Professional Documents
Culture Documents
A definition
2 1
Advertising Management
Advertising strategy Background analysis
1. Communication target market: specific Marketing objectives
definition of characteristics. And marketing strategies
2. Positioning: the chosen location in the Marketing communications strategy
perceptual map.
3. Concept: - theme, motif Marketing communications budget
- main massage; one for each Audit & control Advertising budget
advertisement
- secondary massages; as required Implementation Advertising objectives
4. Creative strategy: main elements.
Approval
5. Media strategy: initial media & budget Advertising strategy
planning and the logic behind it.
Sketches Advertisement creation
6 5
1
Appeals and Execution Style
• Advertising Appeals
– The approach used to attract the attention
of consumers
The relationship between the and/or
Advertiser (the client) and the – To influence consumer feelings toward
the product, service or cause
Advertising agency (the supplier)
• Execution Style
– The way a particular appeal is turned into
an advertising message
– The way the message is presented to the
consumer
8 7
Traffic
Customers
Customers
Customers
Customers
Copywriter
Clients Clients
Niche Market
Art
Art
Art
Art Buying Researcher Senior
Art Art Sales
Copy Copy Promotion Public Art director Account
Copy Copy
Cause Related Copy Copy Relations Surveillance manager
Media Media
Marketing Media Media Event
Media Media
Marketing Graphic Account
Publics designer manager
Relation Print
Production Production Account
Interactive Art Studio
10 9 Broadcasting manager
assistant
2
Marketing Information
Agency’s ability to offer marketing counsel.
Checklist for Agency review
Agency’s understanding of the markets we serve.
Rate each agency on a scale from 1 (strongly negative) to
Agency’s experience dealing in our market. 10 (strongly positive)
Agency’s success record; case histories.
General Information
Production
Faithfulness to creative concept and execution.
Diligence to schedules and budget.
Personality
Agency’s ability to control outside services.
Agency’s overall personality, philosophy, or position.
Compatibility with client staff and management -
Media
“Chemistry”.
Existence and soundness of media research.
Willingness to assign top people to account.
Effective and efficient media strategy.
Additional consideration or comments:_____________
Ability to achieve objectives within budget.
Strength at negotiation and executing schedules.
Attitude toward periodic review of plan and budget.
16 15
The Brief
Structure
Sample
Individual Project
Students Brief
17