What is creative concept
A creative concept is a overarching ''Big Idea'' which usually captures the interests of the audience and also influences their emotional responses and would also inspire them to take action. It also is a unifying theme which could be used throughout all types of campaign messages, communication channels
& audiences and any type of call to action. They are based on the communication strategy and creative brief. It also ensures that these concepts are shown through a strong understanding of the situation.
& audiences and any type of call to action. They are based on the communication strategy and creative brief. It also ensures that these concepts are shown through a strong understanding of the situation.
According to thecompassforsbc, creative concepts arn't final products. They are rough drafts that give an idea of how the campaign could take shape. Keeping this in mind, creative concepts are not the following:
Different colours or fonts |
These are graphic design elements that will be developed in the executions (materials) after concept testing. Colors and fonts should be tested during the pretesting stage |
Different types of models |
Concepts typically use stock photography or rough illustrations to convey the general idea. Talent selection for the actual models to be used in the final executions can be older/younger/shorter/ taller/happier/more serious. Models should be tested during pretesting, once the concept is solidified. |
Different informational messages or types of calls to action |
The concept should be strong and overarching enough to work for all messages/calls to action. |
IMPORTANCE OF AUDIENCE PROFILING
In order to become successful with what you do, you need to be able to attract customers to your product. This can be done by simply determining who is most likely or wants or needs what you have to offer. If you identify your target audience, you would know how much demand is out there for your product. You also would be able to set up a marketing campaign that 'speaks to' the right people just by using the right tone and language which suits them better
HOW TO IDENTIFY YOUR TARGET AUDIENCE IN TWO STEPS:
1. Create a customer profile
Usually, your target audience would share similar characteristics and interests. In order to identify your audience to put together a customer profile, you need a detailed description of your target demographic which should include the following:
Age
Are they mainly found in the millennial age bracket? Or are they more often middle-aged or seniors? You need to identify this as different age groups will respond differently to how your product is designed and marketed.
Gender
Both of their needs and goals are often strikingly different. If your magazine fails to address these differences, you could end up attracting few people from both genders.
Income
If you get an idea of how much income your customer has, it can massively help with the magazine marketing strategies. If your target audience have a low-income, they may be more attracted towards products that could help them save money. If your target audience has high-income, they may be more attracted towards magazines that stresses about luxury and exclusivity.
Location
Broadly speaking, people from he urban residents are usually more different from those who live in the rural areas. Where people live and their surrounding communities can hugely impact their purchasing preferences.
Other points which you may want to take into consideration would be: Marital Status, Occupation/Industry, Families with or without children, Ethnic Groups, Hobbies and Interests.
2. Conduct Market Research
You can learn about your target audience through primary and secondary market research. Primary research involves learning about customer buying habits through direct contact, such as:
Surveys
Give out surveys to either existing or potential magazine customers either through paper, email or web based survey apps such as Survey Monkey.
Interviews
Talk to people you trust or who would be interesting in buying your magazines. Interview them to get their opinions.
Focus Groups
Get feedback from a small group of people who could be interesting in the genre of your magazine and fit your customer profile through group discussions or Q&A sessions.
Usually, your target audience would share similar characteristics and interests. In order to identify your audience to put together a customer profile, you need a detailed description of your target demographic which should include the following:
Age
Are they mainly found in the millennial age bracket? Or are they more often middle-aged or seniors? You need to identify this as different age groups will respond differently to how your product is designed and marketed.
Gender
Both of their needs and goals are often strikingly different. If your magazine fails to address these differences, you could end up attracting few people from both genders.
Income
If you get an idea of how much income your customer has, it can massively help with the magazine marketing strategies. If your target audience have a low-income, they may be more attracted towards products that could help them save money. If your target audience has high-income, they may be more attracted towards magazines that stresses about luxury and exclusivity.
Location
Broadly speaking, people from he urban residents are usually more different from those who live in the rural areas. Where people live and their surrounding communities can hugely impact their purchasing preferences.
