UGA ADPR 3100 - Campaigns (3 pages)

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key components of an effective advertising campaign and examples I.e. the Zimbabwean, Dove campaign Integrated Media Campaigns

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University of Georgia
Adpr 3100 - Principles of Advt
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ADPR 3100 1nd Edition Lecture 23 Outline of Previous Lecture I Immersive media II Real places virtual places III Types a Displays b Games c Facial profiling d Pranks e events Outline of Current Lecture I Campaigns integrated marketing communications a Context and planning b Campaigns creative criteria c Integrated marketing communication i Definition examples Current Lecture Planning and context o Single ads never seen in isolation o Must plan ads with contexts in mind o Types of context all integrated marketing communications Other ads for your product service Ads for your product service in other media campaign Ads for competitors product service how are competitors positioning themselves what are they saying Non advertising media and mentions of your product service These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute Campaigns o Similarities Visual Needs to have a template for all ads Similar appearances o Layout o Typeface o Style of images Verbal Content key points same key message is being emphasized in all the ads point about the products service voice guide to the audience Aural Music song Announcer s voice Sound design Attitudinal Perspective stance toward the product Is it a serious or humorous approach Brand personality Integrated media communications o IMC is a strategic plan that connects all communication activities Built around existing compelling story situation o Campaign criteria extended throughout all marketing communications Public relations Direct response Events Packaging Digital Promotions Sponsorships o The Zimbabwean Printed messages on real money o Dove real beauty campaign Definition of beauty for women limiting and unattainable Campaign ongoing since 2006 Challenge beauty stereotypes Invite into a discussion about beauty OOH Talk shows women s magazines and mainstream news Viral videos o Gatorade Campaign continuity is key o Continuity is done with similarities IMC o Built around existing compelling story or situation o Hook it to the brand o Media presence including but beyond advertising

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