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Creative and Media Strategy The Art and Science of Marketing Communications.

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Presentation on theme: "Creative and Media Strategy The Art and Science of Marketing Communications."— Presentation transcript:

1 Creative and Media Strategy The Art and Science of Marketing Communications

2 Imagination is the last remaining legal means to gain unfair advantage over your competition Tim McElligott

3 The brief and message strategy provide necessary background for –THE BIG IDEA The Brief and Message Strategy

4 The Big Idea The creative execution of the message strategy Reflects the understanding of the consumer and his relationship to the product Articulates the message focus Incorporates the symbols/language/visuals with greatest meaning to the consumer

5 The Big Idea Great creative ideas help cut through the clutter of advertising Great creative ideas connect with the consumer in a meaningful way Great creative ideas emphasize the key benefit Great creative ideas strengthen brand identity and positioning

6 Nike “Revolution” spot

7 Creative department uses brief to come up with “concepts” which are presented to creative director and account managers to make sure they are “on strategy.” Who Creates Great Ideas?

8 Taco Bell

9 To influence consumer feelings toward a product, service or cause The approach used to attract the attention of consumers The way an appeal is turned into an advertising message The way the message is presented to the consumer The approach used to attract the attention of consumers The way an appeal is turned into an advertising message Appeals and Execution Style © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Advertising Appeals Advertising Appeals Execution Style Execution Style

10 Popularity: Stresses the brand’s popularity News: News announcement about the product Price: Makes price offer the dominant point Competitive: Makes comparisons to other brands Feature: Focus on dominant traits of the product News: News announcement about the product Price: Makes price offer the dominant point Competitive: Makes comparisons to other brands Feature: Focus on dominant traits of the product Types of Rational Appeals © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

11 A Rational, “Popularity” Appeal © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +

12 Status Acceptance Respect Approval Affiliation Belonging Rejection Recognition Embarrass- ment Involvement Acceptance Respect Approval Affiliation Belonging Rejection Recognition Embarrass- ment Involvement Appealing to Socially Based Feelings © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Social-Based Feelings Social-Based Feelings

13 MasterCard Creates an Emotional Bond © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +

14 Personality Symbol Straight-sell Scientific Demonstration Comparison Dramatization Humor Slice of life Testimonial Animation Fantasy Dramatization Comparison Animation Demonstration Testimonial Scientific Slice of life Straight-sell Ad Execution Techniques © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

15 Apple Uses a Testimonial © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +

16 Crest Whitestrips Uses a Demonstration © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +

17 Layout: How Elements Are Blended Into a Finished Ad Layout: How Elements Are Blended Into a Finished Ad Visual Elements: Illustrations Such As Drawings or Photos Body Copy: The Main Text Portion of a Print Ad Body Copy: The Main Text Portion of a Print Ad Subheads: Smaller Than the Headline, Larger Than the Copy Subheads: Smaller Than the Headline, Larger Than the Copy Headline: Words in the Leading Position of the Ad Headline: Words in the Leading Position of the Ad Visual Elements: Illustrations Such As Drawings or Photos Body Copy: The Main Text Portion of a Print Ad Body Copy: The Main Text Portion of a Print Ad Subheads: Smaller Than the Headline, Larger Than the Copy Subheads: Smaller Than the Headline, Larger Than the Copy Headline: Words in the Leading Position of the Ad Headline: Words in the Leading Position of the Ad Print Ad Components © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

18 Altoids Uses a Headline Effectively © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +

19 Headlines Can Capture Attention © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +

20 Format Arrangement of the Elements on the Printed Page Size Expressed in Columns, Column Inches or Portions of a Page Color Black & White or Two-, Three-, or Four- color Printing White Space White Space Marginal and Intermediate Space That Remains Unprinted Format Arrangement of the Elements on the Printed Page Color Black & White or Two-, Three-, or Four- color Printing Size Expressed in Columns, Column Inches or Portions of a Page Print Ad Layout © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

21 How does the ad invite readership/ viewership and best deliver the message? –ColorTypesize –Anglebalancewhite space –Perspectiveproportion Layout

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30 W&K reel

31 Production Period of filming, taping, or recording Postproduction Work after spot is filmed or recorded Preproduction All work before actual shooting, recording Production Period of filming, taping, or recording Production Stages for TV Commercials © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Preproduction All work before actual shooting, recording

32 Select a Director Cost Estimation and Timing Choose Production Company Bidding Preproduction Meeting Production Timetable Cost Estimation and Timing Bidding Choose Production Company Select a Director Preproduction Tasks © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Preproduction

33 Location Versus Set Shoots Night/weekend Shoots Talent Arrangements Talent Arrangements Night/weekend Shoots Location Versus Set Shoots Production Tasks © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Production

34 Editing Processing Sound Effects Audio/Video Mixing Opticals Client/agency Approval Duplicating Release/ Shipping Duplicating Client/agency Approval Opticals Audio/Video Mixing Sound Effects Processing Editing Postproduction Tasks © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Postproduction

