UGA ADPR 3100 - Advertising Campaign (5 pages)

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Advertising Campaign

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Advertising Campaign


components of advertising campaigns, examples of effective campaigns

Lecture number:
Lecture Note
University of Georgia
Adpr 3100 - Principles of Advt
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ADPR 3100 1nd Edition Lecture 8 Outline of Previous Lecture I Producer vs consumer paradigm II Hip consumerism III Sony Walkman IV Swatch Outline of Current Lecture I Advertising Campaign components II Strategic planning III Creative brief IV Competition V Target Markets Current Lecture Strategic Planning Campaign Components o 1 Objective goal of the campaign o 2 Strategy the plan overall plan for reaching the goal o 3 Tactic execution specific steps to deliver the strategy o all of these pieces are very closely related to each other mark of a good campaign Main focus the brand o Build maintain a valuable brand Not on the shelves 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 Lives inside peoples heads Most important thing for advertisers to do it build and maintain this brand Association of a product Land rover o Luxury unreliable sporty Ugg boots o White girl ugly expensive Why brands are valuable o Differentiate products o Instant recognition Nike We don t have to be told what it is when we see the Nike swoosh instant recognition Strategic Planning Key Parts o Brands equity audit analysis What where is our brand now o Strategic options and rec How do we change our brand to achieve our goals o Brand equity research What specific aspects of the brand do we want to change o Creative brief What is our resulting plan of action Creative Brief o Single page that summarizes Product and its competitors What do we want the campaign to accomplish obj Who are we talking to target market What do they think now about the product or service current brand or positioning What do we want them to think about the product or service desired brand or positioning Why should they think this key features and benefits What is our message the one thing o Product Product life cycle Determines best kind of advertising o Stages Pioneering new and trying to establish itself Competitive

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