L4 MarComms 2x.pdf - Session 4 Advertising Strategy and Implementation Learning objectives • The roles within advertising agencies • The

L4 MarComms 2x.pdf - Session 4 Advertising Strategy and...

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22/03/2017 1 Session   4 Advertising    Strategy   and   Implementation Learning objectives The   roles   within   advertising   agencies The   relationship   between   advertising   agencies   and   clients The   link   between   marketing   and   creative   (the   brief) Alternative   styles   of   creative   advertising   (6) Features   of   effective   advertising Insight   into   creating   effective   advertising How   we   get   from   ‘the   objective’   to   ‘making   it   happen’ How   creative   can   tap   into   consumers   psyche   Endorsers   in   advertising   ‘Appeals’   in   advertising Comparative   advertising
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22/03/2017 2 Advertising agency organisation Creative   services • Develop   advertising   copy   and   campaigns.   Media   services • Select   the   best   advertising   media. Research   services • Study   consumers’   buying   habits,   purchase   preferences   and   responsiveness. Account   management • Links   the   agency   with   the   client. The relationship between client and advertising agency Full service   advertising   agency • Expertise   in   negotiating   media   schedules. • Some   control   may   be   lost. Agency   compensation • The   fee   for   performing   advertising   functions   can   be   based   on   a: • monthly   fee   structure • job by job   status • outcome based   system.
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22/03/2017 3 Constructing a creative brief 1. What is the background to this job? 2. What is the strategy? 3. What is our task on this job? 4. What is the corporate and/or brand positioning?
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