Marketing English Plus
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A comprehensive English course tailored for marketing and advertising professionals. Participants will explore key marketing topics, cutting edge marketing techniques and award-winning marketing campaigns from around the world. They will also assess their own marketing mix & strategies and create new marketing campaigns in English under the guidance of an experienced copywriter. As well, the course covers key business skills and many proven creativity techniques. There will also be an option to hear presentations from advertising executives about their companies, campaigns and creative process.
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creative advertisement
The document discusses the creative process for advertising. It involves five stages: immersion, digestion, incubation, illumination, and verification. Creative strategy determines the advertising message, while creative tactics determine how the message is executed. The creative plan specifies message elements for copywriting, including the basic problem, target audience, major selling idea, and supporting information. Different media like newspapers, magazines, radio, and television require adapting the message elements in different ways suited to each format.
Business Studies - Advertising
This document discusses advertising and provides examples of famous brands, slogans, and campaigns. It defines advertising as communication that tries to persuade people to buy products or services. It lists common places advertising is seen like billboards and banner ads. The top 10 global brands are identified as Coca Cola, IBM, Microsoft, Google, GE, McDonald's, Intel, Nokia, Disney, and HP. Famous slogans from brands are given as examples. Mascots like Ronald McDonald and Mickey Mouse are described as representing brands. The document also discusses sponsorship of sports teams and campaigns from brands like Nike, Johnnie Walker, and Kit Kat. Students are assigned a project to present on their favorite advertising campaign.
Creativity in Advertising
Creativity involves turning new ideas into reality, improving solutions, and motivating customers. There are seven creative strategies: generic does not differentiate brands; pre-emptive claims attributes for one brand; unique-selling-propositions highlight unique benefits; brand-image emphasizes psychological differences; positioning directly compares products; resonance appeals emotionally; and emotional plays on feelings. The creative process has five stages: developing a brief outlining the message and audience; writing copy to engage the audience; developing visuals supporting the message; creating the advertisement; and launching the campaign over time.
Role of Creativity in Advertising
Creativity plays an important role in successful advertising. The document discusses several key points about creativity in advertising:
1. Creativity involves generating fresh, unique ideas to solve communication problems and attract attention.
2. Elements of creative advertising include imagination, inventiveness, and inspiration.
3. The purpose of creativity is to draw viewers' attention, create interest, and attract viewers through funny, clever, unique, and exciting ads.
4. Developing an effective creative strategy involves research, a creative brief, message appeals, and taking creative risks.
Week 6 Additional Info
This document provides an overview of creativity and strategic planning in advertising. It defines creativity as generating novel approaches or solutions. Advertising creativity refers to generating unique ideas that communicate strategic messages effectively. Creative strategy determines what an ad will say, while tactics deal with how the message will be executed. Planning plays an important role by researching customers and driving the creative process. The creative process generally involves immersion, incubation, illumination, and verification of ideas. Unique selling propositions, brand images, inherent drama, and insights are approaches to developing major selling ideas in ads. Ads also use rational, emotional, and transformational appeals executed through different styles and formats. Clients evaluate ads based on consistency with objectives and effectiveness of communication.
Advertising creativity
The document discusses advertising creativity and the creative process in advertising. It defines advertising creativity as the ability to generate unique ideas that solve communication problems. Some determinants of creativity are originality, flexibility, elaboration, synthesis, and artistic value. The creative process generally involves gathering information, incubation of ideas, insight or solution, and refinement. Two models of the creative process are outlined involving research, wrestling with ideas, subconscious incubation, idea birth, and shaping ideas. An effective advertising campaign is coordinated across different media around a central theme over time. The creative brief guides the campaign with objectives, target audience, selling ideas, and strategy. Developing a unique selling proposition or brand image are important in the search for a major selling idea
Advertisments
The document discusses advertising, including what it is, how it works, and techniques used. It defines advertising as trying to influence people to buy a product, service, or idea. Advertisers use visual and language techniques to get attention and persuade readers through principles like AIDA (Attention, Interest, Desire, Action). Colors and logos are strategically chosen to associate qualities with products. Psychology is key in advertising to make consumers feel need and desire. Persuasive strategies include appealing to emotions (pathos), logic/reason (logos), and credibility/character (ethos). The document provides examples of how each strategy is used in advertising.
Marketing Strategies for Small Business
This document provides guidance on developing effective marketing strategies for small businesses. It outlines steps to understand the problem being solved, define the product or service offering, identify the target customer group, and create marketing specifications and campaigns. The key aspects covered include understanding the customer's needs, developing promotional materials, managing the sales cycle and funnel, and planning marketing campaigns with defined budgets, timelines, and goals.
