PROJECT TOPIC     Advertising  &  Account Planning     PREPARE BY Chetan -8 Ishita Saraiya -10 Saurin Tana -14
ADVERTISING <ul><li>Advertising in India had a modest beginning in  1780.Advertisement in those days were mainly  matrimon...
WHY ADVERTISING ? <ul><li>To create awareness, customer interest or desire  </li></ul><ul><li>To boost sales  </li></ul><u...
Account   Planner <ul><li>The account planning role was invented in the 1960s.  </li></ul><ul><li>The idea was to elevate ...
Advertising Agency Organization <ul><li>Link the agency with the client </li></ul><ul><li>Act as liaisons so that the clie...
WHAT IS ACCOUNT PLANNING? <ul><li>Agency job function as consumer’s representative </li></ul><ul><li>Brings consumer persp...
Advertising Agency Organization <ul><li>Selecting the best advertising media  </li></ul><ul><li>Media planners develop ove...
<ul><li>MEADIA  DEPARTMENT </li></ul><ul><li>The people who do Media Services are known as Media Planners, They help ad ag...
Major Types Of Advertising Media Alternative Media Newspapers Magazines Radio Television Outdoor Media Internet Alternativ...
ADVERTISING AGENCY ORGANIZATION <ul><li>Develop advertising copy and campaigns  </li></ul><ul><li>Copywriters, production ...
<ul><li>THE CREATIVE DEPARTMENT :   </li></ul><ul><li>The creative department is responsible for  creating and producing  ...
Advertising Agency Organization <ul><li>Study clients’ customers’ buying habits, purchase preferences, and responsiveness ...
 
 
Client Brief <ul><li>1. A dot that announce you are in control </li></ul><ul><li>You have the power to select. </li></ul><...
Creative Brief <ul><li>Client- Office of the Chief Electoral Officer, Govt. of  Delhi </li></ul><ul><li>Background- Govt o...
<ul><li>What they want: </li></ul><ul><li>The Govt. is expecting better than the above campaign. The agencies have been ad...
 
 
 
CONCLUSION <ul><li>JWT celebrates 40 Years of Account Planning in London/Campaign UK Report on July 15 . </li></ul><ul><li...
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Account Planning345

