AdPrin - Concept of Advertising

8/3/2019 AdPrin - Concept of Advertising

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The Concept of AdvertisingPart 1

Advertising Principles and Ethics


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Food for thought:

Its not CREATIVE

if it does not SELL.


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What is an ADVERTISEMENT?

A specific message constructed /designed for advertising purposes


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What is ADVERTISING?

Communication designed to inform,persuade, promote, motivate people

on behalf of a brand or a social cause.


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FORMS of ADVERTISING

PSA (Public Service Announcement) push for thecommon good of society; pro bono

ex. Dont drink and drive

Cause Advertising advertises to raise funds for a

cause; usually affiliated to an organizationex. Piso para sa Pasig ABS CBN

Corporate or Institutional Advertising


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FORMS of ADVERTISING

Commercial Advertising promotes brands and commodities

B2B (business to business) - supplier to supplier advertising

ex. ChemLab to Unilab

B2C (business to consumer) -

supplier to retail channel advertising

ex. URC to S&R Philippines Retail Advertising -

supplier to consumer; has own retail channel

ex. SM Department Store to you


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Who is the ADVERTISER?

Individual or organization who owns a product /

service / brand / idea and expresses intent to

promote in order to generate income

>> You, on the other hand, are called an AD PERSON


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Who is the AD AGENCY?

A business that provides clients with creative andmarketing services related to planning, creating,

producing and placing advertisements.


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Types of Ad Agency

Full Service Agency

Creative Boutique

Media Placement

Publicity

Production

Events

Management

Research


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What is an Ad Campaign?

A series of coordinated ads based ona single BIG IDEA , and each ad can

stand on its own.


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The Concept of Advertising

Part 2Advertising Principles and Ethics


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The Ad Agency Structure

Account Planner Creative Director

Account Mgr

FA

CEO

Media Dir

Media Mgr

GA Copy

Art Team Production Team


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The Project ProcessOverview

Strategy

Ideas

Design

Production

Implementation


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OVERVIEW From Client to Ad Agency

Orientation / briefing of client to agency; details to come from client

Address the following:

Client goals / objectives What does client want to achieve?

Project goals / objectives What do you want your advertising to achieve?

Role of the project in the Marketing Mix What should advertising do to the mix?

Target Market Who are you talking to?

Competition Who is your threat?

Budget How much can you spend?

Timeframe How much time do you have?

Overview


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The Product Brand Essence / USP / Benefits

Packaging

Price / Distribution

Target Market

Demographics

Psychographics

Consumer Behavior / Needs /Wants / Demands /

Cultural Influences

Maslow Hierarchy of Needs how much do they need the product?

Do your own Ad Research:


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Maslow Hierarchy of Needs

Self-Actualization

Esteem Needs

Social Needs

Safety Needs

Physiological Needs


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STRATEGY From Accounts to Creative

Drafting the Creative Brief (strategy plan/ advertising plan)

A creative brief is the STRATEGY MAP of the clients preparatory mission

to understand the brand

to know the objectives for advertising

set the context

lay the strategic plan for implementation

>> The Creative Brief is discussed with the accounts manager, the creative

director, the art director and the copywriter.

Strategy


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What goes into the CB?

Project title

Creative challenge / Project goal what is the goal of advertising

the product?

Target audience based on client or identify your own

Brand essence / USP (Unique Selling Proposition) / Benefits

Creative Strategy What will be the story?

Communication Strategy how will you tell the story? (tone/ style)

Media Strategy how will your story reach your audience?


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Creative challenges/Project goals

Introduce or launch a new/improved/reformulated

product, service, brand, new packaging

Re/Position

Create awareness, generate interest Promote, sell

Persuade to shift minds, preferences, behavior

Sustain presence

Boost brand / branding


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USP (or best feature) / Benefit

Take it from the brand nameCream All: The queen of all cream

Physical appearance

Mini Cooper: Fits anywhere

PackagingHunts: Easy Open Can

Taste/Flavor

Jollibee: Langhap Sarap

HeritageBPI: Serving you for 150 years

Price

Coke Sakto: P5 lang


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How product is usedOreo: Twisk Lick Dunk

Competition

Im a MAC, Im a PC

How product is made

Mega Sardines: Caught and canned on the same day

Ingredients

Del Monte Tomato Ketchup: with Omega 3

Time of use

Clusivol: Sa panahon ngayon, bawal magkasakit Personality

Greencross Alcohol Ang germs hindi bine-baby



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AttitudeNike. Just do it.