35 Who is our audience? Where is our audience? How can we reach them for the lowest possible cost? Media Strategy

36 Measurement Media fragmentation Advertiser control of media Blending of advertising/programming Rise of alternative media Globalization of media channels Need for quantification Important Issues Affecting Media Planning

37 A series of decisions involving the delivery of messages to audiences Goals to be attained by the media strategy and program Decisions on how the media objectives can be attained The various categories of delivery systems, including broadcast and print media Either radio or television network or local station broadcasts A series of decisions involving the delivery of messages to audiences Goals to be attained by the media strategy and program Decisions on how the media objectives can be attained The various categories of delivery systems, including broadcast and print media Media Terminology © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Media Planning Media Planning Media Objectives Media Objectives Media Strategy Media Strategy Media Broadcast Media Broadcast Media

38 Publications such as newspapers, magazines, direct mail, outdoor, etc. The specific carrier within a medium category Number of different audience members exposed at least once in a given time period The potential audience that might receive the message through the vehicle The number of times the receiver is exposed to the media vehicle in a specific time period The potential audience that might receive the message through the vehicle Number of different audience members exposed at least once in a given time period The specific carrier within a medium category Publications such as newspapers, magazines, direct mail, outdoor, etc. Media Terminology © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Print Media Print Media Media Vehicle Reach Coverage Frequency

39 Right Audience –Media planners use research sources to make sure the media they recommend reaches the correct audience for the product Five “Rights” of Media

40 The Right Media –Is the media recommended appropriate for the audience? –Is the media recommended right for the creative? Five “Rights” of Media

41 Message Complexity Message Uniqueness New Vs. Continuing Campaigns Image Versus Product Sell Message Variation Wearout Advertising Units Wearout Message Variation Image Versus Product Sell New Vs. Continuing Campaigns Message Uniqueness Message Complexity Message Factors Determining Frequency © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Message or Creative Factors Message or Creative Factors

42 Clutter Number of Media Used Repeat Exposures Editorial Environment Scheduling Attentiveness Number of Media Used Editorial Environment Repeat Exposures Clutter Media Factors Determining Frequency © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Media Factors

43 The Right Exposure Level –How many impressions can we achieve? –What is the reach of the media? –What frequency can we afford? –Issues of share and ratings Five “Rights” of Media

44 The Right Timing Seasonal factorsCompetition Sales cycleDuration FlightingPulsing Continuous scheduling Front end loaded Five “Rights” of Media Plan

45 Three Scheduling Methods © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Continuity Pulsing Flighting JanFebMarAprMayJunJulAugSepOctNovDec

46 Right Cost –Measure of efficiency –Making sure that available budget is used for maximum impressions of the target audience –Cost per rating point (broadcast) –Cost per thousand impressions (print) Five “Rights” of Media

47 Determining Relative Cost of Media-Print © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Cost of ad space (absolute cost) Circulation CPM =X 1,000 Cost per thousand (CPM)

48 Determining Relative Cost of Media-Broadcast © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin CPRP = Cost of commercial time Program rating Cost per rating point (CPRP)

49 Selecting Media Within Class Selecting Broad Media Classes Determining Media Strategy Media Use Decision — Print Media Use Decision — Print Media Use Decision — Broadcast Media Use Decision — Broadcast Media Use Decision — Other Media Media Use Decision — Other Media Selecting Media Within Class Determining Media Strategy Selecting Broad Media Classes Developing the Media Plan © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Setting Media Objectives Marketing Strategy Plan Creative Strategy Plan Marketing Strategy Plan Situation Analysis Creative Strategy Plan Situation Analysis

50 Short Message Life High Production Cost Low Selectivity High Absolute Cost Clutter Mass Coverage High Reach Impact of Sight, Sound and Motion High Prestige Low Cost Per Exposure Attention Getting Favorable Image High Production Cost High Absolute Cost Short Message Life Low Selectivity Favorable Image Attention Getting Low Cost Per Exposure High Prestige Impact of Sight, Sound and Motion High Reach Mass Coverage Television Pros and Cons © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin AdvantagesDisadvantages

51 Clutter Fleeting Message Audio Only Low Attention Getting Local Coverage Low Cost High Frequency Flexible Low Production Cost Well-segmented Audience Low Attention Getting Clutter Audio Only Well-segmented Audience Low Production Cost Flexible High Frequency Low Cost Local Coverage Radio Pros and Cons © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin AdvantagesDisadvantages

52 Visual Only Long Lead Time for Ad Placement Lack of Flexibility Segmentation Potential Quality Reproduction High Information Content Longevity Multiple Readers Visual Only Long Lead Time for Ad Placement Multiple Readers Longevity High Information Content Quality Reproduction Segmentation Potential Magazine Pros and Cons © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin AdvantagesDisadvantages

