and what does she want? Where does she live? When does she buy? Why would she be interested? How does she want to buy?

22. Tone Finding your voice Emotional tenor Look and feel, pace Does it fit product, message, market, target audience and “the times”? Resonance: Invoking a meaningful emotion in consumers (“This ad resonates with me…”)