the world of advertising presented by : rozz algar – group marketing director
TRANSCRIPT
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THE WORLD OF ADVERTISING
Presented by :
Rozz Algar – Group Marketing Director
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WHY DO BUSINESSES NEED MARKETING?
• INCREASE SALES OF PRODUCTS
• RAISE BRAND AWARENESS
• STAND OUT FROM THE CROWD
• BEAT THE COMPETITION
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WHERE DO WE SEE BRANDS
LOGOS
TV
PRESS
RADIO
MAGAZINES
PACKAGING
POINT OF SALE
EXHIBITIONS & EVENTS
STAFF CONFERENCES
PR
SHOP FRONTS / WINDOWS
POSTERS
PROMOTIONS
DIRECT MAIL
WEBSITES
E-MARKETING
SPONSORSHIP
WORD OF MOUTH
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WHAT DOES AN ADVERTISING AGENCY DO?
• WORKS WITH THE CLIENT TO DEVELOP BRAND COMMUNICATION & STRATEGY
• UNDERSTANDS THE MARKET AND THE TARGET AUDIENCE
• DESIGN AND PRODUCE MARKETING COLLATERAL
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THE ADVERTISING PROCESS• RESEARCH THE TARGET AUDIENCE
• DEVELOP THE STRATEGIC PLATFORM
• DEVELOP THE ‘IDEA’
• PLAN AND NEGOTIATE MEDIA PROGRAMMES
• PRODUCE THE MARKETING COLLATERAL (POSTER, PRESS, TV, WEBSITE, DM)
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WHY IS RESEARCH SO IMPORTANT?
HELPS YOU TO KNOW THE:
WHO
HOW
WHAT
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DEVELOP A STRATEGIC PLATFORM
VISION DAYS
BRAND MANIFESTOS
UNDERSTANDING THAT EXTRA IS NOT ABOUT BREATH FRESHENING, IT’S ABOUTSOCIAL CONFIDENCE TOOK THE BRAND FROM £45M TO £162M
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DEVELOP BUSINESSIDEAS; NOTCOMMUNICATIONSIDEAS
BIGA STRUCTURE AND CULTURE DESIGNED TO GENERATE BIG, BUSINESS-BUILDING IDEAS.
STRETCHYCHANNEL NEUTRAL IDEAS THAT LAST.
COMMERCIALGEARED AROUND RESULTS.
‘PAIN RELIEF WITHOUT PILLS’ AND ‘BAZUKA THAT VERRUCA’ HAVE STOOD THE TEST OF TIME AND STILL DELIVER.
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DEVELOPING CONCEPTS• BRAINSTORMING IDEAS
• IDEAS CAN COME FROM A WORD, AN IMAGE OR AN IDEA
• CHECKING IT MATCHES THE CLIENTS BRIEF AND THE TARGET AUDIENCE
• CHECK IT’S NEW, ORIGINAL AND HAS STANDOUT
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SOLUTIONS THAT MEET THEIR NEEDSUNIQUELY BROAD RANGE OF COMPETENCIES MEANS THAT WE OFFER WHAT THE CLIENT NEEDS
100% FOCUSSED ONTHEIR SUCCESS
80% OF OUR CLIENTS TAKE ADVANTAGE OF OUR OPEN COMMS PLANNING PROCESS.
EMPLOYER BRANDPERSONAL
DEVELOPMENTMANAGEMENT DEVELOPMENT
ORGANISATIONAL DEVELOPMENT & HR
STRATEGYE-LEARNING
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SOLUTIONS TO MEET THEIR NEEDS
80% OF OUR CLIENTS TAKE ADVANTAGE OF OUR OPEN COMMS PLANNING PROCESS.
ADVERTISINGCORPORATE
COMMUNICATIONDIRECT MARKETING
PACKAGINGTV PRODUCTION
UNIQUELY BROAD RANGE OF COMPETENCIES MEANS THAT WE OFFER WHAT THE CLIENT NEEDS
100% FOCUSSED ONYOUR SUCCESS
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SELECT THE RIGHT CHANEL
UNIQUELY BROAD RANGE OF COMPETENCIES MEANS THAT WE OFFER WHAT THE CLIENT NEEDS
100% FOCUSSED ONTHEIR SUCCESS
80% OF OUR CLIENTS TAKE ADVANTAGE OF OUR OPEN COMMS PLANNING PROCESS.
CONFERENCINGEXHIBITION
RETAIL DESIGN ANDPROMOTION
EXPERIENTIALSALES PROMOTION
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SOLUTIONS THAT MEET THEIR NEEDSUNIQUELY BROAD RANGE OF COMPETENCIES MEANS THAT WE OFFER WHAT THE CLIENT NEEDS
100% FOCUSSED ONTHEIR SUCCESS
80% OF OUR CLIENTS TAKE ADVANTAGE OF OUR OPEN COMMS PLANNING PROCESS.
DATABASE MANAGEMENT
MOBILE MARKETINGVIRAL & ENEWSLETTERSWEBSITE DEVELOPMENT
SEARCH/PPCONLINE
MARKETING
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SOLUTIONS THAT MEET THEIR NEEDSUNIQUELY BROAD RANGE OF COMPETENCIES MEANS THAT WE OFFER WHAT THE CLIENT NEEDS
100% FOCUSSED ONTHEIR SUCCESS
80% OF OUR CLIENTS TAKE ADVANTAGE OF OUR OPEN COMMS PLANNING PROCESS.
MEDIA RELATIONSINFLUENCER RELATIONS
CRISIS PLANNING & MANAGEMENT
PROMOTIONS & EVENTS
SPONSORSHIP
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PLANNING THE MEDIA
• CHOOSE RIGHT MEDIA FOR TARGET AUDIENCE
• CHOOSE RIGHT TIME –DAY, WEEK, MONTH OR SEASON
• MAXIMISE THE BUDGET
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STRENGTH BUILTON SUCCESS
• ONLY TOP 20 UK AGENCY OUTSIDE LONDON
• 350 COLLEAGUES
• £50 MILLION TURNOVER
• 30 YEARS OF GROWTH
• OUR PEOPLE ARE 2 TIMES MORE LIKELY TO STAY WITH US THAN THE INDUSTRY AVERAGE
• AND OUR CLIENTS STAY WITH US 4 TIMES LONGER THAN OTHER AGENCIES’ CLIENTS
• CARBON NEUTRAL
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CAREERS IN MARKETING• MARKETING DEPARTMENTS WITHIN BUSINESSES
• ADVERTISING AGENCIES
• SALES PROMOTION/ EXPERIENTIAL AGENCIES
• INTEGRATED AGENCIES
• EVENTS ORGANISERS
• PRINTERS
• TV PRODUCTION & EDITING
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Careers in Agencies• CLIENT SERVICES
• STRATEGIC PLANNING
• MEDIA PLANNING
• ART DIRECTION
• COPY WRITING
• WEB PROGRAMMERS & DESIGNERS
• HR & ADMIN
• FINANCE
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IN MARKETING YOU CAN FLY!