PRESENTED BY :RAKHI GUPTA 61SIMI JAMES 66SINI JAMES 67VAIBHAV PATIL 75VRUSHALI PAWAR 76

VARIOUS ASPECTSo Event Managemento Advertising Manager Roleo Advertising Agency Coordination activities o Managing Advertising Campaignso Advertising Creative Briefso Case study

OBJECTIVES OF THE STUDYo What are the essential ingredients in event management ?o What are the various roles of an advertising manager ?o What roles are played in Advertising Agencies ?o What steps are completed as part of Advertising campaign management ?o How does a creative brief facilitate effective Advertising ?

EVENT MANAGEMENTEvent management is the application of project management to the creation and development of large scale events such as festivals, conferences, ceremonies, formal parties, concerts, or conventions. o Studying the brando Identifying the target audience, o Devising the event concept, o Planning the logistics and o Co-ordinating the technical aspects before actually launching the event.o E.g. Zest , International Management Research Conference, case study competition ,Alumni Meet 2016.o Big Events : Awards , IPL , etc.

Objective: What are the essential ingredients in event management ?

EVENT MANAGEMENT REQUIRESoNeeded Everywhere : oTeamwork : oCreative Thinking : oStrong Leadership :

TOP 5 QUALITIES Well said : Tushar Panchal – Public Relations, Communications, Branding, Corporate Affairs says: a) Get the Brief rightb) Know your Consumerc) Work within budgetsd) Time is cruciale) Never ever lose control

ROLE OF ADVERTISING MANAGERIntroduction :

Advertising managers are in charge of promoting, marketing and advertising a company's products. They maintain close working relationships with all departments within a company as well as working intimately with the marketing department

o Budget Responsibilities :

o Target Audience :

o Advertising Campaign :

Objective: What are the various roles of an advertising manager ?

ADVERTISING AGENCY COORDINATION ACTIVITIESoACCOUNT EXECUTIVES: They serves as the go-between for the advertising agency and the client companyoCREATIVES: It develop and designs advertisementsoTRAFFIC MANGERS: They works closely with the advertising agency’s account executive, creatives and production staffoACCOUNT PLANNERS: They provides the voice and will be the advocate for the consumer within the advertising agency.

Objective: What roles are played in Advertising Agencies ?

MANAGING ADVERTISING CAMPAIGNSManaging advertising campaigns is the process of preparing and integrating a specific advertising program. Whether an in-house employee or an external agency performs the work, the marketing manager oversees the development of the advertising campaigns. An effective campaign consists of five steps:1. Conduct and review the advertising research.2. Establish advertising objectives consistent with the overall IMC program.3. Review the advertising budget.4. Select the appropriate media based on the viewing habits of the target

market.5. Prepare creative brief.

Objective: What steps are completed as part of Advertising campaign management?

ADVERTISING CREATIVE BRIEFSTypically, creative work with a document prepared by the client and account executive called the creative strategy or creative brief.oThe objectiveoThe target audienceoThe message themeoThe supportoThe constraints

Objective: How does a creative brief facilitate effective Advertising ?

CASE STUDY : ADVERTISING JEANS TO TEENS

INTRODUCTION oJeans are trousers made from denim cloth.oIt was  invented by Jacob Davis and Levi Strauss in 1873.o Historic brands include Levi's, Lee and Wrangler .oJeans comes it various fits i.e. skinny,slim,boot cut,narrow bottom,low waist etc.

FACTS oJeans is common denominator among teens around the world.oSocial media allows teens to consider a variety of brands.oEach year ,jeans style changes.oJeans may be worn for style or for work, beside teenagers young children's and older adults can also buy this items .oJeans may have very short life cycle.oCompany's into jeans manufacturing are :-lee,levis’s,wrangler,diesel.

CREATIVE BRIEF We have been placed in charge of the advertising programs for a jeans company. We will need to select the type of jeans we are trying to sell and then create a creative brief using :-oProductoObjective oTarget audienceoMessage themeoConstraintsoBackground information

PRODUCT :OLD NAVY-ROCKSTAR JEANS

Different size Different color

VARIOUS FITS

OBJECTIVEoTo increase the brand awareness and sale of old navy rockstar skinny jeans

TARGET AUDIENCE o Pre teenso Teens o Young adults

MESSAGE THEME TAG LINE

o “Be yourself……..you are a rock star live like rock star”

o “Rock it !!...by old navy …!!”

CONSTRAINTS – PRIMARY COMPETITORS

BACKGROUND INFORMATION o Print advertisement -Local news paper -Old navy catalog -Magazineo Media -Old navy advertisement focused on brand name and slogan

-MTV channel -Vh1 -Fashion shows

o Internet -E-commerce -Advertisement in social media.

-Banner and tagline on various websites.

QUESTION AND ANSWERSo What company provides the primary competition for your jeans ?Ans: Variety, Pattern, Quality, Price, Trendy, Size

o Which media will you select for next campaign ,given the information provided in the creative brief ?Ans: Television and internet

QUESTION AND ANSWERSo How do you plan to deliver the message theme in advertising campaign ? Ans: Celebrity, Social media, Viral video

o What tag line will you choose for your advertisement ? Ans: “Be yourself……..you are a rock star live like rock star ”

BIBLIOGRAPHYo Integrated Advertising, Promotion and Marketing Communications – Kenneth E. Clow/ Donald E. Baacko http://www.eventmanagerblog.como http://www.marketingprofs.como http://smallbusiness.chron.com/responsibilities-advertising-operationso http://www.yourarticlelibrary.com/