The document provides an overview of advertising and its relationship to marketing. It discusses how advertising agencies create ads to promote clients' brands and products as part of an overall marketing strategy. The document also describes some of the key roles in an advertising agency, including creatives who develop ad concepts and account managers who work with clients. It provides examples of insights, ideas, and ads to illustrate these concepts.
2. so where is Advertising in the Marketing cosmos?
3. 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.
4. The relationship between Marketing & Advertising. Promotion consists of: Advertising , Sales Promotion, Sales Force, PR, DM, etc
5. - 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.
7. . . . and because it ’ s a people business . . . . . . i ts nuts . . . a s well as colourful . . . always fascinating . . . often infuriating . . . young at heart . . . . . . and not for the faint of heart Advertising is a people business
13. The Creatives THE 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.
19. The Creatives CREATIVE DIRECTOR {standing in front of you}
20. The Account MANAGER - 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.
26. 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.
34. 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
42. 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
43. What do I look for in 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 !!!)
