AdPrin - Concept of Advertising
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Transcript of AdPrin - Concept of Advertising
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The Concept of AdvertisingPart 1
Advertising Principles and Ethics
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Food for thought:
Its not CREATIVE
if it does not SELL.
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What is an ADVERTISEMENT?
A specific message constructed /designed for advertising purposes
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What is ADVERTISING?
Communication designed to inform,persuade, promote, motivate people
on behalf of a brand or a social cause.
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FORMS of ADVERTISING
PSA (Public Service Announcement) push for thecommon good of society; pro bono
ex. Dont drink and drive
Cause Advertising advertises to raise funds for a
cause; usually affiliated to an organizationex. Piso para sa Pasig ABS CBN
Corporate or Institutional Advertising
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FORMS of ADVERTISING
Commercial Advertising promotes brands and commodities
B2B (business to business) - supplier to supplier advertising
ex. ChemLab to Unilab
B2C (business to consumer) -
supplier to retail channel advertising
ex. URC to S&R Philippines Retail Advertising -
supplier to consumer; has own retail channel
ex. SM Department Store to you
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Who is the ADVERTISER?
Individual or organization who owns a product /
service / brand / idea and expresses intent to
promote in order to generate income
>> You, on the other hand, are called an AD PERSON
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Who is the AD AGENCY?
A business that provides clients with creative andmarketing services related to planning, creating,
producing and placing advertisements.
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Types of Ad Agency
Full Service Agency
Creative Boutique
Media Placement
Publicity
Production
Events
Management
Research
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What is an Ad Campaign?
A series of coordinated ads based ona single BIG IDEA , and each ad can
stand on its own.
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The Concept of Advertising
Part 2Advertising Principles and Ethics
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The Ad Agency Structure
Account Planner Creative Director
Account Mgr
FA
CEO
Media Dir
Media Mgr
GA Copy
Art Team Production Team
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The Project ProcessOverview
Strategy
Ideas
Design
Production
Implementation
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OVERVIEW From Client to Ad Agency
Orientation / briefing of client to agency; details to come from client
Address the following:
Client goals / objectives What does client want to achieve?
Project goals / objectives What do you want your advertising to achieve?
Role of the project in the Marketing Mix What should advertising do to the mix?
Target Market Who are you talking to?
Competition Who is your threat?
Budget How much can you spend?
Timeframe How much time do you have?
Overview
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The Product Brand Essence / USP / Benefits
Packaging
Price / Distribution
Target Market
Demographics
Psychographics
Consumer Behavior / Needs /Wants / Demands /
Cultural Influences
Maslow Hierarchy of Needs how much do they need the product?
Do your own Ad Research:
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Maslow Hierarchy of Needs
Self-Actualization
Esteem Needs
Social Needs
Safety Needs
Physiological Needs
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STRATEGY From Accounts to Creative
Drafting the Creative Brief (strategy plan/ advertising plan)
A creative brief is the STRATEGY MAP of the clients preparatory mission
to understand the brand
to know the objectives for advertising
set the context
lay the strategic plan for implementation
>> The Creative Brief is discussed with the accounts manager, the creative
director, the art director and the copywriter.
Strategy
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What goes into the CB?
Project title
Creative challenge / Project goal what is the goal of advertising
the product?
Target audience based on client or identify your own
Brand essence / USP (Unique Selling Proposition) / Benefits
Creative Strategy What will be the story?
Communication Strategy how will you tell the story? (tone/ style)
Media Strategy how will your story reach your audience?
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Creative challenges/Project goals
Introduce or launch a new/improved/reformulated
product, service, brand, new packaging
Re/Position
Create awareness, generate interest Promote, sell
Persuade to shift minds, preferences, behavior
Sustain presence
Boost brand / branding
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USP (or best feature) / Benefit
Take it from the brand nameCream All: The queen of all cream
Physical appearance
Mini Cooper: Fits anywhere
PackagingHunts: Easy Open Can
Taste/Flavor
Jollibee: Langhap Sarap
HeritageBPI: Serving you for 150 years
Price
Coke Sakto: P5 lang
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How product is usedOreo: Twisk Lick Dunk
Competition
Im a MAC, Im a PC
How product is made
Mega Sardines: Caught and canned on the same day
Ingredients
Del Monte Tomato Ketchup: with Omega 3
Time of use
Clusivol: Sa panahon ngayon, bawal magkasakit Personality
Greencross Alcohol Ang germs hindi bine-baby
USP (or best feature) / Benefit
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AttitudeNike. Just do it.
