Plan: Speechs on Creative Advertisements

SPEECHES AND MEETING BASICS
Plan:
1. Speechs on Creative Advertisements.
2. Advertisement Speech.
3. Meetings with a Marketing Agency.
4. The Importance of Social Media in Meeting Consumer Demand.
Advertising is not an art form or a creative outlet. It certainly cannot function on intuition, without the backing of sufficient research. A creative advertisement is the one which increases sales. Making an effective advertisement (the one that enhances sales) requires a lot of research about the product that is going to be advertised, the competitor’s offerings and the target customer. A ‘big idea’ (one that sells more products for several years) is always the outcome of a lot of research. The research translates into the advertiser living with the product and its customers.
The advertiser should fall in love with the product before he touches the story board. The sure way to kill a product is to assign it to an advertiser who does not get excited at the prospect of handling the advertising of the product. The product and its customers have to become part of the unconscious self of the advertiser.
Before a company decides the message that its advertisement will carry, it needs to deliberate and decide its advertising platform. A brand’s advertising platform is the basic selling proposition that will be used in the advertisement. A brand is a bundle of benefits and features, and is endowed with a personality. The company’s executives who have been with the brand since its inception understand what the brand is supposed to mean to customers. These executives should confabulate extensively with advertisers to arrive at the brand’s advertising platform. The advertising platform should be important to the target audience and should communicate competitive advantage. Therefore, a thorough understanding of the motives and choice criteria of the target audience and also competitors’ strengths is essential for effective advertising.
Advertising is often used to build brand image. Image means personality. Brand personality is the message that the advertisement seeks to convey. It includes the brand name, symbols, advertising style, packaging, price and the nature of the product that is being sold. Brand personality acts as a form of self expression, reassurance, a communicator of the brand’s function and as an indicator of trustworthiness.
The value of the brand personality to consumers will differ by product category. In self expressive product categories such as perfumes, cigarettes and clothing, brands act as badges for making public an aspect of the product’s personality.
Brand personality can also act as a reassurance. The personality of a mass brand may convey sophistication which may not necessarily correspond with the type of people who buy the brand. What the imagery is doing is providing the reassurance that the brand is socially acceptable. In the long run, the marketer who builds the most sharply defined image of his brand wins the maximum market share. Standardizing advertising is a growing preoccupation of multinational companies. Proponents of standardization point to customers who share common experience, needs and motivations.
Even while adapting advertising messages when trying to penetrate foreign markets, advertisers tend to use stereotypical images of the people in these countries or simply assume that the type of advertising message that is appropriate in the home country would be relevant in foreign markets as well.
Multinational companies will have to reconsider their strategy of standardizing advertising messages. Whatever the commonality between customers of different countries, regions and cultures, there is and always will be significant differences between them. Advertisements will have to address these differences than ride roughshod over them. A strong brand is built by addressing itself to differences between segments. A brand that ignores differences between segments provides opportunities to competitors to creep in and design brands to address these differences.
Sometimes, when marketers are selling parity products or products where superiority may be extremely insignificant or difficult to convey, it may suffice to make the message clearer, more honest and more informative than the competitors. More persuasive communication may work better than emphasizing a ‘better’ product because there is really no ‘better’ product. An advertising message translates the platform into words, symbols and illustrations which are attractive and meaningful to the target audience. The secret is to use the right appeal.
Selling a product is not an easy thing to do. Commercials on television and radio are much more difficult to produce than what you see as a finished product. There are many people “behind the scenes” of good commercials, not just the actors you see or hear. Remember, even commercials you dislike or think are odd are doing their job, getting you to talk about the product or store.
From the Persuasive Speech: Advertisements are mini-speeches – Advertisements Capture attention; Present a case; & End memorably
4 Steps of Developing an Ad Speech:
The Attention Step The Description Step The Need Step The Action Step
The Attention Step
The first step is at the beginning of the speech; the attention step. The attention step gets the audience alert and paying attention. Like in previous speeches, this step is like a brief Introduction. Often times, it starts with asking questions, or engaging your audience. “Do you ever struggle to get through each day? Are you tired of dealing with people? Well, do I have the product for you!”
The Description Step
The second step is the description step. This is where you describe your product or store and the advantages of it and all the good things about it. This is one point where your logical fallacies are used (BCS Quiz #4 Notes). Notice, unlike the Persuasive Speech we just did, you are NOT required to list “counter-arguments.” Actually, the only time you’ll usually hear counter-arguments in an advertisement is when companies are required to do so…like in medicines with side effects.
