Creating & delivering winning advertising & marketing presentations

297 Pages·1995·1.73 MB·English

by  Sandra Ernst Moriarty

Creating & Delivering Winning Advertising
title:
& Marketing Presentations
author: Moriarty, Sandra E.; Duncan, Tom
publisher: NTC Contemporary
isbn10 | asin: 0844235296
print isbn13: 9780844235295
ebook isbn13: 9780071392556
language: English
Sales presentations--Handbooks, manuals,
subject
etc, Advertising--Handbooks, manuals, etc.
publication date: 1995
lcc: HF5438.8.P74M67 1995eb
ddc: 658.8/101
Sales presentations--Handbooks, manuals,
subject:
etc, Advertising--Handbooks, manuals, etc.
Page i
Creating & Delivering Winning
Advertising & Marketing Presentations
Second Edition
Sandra Moriarty Tom Duncan
Printed on recyclable paper
NTC Business Books a
division of NTC Publishing Group ·Lincolnwood, Illinois USA
Page ii
Library of Congress Cataloging-in-Publication Data
Moriarty, Sandra E. (Sandra Ernst)
Creating & delivering winning advertising & marketing
presentations / Sandra Moriarty, Tom Duncan.
p. cm.
Rev. ed. of: How to create and deliver winning advertising
presentations. c1989.
Includes index.
ISBN 0-8442-3529-6
1. Sales presentationsHandbooks, manuals, etc. 2. Advertising
Handbooks, manuals, etc. I. Duncan, Tom (Thomas R.)
II. Moriarty, Sandra E. (Sandra Ernst). How to create and deliver
winning advertising presentations. III. Title. IV. Title: Creating
and delivering winning advertising and marketing presentations.
HF5438.8.P7M67 1995
658.8'101dc20 94-30848
CIP
1996 Printing
Published by NTC Business Books, a division of NTC Publishing
Group
4255 West Touhy Avenue
Lincolnwood (Chicago), Illinois 60646-1975, U.S.A.
© 1995 by NTC Publishing Group. All rights reserved.
No part of this book may be reproduced, stored in a retrieval system,
or transmitted in any form or by any means, electronic, mechanical,
photocopying, recording or otherwise, without the prior permission of
NTC Publishing Group.
Manufactured in the United States of America.
6 7 8 9 ML 9 8 7 6 5 4 3 2
Page iii
CONTENTS
Foreword vii
By Tony Wainwright
Introduction The What, How, and Why of Business 1
Presentations
What Is a Presentation? 2
Who Makes Presentations? 3
Importance of Presentation Skills 3
The Presentation Process 5
Section I Planning the Presentation
Chapter 1 Presentation Strategy 9
Types of Presentations 10
Scale of the Presentation 12
Understanding the Assignment 13
Knowing Your Prospect 15
Presentation Costs 20
Strategic Presentations 21
Chapter 2 Planning the Message 22
Message Planning 22
Building an Argument 30
Memory Anchors 35
Scripting 37
Well-Planned Presentations 40
Chapter 3 Selecting and Planning the Audiovisuals 41
Words and Pictures 41
Selecting Audiovisual Media 45
Page iv
Planning the Visuals 46
Effective AV Use 57
Section II Producing the Presentation
Chapter 4 Designing the Visuals 61
Designing the Original 61
Production Considerations 65
Creative Executions 69
Visualizing Numbers 71
I See What You Mean 87
Chapter 5 Orchestrating the Presentation 88
Roles 88
Setting 93
Arrangements 96
Rehearsals 100
Preparation Isthe Key 103
Section III Giving the Presentation
Chapter 6 Making the Presentation 107
Presentations Are Performances 107
Before the Presentation 108
Giving the Presentation 110
Managing the Situation 113
Performing as a Professional 121
Chapter 7 Delivering Your Message 122
Voice 122
Body Language 126
Nervousness 130
Page v
Chapter 8 Presentation Follow-Up 133
Handling Q & A 133
When the Music Stops 136
Leave-Behinds 137
Debriefing 138
Wrapping It Up 141
Appendix
Planning Cards 142
Slide Planner 143
Storyboard Format 144
Slide Storyboard Format 145
Master Presentation Checklist 146
References 148
Index 150
Page 1
INTRODUCTION
THE WHAT, HOW, AND WHY OF BUSINESS
PRESENTATIONS
One month after Joseph Nacchio took over as head of the AT&T
consumer division in 1993, he wanted an advertising agency review.
Five agencies shared AT&T's business: N. W. Ayer, Young &
Rubicam, Ogilvy & Mather, McCann-Erickson, and Foote, Cone &
Belding.
One week after letters of inquiry were sent out, Dick Martin, AT&T
vice president of corporate communications, met with a top
representative of each agency. The ground rules were established. The
agencies would be briefed at the same meeting, each agency could
decide for itself how many people to bring to the final presentation,
and AT&T would compensate them for out-of-pocket expenses.
At the briefing, each agency was asked to sign a non-disclosure form
and then given proprietary information. They had one month to
develop an advertising strategy, a creative strategy, and samples of
creative executions. A committee of nine from AT&T would listen to
the presentations and score the results. Presenting order was drawn by
lot.
When the month was up, the first agency to present was Young &
Rubicam. The AT&T team went to the agency's offices and heard a
presentation from CEO Alex Kroll, who had a long track record
working on the account, and other Y&R staff. The agency's
relationship with AT&T was good enough for it to retain its current
billings, but the presentation, which included a produced commercial,
wasn't strong enough to win new business.