Transcript Advertising

+
Advertising
Cindy Stone Consulting, LLC
+
Creating the Campaign
+
Creating an Advertising Campaign

Understanding the brand

Find the brand’s essence and unique position in the market

Understanding the potential consumer and their buying
habits, life style and purchasing cycle

Knowing the competition
+
Creating an Advertising Campaign

Formulating the strategy

Development of the creative concept

Creating a tactical plan

Roll out of selected concept into all tactics

Selecting the media to implement the plan

Embedding measurement tools
+
Selecting the Target Market – Who
is most likely to buy your product

Know your brand and your competition

Get to know your prospective audiences

Conduct market research

Attitudes

Purchasing Habits

Pricing Studies

Media consumption habits

Messaging

Creative testing
+
Selecting the Media Mix – Where is
your target market …. Be there

Knowing where your customer
goes and being there ….
 Broadcast
 TV
 Radio
 Print
 Magazines
 Newspapers
 Out of Home
 Billboard
 Bus Boards
 In Store Displays



Digital
 Website
 SEO
 PPC
 Google AdWords
 Mobile
Direct Mail
 Dimensional Mail
 Flat Mail
 Postcards
Social Media
 FaceBook
 Twitter
 Blogs
+
Built for Success – Ensuring a
Successful Campaign - Skills

For most of the team a college degree in business,
advertising/marketing

For the creative roles a college degree in adverting/art or
advertising/copywriting

Besides education advertising is a craft; learning from the
ground up in a junior role is the best way to learn advertising

Be prepared to work hard. Have an “all hands on deck”
approach

Use your research but don’t forget to use your gut

Listen to your target audience ….. Get into their heads .... You
will know how to relate to them
+
The Advertising Team
+
The Team – Roles and
Responsibilities

Account Management


Works directly with the client
Manages:
 All financial and deliverables for the client
 Is part of the strategic team
 Creates a strategic and tactical plan
 Provides guidance to the creative team
 Attends all research
 Knows everything about the brand, strategy, customer, media
etc
 Is the main contact for the client
 Ranges from an Assistant Account Executive to Executive Vice
President, Account Director
+
The Team – Roles and
Responsibilities

Creative team









Developing the positioning statement of the product
Creating all brand hallmarks
Developing all concepts and branding
Writing all copy for all mediums
Developing artwork for all mediums
Attends market research
Participates in key meetings with the client as well as presents all
creative work
Selects illustrators, photographers and other outside copy/art
talent to bring concepts to life
Ranges from Assistant Copywriter or Assistant Art Director to
Executive Creative Director
+
The Team – Roles and
Responsibilities

Many, many roles in an advertising agency:

Producer

Mock-up

Project Manager

Digital Strategist

User Experience

Media:


Planner

Buyer

Strategist
Many other roles; depends on size of the agency
+
Advertising Agency or Freelance


Hands down you need to work in an advertising agency. You
will:

Learn the craft

Watch advertising in action (things you can’t learn from a book)

Develop your creative abilities

Develop your account abilities

Have access to mentors who have done what you want to do
Freelance is great for:

Seasoned writers, markers, art directors

If you are a photographer or illustrator selling your talents to
many agencies is great
+
The Future of Advertising
+
Advertising of the Future

Move away from the traditional forms of advertising

Digital will continue to grow

All will need to be mobilized as people rely more on their
phones to help them through their day

Lead generation will be a larger part of the mix moving away
from more awareness building campaigns

Advertising will evolve and change as technology evolves
and changes

With technology companies will know what you want before
you do
+
Thank You
Questions