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Saturday, November 17, 2012

Chapter 9 - Creative Strategy: Implementation & Evaluation


This chapter focuses in how the advertising message can be conveyed. It is  divided into following three parts:

  1. Appeals & execution styles
  2.  Creative tactics
  3. Client evaluations & approval of creative work

Appeals & Execution styles

The advertising appeal refers to the approach used to attract the attention of consumers and/or to influence
their feelings toward the product, service, or cause.

The creative execution style is the way a particular appeal is turned into an advertising message presented to the consumer.

Advertising appeals mainly falls into two categories


Information/Rational appeals
 

Various Examples of ads with information/rational appeal


 Dish-TV ad making a PRICE offer

Volvo ad giving the product features along with price


 Coke v/s Pepsi- product comparison


Emotional Appeal
Emotional appeals relate to the customers’ social and/or psychological needs for purchasing a product or service.

Various types of needs & emotions can be

Examples:
Open happiness by CocaCola
Fear factor ad of I-pill

Combined rational & emotional appeal
In many advertising situations, the decision facing the creative specialist is not whether to choose an emotional or a rational appeal but, rather, determining how to combine the two approaches.


Advertising Execution

Various Styles of Execution are :


Each of these styles can be very well understood by examples:

Animation- Alpenlibe

Comparison – Surf V/s Tide

Testimonial- Maggi (me and meri maggi commercial)

Slice of Life- Moov Janani TVC

Demonstration- Harpic

Scientific/Technical- Intel ads

Personality Symbol- Pillsbury Atta commercial


Creative Tactics

Print Advertising:

TV commercial

Various production stages of the commercial

Client Evaluation & approval of Creative Work

There exists a variety of approvals which are required from the client side
          Advertising or communications manager
          Product or brand managers
          Marketing director or vice president
          Legal department
          President or CEO
          Board of directors

Guidelines for evaluating the creative output

  •  Is the creative approach consistent with the brand’s marketing and advertising Objectives?
  •  Is the creative approach consistent with the creative strategy and objectives? Does it communicate what it is supposed to?
  •  Is the creative approach appropriate for the target audience?
  •  Does the creative approach communicate a clear and convincing message to the customer?
  • Does the creative execution keep from overwhelming the message?
  • Is the creative approach appropriate for the media environment in which it is likely to be seen?Is the ad truthful and tasteful?



Chapter 10- Media Planning & Strategy


Chapter 10: Media Planning and Strategy
The media planning process is not easy. Options include mass media such as television, newspapers, radio, and magazines as well as out-of-the-home media such as outdoor advertising.  A variety of support media such as direct marketing, interactive media, promotional products advertising, and in-store point-of-purchase options must also be considered. The Internet and interactive media have become the order-qualifier in order to achieve the best results.

The characteristics of each alternative must be considered, along with many other factors. This process becomes even more complicated when the manager has to choose between alternatives within the same medium—for example, between Time and Newsweek or between Alias and Friends.

Media planning is the series of decisions involved in delivering the promotional message to the prospective purchasers and/or users of the product or brand.

Medium is the category of available delivery systems, which includes TV and radio, newspapers, direct mail, outdoor advertising, and other support media.

Problems in Media Planning:

1.       Insufficient Information: Great deal of information about markets exists; media planners often require more than is available. Some data are just not measured, either because they cannot be or because measuring them would be too expensive.
2.       Inconsistent Terminologies: Problems arise because the cost bases used by
different media often vary and the standards of measurement used to establish these
costs are not always consistent.
3.       Time Pressures: It seems that advertisers are always in a hurry—sometimes because they need to be; other times because they think they need to be.




Developing the Media Plan

Market Analysis and Target Market Analysis:

The situation analysis stage of the overall promotional planning process involves a complete review of internal and external factors, competitive strategies, and the like.
The index number is considered a good indicator of the potential of the market. This number is derived from the formula:

Index = (Percentage of users in a demographic segment/ Percentage of population in the same segment)*100
                                                                                                                                                                                                                                      

What Internal and External Factors Are Operating?
Media strategies are influenced by both internal and external factors operating at any given time
·        Internal factors may involve the size of the media budget, managerial and administrative capabilities, or the organization of the agency
·        External factors may include the economy (the rising costs of media)

Using Indexes to Determine Where to Promote

In addition to the indexes from Simmons and MRI, three other indexes may also be useful:
1.      The survey of buying power index, is conducted for every major metropolitan market in the United States and is based on a number of factors, including population, effective buying income, and total retail sales in the area.
2.      The brand development Index (BDI) helps marketers factor the rate of product usage by geographic area into the decision process. 

The Media Mix
A wide variety of media and media vehicles are available to advertisers. While it is possible that only one medium and/or vehicle might be employed, it is much more likely that a number of alternatives will be used.


Marketing coverage possibilities

Three methods of Promotional Scheduling

A medium with a much higher cost per thousand may be a wiser buy if it is reaching more potential receivers. (Most media buyers rely on target CPM (TCPM), which calculates CPMs based on the target audience, not the overall audience.)
The media strategy must be designed to supplement and support the overall marketing and communications objectives. The objectives of this plan are designed to deliver the message the program has developed.

The basic task involved in the development of media strategy is to determine the best matching of media to the target market, given the constraints of the budget. The media planner attempts to balance reach and frequency and to deliver the message to the intended audience with a minimum of waste coverage. At the same time, a number of additional factors affect the media decision. Media strategy development has been called more of an art than a science because while many quantitative data are available, the planner also relies on creativity and non-quantifiable factors.
This chapter discussed many factors, including developing a proper media mix, determining target market and geographic coverage, scheduling, and balancing reach and frequency. Creative aspects, budget considerations, the need for flexibility in the schedule, and the use of computers in the media planning process were also considered.