Market Research

anaylze your potential audience

segment audience for potential direct mail

focuw groups and strategy study to determine perceived concusmer beneifts prior to developing copy

most important-what does the consumer say?

good strtegies are focused and communicate one idea, you only get one shot-purpose of focus groups

cleaning seems most important to consumers

obstacle-when strategy gets sidetracked and people want to go with what they thingkg is creative

and not sticking to jointly decided strategy

 five different add approaches are presented and rejected

back to drawing booarch-simply and focus on the key selling idea

rejection from client-it's not personal it's just business-keep pushing the ball ahead

"everyone you do is only as good as your last commerical" like being in a final examm period 52 weeks a year.

exploit window of opportunity open to trendsetter

"when to comes to disposale contact lens, the best solution is no solution-one liner

try to agree to copy strategy to drive business

than

find ways to execture strategy-hot button approach

I am going to my eye professional today

creative technique and creative production to put commercial together

direction-embellishes the story board,

notice how everything that is accomplished in communication related carrers is done as a member of a team,

music, little less expected, novely, a beautiful melody, looks like a little overkill to me, tailor the music to the picture, strenghten the picture as much as we can, tone timber, and ptich of the voice is not left to creative whim, hteh want a intelligence, soft-spoken voice-all strategtic decisions

selection of an advertising agency important-have to listen to the expert advice

"the real problem with conact lens is all the cleaning solutions, so J&J created a contanct lens you never have to clean, and the most comfortable lens is a new lens, so when it comes to contact lens the best solution is no solution, than close up of product and company name, usp-first disposable contant lens

health realted advertsing for Jello

research-get epople to talk oepndly and honestly about your product

give jello a contemporary spin, focus on health,

probe focus groups, collect data, analyze research

don't want to conflict with existing advertising, will this jeopardie our current positioning, our main positioning message is that jello is a fun desert and you can share your childrens's childhood,

may conflict with no fat no cholestero, man conflict with fun, hard sell vs soft sell,

the cholesteroal approach,- tested on focus groups, which is more meaningful, more creidble, most consistent with the jello personality, products have personality, I wonder what kind of personality a rectal supoository has, how would you like to lead a ad team tiven the chanellenge of desiging ads for a rectal suppository, oh no back to the video

may be opporutnity to attract new customers, research in focus groups, target one specific targe audiences, rather than appealing to general audience,

no fat no cholesteral message, attitudinal change we are trying to effect, start with campaing that is focused on making public aware of beneifts, keey the message focused, don't blend to many different approaches

generate potential print ads

present them to client

initial campiangs

cleints-visual jello needs to domainte the add, antoehr execution back to the drawing board, jello long realtionship with the advertising agency, almost like a marriage for over 60 years, alwasys, conflict, always work, revising and rethinking

entirely new approach prepared two wekks letter

one line-this little kid has high chosleteral, this little kid has none

reall direct, and real simple

the magic words-take it into production-the creative idea is frozen, now move into production

the simplier the add, the harder it is to film

ad may be simple in concept, but difficult to execture in creative, prodctions

three weeks later the add is ready

2 simple images

20 words of copy

"good advertising flows from good products", try to develop product people want and like, than advertising it effectively

goal-coke is part of summer like nothin else

new to do something new

lets do it, why, never been done before, starts as a whim

science fiction- 2 people from outer space

spot about alients coming to visit the earth, create a felling for summers, and make a statement about the brand, the summers, the beac h, fun, this is our territory, it becomong to cocaa-cola

being with storyboarding-

meet with creative production people to coordinate

they seems themselves as officers in the cola ware, if this is war, strategiy and tactical decisions, everyone has a job and knows exactly how to do it, once again the important of the team,

don't become too artsy, this is business propositions rather than an artistic creation, it is the clients commerisal, not the creative production's people's commerical,

The Shoot

alients studying humans in an ethnographic way,

Film In Can

Go To Editing Room

Create Impression Of Single Sequence

Gap between storyborach and rough cut

how the heel did they do that, sounds like a creative person driving the commerial, rather than the client/product people

not quite like anything

client-disapointed of the the clarity of point of view, translanting strategy into commerical ideas is a unique skill, have to be preparted that it might not work, prepared to take risksh, and preatpted not to succedd 100 % of the time

good

quick

resislent

ideas get killed by the dozen

for every idea you see on teleivsion there is two dozen in a waste paper basket, that wree just has good and maybe better.

Video - The Advertising Process At Work

1. It's quite overwhelming when you think about how much labor and production it takes to make a 30 second spot and how much it is costing the advertiser (Tood Tilzer).

2. One criteria for judging the effectiveness of an advertising message is how quick they get to the point. (Mike Melnick)

3. One effective message design strategy is to find out what is unique about your product and base your strategy on this unique selling proposition (Craig Smith)

4. In order to succeed in the advertising business you have to be good, quick, and resilient. (Aaron Weber, Dan Mobile;

5. The job of constructing commercial message is very time consuming and they strive for perfection. (Darcel Davis)

6. You can't take rejection personally, it's just business it's not personal (Kimyatta Hardin)

7. How difficult even the simplest shot can be to capture on film,

8. Be prepared to take risks and not succeed 100% of the time. (Aimee Freeding)

9. How important creating product identity is, such as "jello being fun" (Jennifer Maniatis)

10. The advertising team does massive research about what the audience would like and dislike. (Rhonda Martinek)

11. Advertising is not the simple, fun job that people often think it is. It takes time, patience, and creativity. (Xuan Durah)

12. In constructing advertising messages even when you think you are done, your probably not. (Mark Bujnicki)

13. In advertising you only as good as your last message, commercial, or campaign (Walker Anglin)

14. For every good idea there are 20 in the wastebasket which are just as good (Cythia Novak, Jill Harvey

15. I learned there is a lot of people involved with making one commercial and a lot of teamwork. (Tami Lane,Dave Roahing)

16. I learned that what looks simple as a finished product really was a very complex and difficult to produce (Rob Klancink)

17. I learned the simplest commercials may be the hardest to make. (Ben Culbertson)

18. I learned that the advertising business is very complex and competitive. (Brad Watson)

19. Advertisers purposeful construct message they know will influence our emotions. (Chris Wheadon)

20. I learn that the advertising process is very time-consuming. (Kristen Stack)

21. I learned that advertisers construct message to give produces identities and personalites. (Laura Margolis)

22. I learned that a good rule for constructing effective advertising messages is to never let you audeince get very far away. (Stu Kaletech)

23. How much money a company might pay to film a commercial that might not work (Meridith Zucco)

24. I learned that there are many different people who have input before an commercial is sent into production (Michelle Noe)

25. I learned that advertising is very interesting and gave me another idea for a major. (Kelly Morgan)

26. Advertisers often use one-liners to capture audience attention but it must be something that will stick in someone's mind. (Felicia Horton)

27. I learned that to be a creative force in advertising one has to have a thick skin. (Jeina Dadrass)

28. I learned that in advertising nothing is left to change and nothing ever happens by accident. (Kim Williams)

29. I learned that putting the actual idea into a commercial is more difficult that it really seems. (Chris Klannick)

30. I learned that it is important for a message designer to catch and represent accurately what image the client wants for it's product. (Naoko Noyori)

31. Your number one person is the client who might easily reject what you thought was your best idea. (Biz Basquin)