...Selecting a reputable advertising agency ensures that your advertising campaigns will be developed and administered by the cream of the crop in the advertising industry. Ad agencies hire the best of the best, and their specialists' skills are honed further by focusing solely on developing and maintaining advertising campaigns for a wide range of clients. Hiring experienced, top-level marketing personnel in-house can be an insurmountable challenge for many small businesses, and taking advantage of professional services can allow your campaigns to achieve the same level of quality as the major players in your industry. Selecting a reputable advertising agency ensures that your advertising campaigns will be developed and administered by the cream of the crop in the advertising industry. Ad agencies hire the best of the best, and their specialists' skills are honed further by focusing solely on developing and maintaining advertising campaigns for a wide range of clients. Hiring experienced, top-level marketing personnel in-house can be an insurmountable challenge for many small businesses, and taking advantage of professional services can allow your campaigns to achieve the same level of quality as the major players in your industry. Selecting a reputable advertising agency ensures that your advertising campaigns will be developed and administered by the cream of the crop in the advertising industry. Ad agencies hire the best of the best, and their specialists' skills are...
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...Developing an Advertising Campaign Checkpoint -your name here- MKT/230 -university name- Developing an Advertising Campaign Checkpoint As companies’ marketers begin developing advertising campaigns, they need to begin with identifying their target audience. By understanding the potential customer’s way of thinking, their desires and preferences; it becomes easier to create a message they will likely understand and respond to. Geico creates spots for a wide range of target audience because of the nature of their business- car insurance. Most everyone drives and therefore needs insurance- young, old, gay or straight, man or woman. Setting message and budget objectives are the following step in developing an advertising campaign. Many times advertising aims for simply reminding consumers about a product or a brand, and other times its objective is to persuade or inform the audience about the newest product available on the market. Although advertising is expensive; media outlets such as television especially, but Geico uses quite a big percentage of its communication budget on heavy advertising. The third step of the process is designing the ads. Creative strategy along with knowing how to convey a message to consumers, is what it is all about. “The goal of an advertising campaign is to present a series of messages and repeat it to...
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...ADV101 – UNDERSTANDING ADVERTISING ASSESSMENT 1: TUTORIAL REPORT 1 DOES ADVERTISING MIRROR OR SHAPE SOCIETY? Table of Contents Table of Contents.................................................................................................................................................... 1 Executive summary ................................................................................................................................................ 2 Discussion ............................................................................................................................................................... 3 The evolution of advertising and it’s roles in business and society ........................................................................ 3 Analysis of the agency structure and its key players .............................................................................................. 4 The process of developing an effective advertising campaign ............................................................................... 5 Summary of Findings .............................................................................................................................................. 6 References .............................................................................................................................................................. 6 Executive summary The argument of whether advertising mirrors or shapes society...
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...The Real California Cheese case study 1/ Analyse the “Happy Cows” campaign that was developed for the California Milk Advisory Board to promote Real California Cheese from an integrated marketing communications perspective. Why do you think the campaign has been so successful? The Happy Cows campaign developed by the CMAB contributed to create a distinct identity that is the focal point of their integrated marketing communications program. This campaign has been successful because it is really customer-orientated, using emotions and humour to reach customers. Indeed customers can easily remember the brand because it puts them in a good mood and leaves a positive image. Moreover, with humour, the campaign is more accessible and the company can reach a larger variety of consumers of all ages. Everyone can easily understand the message of the brand. The company succeeded in making creative campaign to create a real brand identity with a combination of many factors, including their name, logo, as well as their image or associations: the cow that comes to mind when consumers think about them. The use of the cow in the campaign helps to tell how California cheese is better because it comes from contented cows The success of the TV commercials has allowed the company to extend their campaign on other medias such as radio, billboard and Internet. As people had already images of the cows in their head they were able to visualize when listening to 60 second...
