MAKING AD CONTENT

MAKING AD CONTENT

https://www.youtube.com/watch?v=QE5sBeCtnsc&t=57s

(SLIDE 3) Promotional mix is ​​a combination of various types of promotions that exist for the same product so that the results of the promotional activities carried out can provide maximum results. Before making a promotion, careful planning should be done which includes the following promotional mix:

1. Ads such as newspaper, magazine, radio advertisements, catalogs, posters, etc.

2. Maximum positive publicity from outside parties.

3. Word of mouth promotion by maximizing positive things.

4. Sales promotion by taking part in exhibitions, distributing samples, etc.

5. Public relations / PR that seek products accepted by the public.

6. Personal selling / sales personnel carried out face to face.

(SLIDE 4) Promotional Purpose

1. Disseminate product information to potential target markets

2. To get an increase in sales and profits

3. To get new customers and maintain customer loyalty

4. To maintain sales stability when there is a market sluggish

5. Distinguish and favor products compared to competing products

6. Shaping the product image in the eyes of consumers in accordance with what is desired.

(SLIDE 6) Print

Is advertising media that advertiser use in the newspaper, magazine, etc.

(SLIDE 7) Film

is an advertising method by inserting a product or brand into a film work. and indirectly, supporting actors or actors will introduce a product.

Example: Transformer introducing the Chevrolet (Camaro-Car type) in the movie, like bumblebee is a very identical with the Chevrolet car.

(SLIDE 8) Broadcast

Is a media that use by the advertiser ,distribution includes audio or video to viewers that are distributed through mass communication media, but uses electromagnetic distribution, in any model for many.

(SLIDE 9) Online

Is media that use by the advertiser by making video or photo in social media and introducing about the product it self. for example: XL adversitse in facebook using facebook ads and will show up into our profile facebook

(SLIDE 10) Outdoor

Outdoor media is an advertising a product or services using outdoor thing such as Billboard

(SLIDE 11-12)

SPOT

Recorded, duration of 60 sec, accompanied by sound effects, crisp voice over voice talent, so as to create a theater of mind for those who listen to their advertisements. Usually aims to create awareness. The information delivered is better 1 or 2, because if too much becomes less effective (the listener forgets what the info is).

ADLIBS

Live, duration of 60 sec, is read directly by the announcer. Usually the adlibs rate is higher than the spot, because the existing script, the bridging by each publisher, is created

INSERT

Duration of 3 minutes (sometimes there are some radios that can take up to 5 minutes), recorded / live. To be recorded, the contents are usually tips, testimonials, time signals. Live is usually in the form of a quiz, live phone interview. On some radio, sometimes the live report goes to the insert too. Live reports are usually used for event promos, when D-day radio reporters will go to the venue, report directly

TALKSHOW

Casual talk duration of 60 min (in some radios there is a duration of 30 min, some even remove the radio from the rate card, there is also a talk show 1x a week). The concept is better made as creative as possible, so that listeners do not get bored and 'run' to change channels.

(SLIDE 13)

Banner Ads in newspapers there is display ads. So, for example in The New York Times newspaper or article there are some space to advertisement and in this example toyota adverting their product TOYOTA PRIUS beside the headline of the news.

(SLIDE 14) Banner Ads

when someone click on website. suddenly there will be advertisement showed up in the website

(SLIDE 15)

Sales Promotion: Various short-term incentives to encourage trial or purchase of products

There are Sample, Coupon, Rebate, Premium, Gift, Free Trial etc

(SLIDE 16) 

Sample is the part of sales promotion which is give a sample to new customer or a customer about their new product or their mainstay product

for example KIEHLS do a promotion which is the customer will get a favorite skincare routine by sign up on their app or website

(SLIDE 17)

Coupon  is a voucher entitling the holder to a discount for a particular product. Basically you can get coupon from where ever it is, for example like H&M, Bath & Body Works, The Face Shop, etc.

(SLIDE 18)
Rebate is a return of a portion of a purchase price by a seller to a buyer, usually on purchase of a specified quantity, or value, of goods within a specified period.

(SLIDE 19)

This means unlimited taps to enjoy the content without interruption. For example like Spotify, you can listen to whatever songs you want without having to play on shuffle and without advertisement.

(SLIDE 20)

A gift card is a prepaid debit card that contains a specific amount of money available for use for a variety of purchases.

(SLIDE 21)

Free trial is a customer acquisition model that provides a partial or complete product to prospects free of charge for a limited time. You can find free trial on several  application, like Spotify gives 30 days of premium before it charges for the next subcription.

(SLIDE 22)

 The most commonly recognized style of cash back is what you have likely seen advertised as cash back credit cards. it's a credit card benefit that refunds the cardholder a small percentage of the amount spent on each purchase, or purchases above a certain dollar threshold.

(SLIDE 23)

 This is the Promo Price of Lotte Mart and Ultramilk, there isProvocative sentences, there is a change in bid price and there is a time period.

(SLIDE 24):

The last example of sales promotion is buy one get one. For instance this poster did the sales/marketing on Monday only at 2pm-5pm buy 1 get 1 free drink. This promotion is a common sales but it works, can attract people to buy the products.

(SLIDE 25):

The next promotional mix is event and experience. This promotional is a company-sponsored activities and programs designed to create daily interactions or brand-specific interactions. Such as sport, entertainment, festival, art, charity, tour, and museum.

(SLIDE 26):

The fourth promotional mix is public relations and publicity. It is a variety of programs designed to promote or protect the images of the company or individual products. Such as news, call center, speech, seminar, CSR (corporate social responsibility), community relations, media and magazine. Public relations involves communication designed to help improve and promote an organization’s image and products. PR is often perceived as more neutral and objective than other forms of promotion because much of the information is tailored to sound as if it has been created by an organization independent of the seller. Public relations materials include press releases, publicity, and news conferences. While other techniques such as product placement and sponsorships, especially of events and experiences, tend to generate a lot of PR, the growth of expenditures and importance of sponsorships are so critical for so many companies that it is often considered a separate component in the communication mix. Many companies have internal PR departments or hire PR firms to find and create public relations opportunities for them. As such, PR is part of a company’s promotion budget and their integrated marketing communications.

(SLIDE 27) :

The next two promotional mix are personal selling and direct message. Personal selling is the  face-t-face interaction with one or more prospective buyers for the purpose of making presentations, answering questions and procuring orders.  The interaction between the two parties can occur in person, by telephone, or via another technology. Whatever medium is used, developing a relationship with the buyer is usually something the seller desires. On the other hand, Direct marketing is use of communication media (mail, telephone, fax, e-mail, or internet) to communicate directly with or request a response or dialogue from certain customers & prospects. By targeting consumers individually, organizations hope to get consumers to take action.

(SLIDE 28):

The weakness of making ad content  is budget. An organisation has to spend large amount on advertising. It increases the cost/budget of the products. To meet this expenditure, price of the product is raised. No manufacturer pays for the advertising expenses out of his pocket. Advertising, therefore, leads to unnecessary rise in prices. In this reference it is said that advertising costs/budget are passed on to the consumers in the form of high prices. And then, commercial sources are doubtful. Many a time distorted version of reality is shown in the advertising. Believing in advertising, consumers buy the product. On its use, they feel cheated. They come to realise later that the information given in the advertisement was something else whereas the actual product was quite different from it (doubtful). The last is there is no perfect media.

(SLIDE 29):

The challenges consists of message noticed, message read, message heard, and message got responses.

(SLIDE 30):

The problem solving of those challenges is creative message planning. creative planning was compiled as a reference in implementing marketing communications campaigns. In a campaign, creative planning is important to produce marketing creativity that is different, unique and interesting compared to competitors. While the message development strategy can be interpreted as a process of finding ways to influence the public or certain goals by persuading or persuasive and motivating the public to participate, so that the message is expected to create certain effects as planned according to a specific theme. The development of messages starts from a big idea to express certain intentions according to needs and benefits which are then constructed into messages that are then conveyed to the target audience. The purpose of developing messages can only be achieved if the audience understands these messages.

(SLIDE 33-46) Creative Message Storytelling Formats

1) News announcement - Straightforward, factual presentation - Used for new products; products with a new formula

2) Inherent drama - Sets the brand apart from competitors - Used in categories with little product differentiation

3) Testimonial/endorsement - Uses celebrities, experts, or typical users - Used where credibility is important

4) Talking head - Characters tells a story in their own words - Used to explain and to add believability

5) Lifestyle - Focuses on associations to the life of the user - Used in categories such as beer and soft drinks

6) Problem/solution - Identifies a problem that the product can solve - Used to dramatize product differentiation

7) Demonstration - Provides evidence - Used with products with a real, provable, point of difference

8) Comparison - Proves your brand wins in some kind of test - Used to showcase an advantage versus a key competitor

9) Picture caption -Tells a story with illustrations and captions - Used for products with different uses/varieties

10) Jingle -Uses music and catchy words to entertain - Used for products with little product differentiation

11) Humor - Creates a fun, likable personality - Used for products with little product differentiation

12) Animation/cartoons - Uses drawings, puppets, and claymation figures - Can be used for a variety of products

13) Special effects - Uses visually interesting production techniques - Can be used for a wide variety of products

(SLIDE 47) Advertising Proposal

The advertising proposal establishes advertising agency recommendations for advertising campaigns. Proposals can be responses to briefs from existing clients or promotions to win campaigns against other competing agencies. The client uses the proposal to assess whether the recommendations meet the requirements of the brief and to evaluate agency credentials.

Prepare your proposal by carefully reviewing client briefs and conducting research to build your understanding of the client's market, products and challenges. Develop your strategy for the campaign and value the strengths and weaknesses of your proposal before committing to the paper. Involve your agency's media, creative and marketing specialists in developing proposals.

Restate the client's goals for the advertising campaign to confirm your understanding of the brief. Set your agency's goals in measurable terms and aim to deliver results that exceed client goals. If your client's goal is to increase product awareness by 8 percent, determine your proposal to increase awareness by 10 percent. Exceeding client requirements is very important if you are involved in the competition.

Explain your understanding of the target audience and awareness of the client's product. Give references for available audience research. Explain the characteristics of the target audience in terms of age, gender, location, income, and occupation. Show each important audience segment that the campaign should target. Make a list of media that you will use to communicate with the target audience. Provide audience research data to explain why your media strategy represents the most cost-effective target audience coverage.

Set your creative strategy. Include examples of advertisements submitted and explain why they will have an impact on the media you choose. Provide a list of key messages and explain why they are relevant to the target audience. Describe the actions you want the target audience to respond to the campaign, such as visiting a website, contacting the call center or requesting additional information.

Give the client a budget for the campaign and schedule a publication date for the media that you recommend. Include project plans for detailed creative development and finished ad production. Summarize your agency's credentials and highlight the main benefits of your campaign proposal.

(SLIDE 48) Process Of Creating Ads

• Production stage: the process of making ideas for an advertisement that must be adapted to various aspects such as the type of advertisement, target consumer, market, message conveyed. It can be helped by analyzing the SWOT of these products and companies, determining the main objectives of the advertisement, market research, competitors, and consumers.
• Stage of editing: the process by which advertisements will go through design to fit and add a unique and creative impression that will attract the attention of consumers when they see it.
• Advertising equipment and tools: every process of making advertisements certainly requires a variety of applications or equipment to make advertising more attractive and commercial. Nowadays social media is one of the tools and platforms for companies to display product or service advertisements because consumers nowadays tend to use social media to do various daily activities.
• Description of advert design: each ad will have a different design according to the purpose and type of ad. The description of this ad design must be in line with the idea and type because it will affect the sales of the products and services being advertised.
• Budget: The budget of an advertising fund requires a sizable amount of funds so that the advertisement can be seen by many people. This budget will be a concern for companies that want to make good and unique advertisements. Because almost all successful and known advertisements take a lot of money, for example Tokopedia uses BTS for its advertisements, Shopee uses Cristian Ronaldo and Blackpink.

(SLIDE 49) Criteria

The various criteria that need to be considered in making an ad, namely:

• Creativity: creativity is needed so that the ads produced are different from other advertisements and the public or consumers can easily understand the contents and information of these advertisements.
• All of the process: neat and sequential processes will show maximum results.
• Process details: accuracy in each process will minimize errors that occur in making an ad.

(Up [Berliana Destie] - Left Middle [Deva Hadinegara] - Right Middle [Diva Windiarti] - Left Bottom [Riza Amartha] - Right Bottom [Shellyana Kholifatul])

Youtube Link: https://www.youtube.com/watch?v=QE5sBeCtnsc&t=57s

Keywords: #MakingAd #Advertisement #Advertise #Content #ContentDevelopment