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Advertising –

A definition

The process of delivering a


message about ideas, goods and
Advertising
services, through the media, paid
by an identifiable sponsor.

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The meaning of the objectives


Awareness Persuasion Image
Teaching: Emotional: Outstanding: Objectives
Name, qualities, What’s best for your: Attracting attention, difference
label & packaging, character, lifestyle, from competitors
promise, claim, status, self
usage, users perceptions
Brand association: Perceptual: Interest: •To cause Awareness.
Logo, slogan, jingle, What’s best for you Creating involvement,
theme, image, factually (brand sympathy, excitement, feelings
•To Persuade.
lifestyle attributes) (love, nostalgia….)
•To create Image.
Differentiation: Behavior: Remembering:
In characters Creating interest, Remembering the brand and
•To Remind.
(packaging, taste, increasing product, knowing the
smell, performance, movement, positioning/logo/wording/jingle/
color), promise, motivation for buying character, identifying the
claim and repeated brand/product/label/characters
purchase, loyalty , remembering advertisement
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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
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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
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The New Advertising agency structure Advertising agency structure


Board of directors Board of Directors

Bookkeeping CEO Bookkeeping CEO


Group’s Superviser Group’s Superviser

Media Planning Creative Clients


Sales
Planning
Planning
Planning
Planning
promotion
Planning Planning & Events Planning Planner
Supervisor

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

Criterions for evaluating Choosing an


advertising agency after presentation
Criterion Weight (1-10) Evaluation (1-10) Score Notes advertising agency process
Investment in the presentation
Usage of research information
The Advertiser
Marketing thinking
The advertising idea
Slogan Previous acquaintance First examination
Advertising at sales point
Newspapers advertising First acquaintance
Television advertising
Radio advertising Selecting
Outdoor advertising Ad Bid
Media planning Selecting
Long-term planning Brief
People abilities
Office ability
The referents
Presentation
“Chemistry”
Cost
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Total Score

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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

Creative Abilities ‰Agency size compatible with our needs.

‰Well-thought-out creativity ‰Strength of agency’s management.

‰Agency’s art strength ‰Stability of agency’s financial position.

‰Agency’s copy strength ‰Compatibility with type of clients agency handles.

‰Overall creative quality ‰ Range of services agency is able to offer.

‰Effectiveness compared to work of competitors ‰ Cost of agency services; billing policies.


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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.

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The Brief
Structure

Sample

Individual Project

Students Brief

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