MINI Cooper: Ideal Image,LLC Click to edit Master title style

B SLIDES

Brandto edit Master title style Click Overview
MINI is …
A British automotive brand owned by the BMW Group A symbol of independence and spontaneity
• Unique combination of style at a low-cost, small size and nimble handling

– Fun to drive and promotes personal style
http://www.creativeabandon.com/CA_Brand_overview.pdf

Evolution of the MINI Click to edit Master title style
In 1956, amid fuel shortages in a number of countries created a pressing need to design a fuel-efficient car British Motor Corporation designed and produced the first Classic Mini which made its debut on August 26, 1959 The Classic Mini was the first mass-produced automobile with a transversally placed engine

http://www.miniusa.com/#/contactFaq/faq/history-i

Evolution of the MINI Click to edit Master title style
In 1961, legendary British race driver John Cooper re-tooled the Classic Mini to create a higher performance, racing version marking the launch of the MINI Cooper Between 1960 and 1967 about 10k Classic Minis were sold in the US In 1968, the US Government issued new Safety and Emissions Regulations, that, at the time, MINI was not prepared to implement, which forced them to leave the US

http://www.miniusa.com/#/contactFaq/faq/history-i

Models of MINI Click to edit Master title style

1959

1963

1968

1976
http://en.wikipedia.org/wiki/Mini

1991

2009

Safetyto edit Master title style Click Features
The combination of an extremely strong passenger safety cell, crumple zones front and rear and side impact door beams means occupants are extremely well protected in an accident Passive safety is further enhanced with a full array of airbags, including front and side airbags for the front passengers including head protection airbags too

http://www.mwerks.com/artman2/publish/mini/MINI_COOPER_A_Modern_Interpretation_Of_An_Automoti_177.shtml

Competitive Positioning Click to edit Master title style
Where are our competitors advertising?

Nielsen Monitor

MINI Cooper Competition style Click to edit Master title
Smart Car: Strengths: • Trendy green car • Inexpensive • High MPG Weaknesses: • 0-60 in more than 12 seconds • No back seat and limited storage space
Edmunds.com

MINI Cooper Competition style Click to edit Master title
VW Beetle: Strengths: Safety Uniqueness Weaknesses: • Small interior • Boring to drive • Limited option choices
Edmunds.com

MINI Cooper Competition style Click to edit Master title
Scion xB: Strengths: • Toyota quality • Customization • Inexpensive • Interior room Weaknesses: • Lacks the fun-to-drive factor
Edmunds.com

MINI Cooper Competition style Click to edit Master title
Honda Fit Sport: Strengths: • Honda quality • Good handling • Interior room Weaknesses: • Interior is cheap • Limited power despite “Sport” name
Edmunds.com

MINI Cooper S Competition Click to edit Master title style
Honda Civic SI: Strengths: Performance Inexpensive Brand name Weaknesses: • Limited options

Edmunds.com

MINI Cooper S Competition Click to edit Master title style
Mazda 3 Wagon: Strengths: • Fun to drive • Interior space Weaknesses: Down scale interior Station Wagon has limited appeal

Edmunds.com

MINI Cooper S Competition Click to edit Master title style
Scion TC: Strengths: • Value • Toyota quality Weaknesses: • Fewer options than Scion xB • Looks sportier than it drives

Edmunds.com

Market Segmentation style Click to edit Master title
Old School (“Me-Too” products and mass market segmentation strategy) New School (Smaller segments, more profits) Mini is a Low-Volume, Niche Brand Pitch to a certain buyer Two-Step process: Identifying groups of people with shared needs and characteristics Aggregating into market segments
Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

Shared Characteristics style Click to edit Master title
Behavioral:
User-Status • Sole Users, Semi-Sole Users & Repertoire Users Usage-Rate • Heavy Users Purchase-Occasion • New Look Benefits-Sought Sporty, Adventurer, Risk Taker, Retro
http://miniusa.com/

Shared Characteristics style Click to edit Master title
Geographic: Concentration: City/Urban Regions: Northeast, Florida, California

http://miniusa.com/

Shared Characteristics style Click to edit Master title
Demographic:
Age: Young Adults (20-34), Mid-Aged (35-50) Family Size: 1-2 Gender: Male Income: $50 - $100k Occupation: Corporate Professional Generation: Baby Boomers Social Class: Upper Middles

Vera Martínez, Jorge, "MINI Cooper Brand Equity Profile and the Measurement of its Components" March 2006.

