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BE CREATIVE WITH ADVERTISING

CHAPTER 16. BE CREATIVE WITH ADVERTISING. 16-1 What Is Advertising? 16-2 Advertising Planning 16-3 Advertising Execution and Evaluation. Focus Questions:

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BE CREATIVE WITH ADVERTISING

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  1. CHAPTER16 BE CREATIVEWITH ADVERTISING 16-1 What Is Advertising? 16-2 Advertising Planning 16-3 Advertising Execution and Evaluation Chapter 16

  2. Focus Questions: • Advertising is capable of communicating messages in many different ways, sometimes several messages at once. In this Winterfresh ad, the main message is communicated visually. What is the main message? • How does it make you feel? • Does it make you want to try Winterfresh gum? ©WINTERFRESH POLAR ICE Chapter 16

  3. 16-1 WHAT IS ADVERTISING? GOALS • Define product advertising and brand advertising and distinguish between the two types. • Describe the major roles at the an advertising agency. Chapter 16

  4. Two Approaches to Advertising • Product advertising • Brand advertising Chapter 16

  5. The Advertising Agency • Specializes in creating advertising • Major roles at the an advertising agency • Account executive • Account planner • Media planner • Art director • Copywriter • Creative director • Producer Chapter 16

  6. 16-2 ADVERTISING PLANNING GOALS • Describe the process of setting objectives, determining the budget, and developing the creative strategy. • Describe the different types of media and the factors that must be considered when selecting which media to use. Chapter 16

  7. The Planning Process • Set objectives • Determine the budget • What you can afford • Percentage of sales • Competition matching • Objective and task • Develop the creative strategy Chapter 16

  8. Advertising Objective Chapter 16

  9. Select the Media • Cost • Reach • Frequency • Lead time • Creative, brand, and corporate fit Chapter 16

  10. Advantages and Disadvantages of Major Advertising Media Chapter 16

  11. Advantages and Disadvantages of Major Advertising Media Chapter 16

  12. Advantages and Disadvantages of Major Advertising Media Chapter 16

  13. Advantages and Disadvantages of Major Advertising Media Chapter 16

  14. Questions to ConsiderWhen Selecting Media Chapter 16

  15. Questions to ConsiderWhen Selecting Media Chapter 16

  16. 16-3 ADVERTISING EXECUTIONAND EVALUATION GOALS • Name common creative advertising formats. • Explain what happens during the production phase of the advertising process. • Differentiate between quantitative and qualitative research. • Name the four types of advertising regulation. Chapter 16

  17. Creative Development • Creative Formats • Musical • Dramatization • Testimonial • Comedy • Image advertising • Product demonstration • Competitive • The creative concepts Chapter 16

  18. Production • Strategic Brief • Creative Development • Client Presentation • Creative Research • Production • Client Presentation • Advertising Runs Chapter 16

  19. Gauging Advertising Effectiveness • Quantitative research • Qualitative research Chapter 16

  20. Regulating Advertising • Government regulation • Network regulation • Regulatory board • Competitive regulation • Corrective action • Cease-and-desist order • corrective ads • fine Chapter 16

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