JOURNALISM 3700Ad Copy

Planning

Creative research in one slide

Business Chance

CulturalContext

Target Insight

BrandInsight

THE BIG

IDEA Plan To

EngageCreative

Who do we stand for?

Measure

Who is our enemy?Why do we

matter?

Business chance• These are questions I would want the

answer to moving forward.

• Why are they looking for help? WHEN IS EVENT

• How much money is the campaign?• How is that broken down?

• Earned (PR) • Ad (paid content)• Owned (Website/social)

Consumer behavior? Who is the audience?

consumer behavior

• Cultural factors:

•Race

•Religion

•Sexual orientation

consumer behavior

• Cultures also apply to specific communities:

•Some offices have business casual.

•Fans of Ohio University wear more green and white.

•Catholics don’t eat meat on Friday during Lent.

•RUNNING IS A CULTURE.

•AUSTIN TEXAS IS A CULTURE

Class structure• Upper Upper Class (.3%) Inherited wealth

• Lower Upper Class (1.2%) Corporate leadership

• Upper Middle Class (12.5%) Managers

• Middle Class (32%) White and blue collar with above average pay

• Middle Class (38%) Blue collar average pay

• Upper Lower Class (9%) Working & right above poverty

• Lower Class (7%) Out of work on welfare

So what is the target insight? Why do people move?

survival and your definition of it

LET’S BREAK THIS DOWN• Physiolgical

• Safety

• Social Needs

• Esteem

• Self-Actualization

• MENTION BY NAME IN YOUR DOCUMENT

So what is the brand insight? How can a brand help?

EIGHT WAYS TO POSITION AN ORGANIZTION.

• I WOULD MENTION POSITIOING BY NAME

• A leader that sets standards

• The best value, reflecting low cost and high quality. Most economical

• Most prestigious

EIGHT WAYS TO POTISION AN ORGANIZATION

•Preferred by a certain demographic

•Family friendly

•Green

•Socially responsible

How do write a strategy

1.Objective Statement

2.Supporting Statement

3.Statement of Tone

4.THESE SHOULD BE ONE SENTENCE AND ALIGN

How do write a strategy

1. Objective Statement

1. ADVERTISING WILL INFORM, ENTERTAIN OR PERSUADE

2. Supporting Statement

1. SUPPORT WILL BE

3. Statement of Tone

1. TONE REFLECTS

PIADA PAY PER CLICKnew location in downtown

Pay per click examples

Line One: Headline

Piada Now in Downtown Cleveland

Line Two: Support

Quick, fast, fresh Italian Street Food

Line Three: Conversion

Order from your phone right now.

Ad 2

• Italian Street Food Downtown

• Piada makes everything fresh

• Stop by before the Cavs game.

Ad three

• New Piada in at Terminal Tower

• Italian Street Food Made To Order

• Order Online and Wait Less.

Assignment dueWhat would I do?• If you haven’t watched the videos on different kinds of ads

or headlines, start there.

• Go through the same steps you did with the strategy assignment.

• Write the strategy.

• Write the PPC ads.

• Whatever PPC ad you like the best should probably drive your direct ads.

• Turn off your cell phone and come up with an indirect idea.