creative and media strategy l.
Download
Skip this Video
Loading SlideShow in 5 Seconds..
Creative and Media Strategy PowerPoint Presentation
Download Presentation
Creative and Media Strategy

Loading in 2 Seconds...

play fullscreen
1 / 72

Creative and Media Strategy - PowerPoint PPT Presentation


  • 298 Views
  • Uploaded on

Creative and Media Strategy. The Art and Science of Marketing Communications. Imagination is the last remaining legal means to gain unfair advantage over your competition. Tim McElligott. The Brief and Message Strategy. The brief and message strategy provide necessary background for

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'Creative and Media Strategy' - jereni


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
creative and media strategy

Creative and Media Strategy

The Art and Science of Marketing Communications

imagination is the last remaining legal means to gain unfair advantage over your competition

Imagination is the last remaining legal means to gain unfair advantage over your competition

Tim McElligott

the brief and message strategy
The Brief and Message Strategy
  • The brief and message strategy provide necessary background for
    • THE BIG IDEA
the big idea
The Big Idea
  • The creative execution of the message strategy
  • Reflects the understanding of the consumer and his relationship to the product
  • Articulates the message focus
  • Incorporates the symbols/language/visuals with greatest meaning to the consumer
the big idea5
The Big Idea
  • Great creative ideas help cut through the clutter of advertising
  • Great creative ideas connect with the consumer in a meaningful way
  • Great creative ideas emphasize the key benefit
  • Great creative ideas strengthen brand identity and positioning
who creates great ideas
Who Creates Great Ideas?
  • Creative department uses brief to come up with “concepts” which are presented to creative director and account managers to make sure they are “on strategy.”
appeals and execution style

The approach used to attract the attention of consumers

To influence consumer feelings toward a product, service or cause

The way an appeal is turned into an advertising message

The way the message is presented to the consumer

Appeals and Execution Style

The approach used to attract the attention of consumers

Advertising

Appeals

To influence consumer feelings toward a product, service or cause

The way an appeal is turned into an advertising message

Execution

Style

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

types of rational appeals

Competitive: Makes comparisons to other brands

Competitive: Makes comparisons to other brands

Price: Makes price offer the dominant point

Price: Makes price offer the dominant point

News: News announcement about the product

News: News announcement about the product

Popularity: Stresses the brand’s popularity

Types of Rational Appeals

Feature: Focus on dominant traits of the product

Feature: Focus on dominant traits of the product

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

a rational popularity appeal
A Rational, “Popularity” Appeal

+

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

appealing to socially based feelings

Approval

Approval

Affiliation

Affiliation

Acceptance

Acceptance

Embarrass-ment

Embarrass-ment

Status

Belonging

Belonging

Respect

Respect

Involvement

Involvement

Rejection

Rejection

Recognition

Recognition

Appealing to Socially Based Feelings

Social-Based

Feelings

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

mastercard creates an emotional bond
MasterCard Creates an Emotional Bond

+

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

ad execution techniques
Ad Execution Techniques

Straight-sell

Straight-sell

Slice of life

Slice of life

Scientific

Scientific

Testimonial

Testimonial

Demonstration

Demonstration

Animation

Animation

Comparison

Comparison

Personality Symbol

Personality Symbol

Dramatization

Dramatization

Fantasy

Fantasy

Humor

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

apple uses a testimonial
Apple Uses a Testimonial

+

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

crest whitestrips uses a demonstration
Crest Whitestrips Uses a Demonstration

+

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

print ad components

Subheads:

Smaller Than the Headline, Larger Than the Copy

Subheads:

Smaller Than the Headline, Larger Than the Copy

Body Copy:

The Main Text Portion of a Print Ad

Body Copy:

The Main Text Portion of a Print Ad

Visual Elements:Illustrations Such As Drawings or Photos

Visual Elements:Illustrations Such As Drawings or Photos

Layout:

How Elements Are Blended Into a Finished Ad

Print Ad Components

Headline:

Words in the Leading Position of the Ad

Headline:

