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Matt VanDyke. Thoughts?. Homework. Which specific strategic approach is best for Grandma’s Molasses?. “There is nothing worse than a sharp image of a fuzzy concept” -- Ansel Adams. Components. Every agency has different components, but they are all really the same. Component one.

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Presentation Transcript
matt vandyke
Matt VanDyke

Thoughts?

homework
Homework

Which specific strategic approach is best for Grandma’s Molasses?

components

Components

Every agency has different components,

but they are all really the same.

component one

Component one

The Objective

may have a number of parts
May have a number of parts

Key Fact

Advertising Problem

Advertising Objective

Competition (related to problem)

more sales is too vacuous
More sales is too vacuous

Increase share?

Increase revenue per sale?

Attract a new audience?

Increase Loyalty?

Change the brand’s image?

Make it stand for something new?

make it
Make it

Big, bold, ambitious

But also concrete and measurable

“Increase usage of Cheerios among adult men by 35% in 12 months”

make it smart
Make it SMART

Specific

Measurable

Attainable

Relevant

Time-bound

objective
Objective

Change IBM’s image with professionals from a computer company to a big-problems-solution, consulting company within two years.

components 2 3 4

Components 2,3,4

Who

What

Why

may also have more parts
May also have more parts

Target consumer

Competition (related to consumer mindset)

Proposition (SMP) or benefit

Support

the bridge

The Bridge

A great insight

case study the right hand ring
Case StudyThe Right Hand Ring

Key Fact—Diamond rings are for the special moments in a relationship: engagement, big anniversary, etc.

Advertising Problem—Beyond that it is slim pickings. People don’t see other reasons to buy them.

Advertising Objective—Present new reasons to buy a diamond ring.

target
Target

Target—Affluent, single working women in their 30’s and 40’s who are accomplished, successful, and financially independent (think “Sex in the City”).

Insight: Successful working women are tremendously proud of what they have achieved. They like to treat themselves to the “spoils” they have earned. They have a huge romantic attachment to the imagery associated with diamond rings, but they have never thought it was OK to buy one for themselves. We can give them permission!

proposition and support
Proposition and Support

Proposition—The right hand ring because you have earned it.

Support—For a single woman the left hand ring is a vestige of male domination. The right hand ring is the 21st century version of women’s liberation (er, for rich women)

i love me
I love me!

“Raise your right hand”

homework1
Homework

Write a creative brief for Groupon

Objective?

Who?

What?

Why?

upcoming quiz 2 17
Upcoming Quiz 2/17

10 questions (22 answers)

Short answer (50%)

MC

TF

85% class/15% book (62 pages+36 pages Newman)