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There is far more to the creative process than learning how to use software and configure hardware. This blog addresses them.

 

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Journey author Robert Davis is the owner and creative director of Atlanta agency, Davis Advertising, Inc.

 

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Journey from Concept to Creation

There is far more to the creative process than learning how to use software and configure hardware. This blog addresses them.

Media Use (Introduction).

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"Let me explain newspaper advertising to you,"  said my new client, the owner of a national chain of oriental rug stores..."It is like buying real estate except you pay for the column-inch instead of the square foot. So, you need to make sure that you use every single column-inch of the ad to get the best bang for your buck..." Well... I actually agree with the sentiment that every column inch should be used to good advantage, but not by cramming every column inch with "stuff." As I explained to him, one of my favorite ads is a full page, full-color newspaper ad containing about 99.9% "white space" except for the center of the page which had a full color, life size image of a single Hershey's Kiss. The copy simply read, "In case of emergency, PULL." Ogilvy & Mather used every column inch to VERY good advantage to break through the clutter while displaying their tiny silvery product in full-living-color (color costs far more than black and white). This advertisement would have made a great outdoor billboard as the message could be understood quickly and easily. By the way, this extensive use of every single column inch in the "Little Hershey's Kisses" campaign which ran in print and broadcast media throughout most of the 1980s and '90s helped to restore Hersheys lead in the US candy industry in 1989 with a 43.5% market share from 27% in 1975. [After I 'splained these facts in detail, my client's perceptions regarding cramming column inches with "stuff" began to change.] 

     While this full page newspaper ad was used effectively for branding, newspaper ads can also be very effective for detailed price and item listings. But, an outdoor billboard would probably not be quite so versatile due to its limited space and the fact that prospects usually have only a matter of seconds to view them at the risk of plowing into the car ahead. Hopefully, not even my previous client would consider using a 30 second television commercial for detailed price and item listings. Nor would broadcast television covering a large DMA (as noted in a previous blog entry) be used efficiently to target prospects in a small local neighborhood. Indeed, the plethora of media vehicles out there can be used to great advantage -- or misused and even totally wasted. So, before continuing my blog entries on buying specific media, I thought I would write about the "whys and wherefores" of specifying appropriate media.

     While the creative department develops the concept the media planner's job is to determine which media will be most efficient and appropriate. So, an important part of our creative journey is the development of a media rationale for the creative brief. Often these decisions are obvious, but sometimes they require studious evaluation. In light of these facts, my next blog entry will contain an overview of a variety of different media and how they might be used effectively.

 

 

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Comments

 

Journey from Concept to Creation said:

<< Previous | Next >> As I mentioned in a previous blog , my first exposure to media planning

June 3, 2009 6:20 AM
 

Media Use (Introduction). - Journey from Concept to Creation said:

Pingback from  Media Use (Introduction). - Journey from Concept to Creation

June 3, 2009 6:26 AM
 

Media Resources. - Journey from Concept to Creation said:

Pingback from  Media Resources. - Journey from Concept to Creation

February 13, 2011 4:28 PM

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About Adman

After developing his artistic abilities from an early age, Robert Davis (Adman) started his advertising career as a graphic artist for a commercial printing company while in 10th grade. He later acquired degrees in Commercial Art and (later) Business Administration (Marketing with focus on computer science) while working in various advertising agency capacities. Robert started his own agency in 1989. He added an in-house Pro Tools® recording studio in 1999 and an Avid Xpress® DV video editing suite in 2002. He now also has two Avid Media Composer suites and an Xpress Studio HD suite in a fully equipped studio which also features SoftImage|XSI and Pro Tools. He believes that his company, Davis Advertising, Inc., represents a new model for the 21st century advertising agency…”a small, agile and responsive agency with comprehensive, in-house capabilities.” He says, “Avid® software provides the creative freedom and flexibility I covet.” His focus is on developing effective creative ideas via his own strategic planning process. He loves being surrounded by cameras, lights, props and other creative professionals who share his vision. He also, of course, loves working with Avid® software to bring his ideas to life. Currently residing in metro-Atlanta, Robert is an accomplished writer, producer and creative director. His advertising agency has served Fortune 500 accounts and has received several international awards. His work has been exhibited at the prestigious Cannes Lions Advertising Festival. When not riding his vintage Italian racing bike, or working out with free weights, Robert can often be found in the late evening singing or playing drums, guitars and keyboards in the studio.

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