Words in the Leading Position of the Ad

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

altoids uses a headline effectively
Altoids Uses a Headline Effectively

+

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

headlines can capture attention
Headlines Can Capture Attention

+

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

print ad layout

Format

Format

Arrangement of the Elements on the Printed Page

Arrangement of the Elements on the Printed Page

Size

Size

Expressed in Columns, Column Inches or Portions of a Page

Expressed in Columns, Column Inches or Portions of a Page

Color

Color

Black & White or Two-, Three-, or Four-color Printing

Black & White or Two-, Three-, or Four-color Printing

White

Space

Marginal and Intermediate Space That Remains Unprinted

Print Ad Layout

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

layout
Layout
  • How does the ad invite readership/ viewership and best deliver the message?
    • Color Type size
    • Angle balance white space
    • Perspective proportion
production stages for tv commercials

Preproduction

Preproduction

All work before actual shooting, recording

All work before actual shooting, recording

Production

Production

Period of filming, taping, or recording

Period of filming, taping, or recording

Postproduction

Work after spot is filmed or recorded

Production Stages for TV Commercials

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

preproduction tasks

Select a Director

Preproduction Meeting

Choose Production Company

Production Timetable

Bidding

Cost Estimation and Timing

Preproduction Tasks

Select a Director

Choose Production Company

Preproduction

Production Timetable

Bidding

Cost Estimation and Timing

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

production tasks

Location Versus Set Shoots

Night/weekend Shoots

Talent

Arrangements

Production Tasks

Production

Location Versus Set Shoots

Night/weekend Shoots

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

postproduction tasks

Editing

Processing

Release/Shipping

Sound Effects

Duplicating

Audio/Video Mixing

Client/agency Approval

Opticals

Postproduction Tasks

Editing

Processing

Sound Effects

Postproduction

Duplicating

Audio/Video Mixing

Client/agency Approval

Opticals

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

media strategy
Media Strategy
  • Who is our audience?
  • Where is our audience?
  • How can we reach them for the lowest possible cost?
important issues affecting media planning
Important Issues Affecting Media Planning
  • Measurement
  • Media fragmentation
  • Advertiser control of media
  • Blending of advertising/programming
  • Rise of alternative media
  • Globalization of media channels
  • Need for quantification
media terminology

A series of decisions involving the delivery of messages to audiences

A series of decisions involving the delivery of messages to audiences

Goals to be attained by the media strategy and program

Goals to be attained by the media strategy and program

Decisions on how the media objectives can be attained

Decisions on how the media objectives can be attained

The various categories of delivery systems, including broadcast and print media

The various categories of delivery systems, including broadcast and print media

Either radio or television network or local station broadcasts

Media Terminology

Media

Planning

Media

Objectives

Media

Strategy

Media

Broadcast

Media

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

media terminology38

Publications such as newspapers, magazines, direct mail, outdoor, etc.

Publications such as newspapers, magazines, direct mail, outdoor, etc.

The specific carrier within a medium category

The specific carrier within a medium category

Number of different audience members exposed at least once in a given time period

Number of different audience members exposed at least once in a given time period

The potential audience that might receive the message through the vehicle

The potential audience that might receive the message through the vehicle

The number of times the receiver is exposed to the media vehicle in a specific time period

Media Terminology

Print

Media

Media Vehicle

Reach

Coverage

Frequency

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

five rights of media
Five “Rights” of Media
  • Right Audience
    • Media planners use research sources to make sure the media they recommend reaches the correct audience for the product
five rights of media40
Five “Rights” of Media
  • The Right Media
    • Is the media recommended appropriate for the audience?
    • Is the media recommended right for the creative?
message factors determining frequency

Message Complexity

Message Uniqueness

New Vs. Continuing Campaigns

Image Versus Product Sell

Message Variation

Wearout

Advertising Units

Message Factors Determining Frequency

Message

or Creative Factors

Message Complexity

Message Uniqueness

New Vs. Continuing Campaigns

Image Versus Product Sell

Message Variation

Wearout

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

media factors determining frequency

Clutter

Scheduling

Repeat Exposures

Attentiveness

Editorial Environment

Number of Media Used

Media Factors Determining Frequency

Clutter

Repeat Exposures

Media Factors

Attentiveness

Editorial Environment

Number of Media Used

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

five rights of media43
Five “Rights” of Media
  • The Right Exposure Level
    • How many impressions can we achieve?
    • What is the reach of the media?
    • What frequency can we afford?
    • Issues of share and ratings
five rights of media plan
Five “Rights” of Media Plan

