What is Advertising  a little gu i ded tour
so where is Advertising  in the Marketing cosmos?
The relationship between  us (Advertising) and Marketing. - Clients (P&G, Nestle, Mitsubishi etc) have Marketing Departmen...
The relationship between  Marketing & Advertising. Promotion consists of:  Advertising ,  Sales Promotion, Sales Force,  P...
- Advertising includes the placement of an ad in newspapers, direct mail, billboards, television, radio, and the Internet....
Advertising  is a people business
. . . and because it ’ s a people business . . .    . . .  i ts nuts . . .    a s well as colourful . . .    always fascin...
Creatives Account managers Production Planners Media Buyers Advertising  the key agency people
The  Creatives
The  Creatives COPYWRITER headline bodycopy often become CDs as they are analytical thinkers
 
http://www.chomchomadvertising.com/360-most-famous-business-taglines/
The  Creatives THE ART DIRECTOR - Creates the visual story - is crucial to the way    a campaign looks. - Art Direction of...
Two coffee brands the look reflects each brand
 
The  Creatives ILLUSTRATOR
 
 
The  Creatives CREATIVE DIRECTOR {standing in front of you}
The  Account MANAGER - Link between ad agency and client. - Needs to understand and 'feel' clients business. - Needs to kn...
The  Strategic Planner Madmen – 21.50
Work starts with a brief
Briefs come in different shapes & sizes – good briefs have similar content often named differently
What is an insight? [ Madmen – 30.25 ] I don’ t think anyone wants to be one of a hundred colours in a box.
What is an insight?
Product satisfaction arises less from inherent con- struction and performance than from consumers’ internalised perception...
<ul><li>A good insight is like a refrigerator :  the moment you look into it –  a light comes on . . .  </li></ul><ul><li>...
What is an idea an idea?
 
An advertising idea  brings a product’s benefit alive in a fresh, relevant and memorable way
Coldrex, Bus Stop Ad
Coldrex makes it  unbelievable   that you have a cold. Coldrex, Bus Stop Ad idea
Coldrex, Bus Stop Ad
When I have a cold or flu, I really want to get back to feeling myself as quickly as possible. Consumer Insight Coldrex ma...
Coldrex, Bus Stop Ad – spoofs
X-Box
Stella Artois
Alka Seltzer
Activating an idea AXE Shower Gel
 
 
What does an Ad Agency  look for in new hires - enthusiastic - positive - a feeling for brands and products - aware of adv...
What do I look for in creative people - strong ideas and a love for ideas. - passion for the business – ie I would prefer ...
IDEAS
 
 
Our World is changing we are trying to make  sense of it . . .
more categories of ‘ads’ 2011 vs 2007
4Ps are challenged from Product to Experience
from Place to Everyplace
from Price to Exchange
from Promotion to Evangelism
Our World is changing YouTube Gurus
Chalkbot Sounds of Hamburg Fun Theory
 
 
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Rund what is advertising . . . Майкл Гибсон из Ark Scholz & FriendsGroup рассказал о кейсах компании и о людях в рекламе

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The Whats What of Advertising - Кто есть кто , кто делает рекламу Майкл Гибсон - креативный директор Группы Ark Scholz & Friends Group
• Около 15 лет работает в рекламе. • Является обладателем 15 фестивальных наград, • Окончил факультет искусств Оксфорского Университета, художественную школу Раскина Оксфордского университета, прошел обучение графическому дизайну в британской школе Central St. Martins. • Работал преподавателем и тренинг-специалистом по дизайну и программным продуктам для дизайна и полиграфии в Британии ,России, Франции и Швеции. • Занимал позиции – от арт-директора до креативного директора агентств таких, как McCann Erickson, Rose, Grey, Lokomotiv Russia ; СЕО креативного агентства при компании Rolf • В клиентском листе – бренды такие, как Coca-Cola, Nestle, Gillette, L’Oreal, Beeline, «Тройка диалог», Saint Spring, Binatone, Mars , P&G ,Visa, Glaxo, Nokia и многие другие.

