psuspring ‘08 mktg 442 creative strategy week 1. psuspring ‘08 mktg 442 tonight housekeeping ...

PSU Spring ‘08Mktg 442

Creative Strategy Week 1


Tonight

Housekeeping

Input from last term

The context for creative strategy

Purposes of advertising

“Big Idea” & related


Housekeeping


Required Text

None


Recommended Reading

Advertising Age, AdWeek, Communications Arts

Perfect Pitch: Jon Steel

Truth, Lies & Advertising: The Art of Account Planning, Jon

Steel

Positioning: The Battle For Your Mind, Ries & Trout

A New Brand World, Scott Bedbury

Where the Suckers Moon: The Life and Death of an

Advertising Campaign, Randall Rothenberg

Romancing The Brand: The Power of Advertising and How

to Use It, David N. Martin


Expectation

Inquisitive and critical thinking

Points-of-view and personal experience offered and

discussed

Conviction of point-of-view supported by rationale

Positive attitude & tendency toward fun


Legalese

All in-class assignments are due before leaving class each week

All out-of-class assignments are due at the beginning of class on

the date due

Late work will not be accepted without prior approval

Late work that is accepted will be docked points: 1/5, 2/10, 3/15

Illegible handwriting will not be graded; if not made up score =

0

Course participants are expected to maintain high standards of

academic honesty. Academic honesty is a requirement for

passing this course

340 is a pre-requisite, no exceptions

Proof of successful completion needed next week


Grading Format(Subject to change)

Total Points

In-class assignments 75

Out-of-class assignments 90

Final 35

Total 200

Extra credit 25

A 187—200

A- 180—186

B+ 173—179

B 167—172

B- 160—166

C+ 154—159

C 147—153

C- 140—146

D+ 134—139

D 127—133

D- 120—126

F 0—119


Odds & Ends

Each class you’ll be able to pick up your previous week’s

work

Class length: cover our material then go

http://www.sba.pdx.edu/faculty/mheiser/course.html

“Office hours”

None on campus; if needed can book time during the week as

available

Will stay after class as long as anyone needs me

[email protected]


Input from Last Term


Recommendations from them to you

Show up for every class (8)

Take everything seriously but have fun and don’t stress (6)

Be very concise! Don’t over-do the briefs. We’re taught a

very formulaic style in the SBA and it just doesn’t fly in the

briefs. Explore verbs and adjectives! (3)

Open your mind to new ideas; you never know what’s

going to

pop out (3)

Do the extra credit even if you don’t need it (2)

Learn your way around the PowerPoints for the Final (2)

Work hard to understand concepts EARLY. This will make

the rest of the term more enjoyable/productive


Keep In Mind

Rationale: compellingly answer WHY?

You need to convince, not inform

Your goal is to prove to cynics and skeptics that your opinion is clearly

appropriate, compelling, and will work

Objective: what are we trying to accomplish?

Bad example: “Build awareness”

Good example: “Within the next 12 months, generate awareness of at least

37% among females 25—34 in our four primary markets”

Strategies: methods of accomplishing your objective(s)

“Celebrity endorsement and personal appearances in our four primary

markets”

Tactics: specific steps and actions to be taken

Name the celebrities, priority order of cities, # locations in each city, media

plan, etc


In-Class #1

Part 1: Your objective(s) for this class


Context for Creative Strategy


It Used To Be Pretty Simple

Television

National, regional, local

Radio

National, regional, local

Print

National, regional, local, vertical

Out-of-home


Media Choices Have Exploded

Spending on alternative media jumped 22% ($73 billion) in the past year

Projected to grow @ 17%/year reaching $161 billion by 2012

• Search and lead gen

• Online classifieds & displays

• e-media

• Online video and rich media

• Internet yellow pages

• Consumer-generated ads

• Mobile advertising

• Video on demand

• Interactive TV

• DVR

• Video game

• Home video

• Satellite radio

• Event sponsorship

• Paid product placement

• Advergaming

• Webisodes

• e-direct marketing

• Word-of-mouth

• e-custom publishing


Changing Landscape

DVR ad-skipping: three-year study, consortium of 25

marketers

20% of all brands lost statistically significant volume in HH with DVRs

5% lower purchases than in non-DVR HH

“Even modest diversification of media plans away from TV

can minimize or eliminate the effect of ad-skipping”

Ad budgets shifting to content creation and loyalty marketing

“Advertisers may have to release many different versions of

creative in order to entice smaller packs of would-be

customers “


Relevance For Creative Strategy

Constants:

Understanding your audience, deeply and intimately

Connecting company, product, or service to audience needs/wants

Presenting messages in compelling, relevant ways

On average, over 5,000 commercial exposures a day

The Creative Brief is the means by which this information

is brought to a point and communicated with the creative

team


Creative Is But One Of Many Strategies

© Young & Roehr Inc.


Public Relations

Creative Services

Market Research

Programs and Events

Community Relations

Viral/Word of Mouth

Advertising

Direct Marketing

Online Marketing

Marketers’ Tools



Artful Use

Program Management

Success Metrics

Audits

Public Relations

Creative Services

Market Research

Programs and Events

Community Relations

Viral/Word of Mouth

Advertising

Direct Marketing

Online Marketing

Internal Alignment and Training

Strategic Planning and Facilitation



Purposes of Advertising

Increase knowledge (awareness)

Change attitude (preference)

Stimulate desired behaviors (action)


In-Class #1

Part 2: Which purpose?


Big Idea

“Big Idea” generally refers to the

core/essence of a creative idea

To be “Big” it needs to be so compelling to the target

audience that a connection is made deeply, usually quickly

It is based on a deep understanding of individuals that

comprise a target audience, competitive situation, product,

and marketing objectives


In-Class #1

Part 3: Identify the Big Idea


Big Idea vs. Production Technique

Insight; relevant idea; inspiring execution

vs.

interesting execution devoid of clear and relevant idea


In-Class #1

Part 4: More technique than idea?


For Next Week

Pick a print ad that demonstrates a Big Idea

Define which of three purposes the ad represents

Identify and summarize the Big Idea

Explain why you think it’s a Big Idea

Explain how the production value and/or creative

technique does or doesn’t amplify the Big Idea

psuspring ‘08 mktg 442 creative strategy week 1. psuspring ‘08 mktg 442 tonight housekeeping ...

Documents

week slide

term slide

housekeeping slide

fun slide

f0119 slide

enjoyableproductive

class assignments75

class length