rund what is advertising . . . Майкл Гибсон из ark scholz & friendsgroup...

What is Advertising a little guided tour

so where is Advertising in the Marketing cosmos?

The relationship between us (Advertising) and Marketing.- Clients (P&G, Nestle, Mitsubishi etc) have Marketing Departments.

- The Marketing Departments use Advertising Agencies who create

advertising to get the message out concerning your brand, business,

product, or services.

The relationship between Marketing & Advertising.

Promotion consists of:

Advertising,

Sales Promotion,

Sales Force,

PR,

DM,

etc

- Advertising includes the placement of an ad in newspapers, direct mail, billboards,

television, radio, and the Internet.

- Advertising is the largest expense of most marketing plans, with public relations

following in a close second and market research in third.

The relationship between Marketing & Advertising.

Advertising is a people business

. . . and because it’s a people business . . . . . . its nuts . . . as well as colourful . . . always fascinating . . . often infuriating . . . young at heart . . . . . . and not for the faint of heart

Advertising is a people business

Creatives

Account managers

Production

Planners

Media Buyers

Advertising the key agency people

The Creatives

The CreativesCOPYWRITERheadlinebodycopyoften become CDs as they are analytical thinkers

http://www.chomchomadvertising.com/360-most-famous-business-taglines/

The CreativesTHE ART DIRECTOR- Creates the visual story- is crucial to the way a campaign looks.- Art Direction of MadMen : the understanding of the 50s look. What is right, what is wrong.

Two coffee brands the look reflects each brand

The CreativesILLUSTRATOR

The CreativesCREATIVE DIRECTOR{standing in front of you}

The AccountMANAGER

- Link between ad agency and client.

- Needs to understand and 'feel' clients business.

- Needs to know clients marketing and advertising

objectives.

- Needs a lot of diplomacy and tact, should be

able to 'tell someone to go to hell so that they look

forward to the ride’

- misunderstandings can lead to loss of an

account.

The StrategicPlannerMadmen – 21.50

Work startswith a brief

Briefs come in different shapes & sizes – good

briefs have similar content often named differently

What isan insight?

[ Madmen – 30.25 ]

I don’t think anyone wants to be one of a

hundred colours in a box.

What isan insight?

Product satisfaction arises less from inherent con-struction and performance than from consumers’ internalised perceptions of personal utility – a low-potency insight. People don’t want quarter-inch drills. They want quarter-inch holes is a high-potency insight.

A good insight is like a refrigerator : the moment you look into it – a light comes on . . . An insight should spark the response yes of course - that is exactly how it is.

What is an ideaan idea?

An advertising idea brings a product’s benefit alive in a fresh, relevant and memorable way

Coldrex,Bus Stop Ad

Coldrex makes it unbelievable

that you have a cold.

Coldrex,Bus Stop Ad idea

Coldrex,Bus Stop Ad

When I have a cold or flu, I really want

to get back to feeling myself as

quickly as possible.

Consumer Insight

Coldrex makes it unbelievable that you have a cold.

Ad Idea

=Coldrex gets you back to who you

are, fast.

SMP

+

Coldrex,Bus Stop Ad

Coldrex,Bus Stop Ad – spoofs

X-Box

Stella Artois

Alka Seltzer

Activating an ideaAXE Shower Gel

What does an Ad Agency look for in new hires

- enthusiastic

- positive

- a feeling for brands and products

- aware of advertising campaigns on air and from the past

- not afraid to speaa knowledge

What do I look forin creative people- strong ideas and a love for ideas.

- passion for the business – ie I would prefer not to sleep!

- passion for being creative

- great work in the portfolio . . .

- here is a great portfolio (and DO name it !!!)

IDEAS

Our World is changingwe are trying to make

sense of it . . .

more categories of ‘ads’ 2011 vs 2007

4Ps are challenged

from Product to Experiencefrom Place to Everyplacefrom Price to Exchangefrom Promotion to Evangelism

Our World is changingYouTube Gurus

ChalkbotSounds of Hamburg

Fun Theory