Creative and media strategy - Essay Example

? Creative and Media Strategy Contents Creative and Media Strategy 1 Contents 2 Introduction 3 Section A 3 Radio as a multi-media opportunity 4 Media - multiplier and simultaneous media consumption 7 Section B 10 Campaign Development 10 Conclusion 12 Reference 14 Bibliography 15 Introduction The project report is based on advertising and its creativity and its impact on the people. This report aims to study the theories of communication which are an effective means of communication, the link between client and agency. This project report has been divided into two parts section A and section B. Section A deals with two topics whereas Section B with one topic. Each of the topics has been focused in the means of communication and data related to the media. Advertising is one of the effective means and the most desired action taken by the marketers to attract the customers. For an effective advertisement, creativity is very much essential, advertisements is all about creativity. Creativity also requires planning, the need to advertise, and the marketing and promotion objectives. Today the marketers are trying to capture the minds of the customers by creating an emotional appeal. The marketers are using the techniques of emotional appeal which have succeeded and customers have become more brand conscious. In the second part of the project report under the heading campaign development, an advertisement has been chosen from the Coca Cola company where the advertisements also tends to apply the technique of emotional appeal to attract the customers. Section A Section A deals with two topics one concerned with radio as a multi media opportunity and secondly on media-multiplier and simultaneous consumption of media. The brand which is chosen for radio is Pringles crisps. This section would deal with the opportunities that exist in connection with the radio and for a better understanding, one of the radio station of UK would be analysed. And in case of simultaneous use of media a term known as media stacking has been explained and it has been said that the simultaneous use of media has been proving to be an advantage for the people as well as for the marketers. Radio as a multi-media opportunity Pringles crisps are considering the use of radio for the next campaign. Pringles a brand of Procter and Gamble (Pringles, 2011) have decided to introduce radio as a means of communication in their new campaign in UK. For an effective media it is necessary to target the right audience and the right means of communication. It has been rightly said that novelty is the key to an effective advertising. Novelty in media, message, product, target segment and especially in the fields of creativity is more likely to increase the sale. Another factor that would lead to success is the emotional advertisements which are more likely to appeal more to the customers. Emotional appeal is the most effective means in advertising (Tellis, 2004, p.22-23). The form of communication chosen by Pringles is radio. Radio may seem to be the least glamorous of media but the reality is that radio has been an important part of the media and forms an integral part in the media plans. Radio has some of the unique features and because of its qualities the advertisers are investing about $7billion per year in radio advertising in order to reach the local and national audience (O'Guinn, et.al, 2011, p. 485). Therefore the opportunities lies with the radio station and its audience is wide and with the help of new digital aspect, the marketers are more widely using radio as means of communication. Pringles thus have adopted the new and most famous tools of media which is radio. There are different radio options available to an advertiser to reach its target audiences. The advertisers can choose from the categories such as syndication, networks, satellite, AM versus FM and through internet and mobile. The advertisers can choose from the options and communicate the message accordingly. In Syndication, the radio provides complete programs to stations on contract basis. Large syndication provides package with a 24 hour a day program. The station apart from full day advertisements of the product would also conduct talk shows. Thus Pringles can use the syndication option which would run its advertisement on a contract basis and for 24 hour (O'Guinn, et.al, 2011, p. 485). Radio networks works like television network by delivering programs through satellite. This radio network concentrates mainly on news, sports and business reports. Since Pringles is consumer goods, thus the radio network would not be appropriate to showcase its advertisements (O'Guinn, et.al, 2011, p. 485). Satellite radio is one of the newest options available in radio, which is transmitted from satellites across the earth. The satellite radio cost a consumer ranging from $99 to $200 just to set up and a monthly charge of $10 for subscription. The main advantage of satellite radio is the variety of programming, crisp and clear sound but with no advertisements (O'Guinn, et.al, 2011, p. 486). AM was the foundation of radio till 1970s. AM radio stations send signals that use AM which is amplitude modulation and operates on the AM. The AM station merely focuses on local community broadcasting talks and news which usually do not require a high quality audio. FM radio is of much a higher quality than AM and because of its quality FM has been able attract wide range of music formants which are generally preferred by the listeners. These options are available through the web and also through smart phones providing opportunities for mobile advertising for the advertisers (O'Guinn, et.al, 2011, p. 487). The reason for choosing radio as a means of communication is that radio is considered as the most flexible medium because of the feature that it provides. One of the features is that an advertiser can wait till closing of an air date before submitting an advertisement. With this unique advantage of flexibility an advertisers can take an opportunity of special events. Radio has a powerful creative impact; it has been described as the theatre of mind. It has been researched that