Creauve lLch

2 Lo 3 nallsLs
lormal presenLauon ! shooLouL
Speclc problem/slLuauon
Lxpenslve for agencles
Copyright 2014 by Pearson Education 5-1
key Adveruslng ersonnel
Copyright 2014 by Pearson Education 5-2
Client
Marketing Manager
Account
Planner
Client
Marketing Manager
Client
Marketing Manager
Creative Creative Creative Creative
Creative
Director
Traffic
Manager
Media
Buyers
&
Planners
Account
Executive
8ole of CuallLy Communlcauons
Survey of senlor execuuves
30 of sLa's ume wasLed
73 of agencles go Lhrough slgnlcanL
changes ln dlrecuon
Agencles deal wlLh muluple people
CllenLs wanL good value, resulLs
SLewardshlp reporLs
Copyright 2014 by Pearson Education 5-3
Adveruslng Campalgn ManagemenL
1. ConducL and revlew adveruslng research
2. LsLabllsh adveruslng ob[ecuves
3. 8evlew adveruslng budgeL
4. SelecL medla
3. repare creauve brlef
Copyright 2014 by Pearson Education 5-4
Adveruslng 8esearch
undersLand cusLomers
urchase beneLs, noL aurlbuLes
roducL-speclc research
key selllng polnLs
ueslrable feaLures
Consumer-orlenLed research
ConLexL of producL use
AnLhropologlcal approach
Soclologlcal analysls
sychologlcal mouves
locus groups
Copyright 2014 by Pearson Education
5-5
MoLel 6 and 1he 8lchards Croup
MoLel 6 cllenL for 24 years
lnslghL Lhrough quallLauve research
locus group - AccounL planner
8ound 1 - no MoLel 6
8ound 2 - no MoLel 6
llnally, MoLel 6 menuoned
Save money
8eneL of frugallLy
no dlerence once llghL ls ouL
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5-6
1o bulld brand lmage
1o lnform
1o persuade
1o supporL oLher markeung eorLs
1o encourage acuon
Copyright 2014 by Pearson Education 5-7
F I G U R E 5 . 9
Advertising Goals
8ulld 8rand Awareness
Adveruslng Coals
8rand lmage beglns wlLh awareness
Consumers recognlze brand
8uslness-Lo-buslness
Lspeclally lmporLanL ln modled rebuy slLuauons
Successful brands possess
1op-of-mlnd
1op cholce
8rand equlLy leads Lo Lop-of-mlnd & Lop cholce
Copyright 2014 by Pearson Education 5-8
rovlde lnformauon
Adveruslng Coals
Copyright 2014 by Pearson Education 5-9
ersuaslon
Adveruslng Coals
Copyright 2014 by Pearson Education 5-10
SupporL Markeung LorLs
Adveruslng Coals
Consumer promouons
8eLallers
Speclal sales
romouonal campalgn
Copyright 2014 by Pearson Education 5-11
Lncouraglng Acuon
Adveruslng Coals
8ehavloral goals
Lncourage some Lype of acuon
lnqulry
Access Web slLe
vlslL reLall ouLleL
Send e-mall or Lelephone
8uslness-Lo-buslness
Copyright 2014 by Pearson Education 5-12
1he Adveruslng 8udgeL
Manner of ulsLrlbuuon
ulsaung schedule
8ursLs of lnLenslLy
lllghung schedule
Spendlng aL selecL umes
Conunuous schedule
keep brand before consumers
Copyright 2014 by Pearson Education 5-13
Medla Selecuon
Medla-usage hablLs of LargeL markeL
Audlence characLerlsucs of medla
8uslness-Lo-buslness medla
Larller lnvolvemenL of medla companles
Copyright 2014 by Pearson Education 5-14
1he ob[ecuve
1he LargeL audlence
1he message Lheme
1he supporL
1he consLralnLs
Copyright 2014 by Pearson Education 5-15
F I G U R E 5. 10
The Creative Brief
1he Cb[ecuve
Copyright 2014 by Pearson Education 5-16
An advertisement for Sub-Zero designed to enhance the brands image.
1he 1argeL
Audlence
Copyright 2014 by Pearson Education 5-17
The target market for
this ad is females, 13-30,
who enjoy sports and
have an active life style.
1he Message
1heme
Copyright 2014 by Pearson Education 5-18
