Be Creative with Advertising

Chapter 16

Promotional Mix

Personal SellingPublic RelationsSales PromotionAdvertising

Vocabulary

Advertising Agency A company that specializes in creative advertising.

Advertising CampaignSeries of related advertisements with a similar look, feel, and theme.

Advertising PlanOutlines the activities and resources needed to create advertising.

Advertising Agency

Topeka, Lawrence

Lenexa, Kansas

Lincoln, Nebraska

Advertising Campaign

Advertising Plan

1. Set objectives2. Determine the budget3. Develop the creative strategy4. Select and schedule the media5. Develop the creative concept6. Produce the advertising7. Evaluate the plan’s effectiveness

Jobs in Advertising

Art DirectorBackground in design and responsible for how the ad will look.

CopywriterBackground in writing and writes the words in the ad.

Creative DirectorHelps guide the creative process and ensures that the creative team’s work conveys the right message and is in line with the client’s needs.

Jobs in Advertising

ProducerFacilitates everything that happens after the client agrees to develop an ad or campaign.

Media PlannerDevelops the media plan to give the business the best coverage for its money.

Account ExecutiveThe key liaison between the client and the agency.

VocabularyBrand AdvertisingBuilds an image for a brand or company.

VocabularySocial MediaWeb-based and mobile technologies that turn communication into an interactive dialogue.

Social MediaGuess which social media platform goes with this icon?

The obvious…

Social MediaGuess which social media platform goes with this icon?

Social MediaGuess which social media platform goes with this icon?

Social MediaGuess which social media platform goes with this icon?

Social MediaGuess which social media platform goes with this icon?

Social MediaGuess which social media platform goes with this icon?

VocabularySocial Media MarketingThe use of web-based technologies to market a product or service.

VocabularyGuerilla MarketingUnconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget.

VocabularyGuerilla Marketing

VocabularyQR Codes

Assignment

Find an current article related to advertising. Read the article online. Print the article. Read the article again. (yes, again!) In a Word document, summarize the article

with 5-8 bullets. Print summary. Attach summary to top of article and turn in.