a brief introduction to advertising

Advertising

and why selling matters

While Design solves a problem within a brand…

… Advertising solves a problem between the brand and the market.

Brand Market

Product Service

Company Value

People

Design Advertising

Along the way, they may overlap each other, but these are their basic roles.

The ability to sell is powerful.

Advertising can make someone who bikes to work to buy a car. And it can make someone who drives to work to buy a bicycle.

It can make office workers wear sneakers. It can also make athletes wear suits.

It has convinced many people to believe that Apple is better than Samsung though it’s made in China.

HOW TO SELL

ASSOCIATIONS WITH FAME

• High-profile production • Famous location & props • Famous actors • Co-branding with a famous brand • etc.

CREATIVE IDEAS

• Story • Tagline, or any line • Sound, from music to end tune • Shape, or key visual • Styling, or look and feel • etc.

MEDIA PLACEMENT

• Mass • Direct (One-on-one) • Interactive • Virtual • People (PR, WoM, Followers) • etc.

PAID FREE EARNED OWNED

STRATEGIC PLANNING

• Convert existing, or grow a new area • Positioning (set playing area) • Stages of play • Thematic or tactical • etc.

Know HOW TO SELL and you’ll be powerful.

Know WHAT YOU SELL and the change you’ll make will be the necessary one.

The necessary change for a better Economy.

For a better Way of Life. For a better World.

Career as a creative in advertising

Art Director Copywriter

Sr. Art Director Sr. Copywriter Sr. Art Director Sr. Copywriter

Associate Creative Director

Creative Director

Group Creative Director (CCO, Chief Creative Officer)

Regional / Worldwide Creative Director

CEO

Planning Director Account Director

Graphic Designer Sr. Graphic Designer

Producer

Career as a creative after advertising

Sr. Art Director Sr. Copywriter

Associate Creative Director

Creative Director

Client-side

Art

Filmmaking, Painting, Comic, Sculpting, Photography, etc.

Vendor

PH, Director, Post, Composer, Photographer, DI, Animation, Web Design, Illustration, EO,

Stylist, Freelance AD, etc.

Your Own Brand

Consultant

Coach / Lecturer

Agency, Media, Product, etc.

Non-Profit Organization

Client-side

Art

Author, (Salman Rushdie, F. Scott Fitzgerald), Filmmaking, Poet, etc.

Vendor

Director, Offline Editor, Composer, Digital Content Writer, Translator, Event Organizing, Talent & Legal,

Freelance CW, etc.

Your Own Brand

Consultant

Coach / Lecturer

Agency, Media (Hugh Hefner), Product, etc.

Non-Profit Organization

Journalism

Newspaper or Magazine Columnist & Editor,

Blogger, TV Programmer, Radio DJ, etc.

Journalism

Photojournalism

Hope it’s useful.