EFFECTIVEADVERTISING

GUIDE TO

BA (HONS) GRAPHIC DESIGN.

Today's presentationDifferent roles within an advertising agency.Execution styles within advertising.

JANUARY 2016

The Creative Advertising team

#1

ACCOUNT PLANNING

& MANAGEMENT

#2

CREATIVE

YOU!

#3

MEDIA PLANNING

& PLACEMENT

#4

STRATEGIC PLANNING

& RESEARCH

#5

DIGITAL & SOCIAL

RESEARCH

Fit for purpose.

T H E V A R I O U S I M P L E M E N T A T I O N S O F A D V E R T I S I N G

Instetutional Advocacy Product

Intended to promote acompany, corporation,business, institution, organisation or othersimilar entityDoes not attempt to sellanything directly

Considered to beundertaken in theinterest of a not-for-profit group or charity,and typically does notpromote a product orservice

Promotion of a productin an attempt to inducepotential customers topurchase the product.

T H R E E S T Y L E S O F P R O D U C T A D V E R T I S I N G

Pioneering Comparative Competitive

The launch campaignof a new productcategory, as opposedto the marketing of asingle productTo inform of the arrivalof an entirely newconcept and explain itsbenefits.

The launch campaignof a new productcategory, as opposedto the marketing of asingle productTo inform of the arrivalof an entirely newconcept and explain itsbenefits.

Competitiveadvertising is used bycompanies as a way todifferentiate fromcompetitors.

Word of mouth

"Plan not for the people you reach,but the people that they reach"

Propagation Panning

EXECUTION STYLESWITHIN ADVERTISING.

Celebrity Lifestyle Animation

Slice-of-life Demonstration Humour

SLICE OF LIFE

An advertising technique where a real life problem ispresented in a dramatic situation and the item beingadvertised becomes the solution to the problem.

THE FOUR COMPONENTS

· ENCOUNTER· PROBLEM· INTERACTION· SOLUTION

EXAMPLES ARE:

· THE MARMITE NEGLECT CAMPAIGN: ADAM & EVE· EXTRA GUM- ORIGAMI: ENERGY BBD· BARBOUR PICNIC RUG: THINKING JUICE

LIFESTYLE

The idea of Selling people a constructed dream.Genuine lifestyle advertising makes aspects of a consumerslifestyle intrinsic to a products features and benifits.

EXAMPLE USES:

· THE CALIFORNIA MISCONCEPTIONS CAMPAIGN · APPLE · SANCTUARY SPA: SOUTHPAW AGENCY

HUMEROUS

Through emotionally appealing to consumers by employing humourwithin a campaign, the result can influence further engagement withthe product/ organisation.

EXAMPLE USES:

· MATTESSONS 'HANK MARVIN': SATCHI & SATCHI· CORELLE ~ THE TIPSY HOSTESS: MCANN· CHOOSE YOUR TREBOR CAMPAIGN: WEIDEN & KENNEDY

CELEBRITY TESTIMONIALS

When a famous person uses their reputation to help sell a productor service. Research shows consumers are more apt to rememberan ad that is linked with a celebrity endorsement.

EXAMPLE USES:

· MASTERCARD PRICELESS SURPRISES FROM GWEN STEFANI: MCANN· MONEY SUPERMARKET, SHARON OSBOURNE: MOTHER· EE, KEVIN BACON: SATCHI & SATCHI

ANIMATION

Effective method within digital marketing through embracingsocial media and capitalising in the opportunity to share amongonline communities

EXAMPLE USES:

· METRO TRAINS ~ DUMB WAYS TO DIE 2 TRAILER: MCANN· JOHN LEWIS, THE BARE AND THE HARE: ADAM & EVE DDB· BUPA FEEL BETTER CAMPAIGN: STUDIO AKA

PRODUCT DEMONSTRATIONS

Cost effective and simplistic method for clients on a budget.Usually includes demonstrating the product or offering asample to invite the consumer for a risk free experience

THANK YOUANY QUESTIONS?