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Client
Marketing Manager
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5-5
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5-6
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F I G U R E 5 . 9
Advertising Goals
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F I G U R E 5. 10
The Creative Brief
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An advertisement for Sub-Zero designed to enhance the brand’s image.
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The target market for
this ad is females, 13-30,who enjoy sports and
have an active life style.
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What is the Creative Brief?
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F I G U R E 5. 11
Non-U.S. Ad Budgets and Sales Revenues for Major Corporations
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Source: Adapted from Laurel Wentz and Bradley Johnson, “Top 100 Global Advertisers Heap Their Spending Abroad,” Advertising Age,
http://adage.com/print?article_id=140723, November 30, 2009.
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Copyright ©2014 by Pearson Education 3-26
ClowBaack – Integrated Campaigns in Action
" Local agency" Size matches with firm
" Relevant experience with financial institutions
" No conflict of interest
" Creative reputation – winning of awards" Capability to product multi-media advertisements" Good chemistry
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ClowBaack – Integrated Campaigns in Action
" To persuade
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