Chapter 5 Adver

8/13/2019 Chapter 5 Adver

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Client

Marketing Manager

AccountPlanner

Client

Marketing Manager

Client

Marketing Manager

Creative Creative Creative Creative

Creative

Director

Traffic

Manager

Media

Buyers&

Planners

AccountExecutive



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F I G U R E 5 . 9

Advertising Goals



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F I G U R E 5. 10

The Creative Brief



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An advertisement for Sub-Zero designed to enhance the brand’s image.



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The target market for

this ad is females, 13-30,who enjoy sports and

have an active life style.



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What is the Creative Brief?



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F I G U R E 5. 11

Non-U.S. Ad Budgets and Sales Revenues for Major Corporations

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Source: Adapted from Laurel Wentz and Bradley Johnson, “Top 100 Global Advertisers Heap Their Spending Abroad,” Advertising Age,

http://adage.com/print?article_id=140723, November 30, 2009.



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ClowBaack – Integrated Campaigns in Action

" Local agency" Size matches with firm

" Relevant experience with financial institutions

" No conflict of interest

" Creative reputation – winning of awards" Capability to product multi-media advertisements" Good chemistry



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ClowBaack – Integrated Campaigns in Action

" To persuade



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Chapter 5 Adver

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