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6 Cards in this Set
- Front
- Back
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Configuration in multinational companies and advertising agencies |
MN-Companies have a just a Marketing department along others like finance and production A-Agencies do have varies Marketing department like: PR, direct, digital, M-Strategy |
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Advertising plan |
Def: - Strategy how to communicate with target audience. - Define audience, decide medium, set objective and tactic. |
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Advertising agencies – how they operate functionally |
Customer send brief to various ad agencies and who resolves the resolves the brief best gets the job. After getting the job: - managers writes a creative brief - managers tells team about budget, timetable, media - Creative teams works on it |
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What is a creative brief b) Objectives d) Creative techniques |
a) Issue, consumer insight, benefit, barriers b) Determine project goal; How best formulate the methods c) Pro: Detailed description about the job, easier to work with Cons: No space for creative freedom in some cases d) lateral thinking; mind mapping |
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Research done by companies |
Qualitative and quantitative. Quant: How many of the target audience behave a certain way |
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Media objectives |
REACH x FREQUENCY = WEIGHT Reach: how many people got reached within the target group in a defined timeframe Frequency: Avg. time an individual is exposed to the advertisement Continuity: How ad budget should be advocated over time Cost: What is most economically justifiable to accomplish objective |
