Advertising does not in itself guarantee success. The advertising history there have been brilliant campaigns for mediocre products quickly overwhelmed by competition and, conversely, advertising budgets spent for a few memorable unconvincing campaign, for products that are still sold well. The differentiation of a product from its competition, based on advertising alone is unlikely to succeed. “The highest receptivity is always observed vis-à-vis the more tangible arguments of marketing.” It is therefore primarily to advertise a new product and sell it; increase consumption of an existing product, customer loyalty or poach the competition, reduce the seasonality of sales. The message itself is less to inform about the nature of the merchandise or the business to seduce, to get the potential customer, properly targeted, to see in the product and especially in the brand the promise of the satisfaction of a desire or need; even a part of his own identity. Thus, advertising must comply with consumer expectations, the norms of society, even when it pretends to shove. It does not create, it amplifies and distributes, notes Dayan. Creative wonder about consumer behavior, the changing of their lifestyles. They use and abuse surveys. They do not neglect the contributions of sociology nor those of psychology.
Any advertising campaign begins with a briefing, document which defines the advertiser for the agency or the targets, objectives, describes his product or brand in detail, lists the constraints of the market. This information, quasi-contractual, is a basis for the development of the creative and media plan.
Creative working plan
The copy-strategy is a method of creative advertising created by major detergent manufacturers Procter & Gamble. This is the straitjacket, the railing that is needed to create for not going in all directions. It of course varies from agency to agency and creative to creative but, broadly, is to answer the question “what benefit the consumer draws?” Therefore, the copy-strategy is based on four elements:
- The theme: the idea that the advertiser wants to convey in his message to a defined target
- The promise: satisfaction or benefit that the consumer withdraws from the use of the product,
- Proof: justification of promise, feature distinctive and beneficial product,
- The tone: climate that emerges from the message, advertising atmosphere.
The copy-strategy is the basis on which will develop creative, tactically might say spinning the military metaphor, the messages of the campaign to conquer the Homo economicus, the rational consumer.
An advertisement is intended as an argument which must include three components: cognitive or informational argument: the consumer must know what it is, what makes the product better; emotional part that should arouse the interest of the consumer, interest, seduce; a conative step (which commits to action): the consumer is prompted to purchase the product, call a phone number, visit the shops. In regards the affects, advertising plays most easily with humor or shift but a serious argument, the limit of the boring can sometimes be more powerful. A negative approach may show charge, blame the parents to give the best to their children is common. Shock, especially since the célèbrissimes (and effective) campaigns of Oliviero Toscani for Benetton, is growing and will lead to shockvertising neologism.
The advertisement consists of several elements that can be visual, written or audio. The main elements are: grip (jingle announcing the pub), visual, informative text (body copy), the slogan, the brand, the logo and the signature of the advertising agency (baseline).
The media plan search the optimal combination of media outlets which, given moments of message passing, will achieve most of the target at the lowest cost, with a repeat dose per individual.
The choice of substrates includes several steps. First, we must eliminate the unavailable media (prohibited media, saturated or inappropriate media), then evaluate the media available and choose the most suitable product and habits of the target in media consumption and pass this information with the unit cost of messages. Finally, the different possible combinations were evaluated between the base media and other media.
The choice of materials is made according to different qualitative and quantitative criteria. The plan must specify: the combination of selected media, the number of insertions or passages in each bracket, the rate of passage and running in time of the budget, affected persons.
These choices must be rationally established, based on studies of media audiences whether print, broadcast or interactive. The pitfalls are many who lead a campaign to turn to an unsuitable media to the target based on the budget. The shot effect (“must be present on the internet” is not necessarily a valid choice if the target is older), the prestige effect (“my campaign has to go prime time ‘, whereas coverage regional press would have been better value, and for less, hit a national target), the navel effect makes that media consumption is judged based on its own experience (“during the holidays, it does not read the national press but listening radio on the beach”). Sometimes it is a target other than the “planned” and send the message to the competition or distribution networks, key partners in the consumer.
The media plan depends on buying strategy space via various advertising agencies, according to the selected media.
Translated from Wikipedia