Mkt 121 Advertising ManagementProfessor: Albert Cuadrante

I. Introduction

Creative ads work and are memorable, but effective ads make you want to buy the product

Marketingo Creating preference for a product or service by building

a relationship with your target consumers1. Creating preferences - in marketing, we sell brands,

not products or services.2. Relationship – it is more difficult to ask for money

from people we don’t have relationships with. Otherwise, there will be an elimination of choices. Marketers want you to think of their brand when you need something. Price is not always the rationale for buying something.

Advertisingo E = I (Advertising is an expression to create an

impression) 1477 – First print ad (English print ad advertised in Church prayer

books) “Advertising” - first introduced in the English language in 1655 and

meant “to sell” Difference between the product and a brand

o Product – the thing you sello Brand – identity of your product or service. It is

important to brand because we need to distinguish our brand and because we need to establish a relationship with consumers.

Brand equityo What your brand stands for in the mind and hearts of

your target consumers o This is what people pay for.

Types of advertisingo Brand advertising (thematic advertising) – ads focused on

enhancing and strengthening brand equity. (ex. Commercials)

o Retail advertising – focuses on ads that sell the brand at the point of sale. (ex. Posters you see upon entering a Nike store)

o Political advertising – pushes for a propaganda, platform or campaign of individuals or groups of people.

o Direct advertising – ads designed to stimulate sale via a replied mechanism. You can reply to direct advertising. (ex. Direct mail and telemarketing)

o Business-to-business advertising (B2B) – targeted consumers are professionals

o Corporate advertising – ads designed to establish and strengthen corporate identity (ex. Nestle’s 100 years ad)

o Advocacy advertising – public service ads that are usually done for free for a good cause (ex. DOH’s dengue season ads)

o Directory – designed to let you know where you can avail of the product or service (ex. Yellow pages, 500 km to the nearest Jollibee store)

5 key players in the advertising industryo Client / advertisero Creative agency – advertising agency that develops the

advertisingo Media agency – in charge of placing the advertising that

was created by the creative agencyo Production agency – produces and executes the ad into

TV, radio or print ado Freelance producers – not connected to any agency

Consumer understanding concept development copy strategy advertising brief advertising development media

Types of consumers (not always exclusive)o Decision maker – typically has the money / purchasing

power. This person does not always have the final say.1. Categories:

a. High-involvement products – expensive products (ex. Insurance, real estate)

b. Medical or health-related products – technical terms are used

c. Telecommunications – (ex. Diapers)o Purchaser – household products, dishwashing liquid,

impulse purchases like chocolateo User – personal products (ex. Snacks, personal care

products, fashion and clothing, beauty products) Target market

o Group of people who are most likely to respond favorably to your brand’s benefit

1. Make people open up their minds and make them consider the product in the future

2. Marketing does not create a need, but makes the consumer aware of a need that he did not know about beforehand

Difference between a trend and a fado Trends last longer while fads fizzle outo Make sure that our product is more a trend than a fado Weed out products that have a short lifeo How to spot trends vs. fads

1. Will the product/service fit basic lifestyle changes? (ex. The increasing number of women in the workforce, the increasing vanity of men, health-conscious)

2. Are your products able to deliver an immediate benefit? (If your product or service takes a little more time for the consumer to appreciate, then they tend to be fads) (ex. Olay’s promise of 7 day anti-aging)

3. Can your product be personalized? (The more a product can be customized, the longer the product’s life is)

4. Is your product or service a trend or just a side effect of the trend? (ex. Mobile communication is a trend, and cellphones are the side effect of the trend) (If something has been there for more than five years, then it is a trend.)

5. Do other developments support this product or service benefit? (ex. Miniaturization can become a trend, but it goes up and down)

6. Who has adapted to the change? Who are the trendsetters?

Perceptiono Perception is a process by which we receive information

through our senses and assign meaning to themo Perception is realityo It is very expensive to undo perception.o Three types we create perception:

1. Selective exposure – when we subject ourselves to only things that are pleasing to us.

2. Selective distortion – when we interpret information in a way that is consistent with our own opinion or experience.

3. Selective retention – when we save information for future reference. This information may not be relevant to you now, but you are interested in it for later.

o What can distort perception?1. Family2. Society3. Reference groups – group of people we use as role

models for behavior for particular situations4. Culture – tangible and intangible things that define a

people (ex. Customs, traditions) Decision process

o Need recognition – advertising makes you aware of a needo Information research – advertising makes you aware of

the options that you have

o Evaluate and comparison – advertising allows us to make a decision on the options that were available

o Outlet selection – advertising can direct us to where we can avail of the product or service

o Actual purchase – advertising influences your decision at point of purchase

o Post-purchase evaluation – make up your mind and see if you want to do this again. Advertising affirms this decision to make a repurchase or make you switch next time.