Existing Ads
Nido: Ang pinipili ng mapipiling ina
ConsumerFlintstones: Kids love it, Moms trust it
Owner/ Staff
Belo Cosmeceuticals: By Belo
Character
Energizer bunny: Keeps going and going
Outlet / Store
The Generics Pharmacy: Aircon
USP (or best feature) / Benefit
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Creative Strategy - Types of Strategies
Before and After
Before only
After only
Advice / KnowledgeEmpathy
Demonstration
TestimonialHeritage
Owner or Staff
Product Positioning /Repositioning
Competitive
ChallengeNegative to Positive
Logic
Price
Honesty
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Internal (the company / product / service / idea)
Strength/s salient points of the company / brand
Weakness/es pitfalls of the company / brand
External (the marketplace)
Opportunity/ies how will your advertising expand the
brand?
Threat / s what can possibly hinder the success of
your advertising?
Creative Strategy - SWOT ANALYSIS
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Demonstration
Endorsement / Testimonials
Declarations
Slice of Life
Meta-Advertising
Pop Culture / Fantasy
Misdirection
Images / Lifestyle
Adventures / Escape
Benefits / Differentiation
Recognition
Creative Strategy AD CATEGORIES
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Communication Strategy Tone / Style
Humor
Satire
Parody
Irony
Passion
Lust
Desire
TriumphRespect
Value
Pathos
Fear
Shock
Association
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Media Strategy - Types of Trad Media
Print Media
ATL
BTLElectronic Media
Broadcast Radio / TV
WebMobile
Digital Interactive
POP / POS
OOHTransit
Outdoor
AmbientGuerilla
Direct Mail
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Media Strategy - Types of Non-trad Media
Logo on sidewalks
Wild postings
Coffeecup sleevesMetro Cards
Car stickers
Taxi ads (inside)Corporate giveaways
Novelty items
Sponsorships
Grocery cartsBlimps
Bathroom stalls
Displays / standeesFloor stickers
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IDEAS Between Artists andWriters
Creating concepts based on the creative, communication
and media strategy
Discuss what goes into the ad: Core Concept or the BIG IDEA
USP
Functional / emotional benefit / supports (hidden truths)
positioning
Copy
Visuals
Effects / Execution
Ideas
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Generate Big Ideas
Analogy / Metaphor
Interpretation
2-in-1
Executional
Product is God
Trends
Obsessions
Exaggerations
Proposition or
Product Personified
Spoof
Borrowed Interest
Social Commentary
Anti-Something
Topical / Relevant
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DESIGNBetween Artists andWriters
Thumbnail sketches
Rough Compres (roughs)
Comprehensives (Comps
Photo Compre (PreF
inal)
>> design includes the execution of the ad material
(in terms of printing, installation / timing / scope /
etc.)
Design
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PRODUCTION Producers and Talents
Execution and Finalization of design
>> color correction / preparing for print-ready material
Production of material for broadcast
>> recording / video and editing
Implementation of design solutions
>> choice of material / physical set-up / execution of ideas
Production
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Media Suppliers
Art Studios Dentsu Indio
Web Designers Team Manila
Printers Wild Format
Film / Video House - ProVill
Radio / Sound Production Sound Media
Research Companies - Nielsen
Events Wishcraft
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IMPLEMENTATION From Media then out
Deployment of design to various media / suppliers
>> in other words: the dirty work
Implementation
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Media Channels
Print Daily Broads / Glossy Magazines
Broadcast TV / Radio stations / Cinemas
Web Web Host / Service Providers
Web ads / email blast
OOH Billboards / Transit ads
Publicity / Events