1. NOVEMBER 28, 2011 ADVERTISING

2. Advertising Any paid form of non-personal communication that promotes an idea, product, service, company or any combination of those things in relation to a specific brand or brands

3. Unique Selling Proposition UNIQUE SELLING PROPOSITION A “Unique Selling Proposition” (USP) is determined for a product/service and communicated to the users/potential users  USP can be determined through careful consideration of all business statements

4. Media The form or channel through which an ad may be presented  Television  Radio  Print publications  The Internet  Billboards  Etc. Chosen based on which medium is the most effective in reaching the target audiences

5. Advertising Advertising is very expressive  Visual imagery  Words on a page  Sound  Suggestion Ads can stimulate emotional connections between customers and products Revenue can be generated from advertising Short-term excitement or “buzz” about a product Ads can help strengthen the long-term consumer perception of a brand

6. Creative brief Provides the creative team with key business and marketing information  Put together by the Account team Contains information about:  The ad campaign objectives  Background information about the client  The target audiences  Key messages or ideas that might help guide the creative development The creative brief is the marketing summary that bridges the gaps between account planning, the client, and the creative team

7. Creative brief Who  Who is the target market?  Who exactly is the client? Why  What is the purpose of the proposed campaign?  What is the client hoping to achieve and/or communicate? What  What is being advertised?  What is the USP? Where  Where is the client located?  Where is/are the target market(s)?  Where can the target market most effectively be reached? When  What is the timing that best meets the client's needs and most effectively will reach the target market?

8. Example Creative brief Motel 6 Why Are We Advertising? To make people feel good about their decision to stay at Motel 6. Who Are We Talking To? Medium-income (HHI between $30,000 and $50,000) Business and leisure travelers who pay for their own accommodations They intend to spend only a short amount of time in their motel room (either crashing for the night or planning to be out for the entire day) They either don’t have a lot of money to spend on a room, or they feel virtuous for saving money

9. Example Creative brief What Do They Currently Think? “I feel embarrassed about staying at Motel 6 because it’s the lowest price.” What Would We Like Them to Think? “Staying at motel 6 is the smart thing to do.” What is the Single Most Persuasive Idea We Can Convey? Motel 6 is the smart thing to do Why Should They Believe It ? At Motel 6 you get all you really need: a clean, comfortable room at the lowest price of any national chain You won’t get any of those unnecessary features that cost you a fortune, like French- milled soap, chocolates on your pillow, or fancy drapes

10. Example Creative brief Are There Any Creative Guidelines? Continue the folksy down-to -earth style and tone of the current campaign. Here’s the Final Copy from the Ad: “When you’re sleeping, we look just like those big fancy hotels. Motel 6.”

11. CREATIVE BRIEF Dolby Example

13. Final Project - GROUP Company Name Company Mission Statement Company Value Proposition Company Goals and Objectives Competitive Advantage Company Positioning Statement Target Audience and Persona Target Segmentation Company SWOT Promotions All Company Research – for the appendix

14. Final Project - GROUP Company Name  The name chosen as a group to represent your company Company Mission Statement  A revised version, group effort Company Value Proposition  A revised version, group effort Company Goals and Objectives  At least 3 goals that have been chosen from the goals each group member contributed  At least 2-4 objectives per goal… group effort, go through them all and pick the best, most accurate and realistic

15. Final Project - GROUP Competitive Advantage  Who are your competitors  What is your advantage over these competitors Company Positioning Statement  Should have been handed in by last class, done as a group  Review and tweak for most relevance Target Audience and Persona  Review and update based on any changes Target Segmentation  Do as a group Company SWOT  From the group, revised to make sure it is most relevant

16. Final Project - GROUP Promotions  Creative Brief  What is your marketing strategy?  What types of media will you use?  What is your campaign timeline? All Company Research – for the appendix  All surveys and other research done for the company

17. Fundamentals of a Marketing Plan