  1. 1. PROJECT TOPIC Advertising & Account Planning PREPARE BY Chetan -8 Ishita Saraiya -10 Saurin Tana -14
  2. 2. ADVERTISING <ul><li>Advertising in India had a modest beginning in 1780.Advertisement in those days were mainly matrimonial or announcement . </li></ul><ul><li>What is Advertising : ADVERTISING is a paid form of communicating a message by the use of various media. It is persuasive, informative, and designed to influence purchasing behavior or thought patterns. </li></ul>
  3. 3. WHY ADVERTISING ? <ul><li>To create awareness, customer interest or desire </li></ul><ul><li>To boost sales </li></ul><ul><li>To build brand loyalty </li></ul><ul><li>To launch a new product </li></ul><ul><li>To change customer attitudes/habits </li></ul><ul><li>To build the company or brand image </li></ul><ul><li>To reminds and reassure customers </li></ul><ul><li>To offset competitor advertising </li></ul><ul><li>To boost public standing </li></ul><ul><li>To reinforce </li></ul>
  4. 4. Account Planner <ul><li>The account planning role was invented in the 1960s. </li></ul><ul><li>The idea was to elevate the researcher role into a more influential strategic position. </li></ul><ul><li>Account planners are supposed to be experts in research: they are then expected to ensure that research findings are integrated into the creative development of advertising </li></ul>
  5. 5. Advertising Agency Organization <ul><li>Link the agency with the client </li></ul><ul><li>Act as liaisons so that the client does not need to interact directly with several different service departments and specialists </li></ul>Creative Services Account Management Media Services Research Services
  6. 6. WHAT IS ACCOUNT PLANNING? <ul><li>Agency job function as consumer’s representative </li></ul><ul><li>Brings consumer perspective to strategy and creative development, pre-testing ads and tracking brand’s progress </li></ul><ul><li>Uses research to guide creative process </li></ul><ul><li>Interprets research to spot openings for development </li></ul><ul><li>Liaison between agency and client </li></ul><ul><li>Responsible for understanding... </li></ul><ul><ul><li>the client’s business </li></ul></ul><ul><ul><li>the client’s marketing needs </li></ul></ul><ul><ul><li>strategy development </li></ul></ul><ul><li>Representing client point of view within the agency </li></ul><ul><li>The client-agency relationship is a key factor in the success of agencies and campaigns. </li></ul><ul><li>Agencies win new business by ‘pitching’ to a client brief. </li></ul>
  7. 7. Advertising Agency Organization <ul><li>Selecting the best advertising media </li></ul><ul><li>Media planners develop overall media strategy </li></ul><ul><li>Media buyers procure the selected media </li></ul>Creative Services Account Management Media Services Research Services
  8. 8. <ul><li>MEADIA DEPARTMENT </li></ul><ul><li>The people who do Media Services are known as Media Planners, They help ad agencies choose the best medium to reach the customer they want. They plan, schedule, book and purchase space in the print media (newspapers, magazines), or outdoors (billboards, kiosks and bus panels) and time (TV & radio, Internet). </li></ul><ul><li>The media department has two main functions planning and buying. </li></ul><ul><li>The planning group handles more strategic marketing and media issues. </li></ul><ul><li>The buying group handles media negotiations and implementation. </li></ul>
  9. 9. Major Types Of Advertising Media Alternative Media Newspapers Magazines Radio Television Outdoor Media Internet Alternative Media Ads in Movies and Videos Interactive Kiosks Computer Screen Savers Video Shopping Carts Fax Machines CD-ROMs Advertainments
  10. 10. ADVERTISING AGENCY ORGANIZATION <ul><li>Develop advertising copy and campaigns </li></ul><ul><li>Copywriters, production people, and creative directors </li></ul>Creative Services Account Management Media Services Research Services
  11. 11. <ul><li>THE CREATIVE DEPARTMENT : </li></ul><ul><li>The creative department is responsible for creating and producing the print and broadcast advertising .The creative team in an agency can be further divided into two sections: </li></ul><ul><li>COPY </li></ul><ul><li>ART . </li></ul>
  12. 12. Advertising Agency Organization <ul><li>Study clients’ customers’ buying habits, purchase preferences, and responsiveness </li></ul><ul><li>Focus groups, mall intercepts, acquisition of syndicated research data </li></ul>Creative Services Account Management Media Services Research Services
  13. 15. Client Brief <ul><li>1. A dot that announce you are in control </li></ul><ul><li>You have the power to select. </li></ul><ul><li>2. When you turn 18, you get the POWER. </li></ul><ul><li>The power to decide your future. </li></ul><ul><li>The power to decide what’s best for your country. </li></ul><ul><li>3. Three easy step to enroll for your POWER to Vote. </li></ul><ul><li>Even if you have a voter ID card come check if your name and address are on the electoral roll. </li></ul><ul><li>If you are a 1 st time voter, get your photo election ID issued </li></ul><ul><li>If you have an election ID which is in correct, come we will help you correct it. </li></ul>
  14. 16. Creative Brief <ul><li>Client- Office of the Chief Electoral Officer, Govt. of Delhi </li></ul><ul><li>Background- Govt of Delhi wants to do some major campaigns for the forthcoming General Election which is coming very near. Election were conducted in Delhi and percentage of voting is remarking comparing with the past elections. </li></ul><ul><li>Basically, the awareness of the citizen’s duty and right were emphasized in such a way that it has become necessary to cast their votes being a citizen of India. The percentage of voting in Delhi normally comes to 40 – 45% whereas last elections the Percentage has gone up to 64 and it has become history as far as Delhi is concern. </li></ul>
  15. 17. <ul><li>What they want: </li></ul><ul><li>The Govt. is expecting better than the above campaign. The agencies have been advised to present a logistic note with strategy how to go for the general election. </li></ul><ul><li>Which cover the following exercise: </li></ul><ul><li>1. How you enroll in the voter list </li></ul><ul><li>2. What are the formalities being a citizen to do to get in enrolled. </li></ul><ul><li>3. Already if you have the Voter ID card and your address to be changed or some changes/ spelling mistakes in the name or address is to be changed what you have to do etc. </li></ul><ul><li>4. If anybody completed 18years in your family and not having ID card and how you will get it etc. </li></ul><ul><li>5. Any other issues connected your ID list etc. </li></ul><ul><li>Since it is a common issue and we have to crack out brain and to arrive with an impressive communication campaign. </li></ul><ul><li>The campaign- Newspaper ads, TVC </li></ul><ul><li>Deadline 1 st Aug </li></ul>
  16. 21. CONCLUSION <ul><li>JWT celebrates 40 Years of Account Planning in London/Campaign UK Report on July 15 . </li></ul><ul><li>Account Planning is central to long-term brand building and business success. If the goal is to produce better, more effective advertising, then the combination of imaginative planning and creative excellence is the means of achieving this. The planner ensures that the advertising works in a relevant and distinctive way. </li></ul><ul><li>He is the consumer's representative. </li></ul>

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