Recommended
creative advertisement
The document discusses the creative process for advertising. It involves five stages: immersion, digestion, incubation, illumination, and verification. Creative strategy determines the advertising message, while creative tactics determine how the message is executed. The creative plan specifies message elements for copywriting, including the basic problem, target audience, major selling idea, and supporting information. Different media like newspapers, magazines, radio, and television require adapting the message elements in different ways suited to each format.
Business Studies - Advertising
This document discusses advertising and provides examples of famous brands, slogans, and campaigns. It defines advertising as communication that tries to persuade people to buy products or services. It lists common places advertising is seen like billboards and banner ads. The top 10 global brands are identified as Coca Cola, IBM, Microsoft, Google, GE, McDonald's, Intel, Nokia, Disney, and HP. Famous slogans from brands are given as examples. Mascots like Ronald McDonald and Mickey Mouse are described as representing brands. The document also discusses sponsorship of sports teams and campaigns from brands like Nike, Johnnie Walker, and Kit Kat. Students are assigned a project to present on their favorite advertising campaign.
Creativity in Advertising
Creativity involves turning new ideas into reality, improving solutions, and motivating customers. There are seven creative strategies: generic does not differentiate brands; pre-emptive claims attributes for one brand; unique-selling-propositions highlight unique benefits; brand-image emphasizes psychological differences; positioning directly compares products; resonance appeals emotionally; and emotional plays on feelings. The creative process has five stages: developing a brief outlining the message and audience; writing copy to engage the audience; developing visuals supporting the message; creating the advertisement; and launching the campaign over time.
Role of Creativity in Advertising
Creativity plays an important role in successful advertising. The document discusses several key points about creativity in advertising:
1. Creativity involves generating fresh, unique ideas to solve communication problems and attract attention.
2. Elements of creative advertising include imagination, inventiveness, and inspiration.
3. The purpose of creativity is to draw viewers' attention, create interest, and attract viewers through funny, clever, unique, and exciting ads.
4. Developing an effective creative strategy involves research, a creative brief, message appeals, and taking creative risks.
Week 6 Additional Info
This document provides an overview of creativity and strategic planning in advertising. It defines creativity as generating novel approaches or solutions. Advertising creativity refers to generating unique ideas that communicate strategic messages effectively. Creative strategy determines what an ad will say, while tactics deal with how the message will be executed. Planning plays an important role by researching customers and driving the creative process. The creative process generally involves immersion, incubation, illumination, and verification of ideas. Unique selling propositions, brand images, inherent drama, and insights are approaches to developing major selling ideas in ads. Ads also use rational, emotional, and transformational appeals executed through different styles and formats. Clients evaluate ads based on consistency with objectives and effectiveness of communication.
Advertising creativity
The document discusses advertising creativity and the creative process in advertising. It defines advertising creativity as the ability to generate unique ideas that solve communication problems. Some determinants of creativity are originality, flexibility, elaboration, synthesis, and artistic value. The creative process generally involves gathering information, incubation of ideas, insight or solution, and refinement. Two models of the creative process are outlined involving research, wrestling with ideas, subconscious incubation, idea birth, and shaping ideas. An effective advertising campaign is coordinated across different media around a central theme over time. The creative brief guides the campaign with objectives, target audience, selling ideas, and strategy. Developing a unique selling proposition or brand image are important in the search for a major selling idea
Advertisments
The document discusses advertising, including what it is, how it works, and techniques used. It defines advertising as trying to influence people to buy a product, service, or idea. Advertisers use visual and language techniques to get attention and persuade readers through principles like AIDA (Attention, Interest, Desire, Action). Colors and logos are strategically chosen to associate qualities with products. Psychology is key in advertising to make consumers feel need and desire. Persuasive strategies include appealing to emotions (pathos), logic/reason (logos), and credibility/character (ethos). The document provides examples of how each strategy is used in advertising.
Marketing Strategies for Small Business
This document provides guidance on developing effective marketing strategies for small businesses. It outlines steps to understand the problem being solved, define the product or service offering, identify the target customer group, and create marketing specifications and campaigns. The key aspects covered include understanding the customer's needs, developing promotional materials, managing the sales cycle and funnel, and planning marketing campaigns with defined budgets, timelines, and goals.
Ch8 Creative Planning : Strategy & Development
The document discusses various aspects of creative planning and strategy development for advertising, including:
- The importance of creativity in advertising for building brand image and standing out.
- The creative process, from preparation to verification.