Concept

II. Group assignment Think of a product that does not yet exist in the Philippine market

o Brand it yourselfo Realistic o 3 products that are not here yet. Mark with an asterisk

which one is your first choice.o Go through the toothpaste exercise with the target market

and attach to the papero Interview at least 30 people

III. The Persuaders Consumers are like roaches because they develop immunity to

advertising Once a culture becomes advertising friendly, it ceases to be a

culture at all Adidas advertisement You cannot walk down a street without seeing advertisement Over the last 20 years, New York has become an advertisement

city Even the subway tunnel is an advertisement backdrop The more messages advertisers create, the more messages they

have to create to reach us (causing clutter, which causes more clutter)

The moment they stop advertising, they fade from memory Advertising wants to become the atmosphere, not just suffuse the

atmosphere The Persuasion Industry – where will the advertising arms race

lead? Song – new airline that is a subsidiary of Delta airlines. Their way

of persuading us that they can compete with hip, low-cost airlines like Jet Blue

o It’s not enough to launch a new airline. They had to invent a culture of flying

o Started with focus group – capture idea of travelo Airlines ignored a target group: women (name: Carrie)o Goal: forge a real connection with women

o Andy Spade – co-creator of Kate Spade (a brand that caters to people like Carrie)

o Take an idea and make it something biggero Downplay the airline’s new features in order to highlight

its soulo Communication drives commerce o What differentiates something – creating something that

communicates to people on anything other than the logical level

o Should the pitch be aimed at the head or the heart?o We no longer believe that one product is better, brighter,

cleaner than the othero New approach to marketing – not just what the product

did, but what the product means (ex. Nike, Starbucks)o Pseudo-spiritual marketing (ex. Nike is about

transcendence through sports)o Brands can forge emotional or spiritual bonds with

consumerso Create and maintain a whole meaning system. Be a

community.o Find out why people join cults and apply this to brandso Because: People need to belong and they want to make

meaning. We need to make what the world is about and we need to be with others

o Meaning system – can be based on all-time values of the community

o Emotional branding – fill the empty places where non commercial institutions could have once done the job

o Brands are an invitation to a lifestyle and communityo More spiritual trend in advertising put pressure on the

advertising agencieso Publicists, Interpublic, WPP, Adcon (?)o There is fear in the advertising agencies

Feel a world through your five senses that can create loyalty beyond reason – that is where premium profits lie

Love Marks – a brand that has created loyalty beyond reason, where it is recognized immediately as having some kind of iconic place in your heart

Tide is not just a laundry detergent. It is a liberator. Move it from a detergent to the heart of the family

For Song, there is a spirit that cannot be copied. Song is not an airline. It is a culture.

Can consumers see through the brand experience and go to the thing that the product is?

I know I’m wasting half my ad dollars, but I don’t know which half. What works? Where does it work?

TV audiences are watching fewer ads, and people watch online (without ads)

If the audience is skipping commercials to get to the program, then ads should be part of the program

Madison+Vine – integration between advertising and programs that begins even before the show is conceptualized

It’s not product placement. It’s the seamless integration of product and narration (lie)

Advertising as a piece of entertainment that people will not only tolerate; they will look for

Webisodes – AmEx starring Jerry Seinfeld (prompts people to sign up for AmEx)

Tie-ups between people and ads – to reach wider audiences (ex. Victoria’s secret and Bob Dylan)

Market research – Consumers are driven by unconscious needs and impulses

o Unconscious associations with everything we buy (mental connection with every word in an advertisement)

o Why do people do what they do? (ex. Past reason, through emotion to the primal core where all purchase reasons rely)

o Reptilian hot buttons – what prompts us to act (not intellectually)

People who want to do well do not necessarily get the best results. Marketers should understand the real need of the customers. Give them what they want.

It’s not what you want to tell the public. It’s what they want to hear.

HEED THE PUBLIC WELL. Know how to listen. What words will best sell an issue? 80% of our life is emotion and 20% is intellect. Narrow-casting – reaching out to voters on a one-to-one basis Life stage segments – how Acxiom divides the consumer base Understand more about consumers People are focused on their own needs and desires As long as we are thinking about ourselves, we are better

consumers Consumers are always the focus of attention The persuaders listen to us when others won’t. They make us feel

powerful. How does the problem of clutter become solved? Marketers find a

way deep inside us so it doesn’t’ feel like clutter anymore. We’re all persuaders

Reduce the person to persuade himself. That is the secret to all persuasion.

Marketing is about understanding which translates to choosing proper communication (visuals, words and people that you use)

IV. In Search for the Illusive Insight -- talk of Tats Caluag-Cruz, Senior Executive Officer of Publicis JimenezBasic (#1 Advertising Corporation in the Philippines)

A new communication landscape has emergedo Old school marketing – talk to consumers and bombard

them with information about your brando Today’s new reality – main objective is to your

communication to strike conversations among consumers so they talk about your brand

They don’t want an insight into your mind, thrilling as it might be. They want an insight from their own mind.

o You don’t just tell the consumers about your product. You make it important to them.

Finding the insight is important because it makes you understand people around you

o This is the way we can make our product relevant to the consumer. Make the product enter their lives.

Everything that makes the world go round is grounded on strong insights.

