Transcript Document
ADVERTISING AGENCIES • PROMOTE PRODUCTS OR SERVICES THROUGH A VARIETY OF MEDIA (TV, print –newspapers and magazines, outdoor advertising – billboards and posters, Internet, mobile phone, stunt advertising or skywriting by airplane, window displays, free shopping news publications, calendars, sandwich boards) • OFFER DIRECT MARKETING TO TARGET INDIVIDUALS AND FAMILIES (MAIL ORDER, DIRECT MAIL, DIRECT SELLING (face-to-face contact between seller and buyer/door-to-door selling,party plan selling TELEPHONE SELLING, TELEVISION MARKETING and ELECTRONIC SHOPPING • USE DATA FROM RESEARCH COMPANIES (or their own MEDIA DEPARTMENTS) TO PLAN, BUY SPACE AND PRODUCE ADVERTISEMENTS OR HAVE THEIR OWN MEDIA DEPARTMENTS ADVERTISING AGENCIES • PROMOTE PRODUCTS OR SERVICES THROUGH A VARIETY OF MEDIA • OFFER DIRECT MARKETING TO TARGET INDIVIDUALS AND FAMILIES • USE DATA FROM RESEARCH COMPANIES or their own MEDIA DEPARTMENTS QUALITIES CREATIVITY ENERGY SOCIAL SKILLS (ability to deal with others: communication skills/negotiation skills GOOD CONNECTIONS WILLINGNES TO WORK IRREGULAR HOURS AN EYE FOR AN OPPORTUNITY BRAND MARK/NAME BRAND – a name, term, sign, symbol or design used to identify a supplier’s GOOD or SERVICE and to distinguish it from similar products offered by competitors. A brand may be given legal protection through the use of TRADEMARKS and COPYRIGHT. BRAND MARK – the symbol, design or distinctive colouring or lettering used to identify a particular BRAND, e.g. the jaguar symbol used by Jaguar cars or the lion used by Peugeot cars. BRAND NAME – the name used to identify a particular BRAND. This can consist of a newly created word or phrase, or a conventional word or phrase adapted to have a particular meaning. The skill of advertising copywriters lies in creating or finding words which have a broad-ranging and powerful appeal, and which are meaningful and pronounceable in several languages. Once created, brand names can be given legal protection against unauthorised use by registering them as TRADEMARKS. TRADE MARK A symbol (a word or pictorial representation) which is used by a business as a means of identifying a particular good or service so that it may be readily distinguished by purchasers from similar goods and services supplied by other businesses. TM can be registered with the PATENT OFFICE Registration of a TM in relation to the products for which it is registered, and the registered owner has the right to sue in the courts for infringement of the mark. In order to qualify for registration, a TM must be judged by the Patent Office to be UNIQUELY DISTINCTIVE (nonidentical or confusable with symbols used by other traders). TMs protect the registered owner from unfair competition through piracy and they provide consumers with a means of unambiguously identifying the products of their choice. SLOGANS/TAG LINES/CATCHPHRASES • • • • • • • • British Rail: Let the train take the strain Pepsi Cola: Come alive with Pepsi Ford: Everything we do is driven by you Michelin: Because so much is riding on your tyres Burton Menswear: Everywear West: Who is for West? Time Magazine: Understanding comes with time IKEA: Make yourself at home SLOGANS/TAG LINES/CATCHPHRASES • Yellow pages: Let your fingers do the walking • Jaguar: Don’t dream it. Drive it • Lucky Strike: Get Lucky • Robert Powers (skin creams): For women whose eyes are older than they are RESEARCH COMPANIES/ MEDIA DEPARTMENTS