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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.

Target Market.

Only published comments... Jul 19 2006, 10:40 AM by Adman

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Any creative director with half a brain should understand the importance of defining the target market. If you are not “two fries short of a Happy Meal®” you should know that to produce great creative work you need to understand everything you can about your target audience. You should know your target market very well… intimately well… so well that you can feel free to plant a big, wet, sloppy, French kiss right on their ruby red lips. Ok… maybe not. At any rate, you should at least get to know your target market in both quantitative and qualitative terms.

   Any creative director who ever enjoyed a burger and fries (I’m trying to eat healthier myself) should know that you need to define your target market demographically. The major ratings services such as Nielsen®, Arbitron® and Birch® have very specific “demos” that are used in presenting program availabilities (avails) and radio station rankings (rankers). They are broken down into specific pre-defined groups such as Adults 18-49, Women 25-54, etc. Broadcast media is negotiated and purchased according to these demographic breakouts so it is logical to use them in defining the market quantitatively.

     As far as qualitative information, a well-defined target market can include psychographics (personality, interests, attitudes, opinions, lifestyles), socioeconomics (economic activity and social life) and geodemography (location dynamics). This might include “buying power index” information (BPI); lifestyle clusters (Boomers, Yuppies, Gen X, Empty Nesters, etc.); beliefs, attitudes and values (BAV); activities (golfing, boating, bungee jumping, nose picking, nail biting, music, nightlife, travel) and numerous other criteria that is available through various media resources.

   Is your target market business-to-business or consumer? How do you reach them, where do you reach them, what creative appeals will they be most receptive to? ... How does the product/service benefit them… What is the best way to communicate with them. How do you get their attention… arrest their interest… create desire within them… motivate them to take action? These questions cannot be answered properly until you have defined your target audience in writing.

   Defining the target market will affect your creative work in infinite ways; including the graphic treatment, photography, artwork, font selection, motion graphics, color scheme, page-style, creative appeals, copy points, shooting venues, location scouting, talent selection, brand personality, camera-work, editing, music, sound design/effects/foley, burgers, fries, hotdogs, milk shakes, sushi :-) , etc. While you don’t need a degree in marketing research to understand your market, it can’t hurt to know some of the basics. Who knows, your target audience might even start a love affair with you... er... at least with your creative work anyway.

Comments

 

Journey from Concept to Creation said:

In my last blog , I mentioned that it is appropriate to think in terms of Gross Rating Points (GRPs)

August 13, 2008 6:37 PM
 

Journey from Concept to Creation said:

In my last blog , I mentioned that it is appropriate to think in terms of Gross Rating Points (GRPs)

August 13, 2008 7:21 PM
 

Journey from Concept to Creation said:

In my last blog , I mentioned that it is appropriate to think in terms of Gross Rating Points (GRPs)

August 13, 2008 8:56 PM
 

Journey from Concept to Creation said:

In my last blog , I mentioned that it is appropriate to think in terms of Gross Rating Points (GRPs)

August 14, 2008 1:42 AM
 

Journey from Concept to Creation said:

I was honored to serve as the final judge in the 2008 DECA, International Career Development Conference

August 14, 2008 4:00 AM
 

Journey from Concept to Creation said:

<< Previous | Next >> Alrighty then. Now we are getting seriously involved in developing

December 5, 2008 6:52 PM
 

Perception vs. Reality. - Journey from Concept to Creation said:

Pingback from  Perception vs. Reality. - Journey from Concept to Creation

December 5, 2008 7:08 PM
 

The USP (and other acronyms). - Journey from Concept to Creation said:

Pingback from  The USP (and other acronyms). - Journey from Concept to Creation

December 8, 2008 5:18 PM
 

Perception vs. Reality. - Journey from Concept to Creation said:

Pingback from  Perception vs. Reality. - Journey from Concept to Creation

August 25, 2010 6:00 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 wit1h 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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