Shared Characteristics style Click to edit Master title
Psychographic: VALS
SPORTY

FU N

SPEE D

Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

Shared Characteristics style Click to edit Master title
Psychographic: MindBase

Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

Aggregating Market Segments Click to edit Master title style
Bubbling it up:
Risk Takers Loyalists Young Adults Urban/City Repertoire Expressive Geographic

Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

Trendsetting Master title style Click to edit Opinion Leaders
Demographics:
60% Male / 40% Female 1 in 3 under 25 years old Well educated Medium to high income $55k +

Car buying considerations:
Enjoyment Originality Individuality Style

Values:
Authenticity/Honesty Thirst for experience Flexible in work, life and relationships Antiauthoritarian Non-nationalistic

Reference: Mark Smith, Motoring Advisor, MINI of Fairfield County

Progressive Modern Mainstream Click to edit Master title style
Demographics:
60% Male / 40% Female Most are < 35 years old Often single Generally well educated Medium to high income $55K +

Car buying considerations:
Enjoyment Environmental awareness Flexibility and style

Values:
Individuality Thirst for experience Mobile and flexible Cosmopolitan way of thinking Tolerance and openness
• Interests include fashion and lifestyle
Reference: Mark Smith, Motoring Advisor, MINI of Fairfield County

Upperto edit Master title style Click Liberals
Demographics:
63% Male / 37% Female 25 – 40 years old Often single Well educated High earners $100k +

Car buying considerations:
Individuality Enjoyment Substance (appreciates customization) Generally buys the MINI as a 2nd or 3rd car

Values:
Authenticity Honesty Cosmopolitan way of thinking Interested in technological innovation Open and flexible understanding of life Thirst for experience

Reference: Mark Smith, Motoring Advisor, MINI of Fairfield County

Four P’s edit Master title style Click to - Product
Reinvention of a classic design

http://miniusa.com/

Four P’s edit Master title style Click to - Product

MINI COOPER Engine: 1.6-liter inline four Horsepower/Torque: 118 hp @ 6000 rpm/114 lb-ft @ 4250 rpm Transmission: 6-speed manual or automatic with manual mode Length/Width/Height: 145.6 x 66.3 x 55.4 in. Cargo volume: 5.7-24.0 cu. ft. Fuel economy: 32 mpg city/40 mpg highway Starting:$18,700

MINI COOPER S Engine: 1.6-liter turbocharged inline four Horsepower/Torque: 172 hp @ 5500 rpm/177 lb-ft @ 1600 rpm Transmission: 6-speed manual or automatic with manual mode Length/Width/Height: 145.6 x 66.3 x 55.4 in. Cargo volume: 5.7-24.0 cu. ft. Fuel economy: 29 mpg city/36 mpg highway Starting:$21,850

http://www.edmunds.com

Four P’s edit Master title style Click to - Product

MINI COOPER Convertible Engine: 1.6-liter inline four Horsepower/Torque: 115 hp @ 6000 rpm/111 lb-ft @ 4500 rpm Transmission: 6-speed manual or automatic with manual mode Length/Width/Height: 143.0 x 66.5 x 55.5 in. Cargo volume: 5.8-21.4 cu. ft. Fuel economy: 26 mpg city/35 mpg highway Starting:$22,600

MINI COOPER S Convertible Engine: 1.6-liter supercharged inline four Horsepower/Torque: 168 hp @ 6000 rpm/162 lb-ft @ 4000 rpm Transmission: 6-speed manual or automatic with manual mode Length/Width/Height: 143.9 x 66.3 x 55.4 in. Cargo volume: 5.8-21.4 cu. ft. Fuel economy: 24mpg city/31 mpg highway Starting:$26,050

http://www.edmunds.com

Four P’s edit Master title style Click to - Pricing

Four P’s edit Master title style Click to - Promotion

Reference: Mark Smith, Motoring Advisor, MINI of Fairfield County

Four P’s edit Master title style Click to - Place
Distribution:
Only 1 manufacturing facility in England
Selective Distribution
– Dealerships concentrated in the Northeast, Florida and California