The best advertising campaigns are grounded on strong insights.o An insight is a launch pad and can turn a reaction from

your consumer into an action (purchase) What is an insight? What is not an insight? (Difference between

insight and observation)o An observation is the action or process of looking closely

and carefully in order to gain information. We observe through market research, immersion, FGDs and the like. These are insight generation activities that lead to insights.

o Insight originated from “inner” and “sight”. It should have a deeper viewpoint than what is just obviously seen or observed. Insights are motivators that usually enlighten and provide Eureka moments. The search for insight is a never-ending process.

o Insights are understandings about human nature, culture, products, etc. that bring products to life. They are the underlying human truths that explain the behavior of people in relation to brands.

o Focus on your strongest insight and don’t give many. How do we find insights and use them?

o Every category has a consumer conversation about it. The conversation revolves around a product.

o The breakout brands have had the biggest insights and have had the most talked-about conversations.

o Successful brands inject an idea into the culture that is based on an insight that is worth talking about. This changes the expectations for the entire category.

Where do we search for these insights?o Market – how I buy (traditional consumer insight)o Trends - What influences my choice

o Social structure – how I engage in societyo Culture - what are the things I do subconsciouslyo Human psychology – how I think about life—joy, sorrow,

aspiration Insights can come from any place.

o Category (business offering)o Brand (business offering)o Culture – where your product is marketed (human need)o Consumer (human need)

Your insight should always be grounded in the brand and the consumer.

Discuss getting insights:o Category

1. The characteristics and messaging of the category?2. What are they offering?

o Brand1. Image, spirit, truth and views of brand/Product?2. What it really stands for/core quality?

o Culture1. What are the macro cultural and societal trends?2. How the world is affecting us, influencing us and

changing us?o Consumer

1. The needs, wants and behavior (in relation to the category)?

2. What are they getting and not getting from the category?

Some tips in insight writingo Insights can come from any place—category, brand,

culture and consumer. But it should reign true however way you dissect it.

o An insight may be good but the way you write it makes it even better. The language, choice of words, the tension…makes a huge difference.

o An insight should be simple and easy to understand. If it becomes too complicated to put down in words, it may not be real.

o Insights should be inspiring, as they inspire the creative work. Lack of inspiration leads to uninspiring advertising.

o Insights should be able to move people. If they do not, they are just mere observations. They are meaningless.

V. Insights

Goal: get the ad to make the customer pay attention Insights – the unarticulated truths behind the purchase behavior

of consumers

o Product insights – habit or product focused (functionality of the product/service; the way people use products; may include attitudes borne out of previous experience with the product’s functional benefits). How will we get product insights?

1. What is the accepted standard of excellence? (ex. Whitens like bleach; deodorants protecting male athletes from sweat)

2. When do products fail? (ex. Overnight dryness is important for diapers; a coal miner calling with Globe from the core of the earth)

3. Is the way the product works different from the way consumers think it works?

o People insights – more emotional or situational. Allows us to go beyond what consumers do or believe. Goes deeper than what we hear or see.

1. How does your product improve peoples’ lives? (ex. Ariel taking time away from doing laundry so the housewife can spend time with her family)

2. What is the most important moment for which the product is used and why is it important? (ex. Feminine napkins; deodorants)

3. Who will notice? (ex. there is always an appreciating guy in a beauty commercial)

4. Who can I trust or believe to help me solve my problem? (ex. Endorsements by pediatricians for children’s milk)

Laddering – research technique used to gain a deeper understanding of consumers’ motivations, attitudes and desires behind their product preference. This usually results in a progression of needs from functional to emotional.

Advertising that does not seem interesting probably does not have a good insight

Maslow’s Hierarchy of Needs – brands need to satisfy the base needs before going to higher need levels

o Physical survival needs – water, food, sleep, sexo Need for safety and security – physical safety, economic

security, cleanliness, comforto Social needs / belonging – acceptance, group

membership, love and affectiono Need for self esteem – important projects, recognition of

strength, prestige and statuso Need for self actualization – luxury goods; challenging

projects, opportunities for innovation and creativity, learning at a higher level

VI. Concept

Concept is the promise that a brand makes to resolve an unmet need or a consumer frustration; the reason why it will be able to satisfy that need or frustration and other elements that may affect the product or service perception

We need a concept because people need to understand what your product is all about.

What to remember when writing a concept:o The concept is written to target consumers as the

audience; therefore, you should write it in consumer language (not conversational = not consumer language)

o Everything you write in a concept should be executable in a 30 second ad. The concept should be able to be read in 30 seconds.

Parts of a concept:o Accepted consumer beliefo Benefit statemento Reason to believeo Headline

Elements of a strong concept: REPTILEo Relevant benefito Elimination of a negativeo Product superiorityo Trend growtho Identified competitive advantage – know how your

product is better or differento Loved brand o Excellent value – people should be convinced that your

product is worth it Parts of a concept

o Accepted consumer belief (ACB) – statement in the concept that expresses the target consumer’s frustration of an unmet need. It can also contain your insight. Main role: create empathy from your target consumers. It also allows you to set up your benefit statement. 3 types of ACBs:

1. ACB about existing belief or perception – ex. Eating too much sweets can cause tooth decay

2. Statements that set up a problem or describe a paradox – ex. Healthy chips often taste bad; chewing gum can prevent tooth decay; strong on germs, mild on hands

3. Statements which establish competitive positioning – ex. Downloading via dial-up is slow

o Benefit statement – the product or service’s promise. Answers the consumer question “what’s in it for me?” This is what your product wants to stand for. Two types of benefit statements:

1. Product benefit – describes the benefit in objective or functional terms. Focuses on how the product works.

2. People benefit – it describes the promise in more subjective terms and uses emotional or non-functional benefits of the product. Answers the question “what is the benefit of the benefit?” People benefits should always be based on the product’s functional benefit. This is because the people benefit is a result of how you use the product.