The Need Step
The third step is the need step. This is where you describe for the audience why it is so necessary that they have your product, or visit your store. This is where they need to realize they cannot live without your product. And remember the difference between NEED/WANT…and ignore it! Your customers NEED your product! This is also where many of your logical fallacies may be used again.
The Action Step
The fourth, and final step, is the action step. This is the end of the speech where you let the audience know where and how to get your product and visit your store.

Think about what contact information should be here:

Website
Phone Number
Address
This is also where you might see special offers:
“But wait, there’s more! Call now and receive not 1, BUT 2…”
Speech Info Cont…
Don’t forget about all of the other aspects of speech delivery, including nonverbal communication, and paralanguage. This speech also focuses on PERSUASION! You should be able to explain where/how you used the 3 persuasive techniques, and the 5 points of persuasive language. Have fun with this speech, and be creative. You are encouraged to make up a product, but you may use a current one. This is the first speech where most of it should be memorized. You should be looking up MORE than looking down.
Advertisements are messages sent to the public with the intention of influencing them positively regarding their appeal, products or services. In short advertisements are messages sent from the service provider to a potential service receiver. It is a means of communication with the consumer. Advertisement Company comprises of a few people working. Firstly, a particular company approaches an advertising agency and explains its product. They have to explain the concept and philosophy behind their product so that the agency can decide on the visualization of those ideas and how to target them towards a particular audience. This is a very important part which is demanded by the agency to the company. Because based on this explanation only the agency would create visuals, layouts, and texts and uses them to communicate with the user. Then the advertisements are ready to be hosted by channels on television, radio and other such media. And the company has to pay all those people on the line who bridges the company and the customers. Advertisement are of many types. A film is advertised using a trailer. An educational institution can prepare attractive pamphlets about their institution by mentioning their achievements or putting lots of photos which will create a positive impression on the people reading it. Usually, an advertisement shows the positive points of a product. The agency hires few people who decides how to display the product by using clever tactics. They figure out perfect story or scenes to target at the stereotypes among people. The design is therefore created by an identified sponsor and performed through a variety of media. Advertisement involves using of attractive models, glamour, a funny story, etc in order to attract people regarding the product.
Advertisement can however be very annoying sometimes because of the content they use. Sometimes ridiculous stunts, obscene visuals, violence, etc are depicted too. But these commercials appear time and again on all the channels and even the kids watch them. So it definitely affects them. A child may try to replicate the incidents in real. They may try a stunt which might be very harmful. The violence shown as a cool activity can make a child aggressive and short-tempered. Seemingly minor but persistent things shape our thinking and mindset unknowingly and this aspect is used by media.
Advertisements can be present in any form. It can be in the form of a television commercial, announcement on radio, posters and print media, flash ads on the internet, etc. Advertisement is highly been done by using social media in the form of a Facebook page where likers can get access to all the new updates provided by a company. Also, people can directly inbox them regarding their views and provide feedback. The announcement of any contest is also a means to draw the attention of people towards the company’s products and services in the disguise of a temptation. Advertisements are a way of manipulating people's minds in order to sell a product, service or idea. They persuade you using many techniques that help draw you in and want you looking for more. Advertisements are everywhere and you might not even notice you are the target. Today I am going to break down the TAG Heuer Carrera Calibre Heuer 01 Advertisment and see how persuasive it really is. The TAG Heuer ad features a well known actor Chris Hemsworth who has starred in multiple movies. If most people see an image of him they associate it with some of his movie characters such as Thor. The Marvel movie Thor is a very popular action movie that involves Chris Hemsworth playing the role of a tough, powerful superhero. By using Chris Hemsworth in their advertisement they are selling the ‘brand’ of him and channeling the marvel superhero movie star through the ad to give it extra masculinity and power. The key to success in this ad is using this actor who is well regarded who plays roles that are well liked which means all our pre existing affections for him and his characters are associated with the product. Celebrity endorsement is a highly successful strategy that creates an instant emotional connection.
If this is your first time working with an outside marketing team, you might be walking into the process blind. You don’t want to waste time in pointless meetings that have nothing to do with your project. You don’t want to waste money spinning the idea wheels. Instead, you want to make the most of those meetings and get down to the nitty gritty of your project.
