Preview

Topic Advertising Strategy and Implementation

Powerful Essays
Open Document
Open Document
1236 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Topic Advertising Strategy and Implementation
7209MKT: IMC

Advertising strategy and implementation

1

LEARNING OBJECTIVES
• After studying this chapter you should understand and be able to explain:
1 The role of advertising agencies and the relationship between agency and client.
2 The features of effective advertising.
3 The alternative styles of creative advertising. 2

LEARNING OBJECTIVES
4 The concept of means–end chains and their role in formulating advertising strategy. 5 Corporate image and issue advertising
(inc. the roles of endorsers, humour, fear, and guilt in advertising).

3

ADVERTISING AGENCY
ORGANISATION
Creative services

Media services

Research services

• Develop advertising copy and campaigns.

• Select the best advertising media.

• Study consumers’ buying habits, purchase preferences and responsiveness. 4

Account management • Links the agency with the client. CONSTRUCTING A CREATIVE
BRIEF
1. What is the background to this job?
2. What is the strategy?
3. What is our task on this job?
4. What is the corporate and/or brand positioning?
5. What are the client’s objectives for this job?
6. Who is the target audience?
5

CONSTRUCTING A CREATIVE
BRIEF (CONT.)
7. What does the target audience currently think/feel?
8. What do we want the target audience to think/feel?
9. What do we want the target audience to do?
10. What is the single-minded proposition?
11. Why should the target audience believe this proposition?
12. How should we speak to them?
6

CREATIVE STRATEGIES
Functional Orientation
• Unique selling proposition Symbolic/Experiential
Orientation
• Brand image

Category–Dominance
Orientation
• Generic

• Resonance

Pre-emptive

• Emotional

USP STRATEGY

Source: www.phillips.com.au

BRAND IMAGE STRATEGY

Source: http://www.vivrocks.com/inspirational-designs/ads-are-mad-episode-1-25-absolutely-brilliant-absolut-vodka-print-ads/

RESONANCE & EMOTIONAL
STRATEGIES

Source: www.kingfurniture.com.au

Source:
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Satisfactory Essays

    National Manufacturing Communciation Strategy Analysis and Memo
    • 1053 Words
    • 5 Pages

    National Manufacturing Communciation Strategy Analysis and Memo

    Audience Who is your target audience (decision makers)? Is there a secondary audience? What are the audience characteristics and interests relevant to your message?…

    • 1053 Words
    • 5 Pages
    Satisfactory Essays
    Read More
  • Better Essays

    Target Advertising Strategy
    • 1251 Words
    • 6 Pages

    Target Advertising Strategy

    In 1962 history was made. An employee of Dayton Dry Goods Company named John. F. Geisse thought of the idea of an upscale discount-relating store. The Dayton Company used Geisse’s idea and opened its first store in Minnesota called “Target,” currently owned by Target Corporation. With more than 1,934 stores across the country, Target has grown into a household staple brand. In fact, Target mega-brand is second only to Wal-Mart. It’s amazing how successful Target has become in such a short period of time, but the question on everyone's mind is how? What makes Target so successful? Do they scam their everyday shoppers or are they genuinely that good? Whether it’s the colors or the adorable dog as their mascot Target is doing something…

    • 1251 Words
    • 6 Pages
    Better Essays
    Read More
  • Powerful Essays

    P1 Unit 9 Advertising And Promotion
    • 4465 Words
    • 18 Pages

    P1 Unit 9 Advertising And Promotion

    Explain the role of advertising in an integrated promotional strategy for a business or product decisions(P2.1)…

    • 4465 Words
    • 18 Pages
    Powerful Essays
    Read More
  • Satisfactory Essays

    What We Are To Advertisements Analysis
    • 222 Words
    • 1 Page

    What We Are To Advertisements Analysis

    Sadly, corporations endeavor strongly on the unnecessary desires of individuality since that is how they make money. A lot of free time of young generations has now been a need to satisfy themselves by spending money on material goods. Most of them no longer value for what they are capable of accomplishing, but what they own and want to own. In the article “What We Are to Advertisers”, the author James B. Twitchwell illustrates the “psychological profiling schemes” among buyers. One fact draws the attention in this article is “between ages 18 and 24 most people (61 percent) are Experiencers in desire or deed, while less than 1 percent are Fulfilled” (Twitchwell 180). In his definition, experiencers are those who “enthusiastic, impulsive and…

    • 222 Words
    • 1 Page
    Satisfactory Essays
    Read More
  • Powerful Essays

    Media Report
    • 2469 Words
    • 10 Pages

    Media Report

    selecting advertising media options that match the requirement of the advertising brief for the product or service.…

    • 2469 Words
    • 10 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Promotion and advertising strategies
    • 1549 Words
    • 5 Pages

    Promotion and advertising strategies

    On September 27, 2010, AirTran Airways made a public announcement that they entered into agreement allowing Southwest Airlines to acquire them. Numerous entities report the reasons behind the acquisition are: to make Southwest a dominant competitor in the airline industry, “Southwest is following the trend in the industry: merge or acquire in order to stay alive and competitive” (Mouawad, 2010). In addition, the acquisition would allow Southwest to mark its presence in markets they were previously unable to penetrate, “The deal would expand Southwest’s…

    • 1549 Words
    • 5 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Broad Advertising Campaign
    • 1246 Words
    • 5 Pages

    Broad Advertising Campaign

    Advertisement is a notice or announcement in a public medium promoting a product, service, or event or publicizing. It is also bringing into awareness a new product or idea.…

    • 1246 Words
    • 5 Pages
    Powerful Essays
    Read More
  • Satisfactory Essays