audiences who generally favours certain music are more prone to listen to advertisements which uses songs which they recognise and like it (O'Guinn, et.al, 2011, p. 485-488). The top most radio stations in UK is BBC Radio 2 with 14.3 million listeners followed by BBC Radio 1 with approximately 11.8million listeners. Heart with 7.6million listeners and Capital with 7million listeners are the top three radio stations in UK (Media UK, 2011). The BBC Radio conducts interviews, news on music also live chats with stars, games and other means of communication (Radio Stations, 2011). Thus Pringles can go for BBC Radio 2 or BBC Radio 1 to advertise about the products. The best option for a brand like Pringles would be to choose radio syndication. Pros and Corns of Radio Advantage of radio lies on the fact that the size of audience listening to radio station by internet is reported to grow at a significant rate. The listeners are becoming habitual listeners and have reported to listen to the local channels more often. One of the greatest advantages of radio is its ability to deliver advertising to a selected audience. Radio has the capacity to reach a majority of the population several hours in a day. Radio advertising plays a vital role in influencing consumers in time of purchase. Thus no form of media can compete with radio in making purchase decision of a consumer. A consumer who does not view much of television spends more than twice time with radio than television. Teenagers especially make use of radio more effectively. Radio has the ability to reach consumers where other forms of media are sometimes not available. But despite of the advantages, Radio still suffers from certain limitations. The disadvantages includes audience fragmentation, the low number of stations creates a fragmented environment and another disadvantages is that radio lacks a visual element (Ronald, 2008, p.278-282). Media - multiplier and simultaneous media consumption Today’s media environment is generally characterised by various numbers of media alternatives according to people’s time. But unfortunately consumers still has 24hours in a day thus it has forced the advertisers to multi task or simultaneously use the various forms of media. Simultaneous media is not new to the consumers. According to Robinson and Godbey, radio used to be an absorbing experience but today radio is regarded as secondary activity, people listens to radio while performing other tasks. The growth of simultaneous media usage has a direct impact on the allocation of advertiser’s cash. One media does not compete with another to gain consumers attention. Therefore each media exposure is counted as single event. Thus simultaneous media would have an impact on campaigns on media advertising and how these campaigns are planned and executed in the future (Pilotta, et.al, n.d, p. 285). Multimedia advertising has an ability to create media multiplier effect which adds synergy to an advertisement campaign. People usually get to see or hear about messages regarding a product in multiple places such as internet, radio, in the mall, at the ball park, through television and also on cell phone. This approach on integrated multichannel provides an advantage and adds on awareness around its target market or audience. The use of media is showing a changing trend as with a rise in digital technologies are providing the people with more and more options. According to a research it has been founded that about 39% of TV watchers simultaneously uses computer. This approach is also further supported by other researchers which showed that people often tens to use two media at a same time. The evolution of advertising in multimedia in the past has showed a slow growth because of the fact that the advertising media industry was entrenched in the television centric mass media model. Now the multimedia advertising is seen as a hug opportunity for the advertisers. The shift from television centric mass began when P&G which is also regarded as the world’s largest advertisers, in the year 2001 that the company was planning to move $300 million of its $1.5 billion o its media budget. Since then, many of the advertisers have been investing into cross platform in multimedia campaign. The Mitsubishi Motor Company has also pulled out its $120million worth advertisement in the television because of smaller number of audience and high prices. A survey conducted by the American Advertising Federation in 2004, founded that advertisers allocated about 8.35% of their budgets for online advertisements. Thus the number was expected to grow by 17% in 2007 and currently it must have become double. Thus most of the campaigns which are cross platforms involve the use of internet advertising as well as the traditional and new media for advertisements. This approach adopted has changed the way the advertisers viewed the media options made available to them. The advertisers are now using the toolbox of media and integrate the best option and implement into a coordinated plan. The advertisements shown in the television still accounts for $60billion but dollars are being spent on multimedia advertising has the urge to become torrent as the marketers have learnt how to get better results with the help of integration from the media (Quinn & Filak, 2005, p.177). In addition to media which is converging into screen based distribution, there has been an increase in the use of multiple media simultaneously. For example reading a magazine while listening to music is not a new phenomenon but at a present date people tend to consume multiple inputs on a regular basis. The most common trend in the use of multiple media is like watching television while working on a laptop, messaging friends while checking out the menu in the restaurant. This practise is termed as media stacking and also known as second screening. The practise of media stacking is being monitored by rating agencies and regulators like UK’s OFCOM, but the major question is that the impact and value of advertising when multiple media channels are being used simultaneously (Parry, 2011). The conventional broadcasting of the programmes is being redefined. The converging media along