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Introduction to The Fundamentals of Creative Advertising

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Heba Alattas

on 15 February 2014

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Transcript of Introduction to The Fundamentals of Creative Advertising

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The Fundamentals of creative advertising
By Heba Alattas KBG014
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Since the first edition of The Fundamentals of Creative Advertising, advertising agencies have continued to produce groundbreaking creative advertising campaigns. What is different now is the variety of methods advertisers use.
The agency structure
an Introduction Into
Today's media-savvy consumer wants more, an involvement and relationship with the brand. Consumer interaction and entertainment is now part of the brand experience. Digital communications play an important part in delivering the messages. The technological changes have inevitably made a huge impact on the advertising industry.
Successful integrated advertising campaigns should be planned and managed by one agency, even if some services, such as digital, are bought in from outside.
I Am The Book
You're Studying
Many independent digital agencies have been created through the increased demand for online and digital services. The more creative agencies are using the advantages that 'rich media offers, to produce highly creative and award winning digital advertising campaigns.
In a business where the quality of creative thinking is of such importance. The small specialist creative agencies are normally run by senior creative teams or creative directors who have broken away from larger, established agencies. They trade in ideas, they are able to concentrate on the creative product.
In recent years, agencies have employed tactics that bypass this traditional media to conceive creative campaign ideas, using different and more original communication channels to get the message across - stunts, happenings anything goes as long as it generates PR and publicity for the brand.
Our aim is to make this book one of the great adages of the advertising business, we will keep it simple!
Long Live gun
This tongue-in cheek fake vending machine makes a point in a brilliant and unexpected manner. Guns are so easy to get a hold of - as easy as a can of Coca Cola or a bag of Crisps! This ambient piece demonstrates the media's ability to use the street in a relevant but provocative manner, getting a message across and creating a PR buzz at the same time.
Client:
KFM.
Agency:
The Jupiter Drawing Room.
Photographer:
Londeka Miawuza.
UHU
Using humor, this series of press ads highlight the strength of UHU glue. A government health warning with a difference.
Client:
UHU Glue
Agency:
Y&R Singapore
Art Director:
Ted Royer
Copywriter:
Ted Royer
Although new wave agencies have prospered, the traditional full-service agencies are still responsible for producing some of the best creative advertising. They are normally structured around five key departments or sections:
#1 Account management
supervise and administer the campaign plan.
They manage the various advertising campaigns
They are responsible for pursuing and securing new business.
They are also responsible for any new 'pitches' (new business presentations).
#2 Account Planning
Having a clear understanding of the consumer and their potential relationship with the brand.
Understanding the consumer buying behavior.
We use various forms of qualitative market research.
The planner and the creative team tend to work closely on the development of the creative brief.
#3 Media planning and buying
We plan the most efficient (and cost-effective) way of delivering the advertising concept to the audience.
We try to find new and exciting media opportunities.
We also negotiate the best spots (time slots).
We deal with mass media companies on a daily basis to achieve the best deals.
#4 The creative department
We work in pairs under the guidance of the creative director.
We are responsible for the origination of advertising ideas and concepts.
Once the client has approved the campaign idea, we follow the idea through to the final execution.
#5 the production department
We turn every idea into reality in whatever format is required.
We will work closely with the art director to make sure that our interpretation is right.
We often use outside companies such as TV production companies and poster print specialists.
Our key role is finding the right company to do the job at the right price.
Working in the production department is very high pressure, as you are always working to close deadlines.
In an industry wher rapid advances in technology are driving change at an equally rapid pace, it is perhaps the need for creativity, & individuals who can think creatively, that remains the only constant in all of this. the capacity to have original ideas, & apply those ideas to woo audiences in a persuasive & compelling way, will remain at the hub of every great
advertising campaign.
The
Agency
Structure
The client
Account team/
management
Account Planning
Media buying
& planning
Creative Department
Production
Department
Online Advertising
Advertising in a movie
Celebrity Advertising
Coffee Cup Advertising
BRAnd Interaction
Consumer Entertainment
GRaphics
Video
sound
Animation
Smartphone advertising
Digital Signage
Social Cause advertising
user-generated advertising
Full transcript