Chapter 22 notes - Chapter 22: The Complete Campaign...

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Chapter 22: The Complete Campaign -Define Situation analysis - to plan and create future advertising, you need to establish a current benchmark or starting point. The past, or the present. -Where are we today, and how did we get there? -Where are we going in the future? -The situation analysis is the first step in developing a campaign. - Explain the creative objectives and strategy 1. Determine the specific claim that will be used in advertising copy. If there is more than one, the claims should be listed in order of priority 2. Consider various advertising executions. 3. In the final stage of the creative process, develop the advertising copy and production. a. Visual similarity i. All print ads in a campaign should use the same typeface or layout format so consumers will learn to recognize the advertiser by simply glancing at the ad. b. Verbal similarity i. Its not unusual for a campaign to use certain words or phrases in each ad to sum up the product’s benefits. c.
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Chapter 22 notes - Chapter 22: The Complete Campaign...

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