Lesson+10

Lesson 10-Planning Effective Advertising [|Planning Effective Advertising Presentation.pdf]

Important Terms for this Lesson

• brand advertising-aims to build an image • corporate advertising-advertising for a company • advertising agency-a company that specializes in creating advertising • account executive-the key liaison between the client and the agency • account planner-talk to the target market to learn about this group • media plan-detailed listing of where and when ads will run • media planner-develops the media plan • art director-background in design or fine art and is responsible for how the ad will look • copywriter-writing background and writes the words in the ad • producer-facilitates everything that happens after the client agrees to develop an ad or campaign • advertising plan-document that outlines the activities to be completed and resources needed to create advertising || • advertising campaign-series of related advertisements with a similar look, feel, and theme that centers on a specific product, service, or brand • creative strategy-how a company positions its brand or product in its advertising • strategic brief-short document that defines the target market and articulates the main message of the advertising • reach-total number of people who see an ad • frequency-number of times a member of the target audience is exposed to the advertising message <span style="font-family: Arial,Arial;">• lead time-amount of time required to place an ad ||  ||
 * • <span style="font-family: Arial,Arial;">product advertising-gives the benefits of a specific product or service and relies on rational arguments why a customer should buy it

Summary: <span style="font-family: Arial,Arial;">Explain the difference between product advertising and brand advertising. <span style="font-family: Arial,Arial;">Product advertising gives the benefits of a product or service and provides at least one product attribute as a reason to buy the product. Brand advertising aims to build an image by defining what a product or company stands for and giving it a personality in the minds of consumers. <span style="font-family: Arial,Arial;">What are the major positions at an advertising agency? <span style="font-family: Arial,Arial;">The major roles include account executive, account planner, media planner, art director, copywriter, creative director, and producer. <span style="font-family: Arial,Arial;">What are the four common methods of determining an advertising budget, and which one is usually the most effective? <span style="font-family: Arial,Arial;">The four common methods of determining an advertising budget are (1) what you can afford, (2) percentage of sales, (3) competition matching, and (4) objective and task. Strategy #4 is usually the best. <span style="font-family: Arial,Arial;">What are the five primary considerations in selecting the types of media for an advertisement? <span style="font-family: Arial,Arial;">The five considerations are cost, reach, frequency, lead time, and creative, brand, and corporate fit. ||
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