- Developing a creative strategy, including defining a unique selling proposition and positioning.
- Using different approaches like finding inherent drama or creating a memorable brand identity.
4 rubbish things about content marketing
1) Content marketing is not a new concept, though the term may be recent. Creating helpful guides, videos, blogs and other materials to share industry knowledge has been an effective marketing technique for decades. While social media has increased the potential reach of content, it is not a new solution.
2) Contrary to claims that content marketing is expensive and time-consuming, many companies already have relevant existing content and resources that can be adapted into new materials. Digitizing old documents and guides can create new content with minimal effort.
3) Companies always have interesting industry insights and customer challenges to discuss in their content, from productivity tips to trends in the sector. Avoid overt sales pitches but do share how
Creativity in advertising-a havard business article
Creative advertising is more memorable and effective than non-creative ads according to advertising experts. Creativity involves elements like originality, flexibility, elaboration, synthesis, and artistic value. Some successful Indian ad campaigns that demonstrated creativity included Airtel's "Har ek friend" jingle, Amul's long-running print ads, Vodafone's Zoozoos characters, and Flipkart's ads featuring kids acting as adults. Creative ads can increase brand awareness and sales, though the impact may differ by product category.
Promotional Creativity Shown In Advertisement In Different Television Channel...
This document discusses promotional creativity in television advertisements in Bangladesh. It begins by defining creativity and integrated marketing communications (IMC). It then outlines the promotional mix, including advertising, public relations, personal selling, and sales promotion. The document explains how to create a creative advertisement, including setting objectives and strategies, identifying the target audience, developing positioning and key messaging, and choosing appropriate media. Finally, it provides an example of the famous D'Arcy Masius Benton & Bowles advertising agency and some of its well-known campaigns for clients like Coca-Cola, Budweiser, and M&Ms.
Advertising and ad making
The document discusses different types of advertising and advertising techniques. It defines advertising and outlines its key components and functions. The document then describes various fundamental elements of effective advertising, such as advertising strategy, creative ideas, execution, and media use. It also discusses different techniques to persuade consumers, including hard-sell and soft-sell approaches. Finally, the document outlines different types of advertisements based on the media used, including television, radio, online, print, outdoor, point-of-sale, novelties, celebrity branding, and aerial advertising.
Creativity in advertising
This document discusses creativity in advertising and its relationship to sales. It defines creativity as divergent thinking that leads to unusual solutions. Five dimensions of creative advertising are described: originality, flexibility, elaboration, synthesis, and artistic value. Research found that elaboration is most effective at influencing purchases, while flexibility and synthesis are less effective. Pairing originality with elaboration produced nearly double the sales impact of average ads. The effectiveness of creativity varies by product category. While more creativity may not always lead to more sales, tailored creative ads can improve predicting which ads will be most effective.
Mitwoch
The document discusses concepts related to developing social marketing campaigns, including positioning, the marketing mix (product, price, place, promotion), and promotion planning. It provides examples and strategies for each element of the marketing mix in a social marketing context. The document concludes with a case study asking students to design a responsible drinking campaign for young female adults by developing a positioning statement and promotion materials.
Creativity in advertising when it works
Creative advertising is more memorable and effective than other types of advertising. It requires divergent thinking and the ability to find unusual solutions. Original ads contain novel, unique, and unexpected elements that depart from stereotypes. An original ad may include aesthetically appealing elements, unexpected details, or ideas that are blended in an original way. Pepsi's advertising in India has been very creative, targeting youth through humorous ads featuring young celebrities and icons. Their ads use taglines in Hindi to create an exciting, youthful brand image.
Creativity in advertisement
This slide gives the detail analysis that a company perform on some well establish dimensions for using creativity in advertising for mor effectiveness
Advertising
Marketing Management : Advertising (Promotion mix)
Advertising is a form of communication or a promotional tool used to influence individuals to purchase products or services .
Frequently it communicates a message that includes the name of the product or service and how that product or service could potentially benefit the consumer.
Any piece of information that diverts the attention of the target customers towards a brand or product or service or idea ,can be called advertising.
According to Philip Kotler, “ Advertising is any paid form of nonpersonal presentation & promotion of ideas, goods, or services by an identified sponsor.”
In simple words , “ Advertising is a means of informing and communicating essential information.”
To Inform (Awareness creation)
To Remind (positioning)
To influence (create desire)
To add value (differentiation)
To introduce a product or band
To acquire customers
To increase sales and profit
An advertising budget is the amount a company set aside for its promotional activities.
Advertising budget is used by a company for marketing the products and services to the customers.
