Friday, 30 March 2012
Pass- How to write an advertising proposal
How to write an advertising proposal
I'm no expert in advertising but my mentor in college is. Anyway, I'll just provide an overview of how an advertising proposal goes without going to technical areas.
Now the thing is, the client usually has no idea how advertising works. They go to the advertising agency for help, but sometimes they don't acknowledge what the ad agency thinks is best for their product or service. They have expectations already and they don't realize that the ad agency has a better idea of how it should be done. The advertising agency doesn't just try to convince a target market to patronize a certain good or service, they also try to convince the client as well to give their advertising proposal the thumbs up. They have to come up with a presentation of how they visualise the campaign should be, so that the client would think the same way and fund their campaign.
Here is basically how the advertising proposal goes. This totally needs to be elaborated.
1. A study of the product: "What is it?"
A background study of the product is the foundation of a proposal. How are you supposed to advertise something you don't even know?
2. A study of the industry: "Where are we?"
It's not just about the product after all. It's also about how the product is together with all the other products out there. What are the current situations? What are its strengths and weaknesses? Where do you think are the good opportunities for the products? Who are considered as competition/threat?
3. "Why are we there?"
What were the previous steps taken that is why the product is like that? Where the steps any good?
4. "Where are we going?"
Define the objectives of the campaign; your vision. Who is your target market? How are you able to get a key response (it's basically the reaction you want the product to receive) from them? How do you reach out?
5. "Are we getting there?"
Is it even plausible? Of course it is. Why would you even make a campaign if you think it cannot be done? Present your visual aids. Do you think a TV commercial fits in the campaign? Come up with a storyboard. A print ad? Why don't you show them a rough draught? Let the client know that with this campaign, the vision will be materialized. I mean, you already have the sketches and stuff, some magic done by the media department and your work will be awesome.
At panel, provide hard copies of your presentation. Be sure of what you are talking about. If you don't even understand what the hell you are discussing, how would the client (who can be dumbasses, really) get it?
Task 1- My product
My product
My perfume is called ‘Innocence’ it’s by Demi’s cosmetics. Demi’s cosmetics has a wide variety of products from make up to body products, however this is the first release of a perfume. The target audience for my perfume is set around teenager girls and above as I believe the name would relate mostly to this age gap.
To contrast to the meaning of the name ‘Innocent’ I have designed the bottle to be black and red to show the dark side of being innocent as everyone isn’t and not everyone is as innocent as they come across.
The smell will be sweet and strong with essences of fruity scents. For example, summer fruits as they are sweet also. The scent will contrast back to the idea of being sweet and ‘innocent’ and will therefore as well as the bottle represent the meaning of the perfume.
Monday, 12 March 2012
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