with the interactive media platform are opening up new programme content and creating new ways to distribute it. New creative strategies and processes have been developed to handle the new practise of media stacking (Worthington, 2009, p.62). It has been found out that about 58% of the 2000 consumers who were surveyed used online or mobile services while watching television. The trend of media stacking is more popular among 18 to 24 years of age group. Thus for the reason an increasing number of companies are trying to bring the internet services to the big screen. Social media has made television social again and has created a deeper and extended share viewing experience. Thus the challenge for the television industry is how they can take the best advantage of the trend of media stacking in order to drive word of mouth about the programs and build a loyal user base and most importantly identify new advertising and revenue opportunities (Laughlin, 2010). Revenues of internet advertising have hit about $7.88 billion in the US in the third quarter result of 2011. Brand marketers have recognised that the messages need to be portrayed where their potential consumers are spending time and it is in the form of digital media. Digital marketing has been able to deliver the kind of result which has made more and more marketer stand up and apply in into their marketing strategies (IAB, 2011). Section B Campaign Development Advertisement plays a major role in the development of a brand. It is one of the effective forms of communication and works really well in convincing the customers and the potential target audience. Advertising can be made in many different ways. The most common form of advertising is through television. Although the other forms of advertising also forms a vital part in the communication process. Advertisements are the symbol packages for a brand (Dijk, 1985, p.99). Today the internet advertising has taken over the majority of the market share and has proved to be a huge success. This part would deal with the development of a campaign of the advertisement which is admired the most. On the chosen advertisement, three further treatments on the same or different media are to be performed in order to extend the campaign. Thus for this purpose the chosen advertisements is of Coca Cola. Coke has been one of the favourite brands in UK. Recently Coke has celebrated its 125th birthday and is one of the leaders in the advertising world. Thus the advertisement chosen for this section is the one released in the year 2000. This advertisement shows the Grand Theft Auto inspired creative which depicts a simple but important lesson of life to all. The advertisement tells that when someone gives a little love it ultimately comes back to the person. This message was sung by the winner of X factor Simon Cowell (Parsons, 2011). The advertisement is made to show on the television, and had become one of the biggest hit for the brand Coke. Thus the three different treatments for this advertisement campaign would include the following. This advertisements of Coke has been shown through animation, thus one form would be actually involve the human beings and perform the advertisements. This can be as well telecasted in the television as it would help the target audience to generate brand awareness and brand message that coke brings happiness. Since this advertisement had shown that when a person gives a bit of love he would definitely get it back. The best media to show the advertisements would be television as it would show real persons carrying the message. Maybe a famous personality of UK can be made to do the advertisements. Since the tagline of Coke says open happiness thus in the festive season it would be the best to telecast an advertisement that actually puts the message of Coke. The next treatment would be to showcase a little guy with a bottle of Coke in the eve of Christmas. This boy shares his bottle of Coke with his friends with a smile on his face and in return gets the favourite things from Santa Clause as Christmas gift. This advertisement would also send the same message that a little love can get back you what you actually want. The media chosen would be television as it is the perfect way to send message to the target people that coke brings happiness. Next form of advertisement to extend the campaign would be in the form of posters and billboards. The media used to communicate the message would be posters. The poster would depict a picture that would send the message that Coke brings happiness. And especially in the story line of the above core advertisement, the poster would show a girl and a boy sitting on a park showing different colour of light in the sky and on the side the tagline would be shown an also the message that when little love is shown the person gets back in return the love bestowed by him. The media chosen for the camping is television and poster. The reason for choosing television is that it is one of the fastest and the most effective way to communicate message to its customers and since Coke had to send a message that little love brings in lot of happiness thus it was necessary to show the real pictures. The next type, posters is also one of the effective forms of communication and in the advertising world plays an important role. The main reason to choose posters and bill boards was when people are usually struck in traffic the usual tendency is to look outside through the billboards thus it would help target the audience of Coke and send out the message that it has chosen to deliver. Conclusion Creativity and media strategy is an important tool in the advertising world. Without creative advertisement can success and are not able to generate its potential target audience. Therefore a marketer usually spends a huge amount of capital for advertising which in return helps the company to get loyal customers. Advertisement is creativity for creativity to excel a marketer uses various form of strategies. Therefore the advertisement chosen sends out a message that a little love shown and it comes back to you. This campaign was a huge hit for Coke. 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