Advertising budget includes money for doing advertising research, printing material, allocating money to advertising media and ensuring proper implementation of ad campaigns.
Advertisement Copy is the soul of an advertisement.
An advertisement copy is all the written or spoken matter in an advertisement expressed in words or sentences and figures designed to convey the desired message to the target consumers.
ELEMENTS
This comprises of headlines, subheads, message or main body, claims, illustrations, closing idea, logo, caption, pictures, trademarks, slogans, brand name, website, price, location etc.
Advertising myths
The document discusses 5 common myths about advertising. Myth 1 is that advertising usually increases brand and product sales, but successes are rare due to competition. Myth 2 is that advertising's effects persist for decades, yet effects typically fade quickly. Myth 3 is that the most effective appeal is clear information with strong arguments, but emotion is actually most effective. Myth 4 is that customers care about the advertiser, but really only care about themselves. Myth 5 is that ads must be totally unique to succeed, yet using established templates can also be effective.
Assignment 4.1 - Brooke Hoekstra
This document provides an overview of marketing concepts. It defines marketing as the process of moving goods and services from concept to customer using the four P's of marketing: product, price, place, and promotion. Creativity is noted as key to successful marketing. Major marketing campaigns from Old Spice, Dos Equis, and Dove are examined. The four P's framework and customer values like quality, image, and customization are discussed. Students are assigned a group activity to analyze a marketing campaign using these concepts.
Creativity in Advertising
Nike's iconic "Just Do It" advertising campaign from 1988 was highly successful. It tapped into the 1980s fitness craze and consumer desire for a healthy lifestyle by linking exercise to wearing Nike sneakers. The provocative ads encouraged people to take charge of their fitness. Celebrity endorsements also appealed to consumers' sense of belonging. The easily identifiable campaign stayed true to its compelling message and helped Nike expand beyond running shoes to target all Americans. Its timing could not have been better to combat rival Reebok's aerobics shoe dominance and propel Nike to massive sales growth.
Creativity in Advertisements.
Creativity in advertising can be an effective marketing strategy when done properly. Creative ads tend to be more memorable, get more attention, and require less media spending to be effective. However, more creativity does not always translate to better results. The effectiveness of creative advertising depends on factors like the product category and dimensions of creativity like originality, artistic value, flexibility, elaboration, and synthesis. While highly creative ads may boost sales for certain categories like coffee, too much creativity could potentially decrease sales for other categories like body lotion that consumers prioritize function over image. It is important for advertisers to understand their product category's sensitivity to creativity before investing in a highly creative advertising campaign.
M4 - Business Studies - Advertising
The document discusses various aspects of advertising including what advertising is, global brands, slogans, mascots, and sponsorship. It provides examples of top global brands like Coca Cola, famous advertising slogans for brands like "Just Do It" for Nike, mascots like Ronald McDonald, and sports teams sponsored by companies like Emirates Airlines. Students are assigned a task to present on their favorite ad campaign covering the brand, slogan, images used, and why they liked the ad.
Creativity in advertising project 1
1. The document discusses the origin and definition of advertising, noting that advertising originated thousands of years ago with traders shouting out what they had for sale in marketplaces.
2. It then discusses the impact and role of advertising, providing benefits to manufacturers, retailers, customers, salespeople and society such as introducing new products, creating demand, expanding markets, assisting sales, and building brand image.
3. The document also discusses the role of advertising agencies, noting that large companies prefer to use advertising agencies for their expert services, economical services, wide range of services including marketing research, and creativity in advertising campaigns.
Promotional marketing
This document discusses key concepts related to evaluating advertising effectiveness including defining advertising objectives, different types of advertising objectives (inform, persuade, remind), and factors that make advertising creative and effective at capturing audience attention such as being unique, novel, and relevant to the target audience. It also outlines Graham Walls' four-step creative process of preparation, incubation, illumination, and verification. Finally, it discusses elements of an advertising strategy like creating messages and selecting media as well as different types of appeals that can be used to engage audiences.
Creativity in Advertising
Creativity in Advertising discusses the key dimensions of creative advertising. It identifies five dimensions - originality, elaboration, flexibility, synthesis, and artistic value - and provides definitions and examples for each. Research by Robert Smith in the early 2000s quantified these dimensions and found that elaboration scored highest at 1.32, while originality also plays an important enabling role for effective advertising. The document examines what makes for successful creative advertising and how different dimensions of creativity can be measured.