In this post, we’re going to cover the different ways you can prepare for and make the most of a meeting with a marketing agency. We’re working under the assumption that this isn’t your first meeting with the team. However, if it is your first meeting, the information will still be relevant as you prepare for any initial project kick off.
Tips To Make The Most Of Your Marketing Meeting
Do any homework that your marketing agency gave you.
If this is your first meeting, then there probably isn’t any sort of homework they’ve asked you to complete. So, it’s up to you how much you do. But, it’s a good idea to familiarize yourself with the agency’s work and client list. Check out their marketing portfolio and make sure you’re impressed by what they’ve done.
If this isn’t your first meeting, then there’s a good chance the agency has asked you to bring something to the next meeting. It could be a worksheet they’ve created to help facilitate the meeting. Maybe they’ve asked for a list of passwords or your top competitors. Whatever it is, we recommend you do it.
Don’t you hate meetings where you sit around doing nothing? Your marketing agency designed the homework to make sure your meeting is productive. It’ll make the meeting purposeful while also giving you and your marketing partner a jumping off point for your conversation.
Review the agenda for the meeting. Your marketing agency should send you an agenda before every meeting. This agenda is most likely flexible as new topics and issues come up during meetings, but it’s always a good idea to know what you’re heading into. For instance, you wouldn’t want to walk into a meeting about Buyer Personas having only researched or thought about your website’s sitemap.
Not only will knowing the agenda and topics of discussion help you prepare for the meeting, but it will help you stay on track and make the meeting more productive. Wasted meetings aren’t fun for anyone. To make the most of your meeting, prepare for the topics of discussion in the agenda.deal buyer’s journey. How do you want them to get from point A to point B? What will you offer them and use to entice them to make this journey?
Understanding the buyer’s journey from initial awareness through purchase will help you nurture them, understand them, and better connect with them throughout the entire process.
Prepare a list of questions to ask during the meeting. If you look at the agenda for your meeting, then you’ll get a great understanding of the discussion ahead. Even without knowing the details, because, let’s face it sometimes marketers use words and phrases not everyone knows, you can start planning some questions.
These questions could be about the marketing agency’s process, operations, or the specific things they’ll be creating. But, to get the most out of this meeting, take your agenda review one step further and do a little research on the specific agenda items. It there’s something on the agenda you don’t know or have never heard of, go ahead and Google it. The agency should explain everything in the meeting, but it never hurts to know about things before hand.
Understand the purpose and goal of the meeting. Every meeting should have a purpose and a goal. If it doesn’t, then it’s a waste of everyone’s time. Chances are your upcoming meeting is part of the marketing agency’s process, which means they called the meeting. It’s on them to establish the purpose and goal of your meeting, but it’s on you to make sure you know what those are.
If you’ve already met with the marketing team, they should have mentioned what the purpose of the next meeting would be. It’s also a good idea to look for the purpose or goal on the agenda they sent to you beforehand. If you’re unsure of what the meeting is about or what the outcome should be, then don’t hesitate to ask. You’ll be better off knowing and understanding what you’re walking into.
Clear your schedule to leave adequate time. Sometimes, marketers get a little ahead of themselves. When we get into meetings about Buyer Personas, Brand Stories, Design Elements, and Content, we tend to be passionate. That often results in meetings taking a little longer than what we thought they would. When we ask you to block off 90 minutes, it might be good to block of 120. We get it, though, long meetings aren’t usually fun.
Sounds like a long time, but these meetings tend to fly by. We aren’t going to crunch numbers (unless numbers are part of your brand). We’re going to talk about the things you like about your current marketing, what you think is missing, and what you think success looks like. Depending on the project, the marketing agency might ask questions like, “if your brand walked into a bar, what would it order?” Or, “What kind of car does your buyer drive?”
Making the meeting more interactive makes it go by way faster. Plus, while these types of questions may not seem that relevant, they actually tell us quite a bit about your brand and your customer. So, when a marketing agency asks for an hour and half meeting, go into with a clear schedule and an open mind. Leave all bias at your office. Speaking of having an open mind, check your bias at the door. Yes, you have opinions about colors, word choice, and where that pesky comma should go, but you’re meeting with experts. While you shouldn’t move aside and let the agency do whatever, you also need to trust their process and their choices. Remember, they’re working for you, but in doing so, they’re working for your customers. You might like the color red, but what does your customer think about it? Does red match the tone of voice you want your brand to have? That one word you loathe may be the one word your customer is waiting to hear. This processes isn’t all about you. It’s about your customer, so be open to ideas and suggestions from your team.
