Ad College
Заголовок слайдаDestination Strategy
Ad College
Advertising. This is what we do
Irritates, when it’s…
BORING
LONG
WRONG TIME/PLACE
MONOLOGUE
GIVES NO BENEFIT TO ME
Accepted,When it’s…
AMUSING
SHORT
RIGHT TIME/PLACE
DIALOGUE
GIVES BENEFIT TO ME
Creative Agency task
Advertiser’s & Creative Agency task
Media task.Our Expertise
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Civilized Advertising
Process
How it works?
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Communication Agency
Media Agency
Info
rmat
ion g
oes t
o…
What to advertise
How to advertise
Where to advertise
Ad College
What? How? Where?
Approach
‘Thinking outside of the box is difficult for some people. Keep trying.’
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What to advertise
Brand, Idea, Creative materials
How to advertise
Communicational Strategy: Destination, Tone of voice,
motivations etc.
Where & Which way to
advertise Media choice, media strategy, tactics etc.
Advertising Strategy
Ad College
And what about Ukraine?
‘Licking your paws is just the first step. After that, you need to use a good antibacterial
body wash, then an exfoliating herbal facial scrub, followed by avocado moisturizing
cleanser ….’
Ad College
Developing Market
Short Market Advertising
History
Lack of professionals in marketing and
advertising
Requirements: not that high yet
“Under-developed Brands” *: not
rare
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We are learning yet
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Advertising ProcessSo, how it works in
Ukraine?
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What to advertise
Often no need in “Communication Strategy” as
client doesn’t understand “WHY” How
Comm. Agency = Creative Agency**
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What to advertise
HowIn
form
ation
goe
s to…
Comm. Agency = Creative Agency**
Where to advertise
Media Agency
Ad College
What to advertise
How to advertise
Where to advertise
Communicational Strategy: Destination, Tone of voice,
motivations etc.
Someone has to keep
attention on it..
Ad College
‘Cats – the fragrance for dogs who dare to be different!’
Why not us?
Ad College
What if Media Agency would …
• know a bit more about the brand?
• care a bit more about the brand?
• understand the brand a bit better?
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To know, care & understand the BRAND
Would it be cool, fun & more
effective?
‘I don’t know what causes global warming, but I’ve noticed it always gets a lot warmer when I pee.’
Ad College
Elephants can’t fly. Definitely.Media Agency can’t become Creative & Communication agency
But what if…
And there is no need to
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Creating New
Opportunities
Not Intruding existing space, but…
‘I said I’m looking for a date who is soft, sweet and a little bit nutty. They matched me with a loaf of banana bread.’
Ad College
Media Strategy Today
Exciting
Thrilling
Provoking
Involving
Easy to present
Easy to remember key points
Written to be understood
Ad College
‘Try this – http://www.somebody-feed-us.com.’
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