The document serves as an effective advertising guide for a BA (Hons) in Graphic Design, detailing various roles within an advertising agency and the different execution styles used in advertising. It discusses institutional advocacy, product promotion, and different advertising techniques such as comparative, competitive, and lifestyle advertising, all aimed at engaging consumers. Additionally, it highlights the effectiveness of humor, celebrity endorsements, and animation in advertising campaigns.

1. EFFECTIVE
ADVERTISING
GUIDE TO
BA (HONS) GRAPHIC DESIGN.

2. Today's presentation
Different roles within an advertising agency.
Execution styles within advertising.
JANUARY 2016

3. The Creative Advertising team
#1
ACCOUNT PLANNING
& MANAGEMENT
#2
CREATIVE
YOU!
#3
MEDIA PLANNING
& PLACEMENT
#4
STRATEGIC PLANNING
& RESEARCH
#5
DIGITAL & SOCIAL
RESEARCH

4. Fit for purpose.
T H E V A R I O U S I M P L E M E N T A T I O N S O F A D V E R T I S I N G
Instetutional Advocacy Product
Intended to promote a
company, corporation,
business, institution,
organisation or other
similar entity
Does not attempt to sell
anything directly
Considered to be
undertaken in the
interest of a not-for-
profit group or charity,
and typically does not
promote a product or
service
Promotion of a product
in an attempt to induce
potential customers to
purchase the product.

5. T H R E E S T Y L E S O F P R O D U C T A D V E R T I S I N G
Pioneering Comparative Competitive
The launch campaign
of a new product
category, as opposed
to the marketing of a
single product
To inform of the arrival
of an entirely new
concept and explain its
benefits.
The launch campaign
of a new product
category, as opposed
to the marketing of a
single product
To inform of the arrival
of an entirely new
concept and explain its
benefits.
Competitive
advertising is used by
companies as a way to
differentiate from
competitors.

6. Word of mouth
"Plan not for the people you reach,
but the people that they reach"
Propagation Panning

7. EXECUTION STYLES
WITHIN ADVERTISING.
Celebrity Lifestyle Animation
Slice-of-life Demonstration Humour

8. SLICE OF LIFE
An advertising technique where a real life problem is
presented in a dramatic situation and the item being
advertised becomes the solution to the problem.
THE FOUR COMPONENTS
· ENCOUNTER
· PROBLEM
· INTERACTION
· SOLUTION
EXAMPLES ARE:
· THE MARMITE NEGLECT CAMPAIGN: ADAM & EVE
· EXTRA GUM- ORIGAMI: ENERGY BBD
· BARBOUR PICNIC RUG: THINKING JUICE

9. LIFESTYLE
The idea of Selling people a constructed dream.
Genuine lifestyle advertising makes aspects of a consumers
lifestyle intrinsic to a products features and benifits.
EXAMPLE USES:
· THE CALIFORNIA MISCONCEPTIONS CAMPAIGN
· APPLE
· SANCTUARY SPA: SOUTHPAW AGENCY

10. HUMEROUS
Through emotionally appealing to consumers by employing humour
within a campaign, the result can influence further engagement with
the product/ organisation.
EXAMPLE USES:
· MATTESSONS 'HANK MARVIN': SATCHI & SATCHI
· CORELLE ~ THE TIPSY HOSTESS: MCANN
· CHOOSE YOUR TREBOR CAMPAIGN: WEIDEN & KENNEDY

11. CELEBRITY TESTIMONIALS
When a famous person uses their reputation to help sell a product
or service. Research shows consumers are more apt to remember
an ad that is linked with a celebrity endorsement.
EXAMPLE USES:
· MASTERCARD PRICELESS SURPRISES FROM GWEN STEFANI: MCANN
· MONEY SUPERMARKET, SHARON OSBOURNE: MOTHER
· EE, KEVIN BACON: SATCHI & SATCHI

12. ANIMATION
Effective method within digital marketing through embracing
social media and capitalising in the opportunity to share among
online communities
EXAMPLE USES:
· METRO TRAINS ~ DUMB WAYS TO DIE 2 TRAILER: MCANN
· JOHN LEWIS, THE BARE AND THE HARE: ADAM & EVE DDB
· BUPA FEEL BETTER CAMPAIGN: STUDIO AKA

13. PRODUCT DEMONSTRATIONS
Cost effective and simplistic method for clients on a budget.
Usually includes demonstrating the product or offering a
sample to invite the consumer for a risk free experience

14. THANK YOUANY QUESTIONS?