ADPRAC 4 NOTES W1 (21-08-19) • Think/Understand Deliver information, aid understanding; create recall

I. TOPICS TO BE TACKLED • Connect Establish brand identity and associations and transform a product

Identify Set Match Brainstorm Decide into a brand with distinctive personality and image
BRAND BRAND STRATEGY IDEA EXECUTION • Believe change attitudes, create conviction & preference, & stimulate
PROBLEM OBJECTIVE (HOW) (WHAT)
(GOAL) trust
• Act/Do Stimulate trial, purchase, repurchase, or some other form of
CREATIVE BRAND
COMMUNICATION action, such as visiting a store or website.
BRIEF EXECUTIONS
C. STRATEGY (HOW)
A. BRAND PROBLEM - Match strategies with different messages that:
- Identify the problem to attain a Creative Brief • Get attention • Inform
• Brand Audit • Create Interest • Teach
• Market Research • Resonate • Persuade
• SWOT (Strengths, Weaknesses, Opportunities, Threats) • Create Believability • Create Brand Associations
• PESTLE (Political, Economic, Social, Technology, Legal, Environment) • Are Remembered • Drive Action
• Target Market Analysis (Demographic, Geographic, Sociographic, • Touch Emotions
Psychographic, Behavioral) D. IDEA
• 3Cs (Customers, Competitors, Company) - Brainstorm your ideas
• 4Ps (Marketing Mix – Price, Place, Promotion, Product) • Concept
• VALS (Values, Attitudes & Lifestyles: Innovators, Thinkers, Believers, • Thought or argument that is being communicated
Achievers, Strivers, Survivors, Experiencers, Makers) • Reasoning/Defense
B. BRAND OBJECTIVE (GOAL)
• “Ano ang pinag lalaban mo?”
- Set the brand’s goals. Some common message objectives include:
E. EXECUTION
• See/Hear – Create attention, awareness, interest and recognition - Decide how you execute the idea.
• Feel Touch emotions and create feelings
• Visual (How the images, colors, art direction said the message)
 • Verbal (How the message was said in words) - It is important to keep in mind that both media and message need to work together
- Using both visual and verbal execution to achieve Brand Communication to create effective communication.
Executions - Planning the message usually happens simultaneously with planning the media

II. THE CREATIVE SIDE P1 C. ROLE OF CREATIVITY

MARKETING COMMUNICATION * Effective advertising is both • The Art & Science → creative strategy
PLAN & STRATEGIES an art in its creativity and a • A winning marketing communication idea must be both creative
science in its strategy. (ORIGINAL, DIFFERENT, NOVEL, UNEXPECTED) and strategic (RIGHT FOR
Message Planning Media Planning THE PRODUCT & TARGET & MEETING THE OBJECTIVES).

Creative Brief Target & Media

Message Objectives
Big Idea
Message Execution
Copywriting
Design & Production
Media Buying
Adaptions for IMC
areas & International
Campaigns
Evaluation
Objectives & Effects
Copy Testing
Performance Results
A. EFFECTIVE MARKETING • Not just about coming up with a no one has though of before, rather:
Research
COMMUNICATION advertising creativity is about coming up with an idea that solves a
Media - A product of both logic communication problem in an original way.
Objectives
(science) and creativity (art).
Media Mix
Selection • Science – Logic that’s built D. CREATIVE BRIEF
on fresh insight coming from • (Creative platform worksheet/ blueprint) a document prepared by the
Scheduling &
Budgeting research. account planner to summarize the basic marketing and advertising strategy.
• Art – The message itself • Gives direction to the creative team members as they search for a creative
translates the logical planning concept, or big idea. Remember that we make a distinction between
Media Tactics
into an original, attention- creative strategy and creative executions.
Monitoring getting, and memorable • Creative brief summarizes the key strategic decisions such as message
Evaluation creative idea objective, message targeting and brand positioning. But they are
interpreted in terms of creative strategy.
B. MARKETING 1. Creative strategy or the message strategy is what the advertisement says
COMMUNICATION PLAN AND
STRATEGIES − Message Objectives, Message Targeting, Brand Positioning
 • Execution is how it is said.