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...Effective Negative Media Advertising in Public Health ‘Negative Advertising’ is an effective way to influence behavioral changes among general public, but it has only been limitedly used in public health media campaigns. Nevertheless, as public health more and more focuses on non-transmissible disease prevention, negative advertising could be more extensively used. This analysis takes into consideration, a descriptive case from tobacco control. Taking into account internal tobacco industry documents, surveys and tentative data and taking into consideration socio-political reasons, it is described tobacco industry and public health research on the American Legacy Foundation’s ‘‘truth’’ campaign, a key example of effective use of negative advertising in the service of public health. The tobacco industry described that the most effective advertisements run by Legacy Foundations “truth’’ campaign have been negative advertisements. Though the tobacco industry’s own study suggested that these negative ads acknowledged and effectively branded the cigarette as a harmful consumer product rather than focusing only on tobacco companies, some people accused Legacy of defaming it. Public health researchers have confirmed the effectiveness of the ‘‘truth’’ campaign in reducing smoking initiation. Research on political advocacy indicating the value of negative advertising has been only used rarely in the development of public health media campaigns, but negative advertising can easily communicate...
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...Advertising Plan and Creative Brief Advertising Plan and Creative Brief The management of Baderman Island, Boardman Management Group, has commissioned Team B Advertising Agency to create an advertising campaign that will position Baderman Island as the premier destination for romantic getaways by highlighting its tone, rational, and emotional appeals, brand, relationship between consumer behavior and couples, special features, strengths, and weaknesses, communicated messages, style, and created brief. Initially, Baderman Island was established for the purpose of providing supreme customer satisfaction through a luxurious vacation experience. The organization plans to develop a new positioning strategy that will compete against other resort destinations, and identify a new target market. Advertising plays a crucial role in developing Baderman Island’s evolution. Notably, advertising is a paid, impersonal, one-way marketing communication of persuasive information from an identified sponsor circulated through channels of mass communication promoting products, services or ideas. Objectives Statement Team B’s advertising objective is to increase market share, and create new marketing strategies for the management of Baderman Island. Team B accomplishes this goal by developing a new positioning strategy against competing resort destinations, identify new target market, and promote Baderman Island as the ideal destination for romantic getaways. Team B provides a rationale for each...
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...branding case study: Intel Introduction 1. Introduction to ingredient branding 2. The need for an ingredient brand 3. Developing the ingredient brand strategy 4. Intel co-operative marketing strategy 5. Creating a quality standard 6. Intel campaign investment 7. Ingredient branding results 8. Ingredient branding success factors 1. Introduction to ingredient branding Every month more than 4 million billion (4 x 1015) transistors are produced; more than half a million for every human on the planet. Most computer chips each comprise more than 7 million transistors. Twelve years ago computer chips, in the eyes of consumers, were a generally unknown component of PCs - a commodity product. From a competitive standpoint, a computer chip is a typical commodity. Take one out, put another in, no performance difference. Chips are something most customers don't see, many don't understand, and large numbers don't care about. But Intel has built a brand around a commodity. The company was founded in 1968 and went public in 1971. By 1997, it controlled 90% of the world's market for personal PC microprocessors. Although the market is more competitive today, Intel is still the largest chip manufacturer in the world. 2. The need for an ingredient brand Intel developed the chips which set the standard for personal computing during the 1980s, beginning with the 8086 chip and then developing a series of product improvements. Competitors rapidly adopted the same naming convention, and Intel's product names...
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...Problem Statement In the “Dove: Evolution of a Brand” case, Deighton identified several problems that Unilever faced with Dove's “Real Beauty” campaign. First, Unilever "risked moving the [Dove] brand ... at odds with its heritage" (Deighton, 34). In doing so, they lost the aspirational element, the brand did not promise attractiveness, and they effectively debunked "the whole reason to spend ... more for the product (34). Secondly, to that end, “The Campaign for Real Beauty,” in some circumstances, did not mention a product, and therefore, measuring return on investment in media became difficult (34, 37). Unilever/Dove stood for a point of view, “real beauty,” to unify functionality by presenting an "alternative view of the goal of personal care" (33). However, in doing so, they abdicated "responsibility to manage what was said about the brand" and put their multibillion-dollar asset at risk (31). They risked "putting the 'Real Beauty' story out on media like YouTube, where consumers were free to weigh in with opinion and dissent" (31). Unilever/Dove tried to account for media dissent: resulting parodies; and questions about Unilever's sincerity, objectivity, and motives (36, 38). They attempted to "make sense of the [brand] strategy that was building meaning by courting controversy" (38). They also had a risky strategy of taking up the “cudgels for reality,” where in how to express it was difficult (38). Did honesty "leave women enough freedom to dream" or identify Dove...
