Advertising

Theory: Marketing state of mind and Marketing plan

MARKETING: (= to make consumers and sellers happy)

Ideal concept
o Research
Production
Selling (affected by price and advertising)
o Wholesalers
Retailers
Consumers
o Feedback
Changes to
concept

MARKETING: - INTERNATLLY: Coordination
- EXTERNALLY: Consumer-oriented

How to make consumers happy with the lawnmower:

Design
Speed
Colors
Reliability
Voice control
Ease-of-use
Power
Customer service
Safety
Low cost
Luxury
Sound
Sensors

Filter out the ideas and choose 6-7 most desired ideas to put into production.
Before that, get money. Before that, make a presentation to the board of
directors. Sell the idea.

But WHY cut the grass?

Aesthetics
Entertainment
To belong
(Human needs)

Marketing is innovation.

If the starting point of your thinking is a physical object, all your thinking is going
to be limited by the physical imitations of your starting point.

Needs, long-term, intangible Products, short-term, tangible
Entertainment
Belonging
Aesthetics
Food/beverages
Safety
Convenience/comfort
Motivation
Transportation
Sex
Love
Clothing
Sleep
Fun
Tourism
Time
Rowing boats
Sailing ships
Steam ships
Airplane
..
Speed


If two PRODUCTS serve the same NEED, then they are the same

It is not the quality of the product; it is the quality of a company and knowing
why they are marketing

Consumers dont buy products, consumers buy what a product can do for them

MIDTERM QUESTION: WHAT DID DAVID SAY IN WEEK 1 THAT WAS
HOPELESSLY WRONG?

Product life cycle:


After decline, you relaunch or discontinue the product
There is a link between what advertising can do and where you are on the
product life cycle

In the intro, advertising can create awareness

In maturity, you reassure that you are the best

What can advertising do:

Create awareness
Create interest/curiosity
Create positive attitude
Create purchase (advertising cannot do this by itself). Advertising cannot
create a force of purchase.
o A product is bought because it is the right product, available, has
the right price and in the right place (4 Ps)
Question MIDTERM: What is the marketing communication
tool that would be an exception to this? SALES PROMOTION
is the only exception to the rule
Create reassurance

Structure of an advertising agency:

General Manager
o Client Handling (waiters)
Account Executives
Activity:
o Daily Client Relationship
o Internal Coordination
o Control the Budget
o Initial strategy Development
o New business development
o Entertaining the client
Titles:
JR/SR Account Executives
Management Supervision
Account Manager
o Creative (cooks)
Copywriters
Art Directors
Both groups work better as a team
Their activity is to create a creative concept
Participate in the account team (i.e. a team that is
comprised of the account executive and people from
creative department and media department)
o Media
Planners
Figure out cost effective ways to get message out to
target audience
o Radio
o TV
o Posters
o Social media
o Banners websites
o Print media
o Cinema
You want a detailed audience
description (demographics,
psychographics, etc.)
After all this, the whole plan is
passed to the buyer
Buyers (negotiators)
There is usually a 2 year period before they buy a
spot for media communication (30 seconds on radio,
social media, etc.)

o Administration (Finance, HR)

Graphic design tips:

Discipline

Easy to read and look at it
Rules:
o Rules of 3 or 2
3 : Divide the surface in three equal part
2 : Everything is divided by 2
Everything should be symmetric
Creating visual balance
o Typefaces
o Colours
o Attention
o Capital
o Italic
o Underlined
o Bold

Variety

Sustains and maintains to interest

1. Determine what a product really is (in terms of consumer perception)

Research what the product represents to consumers, or what they would like it
to present!

2. What are key wants/needs related to this type of product/offering

Examine the consumer profile
Experience/attitude of the product and category
Demographics
Psychographics
Which wants or needs are they most sensitive to?

3. What are the key competitive features of your product?

Examine all features
Determine their importance
Position them against competition
Retain the strongest ones

4. What are the resulting key benefits

Take key features: ask yourself so what?

5. What is the KEY benefit?

Steps to evaluate advertising: TV commercial
Overall: A+V together: does it have stopping power?
Consider the V (no sound): does it communicate the key message?
Consider the A (turn your back to TV): does it communicate the key
message?
Overall: is there a synergy between A+V? do the 2 together deepen the
sale?
Is this campaign the best in its category?
Does it have legs: can it run and run?

Developing a creative concept for a TV commercial -> Storyboard

Storyboard
o Key characters
o How are they moving
o What are they doing
o Time lapse from one scene to the other
o Where is the camera: what does the camera see?
1. Close up shot: close range of distance: subject & camera
2. Dissolve: transition between 2 shots
a. Fade out
b. Fade in
3. Fade: out: dissolve to black
In: dissolve black to white: clear image
4. High camera angle: camera angle looking down on
subject making it looks small, weak unimportant
5. Level camera angle: neutral impression
6. Low camera angle: camera angle looking up on subject
making it look powerful and big
7. Jumpcut: rapid, jerky transition from one scene to the
next one. Abrupt transition.
8. Longshot: long range distance between camera and
subject
9. Pan: steady, sweeping movement from one point in the
scene to another
10. POV: a shot understood to be seen from one point of a
character in the scene
11. Reaction shot: a facial reaction to what is said/done
12. Tilt: camera moves up and down to follow movement
13. Zoom
14. Dolly shot: face is stable but background moves further
back

Present the best 10 TV commercials/campaigns and explain