• OUTLINE OF KEYPOINTS IN A TYPICAL BRIEF:
a. Problem that can be solved by communication
b. Target Audience and Key insights into their attitudes and behavior
c. Brand positions and other branding decisions, such as personality
d. Communication objectives that specify the desired response to the
message by the target audience.
e. Proposition or selling idea that will motivate the target to respond.
Ano yung pinaglalaban mo
f. Media considerations about where and when the message should be
delivered. Saan lalabas yung ad mo
g. Creative direction that provides suggestions on how to stimulate the
desired consumer response. Visual and verbal executions
QUESTIONS TO ASK ABOUT:
a. What are we advertising at all?
b. What is the message trying to do?
c. What are their current attitudes and perceptions?
d. What is the main promise we need to communicate?
e. What is the key moment to which we tie this message?
f. What tone of voice should we use?
C. PARTS OF CREATIVE STRATEGY
- Message Objectives, Message Targeting, Brand Positioning
1. Message Objectives
- What do you want the message to accomplish?
a. See/Hear – Create Attention, awareness, interest, and recognition
b. Feel – Touch emotions and create feelings
c. Think/Understand – Deliver information, aid understanding, and create
recall.
d. Connect – Establish brand identity and associations and transform a
product into a brand with distinctive personality and image
e. Believe – Change attitudes, create conviction and preference, and
stimulate trust.
f. Act/Do – Stimulate trial, purchase, repurchase, or some form of action,
such as visiting a store or website.
2. Message Strategies
− Once you have objectives stated, how do you go about translating them
into strategies?
− Remember there is no one right way to do brand communication – in
most cases there are a number of ways to achieve a communication
objective
• Planners search for the best message design – the approach that makes
the most sense given the brand’s marketing situation and the target
audience’s needs and interests.
• Note the use of word of “design” – “message design” – not graphics
but rather problem solving.
 − There are a lot of ways to design a message, but how do you talk about E. SYSTEM OF STRATEGIES: FRAZER’S SIX CREATIVE STRATEGIES:
the various strategic approaches that might work? → how do you put Strategies Description Uses
strategies into words? Preemptive - Uses common attribute or - Use for categories with little
benefit. Brand should get differentiation or new product
there first – which forces categories.
D. FACETS MODEL competitions into “me too”
positions.
− Head and Heart – in Facets model, the
Unique Selling - Uses distinct difference in - Used for categories with high
cognitive objectives generally speak to the Proposition attributes – creating a levels of tech improvement and
(USP) meaningful consumer benefit innovations
head, and the affective objectives are more
- Mahirap hanapan ngayon
likely to speak to the heart. Brand Image - Uses claim superiority or - Used with homogeneous low-
distinction based on extrinsic tech goods with little
− Sometimes however, a strategy is
factors such as psychological differentiation.
designed to inform the mind as it touches the differences in the minds of - Uses factors that isn’t a part of
consumers the product.
emotions.
– Sticking a brand onto - creating an image in the minds
− When we design an ad, we should attack something of people.
Positioning - Establishing a place in the - Used by new entries or small
the head and heart.
consumer’s mind relative to brands that want to challenge
- Another way to refer Head and heart the competition. the market leader.
- About helping customers to - Ex. Surf vs Tide (market leader)
Strategies are: Hard-sell & Soft-Sell approaches.
categorize a brand
• Hard Sell – Informational message; creates a response based on logic in order Resonance Use situations, lifestyles, and - Used in highly competitive
emotions with which the and undifferentiated product
to touch the mind. Assumption is that the target audience wants information
target audience can identify. categories.
and will make a rational product decision. - Connecting emotions to the
brand.
• Soft Sell – uses emotional appeals or images to create a response based on
Affective/ - Uses an emotional Used where competitors are
attitudes. Assumption is that the target has little interest in an information anomalous (or sometimes even ambiguous playing it straight and
ambiguous) message to break through informative.
search and will respond more favorably to a message that touches their
indifference.
emotions or presents an attractive brand image.
F. SIX MESSAGE STRATEGIES
− These strategies can be combined accordingly to the use.
− Ex.: Clear refreshment (sensory) in an unbreakable (ration), portable (ration)
container.
Strategies Description
Ration Segment - Based on rational thought. Represent
“reason-why”
- Product focused message strategies.
