OUJ3700

1. JOURNALISM
3700
Ad Copy
Planning

2. Creative research in
one slide
Business
Chance
Cultural
Context
Target
Insight
Brand
Insight
THE
BIG
IDEA Plan
To
Engage
Creative
Who do we stand for?
Measure
Who is our enemy? Why do we
matter?

3. Business chance
• These are questions I would want the
answer to moving forward.
•Why are they looking for help?
•How much money is the campaign?
•How is that broken down?
• Earned (PR)
• Ad (paid content)
• Owned (Website/social)

4. Business chance
• These are questions I would want the
answer to moving forward.
• Where do they stand in the market?
• Who are their direct competitors?
• Who are their indirect competitors?
• What are those competitors doing?
• I don’t want to do what someone else is
doing.
• I don’t want to repeat their mistakes.

5. Consumer behavior?
Who is the audience?

6. consumer behavior
• Cultural factors:
•Race
•Religion
•Sexual orientation

7. consumer behavior
• Cultures also apply to specific
communities:
•Some offices have business casual.
•Fans of Ohio University wear more
green and white.
•Catholics don’t eat meat on Friday
during Lent.

8. Class structure
• Upper Upper Class (.3%) Inherited wealth
• Lower Upper Class (1.2%) Corporate leadership
• Upper Middle Class (12.5%) Managers
• Middle Class (32%) White and blue collar with
above average pay
• Middle Class (38%) Blue collar average pay
• Upper Lower Class (9%) Working & right above
poverty
• Lower Class (7%) Out of work on welfare

9. So what is the target insight? Why
do people move?

10. survival and your
definition of it

11. LET’S BREAK THIS
DOWN
• Physiolgical
• Safety
• Social Needs
• Esteem
• Self-Actualization

12. LET’S BREAK THIS
DOWN
• Physiolgical:
•Medicine, healthy foods.
• Wonder Bread: Wonder helps build strong
bodies
• I can’t Believe It’s Not Butter: The taste you
love without cholesterol.

13. LET’S BREAK THIS
DOWN
• Safety
•Insurance,
•Retirement,
•Brakes
•Smoke detectors
•Medicine to prevent problems

14. LET’S BREAK THIS
DOWN
• Social Needs
•Clothing
•Food
•Entertainment

15. LET’S BREAK THIS
DOWN
•Esteem
•Cars
•Furniture
•Hobbies

16. LET’S BREAK THIS
DOWN
•Self-Actualization
•Gourmet Foods
•Travel
•Education

17. So what is the brand insight? How
can a brand help?

18. EIGHT WAYS TO
POSITION AN
ORGANIZTION.
• A leader that sets standards
• The best value, reflecting
low cost and high quality.
• Most economical
• Most prestigious

19. EIGHT WAYS TO
POTISION AN
ORGANIZATION
•Preferred by a certain
demographic
•Family friendly
•Green
•Socially responsible

20. Now that we know what we want
to convey, how do people obtain
information?

21. Research: does your audience Think,
feel or do? This is where 3400 comes
into play.

22. Once your consumer research
identifies the audience, use the grid
for advertising planning

23. Any product can find its way on
any spot on The grid
Old El Paso Mexican Food:
• High Involvement Thinking: The challenge is a
new recipe….this is a way to serve good nutritious
food.
• High Involvement Feeling: I don’t want to be
embarassed. This is a creative way to enjoy a meal.
• Low Involvement Rational: This is an economical
way to serve good food.
• Low Involvement Emotional: This is a fun exciting
fiesta!!