Reference: Mark Smith, Motoring Advisor, MINI of Fairfield County

Four P’s edit Master title style Click to - Place
Less is more – MINI’s Premium Brand Limited dealerships (83) Exclusive showrooms and floors Marketing on the web

Reference: Mark Smith, Motoring Advisor, MINI of Fairfield County

Necessity of Master title style Click to edit Research
• Marketing Research Recruit, Regain, Retain • Advertising Research Product Concept, Target Audience Selection, Media Selection, Message Element Selection Examples: ThoughtWorks, Charles Schwab
Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

Advertising Strategy title style Click to edit Master
Product Concept
• Q: How are we perceived? Why are MINI buyers loyal?

Target Audience Selection
• Progressive Modern Mainstream

Media Selection
• Q: What are our customers’ habits? How will we best reach them?

Message Element Selection
• Q: What are our customers’ likes/dislikes?
Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

Pre-Testing Master title style Click to edit
Merchandise benefit testing Market segmenting Identify motives and needs Improve current messaging/ads Select media (class, subclasses, vehicles, units) Evaluate consistency across outlets
Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

Post-Testing Master title style Click to edit
Measure changes in:
MINI.com web traffic Showroom visits Consumer awareness, attitudes, perception, brand interest, aided/unaided recall Sales Market share
Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

Research Objectivestitle style Click to edit Master
Confirm current positioning, challenge, and target consumer prior to advertising development process Who are the current MINI buyers? Evaluate current consumer satisfaction
• Appreciate relationship owners have with their MINI • Understand product features most important to consumers • Uncover any dissatisfiers among current owners

Evaluate consumer of competing cars
Determine changes needed to attract new consumers

Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

Socially Responsible Advertising Click to edit Master title style
Ideal Image LLC …
Realizes the ethical fine line between promoting a sporty, fun-to-drive car without encouraging reckless driving
• Sportiness is displayed in movie scenes and skits that are “unbelievable” and obviously not to be replicated • Create a fun personality for the brand – customization on the website, humor in advertising

Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

Socially Responsible Advertising Click to edit Master title style
MINI Cooper is …
• Ranked 8th in the American Council for an Energy-Efficient Economy • A combination of greenness and fun factor touted CarFun Footprint campaign • #1 out of 197 cars in the CarFun Footprint rankings

http://www.carfunfootprint.com; http://www.aceee.org

Socially Responsible Advertising Click to edit Master title style
How can MINI support its claim as the most fun vs. environmental impact?
All green score ratings can be verified at www.epa.gov/greenvehicles Fun-to-Drive Factor comes from Strategic Vision’s New Vehicle Experience Study MINI’s advertising informs consumers of a fun, green car choice

http://www.epa.gov/greenvehicles; http://www.strategicvision.com

Recent Media Channels style Click to edit Master title
Word of Mouth Web Print Billboards MINI Covert Concerts/Amusement Parks Movie appearances

http://miniusa.com/

Recent IntegratedMaster title style Click to edit Marketing Campaigns MINI Covert was an interactive campaign designed “exclusively” for MINI owners to create “buzz” Direct Mail distributing “A Dizzying Look at the Awesomeness of Small” Placed ads that could only be read with specially-issued Covert glasses

http://www.bssp.com

Recent IntegratedMaster title style Click to edit Marketing Campaigns Covert ads led people to a special website where rewards could be earned Special “Motorby” key chain contained RFID tags: MINI billboards actually “spoke” to MINI drivers passing by People who completed the Covert game received a medallion for their rear-view mirrors
http://www.bssp.com

Recent IntegratedMaster title style Click to edit Marketing Campaigns Hired Todd Phillips to direct the “Hammer & Coop” short film series
A series of six humorous five-minute action films featuring the MINI Enhanced the brand’s fun reputation

Frequent viral advertising through YouTube

http://www.bssp.com

Recent IntegratedMaster title style Click to edit Marketing Campaigns

MINI.com: Find out why a MINI handles the way it does at MINI.com

Billboard: Let’s Motor Campaign

http://inventorspot.com/articles/mini_cooper_no_small_advertising_6530

Recent IntegratedMaster title style Click to edit Marketing Campaigns

Print: Let's take it off. Let's take it all off.

