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Jour 374 Advertising and Copywriting Advertising Creative Strategy

by: Rebel_Athlete

Jour 374 Advertising and Copywriting Advertising Creative Strategy Jour 374

Marketplace > University of Nevada - Las Vegas > Journalism > Jour 374 > Jour 374 Advertising and Copywriting Advertising Creative Strategy

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These notes cover the basics on Advertising strategy as well as the importance of the creative process, buying process, research and the copy platform. A full summary of this week's notes is on the...
Advertising Copywriting
Maria Marinch
Class Notes
Advertising, Copywriting, Marketing, IMC, brand, Awareness, Media, maslows, Theory
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This 8 page Class Notes was uploaded by Rebel_Athlete on Saturday September 10, 2016. The Class Notes belongs to Jour 374 at University of Nevada - Las Vegas taught by Maria Marinch in Fall 2016. Since its upload, it has received 5 views. For similar materials see Advertising Copywriting in Journalism at University of Nevada - Las Vegas.

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Date Created: 09/10/16
Sunday, September 11, y Jour 374 Advertising and Copywriting Notes — Advertising Creative Strategy SUMMARY This lecture covered the components of an agency, the creative process, buying process,  research and the copy platform for a marketing scheme. The agency team consists of people on the business and creative side of marketing all working together to create one great product that a client will love. The creative process is very important because without creativity there is no  pizazz to your advertisement. The creative process starts off with the business model in mind  because without this there would be no value in the advertisement. This process must also  recognize the need for continuity as far as a set formula for advertisements and campaigns  because the most successful companies tend to have their own formula and use it religiously  every time. It is important that while in the creative process the creative team keeps in mind  Maslow’s famous hierarchy of needs pyramid, which ranks from the most need to the highest  need of a human being ranging from physical all the way to self­actualization. Before any  human can reach the self­actualization stage the other levels must be fulfilled. The buying  process itself has 7 steps: 1. You must catch the person’s attention 2. create an interest for the consumer 3. create desire 4. beckon a call to action 5. have objectives, strategies and tactics 6. account planning 7. marketing tasks Each of these steps allow the business side of advertising to maximize profit as well as target  the biggest segmented group in the market. In order to have the information needed to achieve  this goal research must be done over the marketed group. You must look at the qualitative and  quantitative information as well as the ethnographic of your group. You can also use the  projective technique to provoke the group to give their opinion on a certain commercial or idea  associated with the product. Lastly it is very important to constantly update the information so  that the creative team knows exactly who they are projecting their message to. The copy  platform is simply a creative strategy statement. These are just as important or even more so  than an actual commercial because the copy platform is sort of like the hook to a popular song:  1 Sunday, September 11, y once those few words are stuck in the consumers’ head, it is safe to say that the commercial  was successful and got the job done.  Agency Team ­ Account Executives ­ Account Planners ­ Media Managers ­ Copywriter ­ Art Director • many copywriters become art directors. ­ Account Manager ­ The account manager is the person who bridges the way between the creative side and the business side of marketing. They are the people who convey the message  to their creatives enough so that they understand what their client needs.  Writers ­ Research ­ Client Contact ­ Producer ­ New business ­ Public Relations ­ Internet Content  ­ Creative Management 2 Sunday, September 11, y Creative Process ­ You must know your client and your product in order to make sure the creative  process is intact. Its a very factual process because it is actually a business process. ­ Brainstorming is important because it must have a business purpose in mind. Without the business perspective the ideas are simply just creative ideas.  ­ It is important to have good visuals as well as having references that reflect your  client. ­ Working on a team effectively is important, especially framing your feedback correctly to creatives because some of them could become a bit sensitive when it comes to  their ideas.  ­  You must always have to have in mind that at the end of the day the idea has to be  sold to the client. It could be the greatest idea but if they don’t buy it, it isn’t worth  anything.  ­ It is also important to maintain continuity throughout your campaigns. Established  companies stick with continuity in their campaigns because they have a certain  formula that they like to follow since it has worked in the past.  ­ At the end of the creative process it is important to figure out what works well with  your clients and why. Knowing this will allow you to figure out new and creative ideas  quickly with a higher chance of getting accepted by the client.  Consumer’s Point of View ­ Maslow’s Theory ­ This theory basically states that any object that we buy has a need, whether or not it is a physical need or comfort need. This theory has to do with the famous pyramid that looks like this: ­ Essentially the idea is that people don’t buy things. They buy the satisfaction and joy that comes from it. 3 Sunday, September 11, y ­ The theory states that in order to reach the self actualization stage a person must  have each level below it fulfilled.  Types of Media ­ Traditional ­ Earned ­ Social What is advertising? ­ It is a paid communication to promote a product or service through the usage of  media.  ­ Earned Media ­ This is a mention of a product without a direct media payment. Examples of this  include any good advertisement that you as a producer do not pay for.  ­ Promoters who are paid to tell people about certain products  ­ Guerrilla Marketing—which includes flash mobs or marketing with large groups  of people. ­ Native Media Marketing ­ MarCom ­ This is promotion but is not necessarily considered traditional advertising.  ­ Traditional advertising includes the promotional mix and advertising mixes  discussed earlier. 4 Sunday, September 11, y ­ Nontraditional ­ This includes direct marketing, sales promotion, public relations, point of sales, email, online ads, social networks and all kinds of internet modes of getting the word out for a product. Word of Mouth is also considered non­traditional  marketing.  ­ IMC (Integrated Marketing Communications) ­ This is a planning process that puts non­traditional as well as traditional ways of  marketing all together into a new mix that is able to target people from different  markets more efficiently.  Buying Process 1. The first step is to catch the persons attention.  2. You must create an interest for the consumer. ­ there is limited time to make you point ­ its important to focus your wants and needs ­ must give relevant messages quickly. 3. Create Desire ­ How can you offer help in a meaningful way? ­ You must appeal to personal needs and wants ­ Consumers must have the willingness to buy when the opportunity is right for the  consumer.  ­ Using the marketing strategies will give chances for the product to maybe get bigger.  4. Call to action ­ clear call for action—There should only be one call for action. A call for action includes  “Come enjoy the sales now” “Dogs are up for adoption now” “These are the product  benefits, call now to get 50% off your order” ­ drive the bottom line ­ engaging consumers to action ­ Engaging the consumers with words are your strongest weapons.  ­ you must starts with a strong command word ­ Must choose words that provoke emotion or enthusiasm  5 Sunday, September 11, y ­ building anxiety in the consumer of missing out on a certain deal will also call consumers to action ­ it is important to know the platform that your message lives on or how to leverage it. For  example when talking about a brand such as Clinique, it is important to call to action the  women who use this brand. Many women who experience wrinkles will use this brand  because Clinique chose to make this their platform. ­ using your words to create tantalizing details can also call consumers to action. ­ when you use numbers to assign a value to the product that can also get consumers to  act. Throwing numbers at the person is good if they want to see actual proof. This is  basically a way for consumers to see statistics.  5. Objectives, strategies and tactics ­ Without a clear objective it isn’t possible to have success.  ­ strategies should be followed especially for people in the creative side of marketing.  ­ tactics are the ways and means to achieve a strategy. 6. Account planning ­ strategy deals with long term solutions such as: ­ continuity ­ growth ­ return on investment ­ your strategy should be specific and measurable. ­ Account planning is used to solve a clients problem.  ­ if the client does not fully understand its target market then there is a huge issue. A  campaign can’t guarantee a client that they will make money but they can guarantee that  they can get the word out as well as increase sales.  ­ account planning started in the 1960’s in Britain to create environment where creativity  flourished.  ­ consumers voices were part of the process ­ 1980’s—account planning was brought to america ­ 1990’s—common practice 7. Marketing tasks ­ you must define the target audience ­ must identify features and benefits ­ clarity the current position ­ align wants and needs with the product ­ determine call to action 6 Sunday, September 11, y Research 1. Get the Facts ­ use secondary and primary research for your findings. These include quantitative and  qualitative research.  ­ Informal ­ you must check out the competition ­ read ­ look at focus groups. ask people why they buy the product, what made them change  their mind and what do the consumers do in their daily life. 2. Ethnography—book suggestions ­ visit a story and check out your product and the competition. it is important to observe your  consumers as well.  ­ observe salespeople with your product and see what they say and how they respond to  your product. ­ take a factory tour ­ hang out with your consumers and watch them use the product. 3.  Projective Technique ­ provide some images or words related to the product and ask consumers to make  associations.  ­ Ask them to get creative an draw pictures or create collages that remind them of something related to the product. ­ have them complete sentences based on what you want to find out. Have them explain  how they feel about the brand. ­ show them a storyboard about the product and ask them what they think about the main  character in the story.  ­ You can also interview or observe the people in your focus groups  4 . Interpret Research findings   ­ interpretation is usually subjective. ­ research unfortunately does not always replace insight. sometimes the facts aren’t  always true.  ­ objective research is evaluated subjectively  ­ data is considered perishable, so it is important to always record new up to date data. Copy Platform ­ This is generally known as a creative strategy statement. 7 Sunday, September 11, y ­ product features and benefits ­ competitive advantage and weaknesses ­ information about the target audience ­ tone of the message ­ positioning statement ­ A statement that includes an adjective or word in a short sentence. ­ for example the taco bell jingle at the end of the commercial is the positioning  statement that stays consistent throughout all the different campaigns. ­ If one thing could be said about this product then it would be this… ­ This provides a framework for the ad. Power and Limits of Brands ­ A brand is an accumulation of the emotions, thoughts, images and ultimately the  personality of a product or service. For example brands like Nike and Apple have  their own personalities that sort of resemble people. ­ Sub brands ­ endorser brand—endorsed by the parent company ­ codriver brand—equal to the parent company ­ Driver brand—where there is a slight variation on the parent ­ for example the iPhone 5c compared to the 5 or the 5s would be considered a  driver brand. ­ line extensions  8


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