rund what is advertising . . . Майкл Гибсон из ark scholz & friendsgroup...
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The Whats What of Advertising - Кто есть кто , кто делает рекламу Майкл Гибсон - креативный директор Группы Ark Scholz & Friends Group • Около 15 лет работает в рекламе. • Является обладателем 15 фестивальных наград, • Окончил факультет искусств Оксфорского Университета, художественную школу Раскина Оксфордского университета, прошел обучение графическому дизайну в британской школе Central St. Martins. • Работал преподавателем и тренинг-специалистом по дизайну и программным продуктам для дизайна и полиграфии в Британии ,России, Франции и Швеции. • Занимал позиции – от арт-директора до креативного директора агентств таких, как McCann Erickson, Rose, Grey, Lokomotiv Russia ; СЕО креативного агентства при компании Rolf • В клиентском листе – бренды такие, как Coca-Cola, Nestle, Gillette, L’Oreal, Beeline, «Тройка диалог», Saint Spring, Binatone, Mars , P&G ,Visa, Glaxo, Nokia и многие другие.TRANSCRIPT
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