Movies: The Bourne Identity

http://inventorspot.com/articles/mini_cooper_no_small_advertising_6530

Recent IntegratedMaster title style Click to edit Marketing Campaigns
Television:
http://minicooper.tv/watch_video.php?v=2e111541598d561

Success Rates of Recent IMC’s:
Advertising-related MINI conversations increased by 75% in July 2006 vs. the previous month (53% higher than any other month in the previous year) Consumer engagement increased by 21% in July 2006 vs. the previous month Record participation online and at events:
Visitors spent an average of 5 to 8 minutes on Covert websites Over 3,500 owners participated in MINI Takes the States (surpassing participation goals by 200%)

The ad campaign for the new MINI - "ZUG. THE OTHER MINI" also won the agency a 2009 Effie award (a big award in the world of advertising)

http://www.bssp.com/#/28

MINI Brand Values title style Click to edit Master
• Excitement is core brand value Extroverted Chic Integrative
These have all been communicated in past MINI Ads

Reference: Mark Smith, Motoring Advisor, MINI of Fairfield County

The Marketing Plan title style Click to edit Master
Marketing Strategy: Target Market Product Positioning • Attributes, Price/Quality, Use/Application, Class, User, Competitor, Cultural Symbol Determining Marketing Mix • Product, Price, Distribution, Communications Marketing Tactics

Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

Relationship Master title& IMC Click to edit Marketing style
Importance Of:

Cost of lost customers (LTCV)

Cost of acquiring new customers

Value of loyal customers

Most Critical Aspect to MINI. Our Customers are our best advertisers

Costs 5 to 8 times more to acquire a new customer than to keep an existing one

Invaluable to MINI

Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

Advertising Plan Click to edit Master title style
Target Audience – Our Three Target Markets

Advertising Message – New Tag Lines through Communications Media

Product Concept – MINI’s “bundle of values”

Communications Media – TV, Print, Online, OOH, Radio, Word of Mouth

Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

TIME 2009 Full Page 4Cstyle Click to edit Master title Rate
Full Page Guaranteed $273,750
– Rates apply to bleed and non-bleed creative.

Audience Guarantee: 19,500,000
– Frequency: 51x – Rate Base: 3,250,000 – Circulation: 3,360,135

http://www.time.com/time/mediakit/1/us/timemagazine/rates/national/index.h Time Media Kit

TIME Reader Demographics Click to edit Master title style
2009 SPRING MRI
TIME U.S. Audience Profile
Source: 2009 Spring MRI; Based on Adults

National Audience Profile Total U.S. Audience % Male/ Female Median Age Median HHI Grad College+ Prof/Mgrl HHI $100,000+

(000) 20,749 51/49 47.2 $74,604 8,702 6,655 7,267

http://www.time.com/time/mediakit/1/us/timemagazine/rates/national/index.html

Maximto edit Master title Rate Click 2009 Full Page 4C style
Open 3x 6x $241,756 $234,504 $227,251

Frequency: 12x Ratebase: 2,500,000 Circulation: 2,535,884

http://www.maximmediakit.com/circulation/index.php

Maxim Reader Demographics Click to edit Master title style
Total Audience 12,969,000 Men 10,042 Women 2,928 Age 18-24 3,954 25-34 4,943 35+ 4,072 Median Age Median HHI College or University Student Attended/Graduated College+ Employed Full Time Marital Status Single 77.4% 22.6 % 30.5% 38.1 % 31.4 % 29.3 $69,381 1,806 13.9 % 7,707 59.4 % 9,002 69.4% 7,967 61.4%

http://www.maximmediakit.com/circulation/index.php

SI 2009 Full Page 4C Rate Click to edit Master title style
$320,000
Frequency 56x Rate base 3,150,000 Circulation 3,250,912