Guidelines in writing an ACB:o Use consumer languageo Focus on one problem / frustration at a time (be single-

minded)1. Be realistic – do not set up a problem you cannot

solve2. Try not to say anything nice about your competitor –

ex. “Sa ibang leading brand”o Make sure your benefit is relevant and distinctive (ex.

Solar flashlight)o Whenever you can claim superiority, claim it.

Reason to believe (RTB) – the part of the concept that lends credibility to your benefit. Answers the question “why should I believe you?” This helps address consumer skepticism. It’s not always necessary to have an RTB. You only put an RTB when you need to prove. If you do not have one, do not invent one. 3 types of RTB:Product feature or ingredient

Endorsement Distinct product action

o Quality of the ingredient

o Product aesthetics

o Lack or absence of ingredient

o Unique ingredients

o Unique feature

o Professional endorsement

o Celebrity endorsement

o Testimonials (ordinary people)

o Technical performance (ex. Colgate on a shell)

o Visual demoo Torture test

Guidelines in writing RTBo Use consumer languageo Make sure that your RTB tightly supports the benefito Check the logic of consumerso Do not be too technical (be creative with technical terms)

Headline - Expresses the most important idea of a concept (written last)

o Guidelines in writing the headline:1. Use consumer language2. Headline should be benefit-based (one sentence

only) – focused and single minded3. Make it the last thing you write because it

summarizes the product Concept writing guidelines

o Put only in concept what you can realistically translate to advertising

o Use consumer language. Avoid technical jargon.o Target reading comprehension of a Grade 4 studento The concept should be able to be read aloud in 30 seconds

or less.o The brand name should be evident and prominent.o The exact variants and prices should be explicitly stated.o For high involvement products such as food, use a picture

(preferably an actual photo) of the product. Example: Nike

o Nike allows you to be the best that you can beo ACB: in sports or any activity, it is always your goal to win.

You, therefore, choose the equipment and gear that you think will help bring out your best.

o Benefit: Nike shoes and athletic great provide users superior performance in their chosen sport or activity.

o Reason why: because Nike products are used by the world’s best, Nike allows you to be the best that you can be.

The Promise Boardo I promise you ____________ (Benefit)o I promise you will __________ (benefit) o I know that it’s important to you because ___________________

(ACB)o You can believe and trust my promise because _________

(RTB)o Here are the different ways you can experience my

promise: ___________ (variants)o To summarize, I promise ______________o Here is what the experience will cost you: ____________

Choosing your strategy: The three U’s:o Increase Users (non-users)o Increase Usage (current users) (frequency) – brush your

teeth thrice instead of twiceo Increase Uses (current users) – getting you to use the

product in different occasions Types of non-users:

o Non-category or non-subcategory users – people who don’t use that product at all

1. More difficult to convince because they still do not appreciate the value of the product

2. Ex. Detergent bar users (vs. powder use), Landline only users (vs. cellphone users)

o New Market Entrants – about to be ready to use your products

1. May be open to your message because they are starting to have new needs they didn’t have before

2. Ex. Household appliances (newlyweds)o Competitors’ Users

1. May be relatively easier to convince because they are already using competitive products.

Types of users:o Loyal / heavy / regular users

1. The users you must always ensure will continue to patronize you

2. These also represent the “low hanging fruit” userso Occasional users

1. Moderate or low usage / consumption / patronage o your product

2. Low consumption may be due to less need or competitive product usage, including the so-called “variety seekers” or even users who may have concerns about repeating.

o “Loose” user1. Current users that you are nevertheless in danger of

losing2. Risk of loss may be due to a decline in consumption

due to changing needs or encroachment by competitors

Strategy Map / StratMapo A simple yet effective way of thinking through what must

be done to effect the desired change in the target audience’s mindset (and hence, behavior)

Target audience currently does

this

Because they currently think

(Benefit Barrier)

Then they will do this (desired

behavior)

Current Future

Benefit barrier – the thought that prevents the target audience from believing or

accepting your benefit

Insight – opens up the mind of your target audience for the benefit barrier

VII. The Copy Strategy

o The precise articulation of what we want consumers to understand about what our brand stands for. Why the should prefer it over competition. It serves as the basis for developing the brand’s equity advertising. The Copy Strategy is a long-term document and not normally subject to revisions.

o Positioning statement

Concept vs Copy Strategy

Concept Copy strategy Audience is the

consumer Written in consumer

language Objective is to test

relevance and appeal of benefit

Audience is Ad agency Written in business

language Objective is to create

equity advertising

Accepted Consumer Belief

Benefit Reason to believe

Benefit Reason to believe Brand character

ACTION

Existing beliefs and attitudes

(Benefit barrier)