    Introduction of Search Engine Marketing
    • 280 Words
    • 2 Pages

    Introduction of Search Engine Marketing

    Paid inclusion can provide a guarantee that the website is included in the search engine's natural…

    • 280 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Good Essays

    Advertising in Social Media
    • 727 Words
    • 3 Pages

    Advertising in Social Media

    Over the past several years our economy has been struggling, to say the least. The economies struggles reflect on everyone. Most people had to change and somewhat scale down their lifestyles in order to cope with the struggling economy. The people began to realize that things were going to be tough for a while and began to prioritize their income. This effected how companies chose to advertise their products. Social media was seen as the most effective and appealing outlet to advertise to the new money conscious consumer base.…

    • 727 Words
    • 3 Pages
    Good Essays
    Read More
  • Good Essays

    Search engine advertisement
    • 1672 Words
    • 7 Pages

    Search engine advertisement

    Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERP) through optimization and advertising. SEM may use search engine optimization (SEO), that adjusts or rewrites website content to achieve a higher ranking in search engine results pages or use pay per click listings.…

    • 1672 Words
    • 7 Pages
    Good Essays
    Read More
  • Better Essays

    Advertising and News Environment in Media Communications

    • 1141 Words
    • 5 Pages

    Advertising and News Environment in Media Communications

    The advertising and news environments in media communications are catered to the interests of the targeted audience. Companies advertise toys on channels that children watch as a means of influencing them to ask their parents to buy a specific item. Advertisements on a channel that broadcasts programs about the outdoors will have the products that are most interesting to people who enjoy the outdoor experience. “This language of advertising, although less apparent to communicator and audience alike, is firmly anchored to cultural norms and often says more about a society’s psyche than the more obvious stereotypes of content” (Unwin, 1974, p. 24). The news environment in media communications is often more diversified because people who watch the news often belong to a wider variety of consumers from teenagers to parents. The concept of media planning is important so that the advertisements reach the company’s targeted audience. “The purpose of media planning is to conceive, analyze, and creatively select channels of communication that will direct advertising messages to the right people in the right place” (Arens, 2009, p. 280). To gain a better understanding about the decision made by the advertising and news environments in the industry of media communications, it is necessary to determine the influence of advertising and news on society.…

    • 1141 Words
    • 5 Pages
    Better Essays
    Read More
  • Good Essays

    Advertising Strategies
    • 562 Words
    • 3 Pages

    Advertising Strategies

    Advertising is used as a means to attract the buyer to follow a brand. There are many different advertising techniques that can be used depending on the demographics of the target market. As a 14-year-old, marketers have to understand what people my age like when it comes to advertising. For an advertisement to be effective for my age group, it needs to appeal to the audience. There are three main types of advertising used for people my own age, and they are celebrity power, lots of action, and the use of attractive women.…

    • 562 Words
    • 3 Pages
    Good Essays
    Read More
  • Powerful Essays

    Online Advertising Trends in Educational Institutes
    • 12171 Words
    • 49 Pages

    Online Advertising Trends in Educational Institutes

    I consider it my privilege to express a few words of gratitude and respect to all those who guided and inspired me in the successful completion of the project. I wish to take this opportunity to express my deep sense of gratitude to Mr. Kush Jain (founding partner & CEO, GlocalEdge Consultants Pvt Ltd) and my guide and reporting manager Mr. Kartik Kakar (Operations lead, GlocalEdge Consultants Pvt Ltd) for their invaluable guidance throughout my project. I sincerely thank GlocalEdge Consultants (Pvt) Ltd for providing me with an opportunity to work with ‗www.glocalstudy.com‘. I thank the whole team at GlocalEdge, who attended to all my requests and helped me to the best of their abilities in all stages of the project. I also convey my sincere gratitude to my faculty Guide Prof Thomas Mathew, St. Francis Institute Of Management & Research, for the guidance, inspiration and constructive suggestions that helped me in the completion of this project. Last but not the least I thank, all my friends and my family for their encouragement and support extended during the course of my project. Kevin Antony Jon MMS…

    • 12171 Words
    • 49 Pages
    Powerful Essays
    Read More
  • Good Essays

    Advertising in Media
    • 909 Words
    • 4 Pages

    Advertising in Media

    We all are living in the era of commercialism, modernization and sophistication. Where we don’t care of even ourselves in ethical means or as a human being. In our daily life we come across with a lot of events and incidents which put an important impact in our daily life. Here advertisement of different things plays a key role in our life.…

    • 909 Words
    • 4 Pages
    Good Essays
    Read More
  • Powerful Essays

    Online Advertising
    • 3598 Words
    • 15 Pages

    Online Advertising

    Job satisfaction refers to an individual’s general attitude toward his or her job. A person with a high level of job satisfaction holds positive attitudes towards the job, while a person who is dissatisfied with his or her job holds negative attitudes about the job. When people speak of employee attitudes, more often than not they mean job satisfaction. So, in value of job satisfaction Organization is a very vital place for an employee, where he or she can shows their performance. Besides, the performances of every employee also depend on the performance of their respective organization. It indicates positive feelings that employees hold about their jobs. It grows through long term evaluation of their jobs according to characteristics of their jobs. Job satisfaction is always very important for the employees of any organization and also for the organization. Job satisfaction is a worker’s sense of achievement and success on the job. It is generally perceived to be directly linked to productivity as well as to personal well-being. Job satisfaction implies doing a job one enjoys, doing it well and being rewarded for one’s efforts. Job satisfaction further implies enthusiasm and happiness with one’s work. Job satisfaction is the key ingredient that leads to recognition, income, promotion, and the achievement of other goals that lead to a feeling of fulfillment (Kaliski,2007)…

    • 3598 Words
    • 15 Pages
    Powerful Essays
    Read More

Related Topics