Chap 6,advertising planning & process
This slide will give overview how to create ideas & other important steps at the time of making advertisement
CAS Required: Advertising and Marketing Part 1
This document summarizes a presentation on advertising and marketing strategies. It discusses elements of successful advertising campaigns, including unique selling propositions and creating a sense of urgency. It also covers the three R's of retention, cost per impression, integrating promotional products with other media like websites and mobile. Additional topics include trade show marketing, the three levels of selling, strengths of promotional products, and maximizing your online presence through websites and social media. The presentation emphasizes creating value, differentiation, and becoming an expert in order to succeed in marketing.
Ch8 Creative Planning : Strategy & Development
The document discusses various aspects of creative planning and strategy development for advertising, including:
- The importance of creativity in advertising for building brand image and standing out.
- The creative process, from preparation to verification.
- Developing a creative strategy, including defining a unique selling proposition and positioning.
- Using different approaches like finding inherent drama or creating a memorable brand identity.
Brand Box 1 - Know Your Business - The Marketer's Ultimate Toolkit
http://www.stepchangemarketing.com/
In this Slideshare presentation:
1. Brand Box 1 - Know Your Business 2. Credits 3. Contents 4. Introduction 5. Introduction 6. The Authors 7. Who do they work for? 8. How To 9. User's Guide 10. Actions from insights 11. An apology 12. Getting started 13. Familiarity exercises 14. Flip flop 15. Raw creativity 16. Infinity stairs 17. Necker cube 18. Are you sure of what you see? 19. Are you sure cont... 20. Are you sure cont... 21. Actions from insights 22. Let's get started 23. A bit about brands 24. What is a brand 25. A brand is more than just the product 26. Apple 27. Brands are like clothes hooks 28. Why brand building is so important 29. Brand building 30. Why bother? 31. Commitment beyond belief 32. Lovemark theory 33. Why do people need brands 34. 5 Ways brands can influence consumers 35. Identical products seeming different 36. Positive expectations 37. Inspire loyalty 38. Influence the price 39. The bad news 40. What are some brands in your world 40. So how do I build a brand? 41. Brand Roles 42. Roles cont... 43. Roles cont... 44.Glossary of terms 45. Brand Experience 46. What does brand experience mean 47. Functional benefits 48. Emotional benefits 49. Experience: Functional and emotional 50. Positioning and value propositions 51. Welcome to jargon land! 52. Features, value propositions and positioning 53. Features, benefits and Implications 54. How do you provide value 55. Value proposition 56. What do you do with value propositions 57. Example: Impulse 58. Example: Jaguar 59. Positioning: The battle for your mind 60. Brand Identity and positioning 61. The battle for the mind 62. Effective positioning 63. Positioning principles 64. Positioning: USP and ESP 65. USP: What is it? 66. ESP: What is it? 67. Example: Kleenex 68. Positioning: How is it done? 69. Developing a brand position 70. Positioning principles 71. Positioning: Work over time 72. BMW Case study 73. BMW The ultimate driving machine 74. Be relevant 75. Challenger brands 76. Positioning as a challenger brand 77. Positioning as a challenger brand 78. Positioning traps 79. Positioning pitfalls 80. Repositioning 81. Minds are hard to change 82. Brand Archetypes 83. Brand Archetypes 84. Brand Archetypes 85. The 12 archetypes 86. The 12 cont... 87. The 12 cont... 88. Brand Archetypes 89. Brand Archetypes 90. 3-Step tool to finding your archetype 91. 3- Step tool cont... 92. An archetype example 93. Additional archetypes 94. Additional archetypes 95. What do I do with my archetype 96. Naming brands 97. Names names names 98. The power of the name 99. The ear and the eye 100. How the ear failed 101. So how do you choose a good name 102. Give a dog a good name 103. Brand protection and strength 104. Protecting your value 105. Real brand value 106. Brand strength 107. Value to customers 108. Short term benefit and long term risk 109. Brand extensions 110. How strong is my brand 111. Leveraging your brand 112. Types of extensions ...
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Ch8 Creative Planning : Strategy & Development
The document discusses various aspects of creative planning and strategy development for advertising, including:
- The importance of creativity in advertising for building brand image and standing out.
- The creative process, from preparation to verification.
- Developing a creative strategy, including defining a unique selling proposition and positioning.
- Using different approaches like finding inherent drama or creating a memorable brand identity.
4 rubbish things about content marketing
1) Content marketing is not a new concept, though the term may be recent. Creating helpful guides, videos, blogs and other materials to share industry knowledge has been an effective marketing technique for decades. While social media has increased the potential reach of content, it is not a new solution.