http://sportsillustrated.cnn.com/adinfo/si/ratecard2008.pdf

SI Swimsuit Issue title style Click to edit Master
• Estimated Circulation of Swimsuit Issue – National 4,500,000 • 2008 Edition Full Page 4C Price $375,935

http://sportsillustrated.cnn.com/adinfo/si/ratecard2008.pdf

SI Readership Demographics Click to edit Master title style
Total Audience 20,037,000 (> ¾ male) Age 18-24 4,022,000 20.1% 25-34 4,445,000 22.2% 35+ 8,467,000 42.3% Median Age 39 Median HHI $65,464 Attended/ Graduated College+ 11,530 57.5%

http://sportsillustrated.cnn.com/adinfo/si/ratecard2008.pdf

Cosmo 2009 Full Page 4C style Click to edit Master title Rate
$215,900 “Fun Fearless Female”
– – – – – – Frequency Rate Base Subscription Newsstand Median Age Median HHI 12x 2,900,000 1,184,129 1,753,732 31.0 $57,940

Sources: ABC June 2008, MRI Fall 2008 http://www.hearst.com

Typesto edit Master title style Click of Media

Television (TV)

Print

Out of Home (OOH)

Radio

Internet

Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

TV Competitive Landscape Click to edit Master title style
TV Advertising (May 2007 - April 2009)
24,151 25,000

TV HH GRPs

20,000 15,000 10,000 5,000 0 426 MINI Cooper Scion VW 4,507

Proprietary and Confidential

The Medium Master title style Click to edit of TV
MINI Cooper
4%

Scion
4% 1%

96%

Volkswagen
17% 4%

95%

54% 25%
* Based on 5/07 - 4/09 activity

Cable

Network

Spot

Syndicated

Proprietary and Confidential

TV AudienceMaster title style Click to edit Measurement
Dayparts:
MINI Cooper 8% 12% 11%

Scion 5% 18% 0% 19% 8%

35% 2% 5%

12% 15%

28%
Volkswagen
6% 16% 10%

2% 6%

14%

37%

11%
* Based on 5/07 - 4/09 activity

11% Early Fringe Overnight

5%

4% Late New s Prime Time Access

Daytime Morning

Late Fringe Prime Time

Proprietary and Confidential

Recent Magazine Advertising Click to edit Master title style
Magazine Advertising for People 18+ (May 2007 - April 2009)
417 362

450 400 350 300 250 200 150 100 50 0

Magazine TRPs

2 Mini Cooper Scion

7 Smart Car VW

Proprietary and Confidential

Recentto edit Master Advertising Click Supplementary title style
Out of Home:
Bulletins, Poster Panels, Speculators, & Kiosks

Radio:
White Roof Radio & Local Dealer Promotions

Internet:
Web site, Micro-Sites, & Landing Pages

Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

Primary IMC Master title style Click to edit Research
Getting to know MINI Owners
Survey Channels:
Online (SurveyMonkey) distributed via …
Email MINI Blogs North American Motoring Club Facebook MINI Groups

Snail Mail (Northeast/60) distributed via …
In Person Handouts Car Windows

Survey Monkey

Primary IMC Master title style Click to edit Research-Online

http://www.surveymonkey.com/s.aspx?sm=iJTwltxqXigKuFVzjkPCsQ_3d_3d

Primary IMC Master title style Click to edit Research-Mail
60 Surveys

Ideal Image, LLC

MINI Owners – Verbatims style Click to edit Master title
you st fun r mo ou 's the It w ith y ly. ve can ha ! Serious on lothes c
I love the ca r; is fun to d reliab rive, le, ver y cool, make statem s a ent

Why would you purchase another MINI in the future?

ths 3 mon , We did cause I e re later b to sha nt ! n't w a di d sband hu ith my w

ou d died, y frien ho ur best If yo meone w to d so h im ldn't fin w ou just like ? acts ould you oks and lo ,w und w ith hang aro