- Ex. Benefits of product X.
Acute Need Segment - (Special Need) Based on consumer’s
unanticipated need for the product or
service.
- Ex. Wilkin’s “Trust what most doctors
recommended.”
- Creating a perception to consumers.
Routine Segment - Attempts to routinize everyday
behavior. Brand presents it that you can
use it everyday
Sensory Segment - Based on one of 5 senses: sight, touch,
hearing, smell, and taste.
- Ex. “refreshing, clear taste etc.”
Social Segment - Based on establishing, maintaining or
celebrating relationship with others.
- Ex. “share brand x with someone you
love.”
Ego Segment - Based on images that consumers have
of themselves. Perceiving them as the
one speaking the ad.
- “This is who you are.”
G. STRATEGIC FORMATS
- How is it going to look like when it will be released.
Formats Description
Lectures and - Usually given verbally or a demonstration using visuals
Dramas. - Speaker represents evidence (broadly speaking) and uses
techniques such as arguments to persuade the audience.
- Advantages: inexpensive to produce, compact and efficient.
Delivers dozen selling points and get right into the point and
make the point explicitly.
- Dramas rely on viewer to make inferences about the brand. It
tells stories that doesn’t really speak to the audience directly.
Psychological - Use to describe a message that speaks to attitudes as well as
Appeals heart. Appeal connects with some emotion which makes the
product particularly attractive or interesting -sensory pleasure.
- Ex. Appetite appeal (using mouth-watering words), or Status
appeal (establish as a high quality, expensive product)
Selling Premises - States the logic behind the sales offer. Premise is a
proposition which an argument is based or a conclusion is
drawn.
- Must identify the product’s features (or attributes) in terms of
those that are most important to the target audience. A Claim
is a product-focused strategy based on prediction about how
the product will perform.
- Benefit – what the product can do for the user by translating
the product feature into something beneficial to the consumer.
- Promise – a benefit statement that looks to the future and
predicts something good will happen if you use the product
- A reason why emphasizes the logic behind why you should by
something. Reason can be implied or assumed.
- Unique Selling Proposition (USP) – benefit statement that’s
both unique to the product and important to the user.
- Ex, Strategic Format of Centrum Ad.
 OTHER Description Create Interest - Getting attention reflects the stopping power of an ad.
STRATEGIC Keeping attention reflects the ad’s pulling power. An
FORMATS interesting thought keeps readers’ or viewers’ attention and
a. Straightforward - Uses factual or informational, conveys information without pulls them through the end of the message.
Message any gimmicks, emotions or special effects. - One way is through Curiosity – using teaser campaign where
b. Demonstration - Focuses on how to use the product or what it can do for you. the message unfolds over time. Ads that open with questions
c. Comparison - Contrasts two or more products to show the superiority of or dubious/ambiguous statements are designed to create
the advertiser’s brand. curiosity.
- It can be direct, with competitors, or indirect, just referencing Resonate - Ads that amplify emotional impact of a message by engaging
other leading brands. a consumer in a personal connection with a brand are said to
- Bawal sa Pinas ang Direct comparison. resonate with the target audience.
d. Problem - Message begins as a problem, then showcases the product Create - Uses credibility strategy to intensify the believability of a
Solution Message as the solution. Believability message. Using data to support or prove a claim is critical.
(Product-as-Hero)
e. Humor
Using brand characters is designed to give consumers a reason
- Using humor as a useful creative strategy to grab attention
to believe in a brand by cementing conviction.
and is memorable.
Remembered - Not only do messages have to stop (get attention), and pull
f. Slice-of-Life -
message (create interest), but they have to stick (in memory) which is
g. Teasers - mystery ads that don’t identify the product or don’t deliver another important part of the perceptual process.
enough information to make sense, but designed to arouse - Most ads are carefully designed to ensure that these memory
curiosity. Often used to launch a product. tracers are easy to recall.
- Much of advertising’s impact lies in its delayed effects, hence
memorability is a huge factor in effectiveness. Usage of
III. MATCHING MESSAGES TO OBJECTIVES catchy headlines, curiosity, & intriguing visuals to make this
- This is the part of the marketing campaign to bring both the message planning and recall process.
