This document discusses various aspects of event management, advertising management, and advertising campaigns. It provides details on the roles of event managers, advertising managers, and those working in advertising agencies. The objectives are to understand the key elements of these fields. Event management requires teamwork, leadership, and creative thinking. Advertising managers oversee budgets, audiences, and campaigns. Advertising agencies have account executives, creatives, traffic managers and planners. Effective advertising campaigns include research, objectives, budgets, media selection, and creative briefs. A case study example provides a creative brief for a jeans advertising campaign targeted at teens.

1. PRESENTED BY :
RAKHI GUPTA 61
SIMI JAMES 66
SINI JAMES 67
VAIBHAV PATIL 75
VRUSHALI PAWAR 76

2. VARIOUS ASPECTS
o Event Management
o Advertising Manager Role
o Advertising Agency Coordination activities
o Managing Advertising Campaigns
o Advertising Creative Briefs
o Case study

3. OBJECTIVES OF THE STUDY
o What are the essential ingredients in event management ?
o What are the various roles of an advertising manager ?
o What roles are played in Advertising Agencies ?
o What steps are completed as part of Advertising campaign management ?
o How does a creative brief facilitate effective Advertising ?

4. EVENT MANAGEMENT
Event management is the application of project management to the creation and development of
large scale events such as festivals, conferences, ceremonies, formal parties, concerts,
or conventions.
o Studying the brand
o Identifying the target audience,
o Devising the event concept,
o Planning the logistics and
o Co-ordinating the technical aspects before actually launching the event.
o E.g. Zest , International Management Research Conference, case study competition ,Alumni
Meet 2016.
o Big Events : Awards , IPL , etc.
Objective: What are the essential ingredients in event management ?

5. EVENT MANAGEMENT REQUIRES
oNeeded Everywhere :
oTeamwork :
oCreative Thinking :
oStrong Leadership :

6. TOP 5 QUALITIES
Well said :
Tushar Panchal – Public
Relations, Communications,
Branding, Corporate Affairs
says:
a) Get the Brief right
b) Know your Consumer
c) Work within budgets
d) Time is crucial
e) Never ever lose control

8. ROLE OF ADVERTISING MANAGER
Introduction :
Advertising managers are in charge of promoting, marketing and advertising a company's
products. They maintain close working relationships with all departments within a company as
well as working intimately with the marketing department
o Budget Responsibilities :
o Target Audience :
o Advertising Campaign :
Objective: What are the various roles of an advertising manager ?

9. ADVERTISING AGENCY
COORDINATION ACTIVITIES
oACCOUNT EXECUTIVES: They serves as the go-between for the
advertising agency and the client company
oCREATIVES: It develop and designs advertisements
oTRAFFIC MANGERS: They works closely with the advertising agency’s
account executive, creatives and production staff
oACCOUNT PLANNERS: They provides the voice and will be the
advocate for the consumer within the advertising agency.
Objective: What roles are played in Advertising Agencies ?

13. MANAGING ADVERTISING
CAMPAIGNS
Managing advertising campaigns is the process of preparing and
integrating a specific advertising program. Whether an in-house
employee or an external agency performs the work, the marketing
manager oversees the development of the advertising campaigns. An
effective campaign consists of five steps:
1. Conduct and review the advertising research.
2. Establish advertising objectives consistent with the overall IMC
program.
3. Review the advertising budget.
4. Select the appropriate media based on the viewing habits of the
target market.
5. Prepare creative brief.
Objective: What steps are completed as part of Advertising campaign management?

14. ADVERTISING CREATIVE BRIEFS
Typically, creative work with a document prepared by the client and
account executive called the creative strategy or creative brief.
oThe objective
oThe target audience
oThe message theme
oThe support
oThe constraints
Objective: How does a creative brief facilitate effective Advertising ?

15. CASE STUDY : ADVERTISING JEANS
TO TEENS

16. INTRODUCTION
oJeans are trousers made from denim cloth.
oIt was invented by Jacob Davis and Levi Strauss in 1873.
o Historic brands include Levi's, Lee and Wrangler .
oJeans comes it various fits i.e. skinny,slim,boot cut,narrow bottom,low
waist etc.

17. FACTS
oJeans is common denominator among teens around
the world.
oSocial media allows teens to consider a variety of
brands.
oEach year ,jeans style changes.
oJeans may be worn for style or for work, beside
teenagers young children's and older adults can also
buy this items .
oJeans may have very short life cycle.
oCompany's into jeans manufacturing are :-

18. CREATIVE BRIEF
We have been placed in charge of the advertising programs for a jeans
company. We will need to select the type of jeans we are trying to sell and then
create a creative brief using :-
oProduct
oObjective
oTarget audience
oMessage theme
oConstraints
oBackground information

19. PRODUCT :OLD NAVY-ROCKSTAR
JEANS
Different size Different color

20. VARIOUS FITS

21. OBJECTIVE
oTo increase the brand
awareness and sale of
old navy rockstar
skinny jeans
TARGET
AUDIENCE
o Pre teens
o Teens
o Young adults

22. MESSAGE THEME TAG LINE
o “Be yourself……..you are a rock star live like rock star”
o “Rock it !!...by old navy …!!”

23. CONSTRAINTS – PRIMARY
COMPETITORS

24. BACKGROUND INFORMATION
o Print advertisement
-Local news paper
-Old navy catalog
-Magazine
o Media
-Old navy advertisement focused
on brand name and slogan
-MTV channel
-Vh1
-Fashion shows
o Internet
-E-commerce
-Advertisement in social media.
-Banner and tagline on various
websites.

25. QUESTION AND ANSWERS
o What company provides the primary competition for your
jeans ?
Ans: Variety, Pattern, Quality, Price, Trendy, Size
o Which media will you select for next campaign ,given the
information provided in the creative brief ?
Ans: Television and internet

26. QUESTION AND ANSWERS
o How do you plan to deliver the message theme in advertising
campaign ?
Ans: Celebrity, Social media, Viral video
o What tag line will you choose for your advertisement ?
Ans: “Be yourself……..you are a rock star live like rock star ”

27. BIBLIOGRAPHY
o Integrated Advertising, Promotion and Marketing Communications
– Kenneth E. Clow/ Donald E. Baack
o http://www.eventmanagerblog.com
o http://www.marketingprofs.com
o http://smallbusiness.chron.com/responsibilities-advertising-
operations
o http://www.yourarticlelibrary.com/