23. Organization Chart Board of Directors Managing Director Client Services Director Creative Director Servicing Group Media Research Creative Groups Audio Visual Language Studio Production Finance / Accounts Secretarial / Legal Personnel
25. What Makes Effective Advertising? Sound Strategy Consumer’s View Persuasive Doesn’t Overwhelm Deliver on Promises Break Clutter Effective Advertising
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30. The Creative Team Creative Team Creative Concept Art Director Copywriter
31. Copywriting and the Creative Plan Copywriting is the process of expressing the value and benefits a brand has to offer. A creative plan is the guideline that specifies the message elements of advertising copy.
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33. Copy Approval Process Senior Executives Product Manager, Brand Manager, Marketing Staff Client Account Management Team Legal Department Agency Senior Writer Creative Director Copywriter Account Planning
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35. Media selection Broadcast Television Cable Television Radio Newspaper Direct Mail Magazines- Consumer/Business Outdoor Internet
36. Media scheduling • After selecting media, marketers determine the most effective timing and sequence for a series of advertisements. • Influenced by seasonal sales patterns, repurchase cycles, and competitors’ activities. • Measure effectiveness in three ways: • Reach—the number of people exposed to an advertisement. • Frequency—the number of times an individual is exposed to an advertisement. Minimum of three exposures is recommended. • Gross rating point—the product of the reach times the frequency.
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