2) Contrary to claims that content marketing is expensive and time-consuming, many companies already have relevant existing content and resources that can be adapted into new materials. Digitizing old documents and guides can create new content with minimal effort.
3) Companies always have interesting industry insights and customer challenges to discuss in their content, from productivity tips to trends in the sector. Avoid overt sales pitches but do share how
Creativity in advertising-a havard business article
Creative advertising is more memorable and effective than non-creative ads according to advertising experts. Creativity involves elements like originality, flexibility, elaboration, synthesis, and artistic value. Some successful Indian ad campaigns that demonstrated creativity included Airtel's "Har ek friend" jingle, Amul's long-running print ads, Vodafone's Zoozoos characters, and Flipkart's ads featuring kids acting as adults. Creative ads can increase brand awareness and sales, though the impact may differ by product category.
Promotional Creativity Shown In Advertisement In Different Television Channel...
This document discusses promotional creativity in television advertisements in Bangladesh. It begins by defining creativity and integrated marketing communications (IMC). It then outlines the promotional mix, including advertising, public relations, personal selling, and sales promotion. The document explains how to create a creative advertisement, including setting objectives and strategies, identifying the target audience, developing positioning and key messaging, and choosing appropriate media. Finally, it provides an example of the famous D'Arcy Masius Benton & Bowles advertising agency and some of its well-known campaigns for clients like Coca-Cola, Budweiser, and M&Ms.
Advertising and ad making
The document discusses different types of advertising and advertising techniques. It defines advertising and outlines its key components and functions. The document then describes various fundamental elements of effective advertising, such as advertising strategy, creative ideas, execution, and media use. It also discusses different techniques to persuade consumers, including hard-sell and soft-sell approaches. Finally, the document outlines different types of advertisements based on the media used, including television, radio, online, print, outdoor, point-of-sale, novelties, celebrity branding, and aerial advertising.
Creativity in advertising
This document discusses creativity in advertising and its relationship to sales. It defines creativity as divergent thinking that leads to unusual solutions. Five dimensions of creative advertising are described: originality, flexibility, elaboration, synthesis, and artistic value. Research found that elaboration is most effective at influencing purchases, while flexibility and synthesis are less effective. Pairing originality with elaboration produced nearly double the sales impact of average ads. The effectiveness of creativity varies by product category. While more creativity may not always lead to more sales, tailored creative ads can improve predicting which ads will be most effective.
Mitwoch
The document discusses concepts related to developing social marketing campaigns, including positioning, the marketing mix (product, price, place, promotion), and promotion planning. It provides examples and strategies for each element of the marketing mix in a social marketing context. The document concludes with a case study asking students to design a responsible drinking campaign for young female adults by developing a positioning statement and promotion materials.
Creativity in advertising when it works
Creative advertising is more memorable and effective than other types of advertising. It requires divergent thinking and the ability to find unusual solutions. Original ads contain novel, unique, and unexpected elements that depart from stereotypes. An original ad may include aesthetically appealing elements, unexpected details, or ideas that are blended in an original way. Pepsi's advertising in India has been very creative, targeting youth through humorous ads featuring young celebrities and icons. Their ads use taglines in Hindi to create an exciting, youthful brand image.
Creativity in advertisement
This slide gives the detail analysis that a company perform on some well establish dimensions for using creativity in advertising for mor effectiveness
Advertising
Marketing Management : Advertising (Promotion mix)
Advertising is a form of communication or a promotional tool used to influence individuals to purchase products or services .
Frequently it communicates a message that includes the name of the product or service and how that product or service could potentially benefit the consumer.
Any piece of information that diverts the attention of the target customers towards a brand or product or service or idea ,can be called advertising.
According to Philip Kotler, “ Advertising is any paid form of nonpersonal presentation & promotion of ideas, goods, or services by an identified sponsor.”
In simple words , “ Advertising is a means of informing and communicating essential information.”
To Inform (Awareness creation)
To Remind (positioning)
To influence (create desire)
To add value (differentiation)
To introduce a product or band
To acquire customers
To increase sales and profit
An advertising budget is the amount a company set aside for its promotional activities.
Advertising budget is used by a company for marketing the products and services to the customers.
Advertising budget includes money for doing advertising research, printing material, allocating money to advertising media and ensuring proper implementation of ad campaigns.
Advertisement Copy is the soul of an advertisement.
An advertisement copy is all the written or spoken matter in an advertisement expressed in words or sentences and figures designed to convey the desired message to the target consumers.
ELEMENTS
This comprises of headlines, subheads, message or main body, claims, illustrations, closing idea, logo, caption, pictures, trademarks, slogans, brand name, website, price, location etc.