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...International Advertising ADV 301 Personal Reflection Assessment Victoria luxford Personal Reflection Assessment –International Advertising Q1 Out line your top five key leanings that you have derived from undertaking ADV 301 International Advertising From the subject International I have obtained an array of new understandings in to not only advertising but other information that will become useful in my degree major marketing. 1) I discovered the differences between domestic and international advertising and how as a advertiser you need to be conscious of this when designing a campaign . Domestic | International | * More target specific * Differing media mediums * Local slang | * Languages * Symbols * Body language * Differing media mediums * Laws and regulations * Demographics | (Lecture 1 ADV 301) 2)When advertising internationally you must take on a series of factors when deciding to either standardize or change the advertisement . Factors such as the environmental factors : * Economic environment * Political environment * Legal/regulatory environment * Socio-cultural environment * Technological environment Are extremely important and must be taken into consideration in order fot the given advertisement or campaign to be successful. 3) Value= Total Benefit eg. Social acceptance Total Costs eg. Travel, time involved, parking fees, cost of product, opportunity and psychological 4) Advertising...
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...1. Sony is currently pursuing an operations strategy where most of its high-definition TV production is contracted to other firms. By contrast, Samsung is committed to keeping production of its TVs in-house. Why do these firms pursue different operations strategies for basically the same products? Advantages of Sony using the “Buy” (Outsource) strategy: • Allow Sony to concentrate resources on unique applications like movies, video games, and music. • The fastest growth is in low-end televisions sold in developing counties like China; whose production can be more easily outsourced than more sophisticated models. • Outsource partner may be able to manufacture products at cheaper cost. • Flexibility in choosing outsource partner who specializes in product. Sony can match suppliers who can meet market demand. Outsource partner may be an expert or have latest production and manufacturing technologies available. • Sony is losing money, and manufacturing is very capital intensive. Sony can save money and use its resources to fit their strategic organizational objectives. • Offsets: using an outsource supplier may help Sony capture orders or improve business relations with the suppliers home country. Advantages of Samsung using a Make (Produce) strategy: • Samsung leadership believes that giving up manufacturing is tantamount to abandoning your brand. • Samsung can maintain tight control over the value chain, and therefor over quality. • Samsung keeps all the profits...
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...| HND in Business | | Advertising and promotional Strategy | | LCC 20135057 | | Syed Hussain | | 26/11/2014 | M A Kashem Table of Contents Advertising and promotional Strategy 1 Introduction 3 Task 1 3 1.1 Communication process that applies to advertising and promotion of Sainsbury’s to focus upon the consumers buying behaviour and decision making process 3 1.2 Explain the organisation of the advertising and promotions industry 4 1.3 Assessment of promotion regulation in UK 5 1.4 Examine current trends in advertising and promotion including the impact of ICT 6 Task 2 7 2.1 Explain the role of advertising in an integrated promotional strategy for Sainsbury’s PLC 7 2.2 branding and how it is used to strengthen the market position of Sainsbury’s PLC 8 2.3 Creative aspects of advertising by measuring advertising effectiveness in Sainsbury’s 9 2.4 Ways of working with advertising agencies by focusing on process and methods of agency selection and agency/client relationships 10 Task 3 12 3.1 Primary techniques of below-the-line promotion 12 The promotional strategy for any of the company follows some steps and flow onwards. The primary techniques of below the line promotional strategy for Sainsbury PLC are: 12 3.2 Evaluate other techniques used in below-the-line promotion by taking into consideration word-of-mouth personal selling and the use of new media in Sainsbury’s PLC. 13 Task 4 14 4.1 Follow an appropriate...