ACTION

“If I can make them believe…”

(incorporate strategic benefit)

Brand charactero Describes the personality, human traits or attitude that

your brand stands for and embodies in its advertising.o It helps your brand establish rapport and be more

relatable to your target market.o Brand character examples:

1. The Miracle of Everyday Life (Immodium)2. Approaches the dishwashing with good optimism

(dishwashing liquid)3. The ultimate expression of love that a Mother can

give (diaper)4. Part of the family tradition (Pillsbury) 5. Mom’s magical helper – what’s hard for others is

child’s play for her (Mr. Clean)6. Energetic and youthful in spirit; fun and easy going

(Rejoice)7. Young, self-confident, sensual woman who openly

enjoys her femininity (sanitary product) In order to be effective, a copy strategy must be precise:

o Expressed in clear and simple business languageo Direct-to-the-pointo Decisive (prioritizes)

Your brand’s strategic benefit, as articulated in the benefit statement, must be distinctive. Note however that the distinctiveness can also come from the Reason Why, Brand Character or actual advertising execution.

Evaluating copy strategies:o Are you committed to execute the benefit in all your ads?

(long-term)o If you have more than one benefit, are they prioritized?o Are there executional elements in your strategy?

1. Don’t specify “Michael Jordan.” Specify “top basketball athletes in the world” so the agency has a choice.

o Does your RTB tightly support the benefit?o Is your brand character specific and clear?o Is it simple and unambiguous so that everyone has a

common understanding and appreciation of the strategy? 10 things to remember when you write a copy strategy:

o Do not have hidden benefits1. Writing a benefit statement with two benefits when

you say oneo Do not have too many benefitso Do not write vague benefitso Avoid the word “best”o Avoid unclear comparative statements

1. “Whitens your teeth better”

o Do not have unprioritized benefits1. If they are equal then use the word “and”

o Avoid vague RTBs1. “Special ingredient for cleaning product”

o Do not have too many RTBs1. Comes across as defensive

o Always have a brand charactero Avoid vague brand characters

1. “Trustworthy”, “happy”, “honest”

VIII. Advertising Brief

Summary of the mutually agreed elements by client and agency in developing the advertising

2 primary functions: o To guide the agencyo To inspire the creative people

10 parts of the ad brief:o Project name

1. Nice title to tag your commercial (does not have to relate to your product)

o Advertising objective1. Generally can be summarized into three:

a. Inform (ex. New product; pharmaceuticals)b. Persuade (ex. Make people switch; telecom

providers)c. Remind (ex. Remind people why they chose

it; Johnson & Johnson)o Target Market

1. Demographicsa. Basic socio-economic information that helps

me try to imagine who the people are2. Psychographics

a. Lifestyle descriptionsb. Behavior descriptions

o Current Mindset1. Lifted from StratMap

o Consumer Insighto Desired Mindseto Copy Strategy

1. Benefit Statement2. RTB3. Brand Character

o Executional considerations1. Things we strive to minimize; best if we have none

(to give the agency creative freedom)2. Things that the agency should have in the ad. What

needs to be there:

a. Price / mechanicsb. Selling linec. Logod. Etc.

o Material required1. TVC (length: 15s, 30s or 60s)2. Radio commercial3. Print4. Etc.

o Budget Importance of ad brief

o Needed to be seen and reflected in the ad

IX. TV Advertising

2 types of TV ads:o Thematic advertising

1. Ads developed to strengthen and push the brand’s core equities (what we will focus on)

o Tactical advertising1. Created to communicate short-term business needs

of the brand (ex. Promotions) 4 elements in creating thematic advertising:

o Advertising idea – the creative transformation of your benefit into an executional idea. The advertising idea will most likely come from the ad agency (this deals with how they take your strategy and make it creative). Also called the creative magnifier.

1. What to remember about the ad idea:a. The advertising idea is not the benefit. It is

not the insight. It is not necessarily the selling line, although good advertising ideas can make good selling lines.

2. Why do we want to have an ad idea?a. Ad ideas give rise to good campaignsb. Ad ideas give the agency a little bit more

room for creativity3. How to know if the ad idea is good:

a. Ad idea must be related to your benefitb. Ad idea should be provocative or interestingc. Ad idea has to be relevantd. Ad idea is preferably distinctive vs.

competition4. Campaign – a series of executions with the same

idea5. Example: Allied Dunbar Financial insurance – allows

you to have peace of mind (BS). Idea: when life is uncertain, you have to face the music.

6. Bounty Paper Towels – let your kid be a kid (idea)

7. Ariel: removes stains without scrubbing (Benefit), Ariel sets you free (idea)

o Drama – the story in advertising. We look at 2 things:1. Dramatic Focus

a. Is the drama or the story centered on the benefit?

b. Can the commercial exist without the brand’s benefit being communicated?

