Media Planning and Buying, Creativity side of Advertising and Copywriting

Media Planning Basics

Advertising budgets are shifting Media fragmentation Media Explosion Media uses

Key players

Media plans Planning roles Media functions In-house Out-house Specialized agencies

Information Service

Client information Market Research Competitive advertising Media usage profiles Media coverage area Consumer Information

The Media Plan

Media plan Goal Target Audience and Media Use The Aperture concept

Measured Media Objectives

Goal Reach Frequency Effective frequency Media efficiency and waste

Media Mix Selection

Media strengths Gross Rating Points (GRPs) Targeted Rating Points (TRPs) Cross Media Integration Media Strategy

Target Audience The Media used Time frame Duration Size

Media Objectives

High reach strategy (Reminders, easy to understand product) Low frequency strategy (Well known brands, simple messages) High Frequency strategy
competition)

(Complex product, build excitement, counter

Media Targeting Strategies

Geographical strategies

Category Development Index Brand Development Index

Media Mix Strategies

Media weighting Size, Length and position Media Optimization Modeling Scheduling strategies

When to advertise? How long? How often? Flighting strategy Pulsing strategy

Cost Efficiency

CPM = cost of message unit/gross impressions x 1,000 CPP = = cost of message unit/program or issue rating Media budgeting IMC and Contact point planning

Media Buying Basics

Provide inside information to media planners Select specific media vehicles Negotiate and contract for time and space Bargain for preferred positions Secure extra support/value-added media services Monitor media choices during and after the campaign Handle billing and payment Ensure make goods Perform post-campaign evaluation

The Dynamic Media Landscape

Unbundling Media planning and buying Online Media Buying New forms of Media research

The Creative side and Message strategy

The art and science of advertising The role of creativity Creative Strategy

Creative (Novel, Original, Different and unexpected)

Strategic (meets advertising objectives)

What the ads says? How it is said?

Key Points in a Creative Brief

Problem that can be solved by communication. Target audience and key insights into their attitudes and behavior. Brand position and other branding decisions, such as personality and image. Communication objectives that specify the desired response to the message by the target audience. Proposition or selling idea that will motivate the target to respond. Media considerations about where and when the message should be delivered. Creative direction that provides suggestions on how to stimulate the desired consumer response. These arent creative ideas but may touch on such execution or stylistic direction as the ads tone of voice.

The Road crew creative brief

Why are we advertising at all? What is the advertising trying to do? What are their current attitudes and perceptions? What is the main promise we want to communicate? What is the key moment that we tie to? What tone of voice should we use?

Message objectives

See/hear Feel Think/learn Believe Connect Act

Creative Strategy Approaches

Head and Heart Hard sell and soft sell Frazers Six Creative Strategies

Generic, Preemptive, Unique Selling Proposition, Brand Image, Positioning, Resonance, and Affective

Taylors Six Segment Strategies

Strategic formats and formulas

Lectures Dramas Selling Strategies Rational-Customer focused strategies Message formulas Matching messages to objectives

Selling strategies

Premise, appeal, feature, claim and support Benefit, Promise, Reasoning and USP

Rational customer-focused strategies

Message Formulas

Straightforward, Demonstrations, Comparisons, Problem solutions, Slice of life, Humor, Spokesperson and teasers
Get attention, create interest, Resonate, Create believability and are remembered

Matching Message to Objectives

The creative leap

Divergent Thinking out side the box Taking creative risks See the problem in novel and unexpected way Characteristics of Creative People

Assertive, self-sufficient, persistent, self-disciplined.

Creative motives

Problem solving, Ability to visualize, Openness to new experience and conceptual thinking

The Creative Process

How to get an idea: 1. Immersionread, research, learn about problem. 2. Ideationlook at the problem from every angle; generate as many ideas as possible. 3. Brainfogyou may hit a wall and want to quit. 4. Incubationlet your subconscious work on it. 5. Illuminationthe idea often comes when youre relaxed and doing something else. 6. EvaluationDoes it work? Is it on strategy?

How to Create Original Ideas

What If? An unexpected association

Free association

Dramatize the obvious Catchy phrasing An unexpected twist A play on words Analogy and metaphor Familiar and strange A twisted clich Twist the obvious To prevent unoriginal ideas, avoid the look-alike and the tasteless.

