Strategy and Branding: Putting a Face on a Product © 2013 SAGE Publications, Inc.

Building the plan © 2013 SAGE Publications, Inc.

Marketing Communication Tasks © 2013 SAGE Publications, Inc.

Research Secondary – Government data – Internet Primary – Focus group – Phone surveys – Online surveys – Ethnography © 2013 SAGE Publications, Inc.

Target Audience Who’s buying the product and why? Who’s not buying the product and why? © 2013 SAGE Publications, Inc.

Features and Benefits © 2013 SAGE Publications, Inc.

Copy platform 1.Framework for your ad 2.Identity the One Thing 3.Support One Thing with believable information 4.Connect people with product 5.Organize a client’s thoughts 6.Justify creative decisions © 2013 SAGE Publications, Inc.

Creative Brief What do we want to accomplish? (objective) Who are we talking to? (target audience) What do they think now? (current position) What do we want them to think? (reinforce position or reposition) Why should they think this? (features/benefits) What is our message? (the One Thing and how you say it and show it—the tone) © 2013 SAGE Publications, Inc.

Consumer profile Who is the prospect? What does she do, and what does she want? Where does she live? When does she buy? Why would she be interested? How does she want to buy © 2013 SAGE Publications, Inc.

Tone Finding your voice Look and feel Does it fit product, marketplace, target audience © 2013 SAGE Publications, Inc.

Branding What is it-a promise, all product attributes both good and bad What does it do-conveys the product’s personality, reflects on everyone that sells or buys the product © 2013 SAGE Publications, Inc.

Positioning “Simply stated, position is the perception consumers have of your product, not until itself, but relative to the competition.” George Felton © 2013 SAGE Publications, Inc.

Resonance External stimulus (ads) that invokes an emotion in listener or viewer Tap an existing emotion © 2013 SAGE Publications, Inc.

Reklam Ajans: Grey Istanbul Reklamveren: Google Türkiye Ürün / Hizmet: Google Arama Yardımcısı

Reklam Ajans: Medina Turgul DDB Reklamveren: İş Bankası Ürün / Hizmet: Maximum Tema

Reklam Ajans: TBWA\ISTANBUL Reklamveren: IKEA Ürün / Hizmet: MOBİLYA VE EV AKSESUARI

Reklam Ajans: TBWA\ISTANBUL Reklamveren: TÜRK EKONOMİ BANKASI Ürün / Hizmet: TEB İşletme Bankacılığı

Reklam Ajans: Leo Burnett Istanbul Reklamveren: İstanbul Oyuncak Müzesi Ürün / Hizmet: İstanbul Oyuncak Müzesi

Reklam Ajans: rafineri reklamcılık Reklamveren: OTTOMAN EMPIRE Ürün / Hizmet: OTTOMAN EMPIRE

Reklam Ajansı: ALICE BBDO Reklamveren: PROCTER AND GAMBLE Ürün / Hizmet: BRAUN MULTIQUICK

Reklam Ajansı: TBWA\\ISTANBUL Reklamveren: HENKEL Ürün / Hizmet: BREF DUO AKTİV

Reklam Ajansı: DDB&Co. Reklamveren: ŞOK Ürün / Hizmet: ŞOK

Reklam Ajansı: RPM RADAR Reklam Pazarlama Müşavirlik A.Ş. Reklamveren: Eczacıbaşı Holding A.Ş. Ürün / Hizmet: Eczacıbaşı Holding

Reklam Ajansı: Manajans/Thompson Reklamveren: Vodafone Ürün / Hizmet: Kapsama Alanı