2. Dramatic Effecta. The ability of your commercial to sustain

your viewer’s attentionb. How to achieve dramatic effect?

i. Dramatic intensityii. Surprise ending

iii. Humorc. Drama is most affected by brand character

o Big picture – the way by which your brand tells its story in the visuals. The Big Picture is the visual that most appropriately and recognizably visualizes your benefit.

1. If you see a commercial, ask yourself what you remember the most.

2. What you look for:a. Substance – does the visual you have

communicate your benefit?b. Provocativeness – is the visual distinctive and

recognizable?3. We try to avoid:

a. Unbalanced visuals – dwelling too much on the problem than the benefit

b. Unclear visuals – visual elements that are abstract or too far removed from reality

i. When do we get unclear visuals? Ex. In pharmaceuticals, if they try to explain how the product works

c. Difficult visuals – hard to visualize (ex. Feminine napkins use blue liquid not red)

d. Off-strategy visuals – visuals that are inconsistent with your copy strategy, particularly your brand character

o Selling line – the expression of your benefit using consumer language. Sometimes known as the tagline.

1. What makes a good selling line?a. Substantive – by reading the selling line, you

can derive the benefit.b. Distinctive and memorable, can be used for a

long time2. What do we avoid with selling lines?

a. Selling lines need to be distinctive – cannot have a generic selling lines

X. Storyboards

What to do when the agency is presenting the storyboard:o Understand

1. Understand what the storyboard elements are (what the picture says)

2. Understand the copy / the words3. Understand what the agency is trying to get you to

agree too Evaluation

1. Learn to trust your gut (80% of the time it is correct)a. Your gut is the basic consumer reaction to an

ad, and we are all consumers2. Check if the ad brief is in your storyboard

a. Check for insightb. Check for copy strategy

3. Check for the ad ideaa. Overall – what is the overall reaction to the

storyboard? Gut feel.b. Strategy – check for ad brief. Is the

storyboard on strategy?c. Visuals – is there a big picture? Is the drama

focused?d. Drama – check the focus and effect if it is

consistent with brand character. Check if the ad idea is effectively dramatized

4. Communicate your comments well to the agencya. Communicate your opinion.b. Don’t always try to find a fault if there’s no

fault.c. Don’t comment too much on the executiond. “I’m not sure I’m with you on this board.”e. “Maybe there’s another way of expressing

this story. Maybe there’s another way we can...”

f. “I’ve seen this story before. It might not make our brand stand out.”

XI. 6 General formats of TV commercials

o Demo ad1. Focuses on executing how the product works (in

terms of features, functionality, special instructions)o Product as the Hero ad

1. Glorifies or romanticizes products, especially foodo Vignettes

1. Treatment where you see several episodes driving to a common message. Hair and beauty commercials

show lots of different scenes then cut to the product and then show someone with smooth hair.

o Endorsements and Testimonials1. Endorsers are celebrities/well-known people, while

testimonials are the common usero Day In A Life (DIAL)

1. Commercials where they show a typical day in the life of the target market, dramatizing how the product plays a role in the daily life of the person

o Infomercial (Information Commercial)1. Infomercial is designed to educate and inform the

target consumer about how the product works in the general product category it operates in. Example: dengue prevention

XII. Print Advertising

4 elements of print: ad idea, drama, big picture, selling line General creative principle in print: choose whether you send a

postcard (heavily visually driven) or write a letter (copy-driven and text heavy)

What makes good print ads:o Headline and visual should be integratedo Benefit should either be in the Headline or Visual (or

both)o The Headline should be provocativeo Use simple direct language – avoid clevernesso The visual should be the dominant element in the layout –

unless you don’t have oneo Show the product / brando Bold colors are better than pastelo Keep your layout simple (upper left to lower right)

Violator or Headline Key visual Brando Keep your copy or text as short as possibleo Keep your ad human

XIII. Radio Advertising

Hearing is passive while listening is active. Hearing is indifferent and listening requires attention. Hearing is more auditory and listening involves comprehension. Consumers tend to be hearers than listeners Types of Radio Listenership

o Music1. Usually FM and mostly young adults

o News and Information1. Usually AM and mostly older

o Entertainment

1. Dramas, talk shows, interactive programs, (Top 10 lists, Dear Dr. Love, etc)

2. Predominantly female listenerso Sports

1. Mostly male listeners Advantages of Radio:

o Very targeted – can easily tailor to listener profile (ex. Teens) and time of day (morning, noon or night)

o Speed – easier to produce a radio commercial (1 day); allows you to be more reactive to competitive threats

o Lower cost – average cost of radio commercial is P250,000 to P300,000

o Wider reach – more people own a radio (99%)o Localized versioning / flexibility – can easily do dialect

adso Maximizes Mental Imagery – especially good for

benefits that are hard to visualize (ex. Contraceptives) Disadvantages for Radio

o Attention span is shorter for radio – radio is normally used as ambient noise; so more hearing vs. listening

o No visuals – more challenging to engage the listenero Harder to break out of clutter – due to no visuals and

noise pollutiono Listenership is declining – due to iPods, CDs, internet

radio, etc. Signature sound – the audio device that magnifies the benefit of

the product. It replaces the big picture.