Other points which you may want to take into consideration would be: Marital Status, Occupation/Industry, Families with or without children, Ethnic Groups, Hobbies and Interests.
2. Conduct Market Research
You can learn about your target audience through primary and secondary market research. Primary research involves learning about customer buying habits through direct contact, such as:
Surveys
Give out surveys to either existing or potential magazine customers either through paper, email or web based survey apps such as Survey Monkey.
Interviews
Talk to people you trust or who would be interesting in buying your magazines. Interview them to get their opinions.
Focus Groups
Get feedback from a small group of people who could be interesting in the genre of your magazine and fit your customer profile through group discussions or Q&A sessions.
Target audience I would like to address:
The main target customer for McDonald's includes parents with young children, young children, business customers, and teenagers. Perhaps the most obvious marketing for McDonald's is its' marketing towards children and the parents of young children. Ronald McDonald was first introduced in 1963 and marked the beginning of their focus on young children as a critical part of their ongoing business. Parents like to visit McDonald's because it is a treat for the kids, and the kids enjoy the cartoon like atmosphere. McDonald's also targets business customers as a part of their core business. Business customers may stop during the workday and can count on fast service, and consistently good food. Another major target of McDonald's marketing is to teens. Teens find the value menu especially appealing and McDonald's markets their restaurants as a cool place to meet with their friends and to work.
What is production management?
Production management is when you plan, organise and maintain direct control of a production. People are hired to keep control of this as they oversee how advertisements are created from scratch, the process of how they are maid and even the way they are distributed in websites, television ads, newspapers, films or even magazines. In order to create my advertisement, I had to take on this role and this was my ideas:
the 4 p's in movie industry
- Product:
- Price:
- Place:
- Promotion:
Production management for ideas and appropriation
For my advertisement, I had multiple ideas which I thought could create a good advertisement. The following bullet points are my initial ideas:
- Juice Advertisement
- Starbucks Advertisement
- Fashion Advertisement
- Animated McDonald's Advertisement
Brainstorming individual pro and con list
Idea 1: Sell bottled juice
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Idea 2: Make a fashion advertisement
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Pros:
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Pros:
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Idea 3: Restaurant-based advertisement
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Idea 4: Animated advertisement
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Pros:
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Pros:
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Final decision: Animation advertising Mcdonalds, but why?
A lot more businesses are turning to animation to advertise their products, services and concepts for a variety of reasons such as:
A lot more businesses are turning to animation to advertise their products, services and concepts for a variety of reasons such as:
- Animation is generally fun to watch and creates a higher viewer engagement than traditional adverts.
- Animation often involves humour or comedic aspects that keep the viewer entertained for longer and also invites sharing for bonus marketing potential.
- Animation allows you to be a lot more creative as you can present almost anything in animation, you don’t have to stick to what is realistic or possible as you would with live action videos. Blending the fanciful in with your story is also a good way to capture viewer attention for longer.
- Animation can capture the essence of your brand and express exactly what you are wanting your audience to understand about your product or service.
- Advertising animation generally consists of short videos that communicate clearly and quickly and impart information in a creative way to be memorable .
- Animation provides comic relief in most instances which makes it more interesting to viewers in general.
target audience
The main target customer for McDonald's includes parents with young children, young children, business customers, and teenagers. Perhaps the most obvious marketing for McDonald's is its' marketing towards children and the parents of young children. Ronald McDonald was first introduced in 1963 and marked the beginning of their focus on young children as a critical part of their ongoing business. Parents like to visit McDonald's because it is a treat for the kids, and the kids enjoy the cartoon like atmosphere. McDonald's also targets business customers as a part of their core business. Business customers may stop during the workday and can count on fast service, and consistently good food. Another major target of McDonald's marketing is to teens. Teens find the value menu especially appealing and McDonald's markets their restaurants as a cool place to meet with their friends and to work.
