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Now is a great time to start

Dive into proven methods to conquer fear in advertising with in-depth research, ensuring effective message development and customer engagement. Learn how to know your customer, motivate purchase decisions, and differentiate from competitors. Explore interviewing techniques, consumer journeys, and store checks to identify opportunities and address challenges. Maximize impact by understanding market trends and adopting innovative strategies. Stay ahead of the curve in the dynamic world of advertising!

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Now is a great time to start

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  1. Now is a great time to start

  2. Advertising Job Description”Worry, and Worry Some More”

  3. What if… • I don’t get a job by graduation? • My team doesn’t win this pitch? • We lose a client? • Our advertising doesn’t work? • What if our competitor beats us? • The client asks me off the business? • Someone else beats me to the promotion?

  4. Harness Fear

  5. Four Proven Ways • Work your ass off • Laugh (often) • Grace under Pressure • Kindness/Empathy

  6. New Research:Finding out what you don’t know

  7. Two Sections • Base—New research we did for this plan • Evaluation—Ongoing research plan

  8. Primary Concern:Message development

  9. Key Issue(s) are the foundation • New Research should answer new questions • Gaps from your Situation analysis • Could we convince target to use differently? • More often? • Could we move into a new geography? • Can we reposition? • Can we de-position a competitor? • Can we target a new audience? • Etc.

  10. Know your customer • Demographics • Psychographics • Deep-seated wants and fears • Usage (Heavy users very useful) • “Mini-Saga” (design persona)

  11. Factors that motivate purchase • Dannon: Women 18-34 • Low calories or calcium content?

  12. Office Supplies • Price • Service • Availability • Convenience • In what order?

  13. Rank Order • Rank order of importance of purchase criteria • Pork sausage: Taste and leanness over freshness and quality parts. • “The more precise the listing and rank order of the reasons the target group uses for purchase selection, the more powerful the advertising”

  14. Consumer Journey • Deciding to get • Shopping for • Choosing • Using

  15. Differentiation • What do consumers think differentiates us from competitors? • Anything? • Same as what we think?

  16. Maps

  17. The plan itself • Objectives • Ex: “To isolate those characteristics of the brand that are judged to be most compelling when switching brands” • Strategies • Ex: Qual, Quant, Observational, Ethnographic, etc

  18. Method • Ex: # of interviews, focus groups, surveys, how analyzed • Summary of findings • Ex: “Over 75% of users also use yogurt to marinate meat”

  19. Interviewing • Probe • Control (never let respondents fill out questionnaires) • Get out of your office! A lot!

  20. Questionnaires • One-page advantage • Direct questions-Direct answers • PRE-TEST!!!!! • Have fun!!

  21. Store Checks • Do them!

  22. Problems and opportunities • Problem: Since dentists rarely endorse specific brands, consumers have little basis for brand selection • Opportunity: A form of fluoride has been developed that is proven to reduce cavities • Opportunity: Secure an ADA endosement

  23. Common approach

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