Extension: An Idea with Legs

A strong Big Idea be an umbrella for a variety of executions.

Adaptation: Taking an Idea Global

Standardizing the campaign across multiple markets only works if the strategy and objectives are the same. Creative executions may be customized due to cultural differences.
Is it on strategy? Structural analysis:

Evaluation: The Go/No Go Decision

The power of the narrative The strength of the product claim How well the two are integrated

Copy Testing

A formal method to evaluate effectiveness. Vampire creativity so creative the product may not be remembered.

COPYWRITING
1. Matter written in words is called copy.
Photographs ii. Pictures iii. Illustrations iv. Logos v. Mascots
i.

Copywriters have to interact : i. Business executives ii.Account Executives iii.Market Researchers iv.Client & Director

Copy Writing

Write Effective Copy

Be single-minded Be specific Get personal Keep a single focus Be conversational Be original Use variety Use imaginative description

Advertising writing style

Tone of voice, Grammar Display copy, Body copy

Two categories of copy

How to write headlines

Attract only prospects Work with the visual to stop and grab readers attention Identify product and brand; start the sale Lead readers into body copy

Two categories of headlines

Straightforward and informative Draw reader in , Build brand image

How to write other display copy

Captions, Subheads, Taglines and slogans

Print Copy
Headlines Body Copy i. Narrative- story type ii. Straightline-selling points for the product iii. Dialogue what one character says iv. Picture & caption- visual to narrate story Slogans

Several Types of Headline

Benefit Headline Emotional Headline Curiosity Headline Directive Headlines Slogan Headlines Horn Blowing Headlines

Techniques for Creating Slogans

Direct Address: Have it your way; Think small. A startling or unexpected phrase: the NYNEX campaign used, If its out there, its in here, which is an example of a twist on a common phrase that makes it unexpected. Rhyme, rhythm, alliteration: uses repetition of sounds, as in the Wall Street Journals sloganThe daily dairy of the American Dream. Parallel construction: uses repetition of the structure of a sentence or phrase; Morton Salts When it rains, it pours. Cue for the product: Folgers Good to the last drop; John Deeres Nothing runs like a Deere, Wheaties Breakfast of Champions Music: In the valley of the Jolly, ho-ho-ho, Green Giant. Combination (rhyme, rhythm, parallel): Its your land, lend a hand, is the slogan for Take Pride in America.

Why Necessary

Slogans are direct, short, easily remembered. They repeat the brand name. Can be printed & sung. Can be funny & entertaining. Idiomatic slogans are remembered for a long time.

Drawbacks
Become outdated. Changing agency leads to change in slogan. Some times copied by many with slight variations. e.g. Jefkins :- Pan Ams Slogan Who made the going great? BOAC- Who made the Boeing great?

Characteristics of Good Slogan

1.

2. 3. 4. 5.

The slogan is simple & straightforward. It is pleasant too. It carries some pleasing sales idea. It conveys some in a compact form. Good slogans finish the job in 7-8 words. So many ideas give rise to one good slogan.

Broadcast Copy

Similarity- Clarity, Conciseness. Electronic media is good -supportive media to print.

How to Write Body Copy

Body copy Writing styles Lead paragraph Closing back paragraph

Print Media Requirement

Newspapers

Less intrusive medium Ads more straightforward and informative Better ad production More informative, longer copy Focus on service or store personality Little space for explanation; keep it simple Creative concept marries words and visual Detailed copy about a product, company, or event more informative with longer copy

Magazines

Directories

Posters and outdoor advertising

Product literature

Radio Copywriting

Voice Music Sound effects

The Art of Writing for Radio

RJs Talk to people. Never talk at the people. Pleasant and conversational. Crisp & clear Imagery is created by vivid description. Make most of the word you use. Repetition works. Stick to one selling point & repeat it several times a day.

TV Copywriting

Video Audio Other TV tools Talent

Scripts, Storyboards, Photoboards

Script The written version of the commercial Prepared by the copywriter Storyboard The visual plan or layout of the commercial Prepared by the art director Photoboard Uses photos instead of art for images

Web Writing Basics Banners Ad

Offering a deal like a discount or a freebie Using an involvement device like a challenge or contest Changing the offer frequently, even daily Keeping the writing succinct for surfers short attention Focusing surfers attention by asking questions or offering knowledge they can use Use the ad to solicit information and opinions

Thank You