We have already done some pre-research on McDonalds even before getting hired. There is a bunch of different psychographic and demographic groups for their primary audience. Your primary demographic target audience would be people from the ages of 10-30 years old fitting in the B, C1 and C2 category. When it comes to their placement on the psychographic groups, I would place them to target resigned, strugglers and mainstreamer individuals. This is because young parents may want to purchase the ‘’Kids Meal’’ especially targeted to kids due to the toys as a way to give a treat to them. Teenagers may also want to go there and hang out with their friends as a form of social gathering or to do school work together. Your secondary audience may be businessmen or women who may be too lazy to go home and cook, so they result into going to eat outside which is quick, cheap and tastes good.
Benefits of following REGULATIONS
Following the set legal and ethical regulations increases brand loyalty, increases sales and strengthens the market share but they are beneficial to all aspects:
- For marketers:
- For policy makers:
- For consumers:
Legal and ethical issues when advertising
The most common marketing methods used by a business would be creating some sort of advertisement. Advertisements would usually last longer than other means of advertising such as word-of-mouth or even networking. This is because they have the chance to reach a larger and wider audience especially since digital age took place. Since there are so many advertisements created daily , there are many regulations created in order to keep legal and ethical considerations on mind.
- False, Not Misleading
One of the most common legal standards for advertising would be the fact that advertisements should always be truthful and not misleading to the audience. There are multiple factors which you should take into consideration when analysing if an advertisement is true and not a lie. These factors could include whether the claim created by the advertisement is either expressed or implied, who the target consumers are for the product and if there is any misleading content which could influence whether the consumer buys it or not.
- Evidence for Claims
Other legal standards for advertising would be if there is any type of reliable evidence which could help any claims created by the advertisement but the thing is, not every advertisement needs evidence. The thing is, according to the Federal Trade Commission, if a company such as a restaurant claims that their food is 50% bigger than the leading competition, you would need actual evidence and should be able to demonstrate that the food they sell is actually 50% in order to support your statement.
- Ethical Considerations
The ethical considerations for an advertisement would fall into a gray area for advertisements. It can be possible for an adv to legally be permissible, but for it also to be quite unethical. These ethical considerations would link in to the way the content and message is being delivered. The International Charters claims that advertisements that play on fear would be unethical. It would also be considered to market products towards groups who the product would be inappropriate to such as advertising cigarettes towards teenagers even though they can not legally smoke till they are 18+
The 8 principles and practices for advertising
The IAE (Institute for Advertising Ethics) reacted to the explosion of new media, new technologies and opportunities as they transformed the landscape created for marketing. The institute developed the following 8 principles as an ethical frame of reference for industry professionals:
Principle 1: Advertising, public relations, marketing communications, news, and editorial all share a common objective of truth and high ethical standards in serving the public.
Principle 2: Advertising, public relations, and all marketing communications professionals have an obligation to exercise the highest personal ethics in the creation and dissemination of commercial information to consumers.
Principle 3: Advertisers should clearly distinguish advertising, public relations and corporate communications from news and editorial content and entertainment, both online and offline. As we continue to blur the line between commercial communications and editorial content, consumers are increasingly being misled and treated unethically. To avoid consumer confusion and mistrust, the industry must strive to clearly separate paid advertising from actual news.
Principle 4: Advertisers should clearly disclose all material conditions, such as payment or receipt of a free product, affecting endorsements in social and traditional channels, as well as the identity of endorsers, all in the interest of full disclosure and transparency. The popularity of social media and word-of-mouth marketing raises questions about the credibility of content. Advertisers must be transparent about whether bloggers are expressing their own opinions or are being compensated by a brand. There must also be full disclosure regarding the authenticity of comments on Facebook, Twitter and other social media platforms.
Principle 5: Advertisers should treat consumers fairly based on the nature of the audience to whom the ads are directed and the nature of the product or service advertised. Extra care must be used when advertising to children and other vulnerable audiences to avoid misleading or mistreating them. Advertisers should also use discretion based on the nature of the product or service, especially alcohol and prescription drugs.
