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
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.