JOURNALISM 3700

Ad 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?

Creative research what we will focus on for now

Business Chance

CulturalContext

Target Insight

BrandInsight

THE BIG

IDEA

Business chance

• These are questions I would want the answer to moving forward.

• Why are they looking for help?• Make money • Liquidate assets (We need a sale)

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

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

Business chance

• These are questions I would want the answer to moving forward.

• Where do they stand in the market?• Who are their direct competitors?• Who are their indirect competitors?• What are those competitors doing?

• I don’t want to do what someone else is doing.

• I don’t want to repeat their mistakes.

Step two: cultural context Who is the audience?

Cultural context

• Cultural factors:

•Race

•Religion

•Sexual orientation

Cultural context

• 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.

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

LET’S BREAK THIS DOWN

• Physiolgical:

• Medicine, healthy foods.• Wonder Bread: Wonder helps build strong bodies

• I can’t Believe It’s Not Butter: The taste you love without cholesterol.

LET’S BREAK THIS DOWN

• Safety

•Insurance,

•Retirement,

•Brakes

•Smoke detectors

•Medicine to prevent problems

LET’S BREAK THIS DOWN

• Social Needs

•Clothing

•Food

•Entertainment

LET’S BREAK THIS DOWN

• Esteem

•Cars

•Furniture

•Hobbies

LET’S BREAK THIS DOWN

• Self-Actualization

•Gourmet Foods

•Travel

•Education

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

EIGHT WAYS TO POSITION AN ORGANIZTION.

• 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

Now that we know what we want to convey, how do people obtain information?

Research: does your audience Think, feel or do? This is where 3400 comes into play.

Once your consumer research identifies the audience, use the grid for advertising planning

Any product can find its way on any spot on The grid

Old El Paso Mexican Food:

• High Involvement Thinking: The challenge is a new recipe….this is a way to serve good nutritious food.

• High Involvement Feeling: I don’t want to be embarassed. This is a creative way to enjoy a meal.

• Low Involvement Rational: This is an economical way to serve good food.

• Low Involvement Emotional: This is a fun exciting fiesta!!