Media Planning and Buying, Creativity side

of Advertising and Copywriting

Media Planning Basics

Advertising budgets are shifting Media fragmentation Media Explosion Media uses

Key players

Media plans Planning roles Media functions In-house Out-house Specialized agencies

Information Service

Client information Market Research Competitive advertising Media usage profiles Media coverage area Consumer Information

The Media Plan

Media plan Goal Target Audience and Media Use The Aperture concept

Measured Media Objectives

Goal Reach Frequency Effective frequency Media efficiency and waste

Media Mix Selection

Media strengths Gross Rating Points (GRPs) Targeted Rating Points (TRPs) Cross Media Integration Media Strategy

Target Audience The Media used Time frame Duration Size

Media Objectives

High reach strategy (Reminders, easy to understand product)

Low frequency strategy (Well known brands, simple messages)

High Frequency strategy (Complex product, build excitement, counter

competition)

Media Targeting Strategies Geographical strategies

Category Development Index Brand Development Index

Media Mix Strategies

Media weighting Size, Length and position Media Optimization Modeling Scheduling strategies

When to advertise? How long? How often? Flighting strategy Pulsing strategy

Cost Efficiency

CPM = cost of message unit/gross impressions x 1,000

CPP = = cost of message unit/program or issue rating

Media budgeting IMC and Contact point planning

Media Buying Basics

Provide inside information to media planners Select specific media vehicles Negotiate and contract for time and space Bargain for preferred positions Secure extra support/value-added media services Monitor media choices during and after the campaign Handle billing and payment Ensure make goods Perform post-campaign evaluation

The Dynamic Media Landscape

Unbundling Media planning and buying Online Media Buying New forms of Media research

The Creative side and Message strategy

The art and science of advertising The role of creativity Creative Strategy

Creative (Novel, Original, Different and unexpected) Strategic (meets advertising objectives)

What the ads says? How it is said?

Key Points in a Creative Brief Problem that can be solved by communication. Target audience and key insights into their attitudes and

behavior. Brand position and other branding decisions, such as

personality and image. Communication objectives that specify the desired response to

the message by the target audience. Proposition or selling idea that will motivate the target to

respond. Media considerations about where and when the message

should be delivered. Creative direction that provides suggestions on how to

stimulate the desired consumer response. These aren’t creative ideas but may touch on such execution or stylistic direction as the ad’s tone of voice.

The Road crew creative brief

Why are we advertising at all? What is the advertising trying to do? What are their current attitudes and

perceptions? What is the main promise we want to

communicate? What is the key moment that we tie to? What tone of voice should we use?

Message objectives

See/hear Feel Think/learn Believe Connect Act

Creative Strategy Approaches

Head and Heart Hard sell and soft sell Frazer’s Six Creative Strategies

Generic, Preemptive, Unique Selling Proposition, Brand Image, Positioning, Resonance, and Affective

Taylor’s Six Segment Strategies

Strategic formats and formulas

Lectures Dramas Selling Strategies Rational-Customer focused strategies Message formulas Matching messages to objectives

Selling strategies Premise, appeal, feature, claim and support

Rational customer-focused strategies Benefit, Promise, Reasoning and USP

Message Formulas Straightforward, Demonstrations, Comparisons, Problem

solutions, Slice of life, Humor, Spokesperson and teasers Matching Message to Objectives

Get attention, create interest, Resonate, Create believability and are remembered

The creative leap

Divergent Thinking out side the box Taking creative risks See the problem in novel and unexpected way Characteristics of Creative People

Assertive, self-sufficient, persistent, self-disciplined.

Creative motives Problem solving, Ability to visualize, Openness to new

experience and conceptual thinking

The Creative Process

How to get an idea:

1. Immersion—read, research, learn about problem.

2. Ideation—look at the problem from every angle; generate as many ideas as possible.

3. Brainfog—you may hit a wall and want to quit.

4. Incubation—let your subconscious work on it.

5. Illumination—the idea often comes when you’re relaxed and doing something else.

6. Evaluation—Does it work? Is it on strategy?

How to Create Original Ideas What If? An unexpected association

Free association Dramatize the obvious Catchy phrasing An unexpected twist A play on words Analogy and metaphor Familiar and strange A twisted cliché Twist the obvious To prevent unoriginal ideas, avoid “the look-alike” and the tasteless.

Extension: An Idea with Legs A strong “Big Idea” be an umbrella for a variety of executions.

Adaptation: Taking an Idea Global Standardizing the campaign across multiple markets only works if the strategy and

objectives are the same. Creative executions may be customized due to cultural differences.

Evaluation: The Go/No Go Decision Is it on strategy? Structural analysis:

The power of the narrative The strength of the product claim How well the two are integrated

Copy Testing A formal method to evaluate effectiveness. Vampire creativity — so creative the product may not be remembered.

Copy Writing

Write Effective Copy Be succinct Be single-minded Be specific Get personal Keep a single focus Be conversational Be original Use variety Use imaginative description

Advertising writing style Tone of voice, Grammar, Adese

Two categories of copy Display copy, Body copy

How to write headlines Attract only prospects Work with the visual to stop and grab readers’ attention Identify product and brand; start the sale Lead readers into body copy

Two categories of headlines Straightforward and informative Draw reader in , Build brand image

How to write other display copy Captions, Subheads, Taglines and slogans

Techniques for Creating Slogans Direct Address: “Have it your way; “Think small.” A startling or unexpected phrase: the NYNEX campaign used,

“If it’s out there, it’s in here,” which is an example of a twist on a common phrase that makes it unexpected.

Rhyme, rhythm, alliteration: uses repetition of sounds, as in the Wall Street Journal’s slogan–“The daily dairy of the American Dream.”

Parallel construction: uses repetition of the structure of a sentence or phrase; Morton Salt’s “When it rains, it pours.”

Cue for the product: Folgers’ “Good to the last drop;” John Deere’s “Nothing runs like a Deere,” Wheaties’ “Breakfast of Champions”

Music: “In the valley of the Jolly, ho-ho-ho, Green Giant.” Combination (rhyme, rhythm, parallel): “It’s your land, lend a

hand,” is the slogan for Take Pride in America.

How to Write Body Copy

Body copy Writing styles Lead paragraph Closing back paragraph

Print Media Requirement Newspapers

Less intrusive medium Ads more straightforward and informative

Magazines Better ad production More informative, longer copy

Directories Focus on service or store personality Little space for explanation; keep it simple

Posters and outdoor advertising Creative concept marries words and visual

Product literature Detailed copy about a product, company, or event more

informative with longer copy

Radio Copywriting

Voice Music Sound effects

TV Copywriting

Video Audio Other TV tools Talent

Scripts, Storyboards, Photoboards

Script The written version of the commercial Prepared by the copywriter

Storyboard The visual plan or layout of the commercial Prepared by the art director

Photoboard Uses photos instead of art for images

Web Writing Basics Banners Ad

Offering a deal like a discount or a freebie Using an involvement device like a

challenge or contest Changing the offer frequently, even daily Keeping the writing succinct for surfers

short attention Focusing surfers’ attention by asking

questions or offering knowledge they can use Use the ad to solicit information and opinions

Thank You