guide to effective advertising
TRANSCRIPT
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EFFECTIVEADVERTISING
GUIDE TO
BA (HONS) GRAPHIC DESIGN.
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Today's presentationDifferent roles within an advertising agency.Execution styles within advertising.
JANUARY 2016
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The Creative Advertising team
#1
ACCOUNT PLANNING
& MANAGEMENT
#2
CREATIVE
YOU!
#3
MEDIA PLANNING
& PLACEMENT
#4
STRATEGIC PLANNING
& RESEARCH
#5
DIGITAL & SOCIAL
RESEARCH
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Fit for purpose.
T H E V A R I O U S I M P L E M E N T A T I O N S O F A D V E R T I S I N G
Instetutional Advocacy Product
Intended to promote acompany, corporation,business, institution, organisation or othersimilar entityDoes not attempt to sellanything directly
Considered to beundertaken in theinterest of a not-for-profit group or charity,and typically does notpromote a product orservice
Promotion of a productin an attempt to inducepotential customers topurchase the product.
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T H R E E S T Y L E S O F P R O D U C T A D V E R T I S I N G
Pioneering Comparative Competitive
The launch campaignof a new productcategory, as opposedto the marketing of asingle productTo inform of the arrivalof an entirely newconcept and explain itsbenefits.
The launch campaignof a new productcategory, as opposedto the marketing of asingle productTo inform of the arrivalof an entirely newconcept and explain itsbenefits.
Competitiveadvertising is used bycompanies as a way todifferentiate fromcompetitors.
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Word of mouth
"Plan not for the people you reach,but the people that they reach"
Propagation Panning
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EXECUTION STYLESWITHIN ADVERTISING.
Celebrity Lifestyle Animation
Slice-of-life Demonstration Humour
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SLICE OF LIFE
An advertising technique where a real life problem ispresented in a dramatic situation and the item beingadvertised becomes the solution to the problem.
THE FOUR COMPONENTS
· ENCOUNTER· PROBLEM· INTERACTION· SOLUTION
EXAMPLES ARE:
· THE MARMITE NEGLECT CAMPAIGN: ADAM & EVE· EXTRA GUM- ORIGAMI: ENERGY BBD· BARBOUR PICNIC RUG: THINKING JUICE
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LIFESTYLE
The idea of Selling people a constructed dream.Genuine lifestyle advertising makes aspects of a consumerslifestyle intrinsic to a products features and benifits.
EXAMPLE USES:
· THE CALIFORNIA MISCONCEPTIONS CAMPAIGN · APPLE · SANCTUARY SPA: SOUTHPAW AGENCY
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HUMEROUS
Through emotionally appealing to consumers by employing humourwithin a campaign, the result can influence further engagement withthe product/ organisation.
EXAMPLE USES:
· MATTESSONS 'HANK MARVIN': SATCHI & SATCHI· CORELLE ~ THE TIPSY HOSTESS: MCANN· CHOOSE YOUR TREBOR CAMPAIGN: WEIDEN & KENNEDY
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CELEBRITY TESTIMONIALS
When a famous person uses their reputation to help sell a productor service. Research shows consumers are more apt to rememberan ad that is linked with a celebrity endorsement.
EXAMPLE USES:
· MASTERCARD PRICELESS SURPRISES FROM GWEN STEFANI: MCANN· MONEY SUPERMARKET, SHARON OSBOURNE: MOTHER· EE, KEVIN BACON: SATCHI & SATCHI
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ANIMATION
Effective method within digital marketing through embracingsocial media and capitalising in the opportunity to share amongonline communities
EXAMPLE USES:
· METRO TRAINS ~ DUMB WAYS TO DIE 2 TRAILER: MCANN· JOHN LEWIS, THE BARE AND THE HARE: ADAM & EVE DDB· BUPA FEEL BETTER CAMPAIGN: STUDIO AKA
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PRODUCT DEMONSTRATIONS
Cost effective and simplistic method for clients on a budget.Usually includes demonstrating the product or offering asample to invite the consumer for a risk free experience
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THANK YOUANY QUESTIONS?