The Right Timing

Seasonal factors Competition

Sales cycle Duration

Flighting Pulsing

Continuous scheduling

Front end loaded

three scheduling methods

Continuity

Flighting

Pulsing

Three Scheduling Methods

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

five rights of media46
Five “Rights” of Media
  • Right Cost
    • Measure of efficiency
    • Making sure that available budget is used for maximum impressions of the target audience
    • Cost per rating point (broadcast)
    • Cost per thousand impressions (print)
determining relative cost of media print

Cost of ad space

(absolute cost)

CPM =

X 1,000

Circulation

Determining Relative Cost of Media-Print

Cost per thousand (CPM)

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

determining relative cost of media broadcast

Cost of commercial time

CPRP =

Program rating

Determining Relative Cost of Media-Broadcast

Cost per rating point (CPRP)

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

developing the media plan

Marketing Strategy Plan

Creative Strategy Plan

Setting Media Objectives

Determining Media Strategy

Selecting Broad Media Classes

Selecting Media Within Class

Media Use Decision

— Broadcast

Media Use Decision

— Print

Media Use Decision

— Other Media

Developing the Media Plan

Situation Analysis

Situation Analysis

Marketing Strategy Plan

Creative Strategy Plan

Setting Media Objectives

Determining Media Strategy

Selecting Broad Media Classes

Selecting Media Within Class

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

television pros and cons
Television Pros and Cons

Advantages

Disadvantages

Mass Coverage

Mass Coverage

Low Selectivity

Low Selectivity

Short Message Life

Short Message Life

High Reach

High Reach

High Absolute Cost

Impact of Sight, Sound and Motion

Impact of Sight, Sound and Motion

High Absolute Cost

High Production Cost

High Production Cost

High Prestige

High Prestige

Clutter

Low Cost Per Exposure

Low Cost Per Exposure

Attention Getting

Attention Getting

Favorable Image

Favorable Image

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

radio pros and cons
Radio Pros and Cons

Advantages

Disadvantages

Local Coverage

Local Coverage

Audio Only

Audio Only

Clutter

Clutter

Low Cost

Low Cost

Low Attention Getting

High Frequency

High Frequency

Low Attention Getting

Fleeting Message

Flexible

Flexible

Low Production Cost

Low Production Cost

Well-segmented Audience

Well-segmented Audience

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

magazine pros and cons
Magazine Pros and Cons

Advantages

Disadvantages

Segmentation Potential

Segmentation Potential

Long Lead Time for Ad Placement

Long Lead Time for Ad Placement

Visual Only

Visual Only

Quality Reproduction

Quality Reproduction

Lack of Flexibility

High Information Content

High Information Content

Longevity

Longevity

Multiple Readers

Multiple Readers

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

newspaper pros and cons
Newspaper Pros and Cons

Advantages

Disadvantages

High Coverage

High Coverage

Short Life

Short Life

Clutter

Clutter

Low Cost

Low Cost

Low Attention Getting

Short Lead Time for Placing Ads

Short Lead Time for Placing Ads

Low Attention Getting

Poor Reproduction Quality

Poor Reproduction Quality

Ads Can Be Placed in Interest Sections

Ads Can Be Placed in Interest Sections

Selective Reader Exposure

Timely (Current Ads)

Timely (Current Ads)

Reader Controls Exposure

Reader Controls Exposure

Can Be Used for Coupons

Can Be Used for Coupons

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

outdoor pros and cons
Outdoor Pros and Cons

Advantages

Disadvantages

Location Specific

Location Specific

Sort Exposure Time

Sort Exposure Time

Short Ads

Short Ads

High Repetition

High Repetition

Poor Image

Easily Noticed

Easily Noticed

Poor Image

Local Restrictions

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

direct mail pros and cons
Direct Mail Pros and Cons

Advantages

Disadvantages

High Selectivity

High Selectivity

High Cost Per Contact

High Cost Per Contact

Poor Image (Junk Mail)

Poor Image (Junk Mail)

