briefing
DESCRIPTION
Presentation about how advertising campaigns work.TRANSCRIPT
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Advertising Campaigns
By:
Chipp T-Box
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There are no formulas for designing an advertising campaign.
An old saying states: “To obtain a result that is 100%
good, there must be 10% inspiration and 90% effort.”
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Rational, Emotional, and
Instinctive Advertising
The purpose of advertising is to influence people’s conduct = persuade
Rational persuasion:
• Provides arguments consumers can evaluate
Emotional persuasion:
• It is based on feelings and wishes.
Instinctive persuasion:
• Links its proposal to natural impulses
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The Creative Briefing
• Document that contains the key information to define the communication strategy.
• It is based on:– The information provided
by the advertiser (brief).
– The research conducted by the advertising agency.
• It must contain:– Key product
characteristics, brand personality, target audience, competition.
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Parts of the Creative Briefing
1. General information
– Client, date, campaign, brand, budget, media
2. Target audience
– Definition (who they are), habits, lifestyles
3. Positioning
– Current positioning and sought positioning
4. Promise or benefit
– What the product offers
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Parts of the Creative Briefing (cont.)
5. Argument of the promise
– Reasoning that supports the promised benefit
6. Communication tone
– Rational, emotional, or intuitive?
7. Axis of the campaign
– Definition of product based on promised benefit.
8. Concept of the campaign
– How will the product benefits be communicated to
the audience?
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Message Analysis
• The core messageWhat to say?
• The way to transmit itHow to say it?
• The target audience Whom to say it to?
• The moment for the audience to see, read, or listen to the messageWhen to say it?
• The means through which the audience will receive the messageWhere to say it?
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Creative Expression:
Concept and Idea• The contribution of
advertising to a brand is measured by its capacity to associate value to the product.
• The aim is to choose the determining concept upon which the message will be built.
• Choose the value or feature that will distinguish the product.
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The Slogan
The slogan is one of the most characteristic
elements of advertising.
It is a word or phrase referred to the product
or brand.
The function of any slogan is to appeal and
summarize, that is:
•Capture the attention and prompt to read, listen, or watch the rest of the message.
•Generate an association between the brand and its main advantage.
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Examples of Current Slogans
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Creative Execution
It is producing the advertisements that will be disseminated through the chosen media.
Execution aspects:
• Structure, size, position, and repetition of advertisements .
Execution elements:
• Characters, images, texts, illustration, headings, effects, music, etc.
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More Information:
• http://en.wikipedia.org/wiki/A
dvertising_campaign