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“Campaigns” Orientation Yahoo! Workshop November 19, 2004 AAF Must join Villanova Advertising Society – $35 Due to me in ONE WEEK Make checks out to Villanova Advertising Society NSAC Print out all the “stuff” – – – – – Policies and Procedures Case Study On NSAC Success Guide website Calendar Scoresheets You should have these two with you today! Learn all the NSAC – In particular… – Additional on website (clarification memos) NSAC Two primary components – Plans book Due April 1 by 5:00 p.m. One book to AAF headquarters in D.C. 15 books to district coordinator – Presentation District Competitions: April 15-May 1 National Competition: June 5-6 – Note Scoresheets… “I want to make the ads…” Single most annoying thing said by job applicants. Despite the fact that a majority of people initially wants to do creative, only 6 will get to…there is so much else that goes into it…you will learn that! IMC Introduction “Integrated Marketing Communication” – “A concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines– for example, general advertising, direct response, sales promotion, and public relations– and combines these disciplines to provide clarity, consistency, and maximum communications impact.” – “…all sources of brand or company contact…” Review of Marketing Plan “Marketing plan”? – Detailed situation analysis Our Case! Internal audit & review External analysis – Specific marketing objectives – Marketing Strategy- target markets, marketing elements – Program for implementation – Process for monitoring and evaluating performance Promotional Program Situation Analysis Internal analysis – S&W of brand – Yahoo the brand! – S&W of product – the products Yahoo talks about External analysis – Competitors (S&W) – who are they? – Positioning strategies – what do people think of them? – Environment – what the heck is going on? Consumer Research – Market segments – Customers Analysis of the Communication Process Customer process of responding to communications – Various sources – what is being said? – Message types – how is it being said? – Channel factors – where is it being said? – And what is best???? Analysis of the Communication Process Communication Objectives Hope to accomplish Type of Message Desired Effects/Consequences Marketing Objectives Communication Objectives Communication Strategies/Actions Budget Determination How much to spend? We have a $10 million budget…sounds like a lot right? Allocation of that $$ Develop IMC Strategy Creative strategy – Basic appeal – Message to convey to target audience Media strategy – Which communication channels to deliver ad messages to target audiences – Everything has a goal and a budget Need to be able to answer “Why?” Elements of IMC – Relative importance? All together now… Objectives •Client •Competition •Environmental issues Consumer insight Strategy Print advertising Broadcast advertising Sales promotions Guerilla Public relations Consumer Personal selling Internet Monitoring, Evaluation & Control Did you meet those objectives (individual media, overall promo, marketing…)? This is usually forgotten – but always comes up in Q&A (ask the consultants!) Groups & Responsibilities Within the Agency Board of Directors President VP- Account Services VP- Marketing Services VP- Creative Services VP- Mgmt & Finance Account Supervision Media Copywriters Art Directors Finance Account Executive Research Print Production Accounting Sales Promotion Traffic TV Production Office Management Personnel Our Organization Chart Account Director (1) Project Manager Plans Book (1) Account & Promotional Managers (3) Brand Planning Director (1) Staff (3) Presentation Producer (1) Creative Services Director (1) Staff (5) Media Planning Director (1) Staff (3) Our Organization Chart Account Director Gillian Perazzo Project Manager Anne Wein Nicole Rios Presentation Producer Merideth Bickford Andrea Chelariu Account & Promotional Managers Shauna Pelkey Stefanie Boyk Cade Flitter Brand Planning *Christina Cleary Carmine Attansio Sara Puig Scott Carl Lindsay Taylor Creative Services *Kristin Andreotes Laura Hoffman Adam Saltman Ryan Hurley Enrique Peral Elizabeth Melisi Media Planning *Gail Kelley Amanda Jackson Julie Maguire Megan Mahoney A caveat about responsibilities… You may think you have nothing to do… – HA-HA-HA-HA-HA… Good one! Now… – Everybody… Get to know case Get to know rules Get to know products Account Director: Gillian Guide/Coordinate – – – – Process People Plans book Presentation Resolve issues Do decisions/actions support overall objectives? – Needs of client are satisfied Time spent: – Now Preparation Guidance – Later Coordination Project Manager: Anne All details for the plans book and presentation. Work with AD on schedules and HR Check out the project management booklet Directs the layout and design of the plans book Finalize all budgets and costing information Help with delivery of plans book Presentation Producer: Merideth Part of management so helps coordinate the creative departments with other departments Responsible for developing the presentation Also can work with planners and creative during preparation Account & Promotion Management Responsibilities: Shauna, Stefanie, Cade, Gillian 1. Plans Book – Check list of Requirements & Rules – Serve as advocate for those rules – Also direct the public relations and promotional ideas – Evaluation of the campaign – Objectives of the campaign Responsibilities 2. Situation analysis – – – – Situation brief Client Information 1-2 pages Full presentation History of Client Tone of Client Past campaigns “Audit” of product Competitor Information – Strategies & differentiating factors – Stereotypes Images in advertising “Baked-in media biases” Environmental Information – – – – Political Technological Sociological Etc. Responsibilities 3. Presentation Now… Later… – Info for Plans book Presentation – HELP! Stat-spouter Further digging Extras – Pretesting – Best boy/gaffer/key grip – Manpower Brand Planner Responsibilities: Christina, Carmine, Sara, Scott Consumer research Determine/describe target markets Develop consumer insight – “Account Planners” Yahoo! Insight Target market Brand Planner Responsibilities 1. Write creative brief… 2. Presentation Creative Brief (see examples) 1. 2. 3. 4. 5. 6. 7. What are we trying to accomplish? Who are we trying to influence, and what are their motivations? What is the personality we want to project? What do they think feel now? What do we want them to think/feel? Why should they think/feel this way? What is the single most important thing we want people to take away from this campaign? Brand Planners What can you be doing now? – Start reading up on this target market Recognizing the differences between 13-17 year olds. ID stereotypical ways that people market to this target Investigate what they read/watch/visit – Submerge yourselves… – Where can we find some 13-17 year olds? Teachers/principles? Old schools? Websites? Magazines? Blogs? Where else? Media Planners: Gail, Amanda, Brooke Reach the target market – Find the target market Where are they? What are they doing? What are they watching/reading? (May require working w/ brand planners) – Place ads, promotions, guerilla where target will see them – You are our connection to the target! Media Responsibilities Media planning – Determine appropriate media vehicles to reach target marketing. – May work some with brand planners Guerilla– Unusual places & ways to communicate – Will work with brand planners and/or creative Media Responsibilities Promotions (with Account & Promotional managers) – “Short term inducement of value…” PR (with Account & Promotional managers) – “Free” – May be related to the above… Budgeting (A huge deal…there will be some numbers involved…) Media Tools (see the Boot Camp) Software/Datasets – – – – – Simmons – SRDS Free websites Paper copies in my office and possibly the library MRIplus.com Mediamanager.com Sandboxexchange.com Tvradioworld.com Media kits Media Responsibilities What can you be doing now/soon? – Learn how the software works – What will our budget buy you? Understand the budget… – Media usage of product users Find those 13-17 year olds – Also ID baked-in media biases for this industry – Start thinking about guerilla & promotions Where is the target market? What kinds of promotions are used to target them now? Later? – Really, really hard core Media Responsibilities Presentation about media ideas Multiple revisions as details are added Creative Responsibilities: Kristin, Laura, Adam, Ryan, Enrique, Elizabeth AD and copywriters will be paired up – Generate ad campaign based on consumer insight, accounting for client requirements Each of the three teams will pitch to the class. Class will pick a campaign – Note… Creative Responsibilities Later – After Spring break will be production mode – you will be able to grab help Now – Be helpful Planners and research – Learn software (seriously – if you don’t know the software learn it) A note on deadlines… Account Managers Feb 1 2 weeks 2 weeks Brand Planners Feb 15 2 weeks Media Feb 22 2 week Creative Mar 1 4 weeks Plans Book 4/1/05 “Responsibilities” and Course Material A caveat… – Never finished – Value of working with other groups – Goal: Beat other agencies NOT beat each other. – Importance of Mature… – Response to comments/criticism Comments/criticism (Grades) A note on research (that doesn’t really fit in anywhere else…) Don’t just Google – And I’m not just saying that b/c Yahoo is the client… How’s this for an idea… – Research in the library… Expanded Academic ABI Inform Massive Overlap… Reading List… Account Managers – Eating the Big Fish – Under the Radar – Permission Marketing – – – – Media Planners – Attention! (How to Interrupt, Yell, Whisper, and Touch Consumers…) – Media Planning: A Practical Guide – Essentials of Media Planning Brand Planners Truth Lies & Advertising Qualitative Research Under the Radar Hitting the Sweet Spot Creative – Hey Whipple, Squeeze This – Cutting Edge Advertising – Disruption/ Beyond Disruption – Unleashing the idea virus Book Summary due Thurs January 20, 2005 Oh and a few cool things in the works… Emma Gilding’s research workshop – Emma is an video ethnographer from Ogilvy in NYC – Fri Jan 28 Tom Lamb – Sr. VP of Account Services at McCann Erickson - TBD Brad Youtz – Senior Media Planner at Harmelin Media – Tues Feb 8 The IDEA BOX….. And I am still working… Questions? Now here is what you need to work on over the Christmas holiday (sorry is the nature of the game…)