Principle 6: Advertisers should never compromise consumers’ personal privacy in marketing communications, and their choices as to whether to participate in providing their information should be transparent and easily made. As marketers develop increasingly advanced means of online behavioral targeting, consumers worry about their privacy. In response to consumer concerns and government warnings.
Principle 7: Advertisers should follow federal, state and local advertising laws, and cooperate with industry self-regulatory programs for the resolution of advertising practices. The Federal Trade Commission, Better Business Bureau and Food & Drug Administration are just a few of the regulatory bodies that advertisers can look to for guidance regarding ethical practices.
Principle 8: Advertisers and their agencies, and online and offline media, should discuss privately potential ethical concerns, and members of the team creating ads should be given permission to express internally their ethical concerns.
Principle 2: Advertising, public relations, and all marketing communications professionals have an obligation to exercise the highest personal ethics in the creation and dissemination of commercial information to consumers.
Principle 3: Advertisers should clearly distinguish advertising, public relations and corporate communications from news and editorial content and entertainment, both online and offline. As we continue to blur the line between commercial communications and editorial content, consumers are increasingly being misled and treated unethically. To avoid consumer confusion and mistrust, the industry must strive to clearly separate paid advertising from actual news.
Principle 4: Advertisers should clearly disclose all material conditions, such as payment or receipt of a free product, affecting endorsements in social and traditional channels, as well as the identity of endorsers, all in the interest of full disclosure and transparency. The popularity of social media and word-of-mouth marketing raises questions about the credibility of content. Advertisers must be transparent about whether bloggers are expressing their own opinions or are being compensated by a brand. There must also be full disclosure regarding the authenticity of comments on Facebook, Twitter and other social media platforms.
Principle 5: Advertisers should treat consumers fairly based on the nature of the audience to whom the ads are directed and the nature of the product or service advertised. Extra care must be used when advertising to children and other vulnerable audiences to avoid misleading or mistreating them. Advertisers should also use discretion based on the nature of the product or service, especially alcohol and prescription drugs.
Principle 6: Advertisers should never compromise consumers’ personal privacy in marketing communications, and their choices as to whether to participate in providing their information should be transparent and easily made. As marketers develop increasingly advanced means of online behavioral targeting, consumers worry about their privacy. In response to consumer concerns and government warnings.
Principle 7: Advertisers should follow federal, state and local advertising laws, and cooperate with industry self-regulatory programs for the resolution of advertising practices. The Federal Trade Commission, Better Business Bureau and Food & Drug Administration are just a few of the regulatory bodies that advertisers can look to for guidance regarding ethical practices.
Principle 8: Advertisers and their agencies, and online and offline media, should discuss privately potential ethical concerns, and members of the team creating ads should be given permission to express internally their ethical concerns.
Used links:
https://yourbusiness.azcentral.com/list-ethical-legal-issues-advertising-16861.html
https://www.mdgadvertising.com/marketing-insights/eight-principles-of-advertising-ethics/
https://newmarketingblogs.blogs.blogspot.com/2010/10/4-ps-in-movies-industries
https://www.cleverism.com/understanding-marketing-mix-concept-4ps/
https://study.com/articles/Advertising_Production_Manager_Job_Description_and_Duties.html
https://icas.global/advertising-self-regulation/benefits/
https://www.thecompassforsbc.org/how-to-guides/how-develop-creative-concept
https://www.mdgadvertising.com/marketing-insights/eight-principles-of-advertising-ethics/
https://newmarketingblogs.blogs.blogspot.com/2010/10/4-ps-in-movies-industries
https://www.cleverism.com/understanding-marketing-mix-concept-4ps/
https://study.com/articles/Advertising_Production_Manager_Job_Description_and_Duties.html
https://icas.global/advertising-self-regulation/benefits/
https://www.thecompassforsbc.org/how-to-guides/how-develop-creative-concept