53 Clutter Poor Reproduction Quality Short Life Low Attention Getting High Coverage Low Cost Short Lead Time for Placing Ads Ads Can Be Placed in Interest Sections Timely (Current Ads) Reader Controls Exposure Can Be Used for Coupons Selective Reader Exposure Poor Reproduction Quality Low Attention Getting Clutter Short Life Can Be Used for Coupons Reader Controls Exposure Timely (Current Ads) Ads Can Be Placed in Interest Sections Short Lead Time for Placing Ads Low Cost High Coverage Newspaper Pros and Cons © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin AdvantagesDisadvantages

54 Short Ads Local Restrictions Sort Exposure Time Poor Image Location Specific High Repetition Easily Noticed Poor Image Short Ads Sort Exposure Time Easily Noticed High Repetition Location Specific Outdoor Pros and Cons © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin AdvantagesDisadvantages

55 Poor Image (Junk Mail) High Cost Per Contact Clutter High Selectivity Reader Controls Exposure High Information Content Repeat Exposure Opportunities Poor Image (Junk Mail) High Cost Per Contact Repeat Exposure Opportunities High Information Content Reader Controls Exposure High Selectivity Direct Mail Pros and Cons © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin AdvantagesDisadvantages

56 Websnarl (Crowded Access) Few Valid Measurement Techniques Limited Creative Capabilities Technology Limitations Limited Reach User Selects Product Information User Attention and Involvement Interactive Relationship Direct Selling Potential Flexible Message Platform Few Valid Measurement Techniques Technology Limitations Websnarl (Crowded Access) Limited Creative Capabilities Flexible Message Platform Direct Selling Potential Interactive Relationship User Attention and Involvement User Selects Product Information Internet Pros and Cons © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin AdvantagesDisadvantages

57 Alternative Media Nonmeasured Media Nontraditional Media Alternative Media Nonmeasured Media Support Media © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Support Media Are Also Referred to As:

58 The Role of Support Media © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin To reach those people in the target audience that primary media (TV, print, etc.) may not have reached and to reinforce, or support their messages.

59 Outdoor Advertising Aerial Advertising Mobile Billboards In-store Media Promotional Products Yellow Pages Promotional Products In-store Media Mobile Billboards Aerial Advertising Outdoor Advertising Examples of Support Media © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Other Media Support Media

60 A Creative Approach to Support Media © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

61 Buildings Become Billboards © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +

62 Many Marketers Find Aerial Ads Effective © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

63 Trucks Become Billboards on Wheels © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +

64 Gasoline Pumps Wall Drawings Wall Drawings Car Top Signs Car Top Signs Ski Lift Poles Ski Lift Poles Trash Cans Trash Cans ATM Displays ATM Displays Parking Meters Parking Meters Sidewalk Signs Sidewalk Signs Parking Meters Parking Meters ATM Displays ATM Displays Trash Cans Trash Cans Ski Lift Poles Ski Lift Poles Car Top Signs Car Top Signs Wall Drawings Wall Drawings Other Miscellaneous Outdoor Media © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Media Options Media Options

65 Promotional Products Marketing © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin A medium of advertising, sales promotion, and motivational communications employing imprinted, useful, or decorative products called advertising specialties, a subset of promotional products.

66 “Got Milk” Promotional Products © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +

67 Saturation Poor Image Lead Time Selectivity Flexibility Frequency Economy Goodwill Augmentation Saturation Poor Image Augmentation Goodwill Economy Frequency Flexibility Selectivity Promotional Products Pros & Cons © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin AdvantagesDisadvantages

68 Advertising in Movie Theaters © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Cost (Maybe) Irritation High Exposure Audience Mood Cost (Maybe) Good Recall Lack of Clutter Proximity AdvantagesDisadvantages Irritation High Exposure Audience Mood Cost (Maybe) Good Recall Lack of Clutter Proximity

69 Product Placements © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Including the product or service, an advertisement for the same or mentioning its name in a movie or TV show. May also take place in other media such as videogames, books, etc. Including the product or service, an advertisement for the same or mentioning its name in a movie or TV show. May also take place in other media such as videogames, books, etc.

70 Product Placements in Movies & TV © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Time of Exposure Lack of Control High Absolute Cost Limited Appeal Public Reactions High Exposure High Frequency Media Support Source Association Economy High Recall Bypass Regulations Competition AdvantagesDisadvantages Viewer Acceptance Negative Placements Time of Exposure Lack of Control High Absolute Cost Limited Appeal Public Reactions High Exposure High Frequency Media Support Source Association Economy High Recall Bypass Regulations Competition Viewer Acceptance

71 Magazines Catalogs Videos Catalogs Magazines Types of In-flight Advertising © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Radio

72 In-Flight Advertising © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Limited Availability of Medium High Potential for Irritation Potential for Rapid Wear out Lack of Audience Attention A Desirable Audience A Captured Audience Low Relative Cost Segmentation Possibilities AdvantagesDisadvantages Limited Availability of Medium High Potential for Irritation Lack of Audience Attention A Desirable Audience A Captured Audience Low Relative Cost Segmentation Possibilities


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