Survey Monkey, 40 respondents

Target’s edit Master title style Click to Media Habits

Proprietary and Confidential

DMAsto TV Master title style Click - edit

SRDS Media Solutions

DMAsto TV Master title style Click - edit

SRDS Media Solutions

MINI Cooper: Ideal Image,LLC Click to edit Master title style

C SLIDES

Media to edit Master title style Click Planning
Media Planning – directing our message to the right people in the right place at the right time Five questions for MINI media planning: • Which media vehicles are our trend setting opinion leaders using? • When during the year will our ads be most effective? • How often should we run our ads? • Can we integrate our ads with other communication tools?
Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

Media to edit Master title style Click Planning
Advertising Objectives: • Position the MINI brand in the minds of trendsetting opinion leaders as an affordable and fun means of self expression and uniqueness • Achieve historic sales growth plus growth in proportion to 2010 dealership expansion • Reinforce current owners’ enthusiasm for the brand so that their passion for MINI rubs off on others like them • Potential owners should feel the Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

Media to edit Master title style Click Planning
Distribution Objectives: The strategy in the past has been to reach a small target audience with a high number of impressions Due to dealership expansion, in 2010 MINI should continue to focus on a high number of impressions but to a wider audience Expansion is primarily geographic

Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

Media to edit Master title style Click Planning
Distribution Objectives: Maximize “Opportunities to See” by creating buzz that leads people to seek MINI on the Web Focus on the exposure value and attention value of MINI ads rather than pure gross impressions and gross rating points Ratings points are meaningless when the audience leaves the TV during breaks Stay away from channels where Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

Media to edit Master title style Click Planning
Maximizing Exposure Value of Ads: Choose high involvement mediums where the audience is engaged • TV – where the viewers do not leave their seats or change the channel • Internet – an interactive website vs. casual reading • Magazine – where audience is reading vs. “flipping through”

Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

Media to edit Master title style Click Planning
Maximizing Attention Value of Ads: Appeal to the specialization of the audience (i.e. in Motor Trend, get technical; in Playboy, be entertaining) Keep ads within a campaign consistent so that the audience becomes familiar with it and builds a “relationship” with the message

Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

The CreativeMaster title style Click to edit Team
Creative Team:
Copywriter
Create the words and concepts for ads and commercials

• Art Director
• Determines how the ad’s verbal and visual symbols will fit together

• Creative Director
• Heads a creative team of agency copywriters and artists that is assigned to a client’s business who is ultimately responsible for the creative product

• Creatives
• Work in the creative department, regardless of their specialty

Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

What Makes Great Advertising? Click to edit Master title style
The Resonance Dimension:
A good ad rings the audiences chimes, echoes in their ears, reverberates and gives them good vibes Negatively originated motives provide the foundation for many great ads. These resonate with the audience by being highly informational Positively originated motives provide consumers sensory gratification, intellectual stimulation, or social approval. These ads may achieve greatness by being transformational

The Relevance Dimension:
An ad that must be relevant to the sponsor’s strategy
Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

Formulating Advertising Strategy Click to edit Master title style
Creative Brief:
Serves as the creative team’s guide for writing and producing the ad Who? Why? What? Where and when? What style, approach, or tone?

Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

Formulating Advertising Strategy Click to edit Master title style
Message Strategy:
A simple description and explanation of an ad campaign’s overall creative approach Verbal
• Guidelines for what the advertising should say

Nonverbal • Overall nature of the ad’s graphics Technical Preferred execution approach and mechanical outcome
Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

Creativity and Advertising Click to edit Master title style
Creativity …
Helps Advertising Inform Helps Advertising Persuade Helps Advertising Remind Puts the “Boom” in Advertising

Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

Creativity and Advertising Click to edit Master title style
Styles of Thinking:
Hard
• Refers to concepts like logic, reason, precision, consistency, work, reality, analysis, and specificity • Things are right or wrong, black or white

Soft
• Refers to less tangible concepts: metaphor, dream, humor, ambiguity, play, fantasy, hunch • There may be many right answers and many shades of gray

Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

Creativity and Advertising Click to edit Master title style
Theories of Thinking:
Fact-Based
• Tend to fragment concepts into components and to analyze situations to discover the one best solution • Tend to be linear thinkers and prefer to have facts and figures

Value-Based
• Make decisions based on intuition, values, and ethical judgments • Better able to embrace change, conflict, and paradox
Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

Creativity and Advertising Click to edit Master title style
The Explorer
• Searches for new information, paying attention to unusual patterns