Existing Ads

Nido: Ang pinipili ng mapipiling ina

ConsumerFlintstones: Kids love it, Moms trust it

Owner/ Staff

Belo Cosmeceuticals: By Belo

Character

Energizer bunny: Keeps going and going

Outlet / Store

The Generics Pharmacy: Aircon



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Creative Strategy - Types of Strategies

Before and After

Before only

After only

Advice / KnowledgeEmpathy

Demonstration

TestimonialHeritage

Owner or Staff

Product Positioning /Repositioning

Competitive

ChallengeNegative to Positive

Logic

Price

Honesty


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Internal (the company / product / service / idea)

Strength/s salient points of the company / brand

Weakness/es pitfalls of the company / brand

External (the marketplace)

Opportunity/ies how will your advertising expand the

brand?

Threat / s what can possibly hinder the success of

your advertising?

Creative Strategy - SWOT ANALYSIS


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Demonstration

Endorsement / Testimonials

Declarations

Slice of Life

Meta-Advertising

Pop Culture / Fantasy

Misdirection

Images / Lifestyle

Adventures / Escape

Benefits / Differentiation

Recognition

Creative Strategy AD CATEGORIES


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Communication Strategy Tone / Style

Humor

Satire

Parody

Irony

Passion

Lust

Desire

TriumphRespect

Value

Pathos

Fear

Shock

Association


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Media Strategy - Types of Trad Media

Print Media

ATL

BTLElectronic Media

Broadcast Radio / TV

WebMobile

Digital Interactive

POP / POS

OOHTransit

Outdoor

AmbientGuerilla

Direct Mail


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Media Strategy - Types of Non-trad Media

Logo on sidewalks

Wild postings

Coffeecup sleevesMetro Cards

Car stickers

Taxi ads (inside)Corporate giveaways

Novelty items

Sponsorships

Grocery cartsBlimps

Bathroom stalls

Displays / standeesFloor stickers


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IDEAS Between Artists andWriters

Creating concepts based on the creative, communication

and media strategy

Discuss what goes into the ad: Core Concept or the BIG IDEA

USP

Functional / emotional benefit / supports (hidden truths)

positioning

Copy

Visuals

Effects / Execution

Ideas


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Generate Big Ideas

Analogy / Metaphor

Interpretation

2-in-1

Executional

Product is God

Trends

Obsessions

Exaggerations

Proposition or

Product Personified

Spoof

Borrowed Interest

Social Commentary

Anti-Something

Topical / Relevant


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DESIGNBetween Artists andWriters

Thumbnail sketches

Rough Compres (roughs)

Comprehensives (Comps

Photo Compre (PreF

inal)

>> design includes the execution of the ad material

(in terms of printing, installation / timing / scope /

etc.)

Design


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PRODUCTION Producers and Talents

Execution and Finalization of design

>> color correction / preparing for print-ready material

Production of material for broadcast

>> recording / video and editing

Implementation of design solutions

>> choice of material / physical set-up / execution of ideas

Production


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Media Suppliers

Art Studios Dentsu Indio

Web Designers Team Manila

Printers Wild Format

Film / Video House - ProVill

Radio / Sound Production Sound Media

Research Companies - Nielsen

Events Wishcraft


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IMPLEMENTATION From Media then out

Deployment of design to various media / suppliers

>> in other words: the dirty work

Implementation


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Media Channels

Print Daily Broads / Glossy Magazines

Broadcast TV / Radio stations / Cinemas

Web Web Host / Service Providers

Web ads / email blast

OOH Billboards / Transit ads

Publicity / Events

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AdPrin - Concept of Advertising

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