Understanding Advertising
Assessment - The Advertising campaign proposal Content guide
1. Executive Summary (summarise the brief) including the campaign objectives
- Marketing problem
- Marketing objectives
- Brand positioning
- Target audience
- Proposition
- Advertising Objectives
This can be provided as a paragraphed set of short sentences or separate sets of sub-headed information
2. Creative Strategy
- Creative concept (what is your BIG IDEA?)
o Describe the overall concept. Don't write a script etc. that comes with creative execution.
o Identify the Advertising appeal to be used
o Identify the Creative technique to be used.
- Describe the journey from USP to execution of the creative idea - Might include evaluation of options. Some ‘universal' criteria can be found in week 8 supplementary notes.
- Creative rationale (why will your big idea work?)
Refer to insights into the consumer and consumer behaviour as to why the big idea, the appeal & execution technique will work to achieve the objectives.
3. Media Plan
- Media objectives
Must be SMART
- Recommended media mix - Cover each media to be used. For each recommended media provide specific detail.
- Geographic
- Media vehicles
- Ad sizes
- Time slots, indicative programs, section placement
- Duration e.g. number of weeks, number of issues
- Media weight e.g TARPS , insertions, numbers etc
- Media scheduling e.g. Weeks on air
Rationale for the media strategy (media mix)
- Reference should be made to the media consumption habits of your target audience as support for the choice of the medium.
- Rationale to be provided for each and every recommendation giving reasons for:
- Ad sizes
- Time slots, indicative programs, section placement
- Duration e.g. number of weeks, number of issues
- Media weight e.g. TARPS, insertions, numbers etc.
- Media scheduling e.g. Weeks on air
4. Media schedule (To be submitted as a separate Excel file)
- Translate all the information from the media plan onto the media schedule
- In addition to the plan information also include
- Campaign dates by week
- Media vehicle Costings - Costs must be real. These to be sourced from media owners/publisher web sites or from the Budget costings provided on the portal.
- Media objectives
- Target Audience - Demographic
5. Creative Execution
- Outline how the Big Ideas is translated into specific creative executions.
- Create an ad execution for each media
- Attach a representative example for an ad for each of the recommended media e.g. print advert, outdoor poster, website tower, radio script, TV storyboard etc.
- Use the provided templates for TV storyboard, radio scripts etc.
- These can be added to the word document as separate pages.
- One execution per page.
- If print layout is done in a professional design software save as an image to be placed in the document or save as a PDF and submit as a separate file.
Production considerations
- Mechanical specifications -e.g. Magazine ad sizes
- Creative production timeline
- Material deadlines
- Budget constraints
- Mandatory inclusions
Budget Summary
- Outline the actual splits for all activities based on the actual media used. Media costs must match the costs included on the schedule.
- May be presented as a comparison (simple table) to show budget versus actual.
- While the objective is always to stay inside the budget - at this stage the Big Idea may require more budget. This can be identified here. Perhaps identified as an options. i.e. spend more budget to achieve greater effect. If there is a recommendation to increase budget there would also have to be a corresponding rationale to justify the extra expenditure.
Attachment:- TEMPLATE - slides.rar