Advertising myths
The document discusses 5 common myths about advertising. Myth 1 is that advertising usually increases brand and product sales, but successes are rare due to competition. Myth 2 is that advertising's effects persist for decades, yet effects typically fade quickly. Myth 3 is that the most effective appeal is clear information with strong arguments, but emotion is actually most effective. Myth 4 is that customers care about the advertiser, but really only care about themselves. Myth 5 is that ads must be totally unique to succeed, yet using established templates can also be effective.
Assignment 4.1 - Brooke Hoekstra
This document provides an overview of marketing concepts. It defines marketing as the process of moving goods and services from concept to customer using the four P's of marketing: product, price, place, and promotion. Creativity is noted as key to successful marketing. Major marketing campaigns from Old Spice, Dos Equis, and Dove are examined. The four P's framework and customer values like quality, image, and customization are discussed. Students are assigned a group activity to analyze a marketing campaign using these concepts.
Creativity in Advertising
Nike's iconic "Just Do It" advertising campaign from 1988 was highly successful. It tapped into the 1980s fitness craze and consumer desire for a healthy lifestyle by linking exercise to wearing Nike sneakers. The provocative ads encouraged people to take charge of their fitness. Celebrity endorsements also appealed to consumers' sense of belonging. The easily identifiable campaign stayed true to its compelling message and helped Nike expand beyond running shoes to target all Americans. Its timing could not have been better to combat rival Reebok's aerobics shoe dominance and propel Nike to massive sales growth.
Creativity in Advertisements.
Creativity in advertising can be an effective marketing strategy when done properly. Creative ads tend to be more memorable, get more attention, and require less media spending to be effective. However, more creativity does not always translate to better results. The effectiveness of creative advertising depends on factors like the product category and dimensions of creativity like originality, artistic value, flexibility, elaboration, and synthesis. While highly creative ads may boost sales for certain categories like coffee, too much creativity could potentially decrease sales for other categories like body lotion that consumers prioritize function over image. It is important for advertisers to understand their product category's sensitivity to creativity before investing in a highly creative advertising campaign.
M4 - Business Studies - Advertising
The document discusses various aspects of advertising including what advertising is, global brands, slogans, mascots, and sponsorship. It provides examples of top global brands like Coca Cola, famous advertising slogans for brands like "Just Do It" for Nike, mascots like Ronald McDonald, and sports teams sponsored by companies like Emirates Airlines. Students are assigned a task to present on their favorite ad campaign covering the brand, slogan, images used, and why they liked the ad.
Creativity in advertising project 1
1. The document discusses the origin and definition of advertising, noting that advertising originated thousands of years ago with traders shouting out what they had for sale in marketplaces.
2. It then discusses the impact and role of advertising, providing benefits to manufacturers, retailers, customers, salespeople and society such as introducing new products, creating demand, expanding markets, assisting sales, and building brand image.
3. The document also discusses the role of advertising agencies, noting that large companies prefer to use advertising agencies for their expert services, economical services, wide range of services including marketing research, and creativity in advertising campaigns.
Promotional marketing
This document discusses key concepts related to evaluating advertising effectiveness including defining advertising objectives, different types of advertising objectives (inform, persuade, remind), and factors that make advertising creative and effective at capturing audience attention such as being unique, novel, and relevant to the target audience. It also outlines Graham Walls' four-step creative process of preparation, incubation, illumination, and verification. Finally, it discusses elements of an advertising strategy like creating messages and selecting media as well as different types of appeals that can be used to engage audiences.
Creativity in Advertising
Creativity in Advertising discusses the key dimensions of creative advertising. It identifies five dimensions - originality, elaboration, flexibility, synthesis, and artistic value - and provides definitions and examples for each. Research by Robert Smith in the early 2000s quantified these dimensions and found that elaboration scored highest at 1.32, while originality also plays an important enabling role for effective advertising. The document examines what makes for successful creative advertising and how different dimensions of creativity can be measured.
Chap 6,advertising planning & process
This slide will give overview how to create ideas & other important steps at the time of making advertisement
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Creativity in advertising-a havard business article
Creativity in advertising-a havard business article
Promotional Creativity Shown In Advertisement In Different Television Channel...
Promotional Creativity Shown In Advertisement In Different Television Channel...
Similar to Marketing English Plus
CAS Required: Advertising and Marketing Part 1
This document summarizes a presentation on advertising and marketing strategies. It discusses elements of successful advertising campaigns, including unique selling propositions and creating a sense of urgency. It also covers the three R's of retention, cost per impression, integrating promotional products with other media like websites and mobile. Additional topics include trade show marketing, the three levels of selling, strengths of promotional products, and maximizing your online presence through websites and social media. The presentation emphasizes creating value, differentiation, and becoming an expert in order to succeed in marketing.
