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JOURNALISM 3700
Ad Copy
Planning
Creative research in one slide
Business Chance
CulturalContext
Target Insight
BrandInsight
THE BIG
IDEA Plan To
EngageCreative
Who do we stand for?
Measure
Who is our enemy?Why do we
matter?
Business chance
• These are questions I would want the answer to moving forward.
• Why are they looking for help?• How much money is the campaign?• How is that broken down?
• Earned (PR) • Ad (paid content)• Owned (Website/social)
Business chance
• These are questions I would want the answer to moving forward.
• Where do they stand in the market?• Who are their direct competitors?• Who are their indirect competitors?• What are those competitors doing?
• I don’t want to do what someone else is doing.
• I don’t want to repeat their mistakes.
Consumer behavior? Who is the audience?
consumer behavior
• Cultural factors:
•Race
•Religion
•Sexual orientation
consumer behavior
• Cultures also apply to specific communities:
•Some offices have business casual.
•Fans of Ohio University wear more green and white.
•Catholics don’t eat meat on Friday during Lent.
Class structure
• Upper Upper Class (.3%) Inherited wealth
• Lower Upper Class (1.2%) Corporate leadership
• Upper Middle Class (12.5%) Managers
• Middle Class (32%) White and blue collar with above average pay
• Middle Class (38%) Blue collar average pay
• Upper Lower Class (9%) Working & right above poverty
• Lower Class (7%) Out of work on welfare
So what is the target insight? Why do people move?
survival and your definition of it
LET’S BREAK THIS DOWN
• Physiolgical
• Safety
• Social Needs
• Esteem
• Self-Actualization
LET’S BREAK THIS DOWN
• Physiolgical:
• Medicine, healthy foods.• Wonder Bread: Wonder helps build strong bodies
• I can’t Believe It’s Not Butter: The taste you love without cholesterol.
LET’S BREAK THIS DOWN
• Safety
•Insurance,
•Retirement,
•Brakes
•Smoke detectors
•Medicine to prevent problems
LET’S BREAK THIS DOWN
• Social Needs
•Clothing
•Food
•Entertainment
LET’S BREAK THIS DOWN
• Esteem
•Cars
•Furniture
•Hobbies
LET’S BREAK THIS DOWN
• Self-Actualization
•Gourmet Foods
•Travel
•Education
So what is the brand insight? How can a brand help?
EIGHT WAYS TO POSITION AN ORGANIZTION.
• A leader that sets standards
• The best value, reflecting low cost and high quality.
• Most economical
• Most prestigious
EIGHT WAYS TO POTISION AN ORGANIZATION
•Preferred by a certain demographic
•Family friendly
•Green
•Socially responsible
Now that we know what we want to convey, how do people obtain information?
Research: does your audience Think, feel or do? This is where 3400 comes into play.
Once your consumer research identifies the audience, use the grid for advertising planning
Any product can find its way on any spot on The grid
Old El Paso Mexican Food:
• High Involvement Thinking: The challenge is a new recipe….this is a way to serve good nutritious food.
• High Involvement Feeling: I don’t want to be embarassed. This is a creative way to enjoy a meal.
• Low Involvement Rational: This is an economical way to serve good food.
• Low Involvement Emotional: This is a fun exciting fiesta!!