Intro to Ad - Lecture notes 1-15 PDF

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Brand – A promise to the consumer The Branded Story! -The evolution of advertising Advertising tries to draw people into the message 8/24/17 Advertising agencies today: Ad Agency: -An organization of professionals who provide creative and business services to other businesses and organizations needing help preparing, planning and placing advertising -An agency is PEOPLE Types of Agencies: -Full service agencies -Creative boutiques -Digital agencies -Media planning/buying agencies -Promotional services -Direct marketing agencies -In-house agencies Types based on geography -Local agency -Regional agency -National agency -International agency -Affiliates (branches) -Agency networks -Second Wind Holding companies -Firms that buy ad/PR agencies to add to their investment portfolios -Good or bad? Why? -Omnicon, WPP Group, Publicis Groupe, Dentsu, Havas, Grey Global Group, Hakuhodo

Independent Agencies -Not part of a group; owned independently -Good or bad? -Richards Group -Wieden + Kennedy -Bartle Bogle Hagerty -Zimmerman -Bernstein Rein Services an agency provides -Account management (brand management) -Account planning -Creative -Media strategy/buying -Production: video and print -Social media strategy -Public relations -Direct marketing/promotions -Digital marketing services Services explained: Account Services – identify the benefits a brand offers the target audience the best competitive position and develop a complete promotional plan -Account planning: represents the consumer within the agency. Responsible for research. Writes the creative brief… Media planning and buying services: -Determine how a client’s message can… Agency compensation -Formerly 15% commission on all media -Add production / 17.65% -Retainer fee system -A set amount every month purchases a certain

8/29/17 Advertising Careers, Opportunities and Salaries Advertising – a message created by a person who writes copy, designs print advertising, produces video, creates content for social media Strategy – how to get the consumer to hear your message and respond instead of responding to your competitor’s Defining a target audience – to whom is your message aimed -Narrow the target as much as possible Media – getting your creative message out there in the right place at the right time -Wide media choices both traditional and non-traditional Research – finding out what the consumer thinks of your product. What would make them buy it Follow-up – did your advertising work? Can you justify the cost with a reasonable ROI? -Consumer surveys/focus groups/interviews Done by a lot of people with particular talents Client side: corporate communications/marketing/public relations/advertising -Retail: copywriting, layout and design, photography Public Relations – assigned to work with agency accounts on publicity, guerilla marketing, product features, social media tracking/content How do I get to my stratcomm career? 8/31/17 Brand Stories -An Emotional narrative about your product, cause or service intended to evoke a sympathetic emotion from the consumer

9/20/17

The Consumer The great unknown -What does the consumer look like? -The consumer profile -Gender/age/education level/household income (HHI)/occupation -The persona -For Tide laundry detergent -Woman/25-43/some college/$70,000+/ What is a persona? -A verbal construct that represents a certain segment of the population, namely your target audience Where do we find the data? -Build your demographic profile and persona from data found on Citrix and MRI+ -Identifies the audience through demographic and psychographic data Decision making process Five steps: 1) Need recognition – consumer recognizes the need or desire for the product 2) Information search – consumer looks for more 3) Evaluation of alternatives 4) Purchase 5) Post-purchase Where do we interrupt the consumer in the process? Need – objective: make consumer aware that he/she needs or wants the product Information – objective: build consumer awareness for your product Evaluation – objective – to create top of mind awareness for your product over your competitors Purchase – objective Post-purchase – objective Getting Notice -Before a consumer can act on an ad, the ad has to be noticed -Four ways to command a consumer’s attention: -Size -Color -Position -Novelty

Building brand loyalty

-Create a brand name that… 9/28/17 The Campaign What is a campaign? A series of advertisements in a variety of media, having one theme, one purpose and a specific consumer audience. It has continuity and must be sustainable across several media Situation Analysis -A narrative description of the clients business as it was when you begin working with it. Can include -Company history -Financials -Employees/Staff -Customer base -Product distribution channels -Past ads/budget -Positive or negative feedback from consumers -Should be at least one page of information Why? Give you relevant and necessary background information on the company so you know what you’re working with. Also shows the client you’ve done your homework The Executive summary -A reduced version of the situation analysis. Simply hits the high points without Competitive analysis -Just what it says: an analysis of at least three of your clients competitors. It should include why their product is better than your clients product; what it isn’t as good; 10/3/17 Why research? Research determines your target audience: their lifestyle, preferences (product and media) their wants/needs The job in the agency -Who defines the type of research, develops a plan, prepares the creative brief and oversees the implementation? -The account planner

Primary research

-Research, which you conduct on your own consumer surveys, focus groups, questionnaires, and phone interviews -Know the product thoroughly. Use the product. Would you buy it? -Use the competing products. Is it better…not as good? -Don’t assume the target audience will have the same reaction you do even if you are part of the TA...