The Artist
• Experiments and plays with a variety of approaches, looking for an original idea

The Judge
• Evaluates the results of experimentation and decides which approach is most practical

The Warrior
• Overcomes excuses, idea killers, setbacks, and obstacles to bring a creative concept to realization
Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

Big Idea edit Master title style Click to Visual
Nonverbal aspects of an advertisement help to position the product and create personality for the brand
It creates the mood; determines the way it feels to the audience

The style of an advertisement, or manner in which a thought or image is expressed, is set by the designer The creative and approval process include several steps, such as:
• • • • • • Creation of thumbnails, or very small, rough drawings Rough layout drawn to actual size Comprehensive layout is close to finished Dummy present the look and feel for certain ads, such as brochures Mechanicals are a step in the production process sometimes used The approval process depends on size of agency and client

Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

Design Principles title style Click to edit Master
Seamless integration of balance, unity, proportion, emphasis and sequence drives strong design
• Design should command attention, hold the attention, facilitate understanding and lead to a call to action

Print ad visuals need to capture attention, clarify claims, and emphasize product’s unique features The use of music occurs in both radio and television ads
• The entire message can be sung • A donut in the middle of the jingle being sung is a hole for the message • Musical logo is use of consistent musical themes

Internet principles suggest content is king, over visuals
• Internet readers “scan” • Web pages need to be organized • Web sites should be interactive
Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

Design Principles title style Click to edit Master
The role of the headline is to attract attention and get the audience engaged in the ad to deliver the selling message. Headline types include:
• • • • • Benefit - promises audience product experience will be rewarding Informational – delivers news Provocative – drives curiosity Question – encourages reader to search for answer Command – directs the reader to do something

Subheads and body copy allow the advertiser to tell a complete story about product or service
There is a variety of body copy styles, including straight sell, institutional, dialogue/monologue, picture caption, and device

Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

Design Principles title style Click to edit Master
Slogans or taglines are an important aspect to the design of the advertisement
• Provide continuity to series of ads • Reduce advertising message strategy to a brief and memorable positioning

Radio and Television formats include:
Straight announcement when one person drives the sales message via voiceover Presenter commercial uses one person to deliver message such as celebrity spokesperson Testimonial from satisfied users Demonstration provides a visual representation of product

Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

Producing Ads Click to edit Master title style
Print Ads: Preproduction:
• Project Planning: Job Jacket, Schedule • Typography: Appearance, Emphasis, Readability, Harmony, Appropriate • Job Planning: Color Palette, Paper, Production Methods

Production:
• • • • Creating the visuals: Photos/Illustrations, Stock or Original, Adjustments Preparing Mechanicals: Base Art, Overlays, Layout Camera-Ready Art & Halftones: Line Art, Halftone Screens Demonstration provides a visual representation of product

Post Production:
• Production Phase Quality Issues • Print Production Proofing • Traps & Bleeds

Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

Producing Ads Click to edit Master title style
Radio Commercial Ads: Preproduction:
• • • • • • Assign Producer Select Studio Determine Talent Estimate Costs Prepare Budget Select Director

Production:
• Sound Studio • Control Room • Audio Console

Postproduction:
• Master Tape • Dubs

Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

Producing Ads Click to edit Master title style
TV Ads: Preproduction:
• Study script/storyboard • Analyze Techniques • Choose Location

Production:
• The Shoot: Sound, lighting, camera, staging, talent

Postproduction:
Film Editor Sound Mixer Director

Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

Producing Ads Click to edit Master title style
Digital Media Ads … Multimedia + Digital Technology Preproduction:
• Project Planning • Typography • Job Planning

Production:
Creating the visuals Preparing Mechanicals Camera-Ready Art & Halftones Demonstration provides a visual representation of product

Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

Page rate formula Click to edit Master title style

Page Rate Circulations / 1000 = CPM

Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

Pros & Cons Master title style Click to edit of Magazine Adv.
PROS: • • • • • • • • Flexibility Color Authority & believability Permanence Cost efficiency Selling power Reader loyalty Extensive pass-along readership • Merchandising assistance CONS: • Lack of immediacy • Shallow geographic coverage • Inability to deliver mass audience at a low price • Inability to deliver high frequency • Long lead time • Heavy advertising competition • High cost per thousand • Declining circulations

Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

Pros &to edit of Newspaper Adv. Click Cons Master title style
PROS: • • • • • • • • • • • Mass medium Local medium Comprehensive in scope Geographic selectivity Timeliness Credibility Selective attention Creative flexibility An active medium A permanent record Reasonable cost CONS: • • • • • • Lack of selectivity Short life span Low production quality Clutter Lack of control Overlapping circulation

Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

What to edit Master printstyle Click works best in title
• • • • • • • • • • • • Use simple layouts Always put a caption under a photograph Don’t be afraid of long copy Avoid negative headlines Don’t be afraid of long headlines Look for story appeal Photos work better than drawings Look at your ad in its editorial environment Develop a single advertising format Before-and-after photos make a point better than words Do not print copy in reverse type Make each ad a complete sale

Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

Our Big Idea(s) … So Far Click to edit Master title style
Tag Line… Option A:
“Express Yourself”

Option B:
“It’s what you make it”

Option C:
“Share/Join the Fun”

Option D:
“Join the Revolution”

TV Spot … http://www.youtube.com/watch?v=6hWypJBt3cQ
Ideal Image, LLC

Previousedit Master title style Click to Out Of Home
MINI’s previous Out of Home campaigns include: Billboards • Personalized “talking” billboards that utilize RFD technology • Car placement/exhibits • Building art • Out of Home advertising increases MINI’s visibility, awareness
http://inventorspot.com/articles/mini_cooper_no_small_advertising_6530

Previousedit Master title style Click to Out Of Home

Interactive Billboard

Building Art

http://inventorspot.com/articles/mini_cooper_no_small_advertising_6530

Previousedit Master title style Click to Out Of Home

Outdoor Exhibit

Billboard

http://inventorspot.com/articles/mini_cooper_no_small_advertising_6530

Direct to edit Master title style Click Marketing
Any direct communication to a consumer or business recipient that is designed to generate a response in the form of order, a request for more information, or the visit to a store for the purpose of a purchase i.e. “Traffic Generation”

Types Of … Direct Sales Telemarketing Direct Mail Catalog Sales Direct-Response (Print & Broadcast) Through … Database Marketing (Mining)

Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

Personaledit Master title style Click to Selling
Types Of …
Dealership Sales Representatives • Very Knowledgeable (Primary Research) • Sales Guide Regional Sales Team • Designed to train dealerships • Update dealerships with latest marketing materials National Sales Team • Decide dealership promotions
Gathering Information for Company Providing Information to Customers Fulfilling Customer Orders Building Client Relationships

Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

Sales to edit Master title style Click Promotion Strategies

Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

Relationship Building title style Click to edit Master
MINI Public Relations: Stakeholders other than consumers include environmental groups, safety groups, government regulators and anyone who may influence potential customers’ opinions of MINI MINI’s publicity often comes from its creative ad campaigns (i.e. “talking” billboards led to news articles) MINI often sends “house organ” materials to customers (i.e. “The Covert Campaign”)

Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

Relationship Building title style Click to edit Master
MINI Public Relations: One PR effort saw MINI “donate” half of a page of a full-page ad to an environmental group Facebook page for MINI enthusiasts MINI Sponsorship and Events: Hosts MINI owner gatherings that include MINI displays, fun activities for families and MINI races Auto shows provide a perfect venue to show customization options and encourage creativity

Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

Sponsorships Master title style Click to edit and Events
MINI Sponsorships and Events: Most people who buy a MINI say they first saw it on the road, therefore venue marketing at malls and events may be effective Carfun Offset Program: • The customer donates to one of three carbon offset programs • MINI matches any donation up to $30 (multiple donations are allowed)

Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

Sponsorships Master title style Click to edit and Events
MINI Sponsorships and Events: MINI donates to numerous charitable foundations, like Susan B. Komen Foundation On MINI fan club website, owners post their own charitable events and causes, a great opportunity for MINI to directly participate in causes important to their most loyal customers

Williams Arnes, Contemporary Advertising latest edition, McGraw Hill

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