ODTU Management Class Presentation

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ODTUManagement Class Presentation

• Alize Savasan
• 11 December 2000

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Alize Özkaynak Savasan

• 1990-94 ODTU Management School
• Sep 94-Mar 96 Unilever Holding
• Economist
• Apr 96-Sep 00 Unilever Foods - Komili
• Seed Oils BM
• (Yudum, Sirma, Livio, Tadim)
• Oct 00- Unilever Ice Cream Algida
• Indulgence Refreshment BM
• (Magnum, Calippo/Solero)

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• Pazarlama ürünlerin degil,
• algilamalarin savasidir.
• AL RIES JACK TROUT

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• Kendi basina gerçek bes para etmez!
• Gerçegi anlama kavusturan algilamadir.
• JOSEPH BRODSKY

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Who do marketing professionals work with ?
Strategic Media Planning Agency
Media Buying Agency
Marketing managers
Advertising agency
PR agency
Direct Marketing agency
Promotion agency
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Advertising Processa team work
BRIEF
Briefing Meeting
Agree the Brief
Brief
Judging the Advertising
Evaluation
Development
Production
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Writing the Brief

• Responsibility He who decides, briefs!
• For an outstanding brief
• The brief itself should be just that Brief.
• Focus on one key element.
• Get rid of all irrelevant detail. Make choices.
  This requires sacrifice, sacrifice, sacrifice!
• Avoid jargon!

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Elements of a Brief

• Why do we want new advertising?
• What is the consumer insight?
• Advertising objectives
• Who is the target audience?
• Why should the consumer believe it?
• Practical considerations for execution
• Timings budget

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The briefing meeting with the agency

• Never send the brief to the agency. Present it
  face-to-face.
• Sell your brief.
• Inspire the team!

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Signing off the final brief
Brief

• Rework and sharpen the brief with the agency.
• The final brief A contract which will allow what
  is delivered to be measured against what was
  asked for.
• Time for the team to divide - one part to wait,
  and the other part to do...

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Creative Development

• Usually the agency writes up the brief in their
  own language and format. ( more familiar to their
  creatives.)
• Within the advertising agency
• Strategic Planner
• Account Representative
• Copy writer
• Art director
• Creative director
• Creative work starts...

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The Agency presentation

• A time of tension..
• Client cant wait to hear!
• Agency presents and explains its ideas first.
• Then presents the executions.
• Storyboards, scripts, visuals, mood tapes
• If more than one creative solution
• Agency explains its preffered execution

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Evaluating what is presented

• Three basic principles
• Will it get attention?
• Enjoyment, impactfulness
• Is it branded intrinsically at the core?
• Branded memorability
• Does it communicate our core message
  convincingly?
• Ease of understanding, the consumer take-out,
  purchase intention

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Or check the reverse, is it..
Confusing ?
Formulaic ?
With too many messages?
Predictable ?
Not involving?
Boring?
Not brand linked?
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Using the consumer research

• If the advertising idea needs more developing
• Qualitative research for learning (Focus Groups)
• If the execution needs to be checked
• Quantitative research for evaluation (Preview
  Test)

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Production

• Parties involved Agency, Production Co,
  Director, and the client.
• Pre-production meeting PPM
• Make chocies in directing, casting, music,
  voice-over, wardrobe, location
• Shooting (TVC or photographic shoots)

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Judging the advertising

• Judge what you see, not what you expect!
• Check whether the execution meets the principles
  of attention, branding communication.
• Edits and final cut.

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Airing the advertising

• Prepare the media plan
• Select the right channels
• Plan the reach frequency
• Set the budget
• Go!

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The end point?Or starting point?

• Advertising Tracking
• What were the changes in behaviour?
• And what were we hoping for?
• How did sales results change?
• Reasons for failure or success?
• What have we learned ?
• Brand Health Check!