Reader Controls Exposure

Reader Controls Exposure

Clutter

High Information Content

High Information Content

Repeat Exposure Opportunities

Repeat Exposure Opportunities

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

internet pros and cons
Internet Pros and Cons

Advantages

Disadvantages

User Selects Product Information

User Selects Product Information

Limited Creative Capabilities

Limited Creative Capabilities

Websnarl (Crowded Access)

Websnarl (Crowded Access)

User Attention and Involvement

User Attention and Involvement

Technology Limitations

Interactive Relationship

Interactive Relationship

Technology Limitations

Few Valid Measurement Techniques

Few Valid Measurement Techniques

Direct Selling Potential

Direct Selling Potential

Limited Reach

Flexible Message Platform

Flexible Message Platform

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

support media

Alternative Media

Nonmeasured Media

Nontraditional Media

Support Media

Support Media Are Also Referred to As:

Alternative Media

Nonmeasured Media

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

the role of support media
The Role of Support Media

To reach those people in the target audience that primary media (TV, print, etc.) may not have reached and to reinforce, or support their messages.

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

examples of support media

Outdoor Advertising

Aerial Advertising

Mobile Billboards

In-store Media

Promotional Products

Yellow Pages

Other Media

Examples of Support Media

Outdoor Advertising

Aerial Advertising

Mobile Billboards

Support Media

In-store Media

Promotional Products

Yellow Pages

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

a creative approach to support media
A Creative Approach to Support Media

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

buildings become billboards
Buildings Become Billboards

+

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

many marketers find aerial ads effective
Many Marketers Find Aerial Ads Effective

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

trucks become billboards on wheels
Trucks Become Billboards on Wheels

+

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

other miscellaneous outdoor media

Wall

Drawings

Car Top

Signs

Sidewalk

Signs

Ski Lift

Poles

Parking

Meters

Gasoline Pumps

ATM

Displays

Trash

Cans

Other Miscellaneous Outdoor Media

Wall

Drawings

Car Top

Signs

Ski Lift

Poles

Media

Options

Parking

Meters

Gasoline Pumps

ATM

Displays

Trash

Cans

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

promotional products marketing
Promotional Products Marketing

A medium of advertising, sales promotion, and motivational communications employing imprinted, useful, or decorative products called advertising specialties, a subset of promotional products.

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

got milk promotional products
“Got Milk” Promotional Products

+

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

promotional products pros cons
Promotional Products Pros & Cons

Advantages

Disadvantages

Selectivity

Selectivity

Poor Image

Poor Image

Saturation

Saturation

Flexibility

Flexibility

Lead Time

Frequency

Frequency

Economy

Economy

Goodwill

Goodwill

Augmentation

Augmentation

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

advertising in movie theaters
Advertising in Movie Theaters

Advantages

Disadvantages

High Exposure

High Exposure

Irritation

Irritation

Cost (Maybe)

Audience Mood

Audience Mood

Cost (Maybe)

Cost (Maybe)

Good Recall

Good Recall

Lack of Clutter

Lack of Clutter

Proximity

Proximity

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

product placements
Product Placements
  • Including the product or service, an advertisement for the same or mentioning its name in a movie or TV show.
  • May also take place in other media such as videogames, books, etc.

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

product placements in movies tv
Product Placements in Movies & TV

Advantages

Disadvantages

High Exposure

High Exposure

High Absolute Cost

High Absolute Cost

High Frequency

High Frequency

Time of Exposure

Time of Exposure

Limited Appeal

Limited Appeal

Media Support

Media Support

Lack of Control

Lack of Control

Source Association

Source Association

Public Reactions

Public Reactions

Economy

Economy

Competition

Competition

High Recall

High Recall

Negative Placements

Bypass Regulations

Bypass Regulations

Viewer Acceptance

Viewer Acceptance

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

types of in flight advertising

Magazines

Catalogs

Radio

Videos

Types of In-flight Advertising

Magazines

Catalogs

Videos

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

in flight advertising
In-Flight Advertising

Advantages

Disadvantages

A Desirable Audience

A Desirable Audience

High Potential for Irritation

High Potential for Irritation

Limited Availability of Medium

Limited Availability of Medium

A Captured Audience

A Captured Audience

Lack of Audience Attention

Lack of Audience Attention

Low Relative Cost

Low Relative Cost

Potential for Rapid Wear out

Segmentation Possibilities

Segmentation Possibilities

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin