9. AUDIANCE
CREATE A PROFILE, & MAKE IT PERSONAL
J O HN
BLU E C O LL A R WO R K E R 9- 5
WO R K S 4 0 H R S
M I DDL E C L A SS
M A S C U L IN, LIK E S K E E P IN G ACTI VE , E NJOYS WATCH I NG AND P LAYING FOOT BALL
EN J OYS W E E K E N D FR E E T I ME WI TH FRI E ND S & FAMI LY
FATHER O F 2 GIR LS
11. FRAMING
MASLOW’S HEIARCHY OF NEEDS
What are we appealing to?
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12. USP
UNIVERSAL SELLING PROPOSITION
THE SELLING POINT
1 Product • 3 Brands
What Makes Them Diffrent?
L AU NDRY D ET ER G E N T
BRAND 1
Stronger
Eliminates
Stains
BRAND 2
Smells
Good
BRAND 3
Enviormentally
Friendly
13. VISUALIZING & SORTING THE RESEARCH
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15. RESEARCH PROCESS SUMMERIZED ...
Research • Collect • Absorb
Catagorize • Visualize • Edit
Rest • Incubation • Let it soak!
Review • Analyze • Ideas will start to bubble/boil
Concept
16. ASSIGNMENT
Choose campaign , deconstruct, analyze & write their creative brief.
ANSWERING THE FOLLOWING :
Who ?
Name the client give background info. their history, competitors, price range, what they sell or offer...etc.
What?
What makes their product or service unique? What was the USP for your choosen campaign?
When?
When did the campaign run? Did this make a diffrence in success of the campaign?
Where did the campaign run?
What media did they use? Why do you think they ran the campaign through choosen media.
Why are they advertising?
What was the problem tha they were trying to solve?
Their audiance?
Give a specific/ personal profile. Age, occupation, hobbies, gender...etc.
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