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Rund what is advertising . . . Майкл Гибсон из Ark Scholz & FriendsGroup рассказал о кейсах компании и о людях в рекламе

  1. 1. What is Advertising a little gu i ded tour
  2. 2. so where is Advertising in the Marketing cosmos?
  3. 3. The relationship between us (Advertising) and Marketing. - Clients (P&G, Nestle, Mitsubishi etc) have Marketing Departments. - The Marketing Departments use Advertising Agencies who create advertising to get the message out concerning your brand, business, product, or services.
  4. 4. The relationship between Marketing & Advertising. Promotion consists of: Advertising , Sales Promotion, Sales Force, PR, DM, etc
  5. 5. - Advertising includes the placement of an ad in newspapers, direct mail, billboards, television, radio, and the Internet. - Advertising is the largest expense of most marketing plans, with public relations following in a close second and market research in third. The relationship between Marketing & Advertising.
  6. 6. Advertising is a people business
  7. 7. . . . and because it ’ s a people business . . . . . . i ts nuts . . . a s well as colourful . . . always fascinating . . . often infuriating . . . young at heart . . . . . . and not for the faint of heart Advertising is a people business
  8. 8. Creatives Account managers Production Planners Media Buyers Advertising the key agency people
  9. 9. The Creatives
  10. 10. The Creatives COPYWRITER headline bodycopy often become CDs as they are analytical thinkers
  11. 12. http://www.chomchomadvertising.com/360-most-famous-business-taglines/
  12. 13. The Creatives THE ART DIRECTOR - Creates the visual story - is crucial to the way a campaign looks. - Art Direction of MadMen : the understanding of the 50s look. What is right, what is wrong.
  13. 14. Two coffee brands the look reflects each brand
  14. 16. The Creatives ILLUSTRATOR
  15. 19. The Creatives CREATIVE DIRECTOR {standing in front of you}
  16. 20. The Account MANAGER - Link between ad agency and client. - Needs to understand and 'feel' clients business. - Needs to know clients marketing and advertising objectives. - Needs a lot of diplomacy and tact, should be able to 'tell someone to go to hell so that they look forward to the ride’ - misunderstandings can lead to loss of an account.
  17. 21. The Strategic Planner Madmen – 21.50
  18. 22. Work starts with a brief
  19. 23. Briefs come in different shapes & sizes – good briefs have similar content often named differently
  20. 24. What is an insight? [ Madmen – 30.25 ] I don’ t think anyone wants to be one of a hundred colours in a box.
  21. 25. What is an insight?
  22. 26. Product satisfaction arises less from inherent con- struction and performance than from consumers’ internalised perceptions of personal utility – a low-potency insight. People don’t want quarter-inch drills. They want quarter-inch holes is a high-potency insight.
  23. 27. <ul><li>A good insight is like a refrigerator : the moment you look into it – a light comes on . . . </li></ul><ul><li>An insight should spark the response yes of course - that is exactly how it is. </li></ul>
  24. 28. What is an idea an idea?
  25. 30. An advertising idea brings a product’s benefit alive in a fresh, relevant and memorable way
  26. 31. Coldrex, Bus Stop Ad
  27. 32. Coldrex makes it unbelievable that you have a cold. Coldrex, Bus Stop Ad idea
  28. 33. Coldrex, Bus Stop Ad
  29. 34. When I have a cold or flu, I really want to get back to feeling myself as quickly as possible. Consumer Insight Coldrex makes it unbelievable that you have a cold. Ad Idea = Coldrex gets you back to who you are, fast . SMP + Coldrex, Bus Stop Ad
  30. 35. Coldrex, Bus Stop Ad – spoofs
  31. 36. X-Box
  32. 37. Stella Artois
  33. 38. Alka Seltzer
  34. 39. Activating an idea AXE Shower Gel
  35. 42. What does an Ad Agency look for in new hires - enthusiastic - positive - a feeling for brands and products - aware of advertising campaigns on air and from the past - not afraid to speaa knowledge
  36. 43. What do I look for in creative people - strong ideas and a love for ideas. - passion for the business – ie I would prefer not to sleep! - passion for being creative - great work in the portfolio . . . - here is a great portfolio (and DO name it !!!)
  37. 44. IDEAS
  38. 47. Our World is changing we are trying to make sense of it . . .
  39. 48. more categories of ‘ads’ 2011 vs 2007
  40. 49. 4Ps are challenged from Product to Experience
from Place to Everyplace
from Price to Exchange
from Promotion to Evangelism
  41. 50. Our World is changing YouTube Gurus
  42. 51. Chalkbot Sounds of Hamburg Fun Theory
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