powerpoint lesson15
TRANSCRIPT
8/13/2019 Powerpoint Lesson15
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Digital AdwiseDigital AdwiseT-Mobile Lesson 5T-Mobile Lesson 5
How a digital ad is madeHow a digital ad is made
featuring T-Mobile and Saatchi &
Saatchi
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Learning OutcomesLearning Outcomes
• To understand that ads are produced b
agencies for clients• To loo! at how online ads are de"eloped
and their strategies
• To understand the process of a ma!ing adigital campaign# and the different roles of
personnel in"ol"ed
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Starter- $itching an ideaStarter- $itching an idea
%hen a compan want to ad"ertise a
product the will as! an ad"ertising agenc
to design an ad for them
The compan will usuall as! more than
one ad"ertising agenc to e'plain their
ideas and will then choose the idea that
the li!e the best
The ad"ertising agenc with the best idea
is then paid to produce the ad"ert for the
compan
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Starter- $itching an (deaStarter- $itching an (dea
)ach ad"ertising compan wants to be
chosen to produce the ad"ert The ha"e
to compete with the other ad"ertising
agencies to get the *ob
Their presentation needs to con"ince the
compan that their ad"ertising campaign
will sell the product This persuasi"e andinformati"e presentation is called a pitch
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T-Mobile +ampaignT-Mobile +ampaign
Toda we are going to loo! at the wa an
ad"ertising campaign is organised
T-Mobile is a communications compan and
the emploed the ad"ertising agenc Saatchi
and Saatchi to produce an ad"ertising campaign
for them
%hat was the brief that the ga"e the ad"ertising
compan, Listen to it here
Acti"it . How is an ad made,Acti"it . How is an ad made,
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T-Mobile +ampaignT-Mobile +ampaign
T-Mobile thought that the ad"ertisingcompan called Saatchi and Saatchi had
the best ideas
Saatchi and Saatchi were paid to produce
the campaign for T-Mobile which included
this ad"ert http.//wwwoutubecom/watch,"0123d34ig$
Acti"it . How is an ad made,Acti"it . How is an ad made,
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T-Mobile +ampaignT-Mobile +ampaign%ho was the target audience,
%h,
%hat was the slogan, %h,
%hat formats were used in the
campaign, %h,
%hich images helped to sell the
product,
Acti"it . Ho w is an ad made,Acti"it . How is an ad made,
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Acti"it . How is an ad made,Acti"it . How is an ad made,
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Mar!eting DirectorMar!eting Director Lets meet Lsa#
Head of 6rand# T-
Mobile
• %hat was the product
ou were tring to sell,
• %hat did ou hope toachie"e with this
campaign,
• %ho was our target
audience,
• %hat were ou tring
to sa about T-Mobile,
Acti"it . How is an ad made,Acti"it . How is an ad made,
%atch (nter"iew
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Account DirectorAccount Director
Lets meet Sall#
6usiness Leader at
Saatchi & Saatchi
• %h was the pitch soimportant,
• %hat were our initial
ideas for the
campaign,
• %hat did ou hope to
achie"e with this
campaign,• %ho was our target
audience,
Acti"it . How is an ad made,Acti"it . How is an ad made,
%atch (nter"iew
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+reati"e Director+reati"e Director
Lets meet 7ic! and
Ste"e# +reati"es at
Saatchi & Saatchi
• How did ou come up
with the ideas for the
campaign,
• How did ou !now it would wor!,
Acti"it . How is an ad made,Acti"it . How is an ad made,
%atch (nter"iew
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8ilming Director8ilming Director
Lets meet )d #
T1 producer at Saatchi &
Saatchi
• How did ou film the
T1 ads and "ideo
material,
• %hat was the bestthing that happened,
• %hat was the worst
thing that happened,
• How do ou feel about
the finished T1 ad,
Acti"it . How is an ad made,Acti"it . How is an ad made,
%atch (nter"iew
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$lacement $lanner$lacement $lanner
• %here did ou place
the ads,
• %h did ou decide to
place them there,• %h did ou decide to
use digital ads,
• %hich ads were seenb the most people ,
Lets meet 9areth#
$lanner at Saatchi &
Saatchi
Acti"it . How is an ad made,Acti"it . How is an ad made,
%atch (nter"iew
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Our +lass is an ad"ertisingOur +lass is an ad"ertising
agenc called:agenc called:
Our client is the Head Teacher
The Head Teacher has as!ed us to come up
with an ad"ertising campaign for the school
open da
The campaign should encourage parents to
"isit the school and should showcase some of
the e'citing acti"ities that go on during a
school da
Acti"it . How is an ad made,Acti"it . How is an ad made,
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Our +lass is an ad"ertisingOur +lass is an ad"ertising
agenc called:agenc called:Mar!eting Director. +lass Teacher
Account Directors. Teaching Assistant
+reati"e Team. 9roup A and 9roup 6$lanners. 9roup +
(f we are successful ;and the Head Teacherli!es our ideas< we will get the opportunit to
ta!e on the roles of 8ilming Directors# Digital
Directors and %eb-designers too=
Acti"it . How is an ad made,Acti"it . How is an ad made,
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The 6riefThe 6rief
• The school needs an ad"ert for an open
da
• The ad"ert will be aimed at parents
• The ad"ert should encourage parents to
"isit the school and ta!e a guided tour
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Account DirectorAccount Director
The Account Director will be o"erseeing the wor!
and offering support when needed
Acti"it . How is an ad made,Acti"it . How is an ad made,
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+reati"e Team A+reati"e Team A
Tas!
• +hoose three images for the ads
Success +riteria
( can e'plain wh the images ( ha"e selected
will appeal to parents
Acti"it . How is an ad made,Acti"it . How is an ad made,
i i i d d
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+reati"e Team 6+reati"e Team 6
Tas!
• +hoose a slogan for the ads
Success +riteria
( can gi"e reasons for selecting the slogan
Acti"it . How is an ad made,Acti"it . How is an ad made,
i i i d d
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$lanners$lanners
Tas!
• +hoose three formats for the ads
• Decide where these adds will be placed
Success +riteria
( can e'plain wh the formats ( ha"e selected
will appeal to parents
( can e'plain wh ( ha"e chosen to placead"erts in particular locations
Acti"it . How is an ad made,Acti"it . How is an ad made,
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Acti"it >Acti"it >
$itch our idea to the Head Teacher$itch our idea to the Head Teacher
• ?ou are now going to wor! in groups of three to create a
pitch for the Head Teacher
• ?ou will need to e'plain our ideas clearl
• )ach group will ha"e two creati"e directors and oneplanner
• 9i"e each other time to share our ideas
• +an ou create a pitch which will persuade the Head
Teacher that our ad"ert will be effecti"e,
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Acti"it >Acti"it >
$itch our idea to the Head Teacher$itch our idea to the Head Teacher
1) Explain why the slogan will appeal toparents
2) Explain why you have selected these images.
What aspects of the school are you
showcasing?3) Explain the formats you will use. ive three
good reasons why you thin! the formats you
have selected will "e noticed "y parents.
Where and when will they see the ads?#) $ow will parents feel when they see the
ad? Why will they "e persuaded to come
to the open day? %an you say
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Success +riteriaSuccess +riteria
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$lenar$lenar
What ma!es a good pitch?
What other information could have "een included in the
pitch?
Was the pitch successful?
&f we receive the money to produce the ad what resources
would we need?
$ow long will it ta!e to produce?$ow much would it cost?
%ould we lower the cost "y using different formats?