Escolar Documentos
Profissional Documentos
Cultura Documentos
-- David Ogilvy
Great Advertising is:
Relevant
Ownable
Provocative
Credible
Consistent
Memorable
Elements of a CreativeBrief:
Target Audience
Accepted Consumer Belief (ACB)
Single-Minded Proposition (SMP)
Qualitative
Product Category – The nature of the advertiser’s business.
Product Classification – High involvement, or low
involvement
Advertising Focus – What the ad message is describing or
selling – the Brand, Product, Service, or Internet Site.
Advertising Strategy
Comparison of Ads and Advertisers
800 761
700
600
500
Amount Coded
200 174
147
107
100
0
Ads Unique Advertisers
Secondary Online Ads
Click links or text links
Through event
Advertising Agencies
Effective and continuous advertising is one of the most
important functions of any successful business. It is
imperative that the products or services of any business
receive the proper exposure, and the way to achieve exposure
is through advertising. Whether it is on the national or local
level, advertising campaigns are necessary to let people know
about a business and its products. The goal of marketing is to
target the segment of a population who have a special need
for a particular product or service and finding ways to
provide that product or service in the most effective means
available. The function of advertising and marketing
companies is to professionally promote individual businesses
and organizations. Advertising agencies and marketing firms
are dedicated to the development of the most innovative and
effective means of business promotion available.
Ad Agencies Have Skilled Specialists
Researchers
Artists Writers