The message theme of
this milk advertisement
was that milk will provide
calcium. The calcium will
provide the customer
with benefit of strong
bones.
1he Message 1heme
unlque selllng polnL
Le braln" adverusemenL
Loglcal, rauonal slde of braln
Manages numbers, leuers, words, concepLs
!"# %&'()&* &++#&*
8lghL-braln" adverusemenL
Lmouonal slde of braln
Manages absLracL ldeas, lmages, feellngs
!"# #,('()&* &++#&*
Copyright 2014 by Pearson Education 5-19
1he SupporL
Copyright 2014 by Pearson Education 5-20
The support claims in this ad
MicroThins are:
30% thinner
40% lighter
4 times more scratch resistant
10 times more impact resistant
99.9% UV protection
Anti-reflective
1he ConsLralnLs
Legal and mandaLory resLrlcuons
ConsLralnLs
ulsclalmers
Copyright 2014 by Pearson Education 5-21
uel MonLe
AdverusemenL
1he ob[ecuve
1he LargeL audlence
1he message Lheme
1he supporL
1he consLralnLs
Copyright 2014 by Pearson Education 5-22
What is the Creative Brief?
Creauve 8rlef
uel MonLe
-.# /01#2'3# - lncrease awareness of Lhe smaller-slze cans wlLh pull-
Lop lld
-&%4#5 6789#)2# - senlor cluzens, especlally Lhose who llve alone and
suer from arLhrlus
:#""&4# -.#,# - Lhe new cans conLaln a smaller poruon and are
easler Lo open
;7++(%5 - 30 cenL lnLroducLory coupon Lo encourage usage
<()"5%&9)5" - copyrlghL logo, Loll free number, Web slLe address, legal
requlremenLs of a coupon, and whaL ls meanL by a small servlng
Copyright 2014 by Pearson Education 5-23
lnLernauonal lmpllcauons
62 of adveruslng budgeLs spenL ouLslde of u.S.
1wo ma[or dlerences
rocess of agency selecuon
reparauon of lnLernauonal adveruslng campalgns
replannlng research varles
undersLandlng of languages and culLures
Medla selecuon varles
Copyright 2014 by Pearson Education 5-24
Copyright 2014 by Pearson Education 5-25
F I G U R E 5. 11
Non-U.S. Ad Budgets and Sales Revenues for Major Corporations
=>?@A
=@?BA
@=?CA @=?=A @=?BA
B@?DA
CD?EA
CB?CA
@=?CA
D=?=A
B@?CA
BF?CA
0.0
10.0
20.0
30.0
40.0
30.0
60.0
70.0
80.0
90.0
Coca-Cola ColgaLe-almollve lord Mauel Mcuonald's rocLer & Camble
Ad 8udgeL 8evenue
Source: Adapted from Laurel Wentz and Bradley Johnson, Top 100 Global Advertisers Heap Their Spending Abroad, Advertising Age,
http://adage.com/print?article_id=140723, November 30, 2009.
CuachlLa lndependenL 8ank
(arL 3)
;#*#2'() (G 683#%'"9)4 64#)2H
I#J2(,#% :(%%9" &)8 K(7)4
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ClowBaack Integrated Campaigns in Action

" Local agency
" Size matches with firm
" Relevant experience with financial institutions
" No conflict of interest
" Creative reputation winning of awards
" Capability to product multi-media advertisements
" Good chemistry
CuachlLa lndependenL 8ank
(arL 3)
683#%'"9)4 L(&*
I#J2(,#% :(%%9" &)8 K(7)4
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ClowBaack Integrated Campaigns in Action

" To persuade
CuachlLa lndependenL 8ank
(arL 3)
<%#&'3# M%9#G
I#J2(,#% :(%%9" &)8 K(7)4
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ClowBaack Integrated Campaigns in Action

The Objective to persuade
Target Audience Thinkers, achievers, believers
(VALS2)
Message Theme local bank, local trust
Support local bank with secure history and strong
financial position.
Constraints FDIC logo and insurance statement,
OIB logo, and website URL on all ads.
lnLegraLed Campalgns ln Acuon
Copyright 2014 by Pearson Education
2-29