Media Planning and

Buying, Creativity side

of Advertising and
Copywriting
Media Planning Basics
l Advertisingbudgets are shifting
l Media fragmentation
l Media Explosion
l Media uses
Key players
l Media plans
l Planning roles
l Media functions
l In-house
l Out-house
l Specialized agencies
Information Service
l Client
information
l Market Research
l Competitive advertising
l Media usage profiles
l Media coverage area
l Consumer Information
l
The Media Plan
l Media plan
l Goal
l TargetAudience and Media Use
l The Aperture concept
l
Measured Media Objectives
l Goal
l Reach
l Frequency
l Effectivefrequency
l Media efficiency and waste
Media Mix Selection
l Media strengths
l Gross Rating Points (GRPs)
l Targeted Rating Points (TRPs)
l Cross Media Integration
l Media Strategy
l Target Audience
l The Media used
l Time frame
l Duration
l Size
l

l
Media Objectives
l High reach strategy (Reminders, easy to understand product)
l Low frequency strategy (Well known brands, simple messages)
l High Frequency strategy (Complex product, build excitement, counter
competition)

l Media Targeting Strategies

l Geographical strategies
l Category Development Index
l Brand Development Index
l


Media Mix Strategies
l Media weighting
l Size, Length and position
l Media Optimization Modeling
l Scheduling strategies
l When to advertise?
l How long?
l How often?
l Flighting strategy
l Pulsing strategy
Cost Efficiency
l CPM = cost of message unit/gross
impressions x 1,000
l CPP = = cost of message unit/program or
issue rating
l Media budgeting
l IMC and Contact point planning
l
l
Media Buying Basics
l Provide inside information to media planners
l Select specific media vehicles
l Negotiate and contract for time and space
l Bargain for preferred positions
l Secure extra support/value-added media services
l Monitor media choices during and after the
campaign
l Handle billing and payment
l Ensure make goods
l Perform post-campaign evaluation

The Dynamic Media Landscape
l Unbundling Media planning and buying
l Online Media Buying
l New forms of Media research

The Creative side and Message
strategy
l The art and science of advertising
l The role of creativity
l Creative Strategy
l Creative (Novel, Original, Different and unexpected)
l Strategic (meets advertising objectives)
l What the ads says?
l How it is said?
Key Points in a Creative Brief
l Problem that can be solved by communication.
l Target audience and key insights into their attitudes and
behavior.
l Brand position and other branding decisions, such as
personality and image.
l Communication objectives that specify the desired response to
the message by the target audience.
l Proposition or selling idea that will motivate the target to
respond.
l Media considerations about where and when the message
should be delivered.
l Creative direction that provides suggestions on how to
stimulate the desired consumer response. These aren’t
creative ideas but may touch on such execution or stylistic
direction as the ad’s tone of voice.
l
The Road crew creative brief
l Why are we advertising at all?
l What is the advertising trying to do?
l What are their current attitudes and
perceptions?
l What is the main promise we want to
communicate?
l What is the key moment that we tie to?
l What tone of voice should we use?
l
l
Message objectives
l See/hear
l Feel
l Think/learn
l Believe
l Connect
l Act
Creative Strategy Approaches
l Head and Heart
l Hard sell and soft sell
l Frazer’s Six Creative Strategies
l Generic, Preemptive, Unique Selling
Proposition, Brand Image, Positioning,
Resonance, and Affective
l Taylor’s Six Segment Strategies

Strategic formats and formulas
l Lectures
l Dramas
l SellingStrategies
l Rational-Customer focused strategies
l Message formulas
l Matching messages to objectives
l Selling strategies
l Premise, appeal, feature, claim and support
l Rational customer-focused strategies
l Benefit, Promise, Reasoning and USP
l Message Formulas
l Straightforward, Demonstrations, Comparisons, Problem
solutions, Slice of life, Humor, Spokesperson and
teasers
l Matching Message to Objectives
l Get attention, create interest, Resonate, Create
believability and are remembered
The creative leap
l Divergent
l Thinking out side the box
l Taking creative risks
l See the problem in novel and unexpected way
l Characteristics of Creative People
l Assertive, self-sufficient, persistent, self-disciplined.
l

l Creative motives
l Problem solving, Ability to visualize, Openness to new
experience and conceptual thinking
The Creative Process
How to get an idea:


1. Immersion—read, research, learn about problem.

2. Ideation—look at the problem from every angle;
generate as many ideas as possible.
3. Brainfog—you may hit a wall and want to quit.
4. Incubation—let your subconscious work on it.
5. Illumination—the idea often comes when you’re
relaxed and doing something else.
6. Evaluation—Does it work? Is it on strategy?
l
How to Create Original Ideas
l What If?
l An unexpected association
l Free association
l Dramatize the obvious
l Catchy phrasing
l An unexpected twist
l A play on words
l Analogy and metaphor
l Familiar and strange
l A twisted cliché
l Twist the obvious
l To prevent unoriginal ideas, avoid “the look-alike” and the tasteless.
l
l Extension: An Idea with Legs
l A strong “Big Idea” be an umbrella for a variety of executions.
l Adaptation: Taking an Idea Global
l Standardizing the campaign across multiple markets only works if the strategy and
objectives are the same.
l Creative executions may be customized due to cultural differences.
l Evaluation: The Go/No Go Decision
l Is it on strategy?
l Structural analysis:
l The power of the narrative
l The strength of the product claim
l How well the two are integrated
l Copy Testing
l A formal method to evaluate effectiveness.
l Vampire creativity — so creative the product may not be remembered.
l
Copy Writing
l Write Effective Copy
l Be succinct
l Be single-minded
l Be specific
l Get personal
l Keep a single focus
l Be conversational
l Be original
l Use variety
l Use imaginative description
l
l Advertising writing style
l Tone of voice, Grammar, Adese
l Two categories of copy
l Display copy, Body copy
l How to write headlines
l Attract only prospects
l Work with the visual to stop and grab readers’
attention
l Identify product and brand; start the sale
l Lead readers into body copy


l Two categories of headlines

l Straightforward and informative
l Draw reader in , Build brand image
l
l How to write other display copy
l Captions, Subheads, Taglines and slogans
l
Techniques for Creating
Slogans
l Direct Address: “Have it your way; “Think small.”
l A startling or unexpected phrase: the NYNEX campaign used,
“If it’s out there, it’s in here,” which is an example of a twist on
a common phrase that makes it unexpected.
l Rhyme, rhythm, alliteration: uses repetition of sounds, as in
the Wall Street Journal’s slogan–“The daily dairy of the
American Dream.”
l Parallel construction: uses repetition of the structure of a
sentence or phrase; Morton Salt’s “When it rains, it pours.”
l Cue for the product: Folgers’ “Good to the last drop;” John
Deere’s “Nothing runs like a Deere,” Wheaties’ “Breakfast of
Champions”
l Music: “In the valley of the Jolly, ho-ho-ho, Green Giant.”
l Combination (rhyme, rhythm, parallel): “It’s your land, lend a
hand,” is the slogan for Take Pride in America.

How to Write Body Copy
l Body copy
l Writing styles
l Lead paragraph
l Closing back paragraph
Print Media Requirement
l Newspapers
l Less intrusive medium
l Ads more straightforward and informative
l Magazines
l Better ad production
l More informative, longer copy
l Directories
l Focus on service or store personality
l Little space for explanation; keep it simple
l Posters and outdoor advertising
l Creative concept marries words and visual
l Product literature
l Detailed copy about a product, company, or event more
informative with longer copy
l
Radio Copywriting
l Voice
l Music
l Sound effects

TV Copywriting
l Video
l Audio
l Other TV tools
l Talent
Scripts, Storyboards,
Photoboards
l Script
l The written version of the commercial
l Prepared by the copywriter
l Storyboard
l The visual plan or layout of the commercial
l Prepared by the art director
l Photoboard
l Uses photos instead of art for images


l Web Writing Basics
l Banners Ad
l Offering a deal like a discount or a freebie
l Using an involvement device like a
challenge or contest
l Changing the offer frequently, even daily
l Keeping the writing succinct for surfers
short attention
l Focusing surfers’ attention by asking
questions or offering knowledge they can
use
l Use the ad to solicit information and
opinions
l
Thank You