XIV. Digital Marketing: An Overview

Digital landscapeo Asia Pacific accounts for 42% of worldwide internet users

with 21.5% penetration rateo Philippines has 29.7% internet penetrationo Immature internet penetration does not equal immature

digital behavioro Most intensive: Social networking and Messengero Most popular activities: Portals, search and entertainment

Philippine online numberso Highest percentage of internet users: Ages 10-19 and 20-

29o Internet café usage has gone lower, while home internet

has increasedo Top online activities

1. Visiting social networking sites2. Search3. Instant messaging4. Internet portal

5. Visiting public chat rooms6. Email7. Played games online8. Listen to songs on music websites9. Downloaded or uploaded music files online10. Shared/posted something online that you created

o Mobile internet usage is more for social networking and search

o Top Philippine websites:1. Facebook2. Google3. Yahoo4. YouTube5. Blogger6. Wikipedia7. Twitter8. Sulit9. Wordpress10. Tumblr

o Top local sites:1. Sulit.com.ph2. Inquirer.net3. GMA news4. Ebay PH5. ABS-CBN News6. Philstar7. PEP8. Pinoy Exchange9. Cebu Pacific10. Ayosdito.ph

The “New” Target Marketo The rise of the internet and mobile led to the “new

consumer”o Power shifts back to the consumero Characteristics of the new consumer:

1. Tech-savvy2. Multi-taskers3. Opinion-driven4. Selective

o Shrinking attention economy – attention span is getting lower and it is getting harder for marketers to talk to consumers

o The New Currency1. More explanation2. Instantaneous reactions3. Deeper conversations4. Consumer opinions

Getting through to the consumer

o Building experiences with the consumer, with technology as the bridge

o Use content that is:1. Useful2. Relevant3. Entertaining4. Strikes curiosity

o Make it funo Build appropriatelyo Building to shareo Build to reach

In this shrinking attention economy, we need to be more deliberate in how we communicate, in order to deliver results.

The next phase of media is to insinuate themselves into our life streams

Social mediao A type of online media that expedites conversation, which

delivers content and allows readers/viewers/listeners to participate in the creation or development of the content.

Classifications of Digital Mediao Paid – a channel we pay to use (ex. Display ads, paid

search)o Owned – a channel a brand owns (ex. Website, blog,

Twitter account)o Earned – customers are the channel (ex. Word of mouth,

viral buzz, online chatter) Display ads

o Search engine marketing vs. Search marketing optimization

Some takes on group buying:o Consumer is the winnero Good for businesses in:

1. Building awareness / trial2. Drive store traffic3. Free advertising4. Slow moving items5. Opportunity to up sell and cross sell

o Not for building loyalty

XV. Media Fundamentals

Advertisingo Creation of the message you want to communicate

Mediao Selection of the channels of communication

The trend:o Concurrent selection of Advertising and Medium in

creating the message

Update on the Philippine media landscapeo Central Luzon, NCR and Calabarzon are the most

populous region. Calabarzon will have the largest population by 2010, surpassing the NCR.

o The Philippines is largely populated by young adults. Communication to them must be relevant because the adults will be the old (and dead) ones of the future.

o The working segment accounts for 45% of the adult population.

o Key Media Facts:1. Metro Manila has the biggest ownership of media,

but Davao is second.2. Challenge is to come up with new, in-sync ideas

(traditional, internet and mobile) Media Planning Process

Advertiser Media PlannerWHO Target audience Target audience

Consumer contact pointsWHAT Message

Brand characterTranslation to appropriate media vehicles (wholesome vs. sexy)

BUDGET Manage spending within budget (target to save)

AWARENESS Translate awareness into media-specific measures

SALES Measures

Methods of measurementDAY AFTER RECALL

COINCIDENTAL PEOPLE METER

BASIC METHOD In home visits to interview respondent on programs viewed, the day after

In home visits, telephone surveys, or diary usage to get “real time” viewing

Instantaneous measurement using remote deviceMeasures individual viewing

LIMITATIONS Requires recall, which is not totally accurate, not continuous. Gives advantage to well known programs

Difficult to run during primetime, can not read switching accurately; not continuous

Requires household cooperation and compliance

USAGE PSRC-DAR survey covers provincial cities like Baguio,

Radio surveys AGC-Nielsen – Mega Manila (previously

Dagupan, Naga, Legaspi, Bacolod, Iloilo, Cebu, Cagayan de Oro, Zamboanga, Davao, General Santos

Dagupan, Cebu and Davao)

DATA AVAILABILITY AND RESULTS

T.A.R.P.S.o Target Audience Rating Pointso The number of viewers expressed as a percentage of the

total number of the specified viewer group with TVo TARP = number of (target audience) viewers watching the

program or channel x 100% / total number of (target audience) viewers with TV

o Numerator: target viewers with TV sets ON on the program

o Denominator: All target viewers with TV (on and off) TARP Specifications

o Must specify all three specso Can aggregate several unitso Gender, Eco class and Age

Ratings and shareso Ratings – the percentage of household / viewers watching

a particular program, among all viewers with TV, regardless of whether the TV set is on or off.

o Share - the percentage of household / viewers watching a particular program, among all household/viewers who have their TV sets ON.

