Scarica Advertising Development: Diagnosis, Planning, Creative & Media Strategies e più Dispense in PDF di Marketing solo su Docsity! There are 6 steps in the development of an advertising 1 - DIAGNOSIS In this phase the first brief is developed and it contains: Relevant information to effectively start the campaign development: company’s vision and mission, marketing objectives, product/brand characteristics, positioning, price, distribution, past campaigns, and, above all, the "advertising problem to be solved", the available budget and the timing. This information is also essential for drawing up the briefing for the advertising agency. 2 – STRATEGIC PLANNING Two phases Definition of: Advertising objectives (behavioral, non-behavioral, evaluative, relational responses) what we want our target to do. The ad objectise need to be defines based on the general marketing objectives.. all the elements considered during the diagnosis phase and they may depend on the product characteristics Communication target (the recipients of the campaign in which it is planned to produce specific responses) The communication target is identified based on traditional segmenting variables, but is more precisely defined an can be smaller than the company market target. STRATEGIC PLANNING (objectives setting) The objective can depend on the product ….. Whatever the objective may be, if you don’t have one, it would be difficult to know what you’ve achieved! You are not able to measure if you have reached the objective Frequently, the objective of adv is tied to the stage at which the target audience is in the decision-making process Customer journey …. Example: You are in the market for a new car. That puts you in the initial stages of needing of a new car. You see some TV ads for various brands and models, which increase your awareness of what is available. Three of the cars that interest you are Citroen C4, Hyundai i40, Peugeot 5008. You read several automotive magazines, check out their resale value on quattroruote.it, and decide that these models fit your needs. Your next step would be to visit some car dealership to search out the cars themselves. You will also probably talk to friends and colleagues, check out what people say on social media, and look more closely online at each car’s specifications. Faced with all of the information you have gathered, you select the Citroen The adv media will affect each of these stages in the consumer decision process. TV ad and digital ad are frequently used to create or enhance awareness, informing people of the qualities of the brand and what it has to offer. TV and magazines can help develop consumer preferences. Local ads on spot radio, outdoor billboards, and keyword searches online help reach consumers who are searching for a specific brand. STRATEGIC PLANNING (defining target) The target audience in the media plan is often not identical to the audience for the overall marketing plan. They can have many products aimed at different market segment, but the ad campaign is focalized to a specific target. - A campaign aimed at increasing awareness of the new Motorola wireless video baby monitor might define its target as adults 25 to 45 years old who have just had a child. As technology improves and media becomes more data-driven, we have seen the development of more precise and lifestyle/product-usage-based targeting. - Purina could send its dog food ads only to homes known to have a dog Target: broad or narrow? Example: Pantene shampoo-conditioner Should the company address the communication to all adults who use the shampoo? Or to everyone who uses conditioner? The target depends on the advertising objectives Avoid defining a target audience so narrowly that it would be almost impossible to reach them. If we want to increase salles and we decide to focus on a small target maybe we are not able to reach our goal if we focus on a narrow target. 3 – CREATIVE STRATEGY AND MEDIA STRATEGY Once the company and the agency have defined the strategic guidelines, it is necessary to draw up: - The Creative Breaf (creative strategy) It is the document that guides the work of the creative group - The Media Breaf (media strategy) is a document which guides the media planning Choices regarding this two need to be taken together. And because of this the are at the same level. 3A – CREATIVE STRATEGY Usually information included in the copy strategy are also included on the creative brief. The copy strategy ( summarizes the key elements of the campaign) The creative brief: - summarizes the key points of the advertising strategy such as marketing and communication objectives, communication target, positioning, tone of voice, etc. - guides the work of the creative team (Art Director and Copywriter). Is generally developed by the account manager. Generally, creates different marital for the client and in this way give the client the possibility to choose. - Copywriter: it is responsible for the message, for the content of the message of the verbal part. - Art director: creates the creative directions … Creative strategy - Consumer benefit’s: the main reason why the consumer need to buy the product. It is an explanation tha makes the promis believable - Reason why: highlights the characteristic of the produces. - Supporting evidence Usually if exist the supporting evidence is included - Tone of voice: it is based on the type of vehicles chosen - Consumer’s response
