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VIDEO HIGHLIGHTS
BEHIND THE SCENES: THE ADVERTISING PROCESS AT WORK
What Did You Learn In School Today?
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 (Todd 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 personalties. (Laura Margolis)
22. I learned that a good rule for constructing effective advertising messages is to never let you audience 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)
ADVERTISING SERVES MULTIPLE GOALS SIMULTANEOUSLY
Persuade (Belief/Behavior Management
Information
Entertainment (Emotional Management)
How To Advertise Contact Lens -Acuview Visacom
MARKET RESEARCH
1) Analyze Audience
Focus Groups-Determine Perceived Consumer Benefits
What Does The Potential Customer Say?
Contact Lens - Cleaning Seems To Be Most Important Issue
2) Strategic Planning
Good Strategies Are Focused And Communicate One Idea
You Only Get One Shot
Don't Use The Shotgun Approach-Scatter Buckshot Widely Hoping You Will Hit Something
3) Execution And Implementation
Strategy-Adhere To Jointly Agreed Upon Strategy
When Strategy Gets Sidetracked People Often Want To Go With What They Think Is Creative
Better To "Dance With Who Brung Ya"
Five Different Approaches Are Presented And Rejected-Back To The Drawing Board
Strategy - Keep Focused On Key Selling Proposition
Strategy - Emotional Management - Learn How To Handle Rejection
"It's Not Personal, It's Just Business"
Strategy - Keep Pushing The Ball Ahead
"Paralyze Resistance With Persistence"
Strategy - Don't Rest On Your Laurels
"Your only as good as your last commercial"
" like being in a final exam period 52 weeks a year.
Dramatic One Liner
"When to comes to disposable contact lens, the best solution is no solution."
NOTICE HOW EVERYTHING THAT IS ACCOMPLISHED IN COMMUNICATION RELATED CAREERS IS DONE AS A MEMBER OF A TEAM, BETTER TAKE COMMUNICATION 207
"207, It's Not Just A Course It's An Adventure"
"Creativity Is Not An Accident" - "Every Decision Is A Strategic Decision"
Even The Selection Of Music
The Tone, Timber, And Pitch Of The Voice-Over
UNIQUE SELLING PROPOSITION -A DISPOSABLE CONTACT LENS
The Message KISSCC (Keep It Short, Simple, Clear, And Concrete)
"The real problem with contact lens is all the cleaning solutions, so J&J created a contact 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.
SECOND PRODUCT ANALYZED IN THIS VIDEO -JELLO
General Foods -the concept - health related advertising for Jello
STRATEGY - FOCUS GROUP -Get People To Talk Openly And Honestly About Your Product
STRATEGY - GOAL - PRODUCT IDENTITY
Give Jello A Contemporary Spin - Focus On Health
Don't Conflict With Existing Advertising-Don't Jeopardize Current Positioning
"Jello Is A Fun Desert-You Can Share Your Children's Childhood"
AUDIENCE ANALYSIS - GENERAL ALTERNATE APPROACHES - TEST WITH FOCUS GROUPS
1. Hard Health Sell - No Fat, No Cholesterol-The Cholesterol Approach
STRATEGIC PLANNING- GENERATE CRITERIA FOR EVALUATING ALTERNATIVE APPROACHES
Is This Strategy Consistent With The Jello Personality?-Identity Management-Product Identity
Is This Strategy Consistent With Current Positioning?
Will This Strategy Confuse Loyal Audience?-Information Management-Comprehension
Will This Strategy Attract New Customers?
Should We Target One Specific Audience Or Appeal To General Audience?
DEEP THOUGHTS
If Products Have Identities Or Personalities, As A Member Of An Advertising Team, Did You Ever Wonder What Type Of Personality You Might Create For A Rectal Suppository?
STRATEGY: Keep The Message Focused, Don't Blend Too Many Approaches
STRATEGY: Generate Strategic Options/Present Them To Client
STRATEGY: Elicit The Client's Perspective - "Visual Jello Needs To Dominate The Add"
Back To The Drawing Board
STRATEGY: "Conflict Is As American As Apple Pie"
Only Though Conflict Can One Produce "Insanely Great" Ideas
STRATEGY: Reassessment,Repair,Revitalizing,Rethinking, Reworking,
Entirely New Approach - Two Weeks Latter
STRATEGY: KISS/Keep It Short And Simple
One Liner "This Little Kid Has High Cholesterol, This Little Kid Has None"
THE MAGIC WORDS - TAKE IT INTO PRODUCTION - "The Creative Idea Is Frozen"
Rule: "The Simpler The Ad, The Harder It Is To Film"
Simple Concept, But Difficult To Execute In Creative Production
2 Simple Images, 20 Words Of Copy - 3 Weeks To Produce
"GOOD ADVERTISING FLOWS FROM GOOD PRODUCTS", TRY TO DEVELOP PRODUCTS PEOPLE WANT AND LIKE, THAN ADVERTISE IT EFFECTIVELY."
THIRD PRODUCT ANALYZED IN THIS VIDEO - COCA-COLA CLASSIC
GOAL-SETTING
Goal - Create Product Identity - Link Coke With Summer
Create A Feeling For Summer
Take A Science Fiction Approach - Visitors From Space
Do Something That Has Never Been Done Before
"Let's Do It" Why? It's Never Been Done Before
Obstacle:
Creative Impulse Out Of Control - "It's Never Been Done Before......"
If This Is Your Only Justification For Pursuing This Goal Your Generally On Shaky Ground
Obstacle:Incompatible Goals
Aliens From Space And Creating A Feeling For Summer
An Abstract Or Concrete Goal?
Novelty Seems To Take Precedence Over The Goal Of Communicating The Substance Of The Message Clearly And Concretely...A Bunch Of "Trekers" Engage In Groupthink
Did they ask?What Do I Want My Audience To Think, Believe, Or Feel After Viewing This Message?
Does the message accomplish this goal(s)?
STRATEGY: Control The Creative Impulse
This Is A Business Proposition Not Only An Artistic Enterprise
RULE: "It's The Client's Commercial, Not The Creative Production's Commercial?
The Ad-Team See Themselves As Officers In The Cola Wars (Group Identity
Everyone Has A Job And Everyone Knows Hot To Do It
Everyone Must Also Know And Respect What Each Member Of The Team Does
THE SHOOT
"Aliens Studying Humans In An Ethnographic Way"
EDITING ROOM
Trying To Rescue Victory From Jaws Of Defeat
Becoming Clear That The Concept Is Going To Be Unclear To Uninitiated
Becoming Clear It Is Difficult Linking Aliens With Feelings Of Summer
PRESENTATION TO CLIENT
Client disappointed-point of view lacks clarity,
RULES:BE PREPARED TO TAKE RISKS, AND BE PREPARED NOT TO SUCCEED 100% OF THE TIME
"Ideas Get Killed By The Dozens"
"For every idea you see on television, there are two dozen in a waste paper basket, that were just as good as yours and maybe better."
"Be Good, Be Quick, Be Resilient"
ACTION HAVE CONSEQUENCES
"Be A Tiger, But Be Prepared For A Tiger's Problems"
ATTRIBUTING BLAME - Whose butt will go in whose briefcase?
The Client-Product People
The Creative Production People
THINK QUESTIONS
How Much Money Do You Think It Took To Produce The Aliens From Outer-space Fiasco?
Do You Think Anyone Lost Their Jobs?
How Many Times Do You Think A "Screw-up" Like This Would And Could Be Tolerated?
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