Reach vs. Frequencyo Reach – the percentage of all individuals who have seen at

least one minute of the event in a week (or in a month).o Frequency – the number of times a viewer is exposed to

the commercial in a week (or a month).o Consumption behavior and purchase behavior – to take

note of when you pick reach or frequency. If you are frequently bought and consumed, then you pick frequency.

General media strategieso Flighting – points in the year where you don’t have an ad

out (when you have no budget, when you have a seasonal product like pharmaceuticals)

o Pulsing – you’re not totally out during the entire year, but you lay low.

o Continuous

XVI. Below-The-Line advertising

Brochures, leaflets, take 1so Things to keep in mind:

1. Use the headline to communicate your selling message

2. Be single-minded in your primary message as well as in your visualization

3. Caption your pictures. These are read twice as often as body copy.

4. Ensure copy-visual lock. This strengthens the message.

5. Avoid clichés. (ex. Generic pictures of happy family which everyone uses)

6. Provide complete facts, but present this in a manner that can be skimmed easily.

7. Make the reader want to keep the brochure, because of its quality.

8. Makes sure you end with a call to action. Outdoor advertising

o Average travel time: AB is 1 hour, C/D is 1.25 hourso While travelling…

1. Look at cars and people: 66%2. Look at billboards: 45% (only 8% read)3. Listen to radio: 27%

o Routes frequently travelled:1. EDSA2. Rizal Ave. to Taft Ave.

o Important attributes to help awareness and recall in billboards:

1. Use bright and cheerful colors2. Use of photographic or real life situations3. Contains product information4. Uniqueness of billboard design5. Use of product illustration6. Use of celebrity endorser

Point of Purchaseo Point-of-Purchase Advertising (POPA). Refers to materials

and displays designed by the manufacturer and distributed to the trade, with the objective of promoting a brand or family of brands at point-of-purchase.

o Key merchandising strategy: achieve presence in the key contact points of your target consumers

o Why?1. Consumers are increasingly mobile; they’re not just

at home or in supermarkets2. Traditional advertising and merchandising venues

are getting cluttered

o Identify some key contact points for Revicon and Centrum.

o Materials that fall under POP:1. Banners / bannerettes2. Shelf dividers3. Wigglers4. Awnings5. Posters6. Off shelf displays7. Price cards / shelf cards

o Guidelines in POPA design1. Consider general eye movement

a. Upper left corner to lower right corner2. Own a color

a. Ex. Coke is red3. Own a distinct symbol

a. Ex. Energizer Bunny4. Maximize your branding; avoid clutter5. Provide discontinuity – try to be unique in your

material6. Must be impactful and eye-stopping7. Demand a consistent look for all materials8. Whenever possible, clearly present your product

benefito Guidelines in POPA design

1. Establish strong in-store presence 2. To create POP awareness of brand’s benefit3. Inform consumers of special promotions and prices4. Help push the brand at POP

XVII. Emotional or Rational Advertising Three basic consumer types:

o Classical consumers – those who choose a brand based primarily on its functional benefits

1. Dominated in the post-war era2. Ex. McDonalds with hot and fast food in a self-

service restauranto Contemporary consumers – those who choose brands

based on the benefits of the primary functional benefit1. Ex. McDonalds with convenience and saving time

and a drive-througho Post-modern consumers – those who choose a brand that

allows him/her to fulfill his/her goals1. Ex. McDonalds as a place that brings the family

together with a play area Multiple goals:

o Conflicting goals1. Ex. Dockers with “business casual” attire

o Neglected goals

1. Goals that we choose to set aside for a while. They are still important, but we cannot realistically attend to them at the moment.

o For post-modern consumers, you need to determine the goals behind the action (via laddering)

Kinds of products and ads:INFORMATIVE / HIGH INVOLVEMENT products

o Thinking, high importance

o Houses, real estate, cars

AFFECTIVE productso Feeling, high

importanceo Highly image driveno Cosmetics,

perfumes, fashion brands, luxury brands

HABIT productso Thinking, low

importanceo Toothpaste, soap

SELF-SATSFACTION / IMPULSE products

o Feeling, low importance

o Cigarettes, chocolates

When do we use rational ads?o Rational ads have product insights, o Rational ads have product benefits, o Distinctive RTBs o Product introduction o Defending against a competitor calls for rational adso Technical message about how products workso Value or price o Promotions o Information campaigns – rational ads to explain the

information When do you do emotional ads?

o Emotional ads have people insightso Emotional ads have people benefitso Image brands o If you have a parity performing product – a product with

no better functions than competitors (ex. Tempra for kids and Biogesic for working adults)

o Loyalty ads – feel good about your company (ex. San Miguel)

o No RTB (ex. Johnson & Johnson)o Service-oriented business (ex. Hotels, resorts)o Public service or advocacy adso Aesthetic or cosmetic brands

XVIII. For the Finals

We are given a P55 million budget. Do not underspend by over 2%. Do not overspend.

4 million pesos production cost for a 30-second tv commercial Fill in the TV rate card Minimize the text in the billboard

XIX.

 

BLAZE