The Preamble ADVERTISING: Im here to introduce strategic - - PowerPoint PPT Presentation

CREATING EFFECTIVE ADVERTISING:

Professor Douglas McLeod School of Journalism and Mass Communication

Strategic communication campaigns in a cluttered media environment

The Preamble

I’m here to introduce strategic communication At the undergrad level, the UW SJMC is divided into

two tracks:

Multi-media journalism (emphasis on informing) Strategic communication (emphasis on persuading)

Contexts of strategic communication campaigns:

Advertising, PR, political, health, non-profits, social

movements

Overview

Overview (focus on advertising): The growing complexity of the ad environment Responding to complexity: Creative messaging Integrated strategic comm campagns:

• bjectives, strategies & tactics

How did this correspond with the number of competing products?

Today 1930s

How did this correspond with the number of competing products?

Today...

Expanding media (TV, Internet, others?)

Fragmented audiences

In 1965, reaching 80% of adults 18 to 49 required 3 TV ads In 2002, it took 117 ads

More complicated media planning

The Challenging Environment

1965 2002

Technologies of avoidance

Remote control VCRs/DVRs/TiVo eliminating ads Pay cable networks without ads

Audience resistance to advertising

The Challenging Environment

Over time….

• Massive growth in:
• The size of retail outlets
• The number of brands and products
• The number of media vehicles carrying advertising
• Challenges of getting people to see your messages

Strategic communication becomes increasingly complex…

So many products and brands! So many places to advertise! The bad news… We have to work late again The good news… Profession rewards smart, innovative thinkers:

But there is good news too!

As a result of this growing complexity: The strategic communication profession rewards smart,

innovative thinkers

According to recent research, 95% of UW SJMC

students had a job in their chosen field within 1 year of graduation

Responding to the challenging environment

Leads to an increased emphasis on making

advertisements entertaining

Goals become more modest

Ads need “stopping power”

Must motivate audience to want to watch

E.g., Vonage ads with the annoying music: “People do stupid things”…

Responding to the challenging environment

Danger:

“Vampire creativity”

E.g., Monkeys in the workplace…

Danger:

“Vampire creativity…”

E.g., The Cat Herding Commercial…

Responding to the challenging environment

Protecting against Vampire Creativity

• 1. Tie the creative appeal to the product
• 2. Tie ads together thematically
• 3. Update theme to keep it fresh

Protecting against Vampire Creativity

• 1. Tie the creative appeal to the product

Example A: Nike Shox…

Protecting against Vampire Creativity

• 1. Tie the creative appeal to the product

Example B: Tide to Go…

Protecting against Vampire Creativity

• 2. Tie ads together thematically

Example: Snickers “Not going anywhere for awhile?—

Hungry? Why wait?”

Protecting against Vampire Creativity

• 3. Update theme to keep it fresh

Example: Snickers “You’re not you when your hungry”

Process starts with the client (product manufacturer)

The marketing plan:

4 P’s: Product, Price, Place, Promotion

An agency is hired to handle promotion

Agency develops Strategic Comm Plan:

Strategic Campaign Planning

Business Plan

Strategic Communication Plan

Promotions

C l i e n t A g e n c y

The Strategic Communication Plan

Components:

• Situation Analysis
• Background research and SWOT analysis
• Campaign Strategy Plan
• Creative Messaging Plan
• Media Plan
• Public Relations Plan
• Publicity, special events, sales promotion, image management, etc.
• Social Media Plan
• Budget

The Campaign Strategy

• Strategically grounded plan for campaign:
• Objectives/Goals
• Strategies
• Tactics
• Provides the backbone for the plan
• guides the development of creative examples

Strategic Objectives/Goals

• Increase brand knowledge/awareness (cognitive)
• Create associations between product: (cognitive)
• Persons/celebrities/experts
• Lifestyles
• Emotions
• Shape images of brand (cognitive)
• Differentiate product from competition (cognitive)
• Correct misperceptions (cognitive)
• Shape attitudes toward brand (affective)
• Expand market shares/sales (behavioral)
• Reinforce brand loyalty (behavioral)

Ambitious Modest Cognitive Affective Behavioral

Evaluating Creative Ideas

Strategic creativity (ROI):

Relevance Originality Impact

The End

Catch Professor Douglas McLeod in…. Journalism 445: Developing Creative Messages * For both majors and non-majors * Summer 2017 (May 21 - June 15) Journalism 564: Media and the Consumer * For both majors and non-majors * Spring 2017

Shameless Promotions Warning!:...