- Repetition – used both in media & message strategy to
Message strategies together. ensure memorability. Jingles allows advertisers to repeat a
MESSAGES Description phrase or product name without boring the audience.
THAT: - Slogans are used for brands and campaigns, Taglines are
Get Attention - To be effective, the advertisement needs to get exposure to used at the end of an ad to summarize the point of the ad’s
the media buy and get attention through the message. Getting message in a highly memorable way.
consumer’s attention require stopping power - Colors are used by print ads to identify a brand with a certain
- Creative ads breaks through the old patters of seeing & color.
saying things – unexpectedness of the new idea. Touch Emotions - Create feeling-based responses (love, fear, anxiety, envy,
- Intrusiveness is important in cluttered markets. They use sexual attraction, happiness and joy, sorrow, safety and
loud, bold effects to attract viewer attention. Others use security, pride, pleasure, embarrassment, and nostalgia.)
engaging, captivating ideas, curiosity or mesmerizing visuals.
Inform - Uses announcements to provide info’s about new products, COMPUTATION OF GRADES
to tout reformulated products or to let consumers know about Work in Progress 10%
new uses of old products.
- Tangible & Intangible characteristics of products which we - Sketches, Progress checking, Idea Pitching
can share to people. - Consultation week every after the lecture week
- Tangible (size, feature, color, durability, package, taste, others - Maximize your time, draw your idea
- Intangible (Style, Quality, Image, Prestige, Warranty, Brand
Name, Others) connecting characteristics with - Mind the time (3 hours, class is not lab)
metaphorical/symbolic Final Output 70%
- Submission of plates
Teach - Designed to teach, such as demonstration that show how
something works or how to solve a problem. Educational - Criteria for grading will always be given
messages. - Comments and feedbacks are given for WIPS, Rubrics for Final Output
Persuade - Designed to affect attitudes and create belief. Use of Quiz Score 20%
Testimonials and messages that generate word of mouth
about the product. Endorsements by celebrities or experts are - Given every asynchronous week
used to intensify conviction. - Should be taken during class period only
- Using Selling premises that focus on how the product will - No special Quizzes
benefit to the consumer, state reason why or explain (USP) are
persuasive. Comparisons --------------------------------------------------------------------------------------------
Create Brand - Transformative power of branding. Where the brand takes The quiz will be coming next week
Associations on a distinctive character and meaning – most important
function. Image advertising is used to create a representation Ma'am Mortel will not be active by 6pm
of the brand through symbolism. Pwedeng gamitin yung phone number
Drive Action - Even harder to accomplish than conviction is a change in
behavior.
- Sales promotion works in tandem with advertising to
stimulate immediate action using sampling, coupons, and free
gifts as incentives for action.
- Most ads end with a signature that serves to identify the
company or brand, but it also serves as a call to action.
- More about getting people to get the consumers buy the
product.
 - Sales promotion Concept Development 30%
-------------------------------------------------------------------------------------------- - Always has to refer back to the problem
EXERCISE NO. 1 (Individual) - Explain why you chose this format
CASE STUDY FOR - POOKIE WASH FEMININE WASH
Case Brief: Design Execution 20%
• To create a mainstream ad - Layout size for the output is for us to chose (8.55"x11")
- The idea is the one to be graded the most
• Tightening Effect (Virgin Feels)
• Antibacterial Plate Management/ Presentation 10%
• Antifungal --------------------------------------------------------------------------------------------
• Cooling Effect with Green Tea Scents Consultations will be next week
• Deofragrances - Sketches and thumbnails will be expected
• OB-Gyne THe following week will be the plate submissions
• Silky Softeners - Pwede nang magsubmit in between the consultation week as long as
• Hypoallegenic consultations were already
• PH5 - September 1 deadline
• Cannot change packaging and design - Bawal and downloaded images
- pwede digital sketching
Case Study: - 9am to 6pm consultations
Strategy Development 40% - Room reservations for consultations ( breakout rooms for private
Standatrd to Achieve consultations)
- Target audience is clearly identified and strategic - QUIZ 10-15 ITEMS NEXT WEEK
- Key insights are clearly discussed and well justified - consultation: I'll be planning to do that on Friday (time depends on Ma'am
- message objective is clearly identified and is effective in its match Morts)
-