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...Advertising agencies creates and develops advertisements for different organisations trying to call public attention to its clients, Advertisement Company’s carry out all aspects of advertising production for the company which has hired them. If a business wants to promote a new product/service or existing one or even just advertise their brand name they can hire an advertising agency. When a business wants to create a new advertisement they will employ an agency which is known for products likes theirs, which relates to them or who they have worked with before, this will enable them to receive the best execution of the advertisement. The role of an agency in developing a promotional campaign is very important; firstly an advertising campaign is a series of advertisements using various marketing methods and tools which they use to promote a business or product/service to its target audience, which can appear in different media types across certain time frames. The role of the agency is to develop a campaign suited towards the target audience selected by the business, their role is to produce the best campaign which will advertise the businesses product, service or brand in the best possible way to the viewer. Quoted from AMV BBDO in a recent article said “Are role within the advertisement industry is to represent our client’s products and services before customers in such a way that a positive image is created in their minds”. The advertisement agencies aim is to create the...
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...lacking corporate identity in its host country. Toyota is experiencing difficulty bridging the gap between its Japanese collectivist culture and the individualist culture of the United States in regards to its marketing strategy. ANALYSIS Toyota’s key challenge is the fact that it is lacking an overall image in the minds of its consumers. Their consumers see them as a product rather than a company. For instance, the CEO has concluded, “no one knows who Toyota is, that it is a faceless organization and doesn’t have a human element in the eyes of the consumer.” This shows that its corporate identity is not currently designed to reflect the company’s leading position in terms of technology and image. Toyota’s second obstacle involves developing this corporate identity without diverting from its Japanese collectivist culture. This culture encourages conformity and group cohesion, while it discourages individually standing out; rather they are more uniform and homogeneous in nature. As such, defining your authentic self and broadcasting it tends to put the Japanese at risk of being separate from, rather than part of the group, which is where the challenge lies. The CEO wants its entire company, the “heroes,” to represent the “face” of the company, not just one single person serving as a representative, as the American individualist culture would. However, the consumers Toyota wants to target in its host country practice individualism, while Toyota is using strategies from its collectivist...
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...employment available in the advertising and public relations sector of the creative industries. When working within the advertisement section of a company, there is the possibility of working within account management. They have a key role in the development of the advertising campaign and are the people who are in charge of the relationship with the client. Strategic planning is another section. The role of the strategic planners is to represent the consumer within the agency. They are responsible for developing the key strategic insight which lies behind the advertising idea. Media planning and media buying are another two popular avenues in which employment is available within advertising. The job of a media planner is to map how to connect the consumer to the creative idea and take a brief from the client that highlights the message that they want to communicate to the consumer, while media buyers buy the “connections” between the consumer and the creative idea. The creative section of an agency is where the planning for an advertisement campaign happens. This is where the copywriters and art directors work. Creative services and production is where art and creativity meet commerce and reality and is where the advertisement campaigns are made and get paid for. The responsibilities that you would have as a strategic planner would of course be to represent the consumer within the advertising agency. A strategic planner is in charge of developing the key strategic insight which...
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...released by Japanʼs largest advertising agency Dentsu in late February, mobile advertising expenditures in the Japanese market in 2007 increased by almost 60% compared to the previous year, reaching ¥62.1 billion (ca. USD 621 million). This result tops even Dentsuʼs own optimistic prognosis, published 12 months earlier, by 12%. An impressive performance in an advertising market close to saturation - total advertising expenditures in Japan only grew by 1.1% from 2006 to 2007, and by 1.7% between 2005 and 2006. campaigns and actually sign up for promotions or make purchases as a result. Close to another third click on ads, but do not participate in promotional offers. Thus, there is no question that mobile advertising will continue to gain in significance in Japan - a market where more than 4 in 5 of a total 100 million mobile subscribers use mobile data services. 1,500 1,125 750 375 0 2000 2002 2004 2006 2008 2010 Mobile advertising up 60% in 2007 For the first time ever, online advertising expenditures (¥ 443.6 billion, ca. USD 4.4 billion) exceeded combined radio and magazine advertising expenditures, which each were down around 4% on a YoY basis. Newspaper advertising suffered even more heavily at -5%, and TV advertising expenditures are down for the third year in a row. While the importance of mobile advertising is growing, it still accounts for a relatively small share of online advertising revenues (10.3%) and for a minor piece of the whole advertising pie, which is still...
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