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ADVERTISING
DOES IT MAKE CONSUMERS WANT YOUR PRODUCT?
I. STRATEGY -- MEDIA AND COPY A) IS THE STRATEGY CONSISTENT WITH THE BRAND POSITIONING? B) Does it provide actionable guidance and structure to the process of developing copy and media plans? C) Does it differentiate your brand from its competitors -- or could you substitute another brand's name and package and the story fit? D) Does the strategy leave room to develop creative advertising, or is it trying to prewrite the copy? E) DOES THE COPY CONSIDERATION DRIVE THE MEDIA SELECTION, OR IS THE BUDGET DRIVING THE MEDIA SELECTION? II. COPY A) OVERALL - IS IT ON STRATEGY? - DOES IT MOTIVATE? - IS IT PERSUASIVE? - DOES IT GO BEYOND COMMUNICATIONS: DOES IT SELL? - DOES IT MAKE PEOPLE WANT TO BUY YOUR BRAND? - EMOTION SELLS, logic only rationalizes and justifies afterwards. B) IS IT IN THE RIGHT MEDIUM? - TV IS A VISUAL MEDIUM - TV IS AN EMOTIONAL MEDIUM - TV IS A SIMPLE, BRIEF MEDIUM - RADIO IS A VERBAL MEDIUM - RADIO IS AN IMAGINATION MEDIUM - PRINT IS A COMPLEX, INFORMATION MEDIUM C) ALL copy executions, regardless of medium, need to have or create a real or a perceived (imagined) big idea and big picture. What's the Big Idea? * Substance * Communicates benefit * On strategy * Individualizes brand * In consumer speak * Credibility * Situation reasonable, relevant * Product performance reasonable * Reason why/permission to believe
* Provocativeness * Thought provoking * Mind opening * Challenging What's the Big Picture? - Substance * Precise picture of benefit * Visualize benefit more than problem * Benefit visual stands out from execution - Credibility * Relevant to consumer * Reasonable about product * Tangible, concrete, not abstract * Simple -- KISS not complex - Provocativeness * Not a generic visual * Unique and distinctive Overall Execution - Interesting - Distinctive execution versus competition - Audiovisual synchronization (What is being said ties to what is being seen.) - Understandable - Memorable III. MEDIA PLAN A) OVERALL - IS THE PLAN ON STRATEGY? - IS IT USING THE BEST MEDIUM/DAYPARTS FOR THE COPY? - IS IT EFFICIENT? B) SPENDING LEVEL APPROPRIATE? - Current awareness and versus competition - Current trial history and versus competition - Current share of voice versus share of market - Case rate spending versus competition - Absolute spending versus competition - Medium choice(s) versus competition C) FREQUENCY VERSUS REACH APPROPRIATE - Repeat purchase rates - Repurchase cycle for product - Awareness levels - Effective reach versus reach * Factor of copy persuasiveness - Effective frequency versus frequency
D) DAYPART SELECTION/WEIGHT - Reach right target audience - At least the minimum effective reach - At least the minimum effective frequency IV. STEP OUT OF THE BOX A) Remember -- What you're trying to do is convince as many people as possible that they WANT your product. B) Have the most persuasive story possible. C) Tell it to as many people as you can find.
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