Integrated Marketing Communicatiom

Advertising is

* Structured and composed non-personal form of communication of information;

* Usually paid for;

* Usually persuasive in nature;

* About goods which can be products, services, or ideas;

* By identified sponsors;

* Through various media.

Major Selling Points

* Unique Selling Proposition

* Positioning

* Branding

* Inherent Drama

Advertising Agency

* Accounts: manages relationship between client and agency, responsible for finding new clients, accounts, business, etc.

* Creatives: creates ideas, concepts, art, for advertising and other marketing materials, represent consumer POV, liaise with outside suppliers, etc.

* Media: plans media sched and frequency with/without reference to budget

* Research: gathers data about target market, competitor, and the playing field

Creative Brief

A planning tool widely used by advertising agencies and marketing personnel when designing or implementing a marketing program. It can be used when creating communications directed at clients, employees, shareholders, potential investors, the media, or any other target group.

1. Company Profile

2. Product Profile (product’s features and benefits)

3. Advertising/Communication Objective

4. Target Market (demographics, psychographics, socioeconomic, geographic, behavioral)

5. Major/ Support Selling Idea/Point (positioning/USP/brand imaging/inherent drama)

6. Message Execution/Targeted Message (tone and manner/ appeal to the mind? heart? senses?)

7. Creative Strategy (layout type/color/elements, etc.)

8. Mandatory Inclusions (logo/slogan/tagline/photo/illust, etc.)

9. Communication Tools (media forms, plan and frequency)

10. Timing (months: from – to? Duration: 3? 6? 12?)

Ad Types

* According to Content (teaser, introductory, sustaining, special promotion, seasonal, testimonial/endorsement, institutional/corporate, public service/advocacy, etc.)

* According to...