Some of the recent movements in the tech space have opened up a whole new world of possibilities. Ideas once only imagined in science fiction are moving closer to reality. There’s Google acquisition of Nest, which is a move towards automation of household devices and tracking people’s actions within the home. There’s Amazon’s ‘anticipatory shipping’, where they’re going to send products to specific ordering hubs to account for expected demand in those areas based on previous buyer behaviour. Facebook’s targeted advertising is getting more advanced, Twitter is looking to introduce purchases in-stream. Technology is surging towards a world of data-fuelled artificial intelligence which will consider and act on your every interaction and, eventually, tell you what want and need, even before you know yourself. While such a notion is a way off being a reality, one thing that is becoming clear is the increased intelligence of predictive marketing. With so much data available, it’s become normal to expect companies to know what you want, what you’ll be interested in, even when you’re going to want it. Targeted ads, while concerning to some, are improving in relevance and there’s a clear trend towards more purchases being made based on data-utilisation and focussed audience outreach.
While it’s still some time away, it’s worth considering how the move towards predictive marketing will change the future of business, and how your company can start factoring this into future planning.
Definitely, it’s true that advances in predictive behaviour take time and data, and it’s much easier for the major players to utilise that info based on the abundance of information they already have. But as the next generation moves into your target demographic range, the expectation is increasingly going to be that they are marketed to, rather than at. They’ll expect to see content relevant to them, nothing else - this will become more a requirement than a luxury. Obviously, there are paid targeted options already available via social networks, and some of those are really great ways to find new business, but there are other ways that you can begin working with the data available to incorporate an initial element of predictive marketing.
Social media monitoring will form a significant part of your marketing plan
There are still some companies who have not made any significant inroads on social media. Some don’t see the benefit, others find it too complex. Some simply don’t feel there’s significant ROI to bother with. Whilst all these perspectives are understandable to some degree, they are leaning more towards the ill-informed every day, as the benefits gained by those companies that are active on social continue to stack up. The one element that is difficult to argue is the value of social monitoring. If you think there’s no value in social media, that it’s not worth the effort - the best way to confirm this is to activate some level of social monitoring. You can use any of the major social media management tools like Hootsuite, TweetDeck, Sprout Social - all of them have a free element, and you can set up keywords to see what’s being discussed about your brand or industry. If there’s little being discussed about your sector, no value in social media, then setting up a basic keyword monitoring process like this will be easy to check once a day, once a week, and you’ll be able to confirm for yourself that there’s nothing happening that would be of benefit for your marketing plan. Or more likely you’ll find the opposite. Setting up even a simple search, highlighting company and industry mentions, will show that there is significant benefit to social media, that there are conversations happening, every day, which are of relevance to your brand. Maybe you can’t act on all of them, maybe it’s just a few conversations here and there, but once you start digging, you’re likely to find gold in the social media data mine. It’s a great starting point for any business considering social media, particularly those unconvinced of the value and potential of the medium. Yeah, but that’s nowhere near the robots and artificial intelligence you were talking about earlier. Agree, social media monitoring is not anywhere near an artificial intelligence system predicting when you’re going to be out of groceries and automatically ordering more. But much of the consumer data which forms the backbone of predictive marketing is coming from information tracked on social media. Think about it, the next generation conduct a massive amount of their day-to-day interactions on social platforms, and that’s only going to increase. Those younger consumers only know a world where Facebook and Twitter have existed, that’s where they discuss their interests, where they’re presenting their data for all to see. It’s where you can gain insights and start to build them into your planning. Sure, this won’t mean you can send them your product, along with a bill saying ‘Our data shows you gonna’ want this - pleasure doing business’, but it’s a start. It’s moving with the trend, rather than ignoring it. Social media is the future of commerce, it’s where you need to be. Writing it off as a fad or as an unknown is not an option anymore. You can see already how traditional media businesses who didn’t see social as a significant threat are now scrambling to catch up because they left it too long. You can’t afford to not be moving with consumer evolution. Technology is advancing, predictive data is becoming more of a factor. Businesses need to be smart about how they utilise the increasing amount of information they have available to them, and monitoring social media is a first step into that new stream, a first step towards ensuring your business is moving in line with future demand. The new normal will be that consumers will expect you to find them, not the other way around. Tracking conversations, understanding your target audience, working out anticipatory signals - those that can utilise the data in the smartest way will be best placed to meet the demands of the next generation.