MC4307-Ch1 - 7/29/11 Chapter 1: Advertising from a...

Info iconThis preview shows pages 1–5. Sign up to view the full content.

View Full Document Right Arrow Icon
7/29/11 1 Chapter 1: Advertising from a Marketing Communications Perspective MC4307: Advertising Campaigns Emmeline Aguirre, MA The New Marketing Environment Parity Products Advertising Overload Hectic Lifestyles New Technology Chapter 1: Advertising from a Marketing Communications Perspective MC4307-Advertising Campaigns Advertising as Entertainment With new technology, creativity has become unlimited. Commercials border on being short films. Can entertaining ads still be effective? Do they still manage to sell the product? Chapter 1: Advertising from a Marketing Communications Perspective MC4307-Advertising Campaigns
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
7/29/11 2 Creative Thinking Creative work exists on the edges of common thinking. Creative work reflects insights about human behavior, nature, or society and relates them to the product in an innovative way while being relevant. Chapter 1: Advertising from a Marketing Communications Perspective MC4307-Advertising Campaigns Creative Thinking How can you remain creative in an ever-changing marketing environment? Keep up with the marketing environment by being process oriented. Chapter 1: Advertising from a Marketing Communications Perspective MC4307-Advertising Campaigns Process Orientation Process: Something that occurs over time, usually involving many steps. Process Orientation: Series of steps or operations, focusing on the interrelationship of the various campaign elements. Chapter 1: Advertising from a Marketing Communications Perspective MC4307-Advertising Campaigns
Background image of page 2
7/29/11 3 Process Orientation Learn what those steps are and how they interrelate. Focus on how to achieve results more than the results themselves. Chapter 1: Advertising from a Marketing Communications Perspective MC4307-Advertising Campaigns Process Orientation Process is circular rather than linear. Today’s campaigns may not have a clear beginning and end; conclusions and decisions are reevaluated constantly. Campaign development process strives for continuous improvement. Chapter 1: Advertising from a Marketing Communications Perspective MC4307-Advertising Campaigns The Campaign Process Purpose is to develop a marketing communication plan. Plan outlines activities, ideas and execution that occur to achieve campaign objectives. Chapter 1: Advertising from a Marketing Communications Perspective MC4307-Advertising Campaigns
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
7/29/11 4 Developing Strategy within the Campaign Process Key to Strategic Thinking Anticipate consumer and competitive responses to a variety actions. Plan for those actions. Chapter 1: Advertising from a Marketing Communications Perspective MC4307-Advertising Campaigns Developing Strategy within the Campaign Process Strategic plans consist of general actions rather than specific tactics. Strategy integrates activities, ideas and
Background image of page 4
Image of page 5
This is the end of the preview. Sign up to access the rest of the document.

This document was uploaded on 10/26/2011 for the course MASS COMMU 4303 at Texas State.

Page1 / 16

MC4307-Ch1 - 7/29/11 Chapter 1: Advertising from a...

This preview shows document pages 1 - 5. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online