Ch8 Creative Planning : Strategy & Development
The document discusses various aspects of creative planning and strategy development for advertising, including:
- The importance of creativity in advertising for building brand image and standing out.
- The creative process, from preparation to verification.
- Developing a creative strategy, including defining a unique selling proposition and positioning.
- Using different approaches like finding inherent drama or creating a memorable brand identity.
Brand Box 1 - Know Your Business - The Marketer's Ultimate Toolkit
http://www.stepchangemarketing.com/
In this Slideshare presentation:
1. Brand Box 1 - Know Your Business 2. Credits 3. Contents 4. Introduction 5. Introduction 6. The Authors 7. Who do they work for? 8. How To 9. User's Guide 10. Actions from insights 11. An apology 12. Getting started 13. Familiarity exercises 14. Flip flop 15. Raw creativity 16. Infinity stairs 17. Necker cube 18. Are you sure of what you see? 19. Are you sure cont... 20. Are you sure cont... 21. Actions from insights 22. Let's get started 23. A bit about brands 24. What is a brand 25. A brand is more than just the product 26. Apple 27. Brands are like clothes hooks 28. Why brand building is so important 29. Brand building 30. Why bother? 31. Commitment beyond belief 32. Lovemark theory 33. Why do people need brands 34. 5 Ways brands can influence consumers 35. Identical products seeming different 36. Positive expectations 37. Inspire loyalty 38. Influence the price 39. The bad news 40. What are some brands in your world 40. So how do I build a brand? 41. Brand Roles 42. Roles cont... 43. Roles cont... 44.Glossary of terms 45. Brand Experience 46. What does brand experience mean 47. Functional benefits 48. Emotional benefits 49. Experience: Functional and emotional 50. Positioning and value propositions 51. Welcome to jargon land! 52. Features, value propositions and positioning 53. Features, benefits and Implications 54. How do you provide value 55. Value proposition 56. What do you do with value propositions 57. Example: Impulse 58. Example: Jaguar 59. Positioning: The battle for your mind 60. Brand Identity and positioning 61. The battle for the mind 62. Effective positioning 63. Positioning principles 64. Positioning: USP and ESP 65. USP: What is it? 66. ESP: What is it? 67. Example: Kleenex 68. Positioning: How is it done? 69. Developing a brand position 70. Positioning principles 71. Positioning: Work over time 72. BMW Case study 73. BMW The ultimate driving machine 74. Be relevant 75. Challenger brands 76. Positioning as a challenger brand 77. Positioning as a challenger brand 78. Positioning traps 79. Positioning pitfalls 80. Repositioning 81. Minds are hard to change 82. Brand Archetypes 83. Brand Archetypes 84. Brand Archetypes 85. The 12 archetypes 86. The 12 cont... 87. The 12 cont... 88. Brand Archetypes 89. Brand Archetypes 90. 3-Step tool to finding your archetype 91. 3- Step tool cont... 92. An archetype example 93. Additional archetypes 94. Additional archetypes 95. What do I do with my archetype 96. Naming brands 97. Names names names 98. The power of the name 99. The ear and the eye 100. How the ear failed 101. So how do you choose a good name 102. Give a dog a good name 103. Brand protection and strength 104. Protecting your value 105. Real brand value 106. Brand strength 107. Value to customers 108. Short term benefit and long term risk 109. Brand extensions 110. How strong is my brand 111. Leveraging your brand 112. Types of extensions ...
Knowing & growing your brand
Markets evolve, markets change, the effect that our brand has on customers has to adapt, change and evolve too. This short presentation was delivered at a seminar we ran on the 18th August 2016. Nothing heavy, but we are told it was incredibly useful for the business owners in the room. Enjoy!
Knowing & Growing your brand
This short presentation was delivered recently at a seminar we ran in Central London. With 25 dynamic and growth-stage business people in the room, Exponential Marketing chose to focus on people ensuring that they 'Know' and can 'Grow' their brand effectively. Markets change, markets evolve and the effect of our brand on customers must adapt, change and evolve too. We hope this information is helpful to you in making your brand more impactful. Enjoy
Any questions go to exponentialmarketing.co.uk in order to reach out to us and get in touch
ABM Session 2.pptx
This document discusses key aspects of developing an effective advertising campaign, including doing research on the product, competition, and consumers; determining the positioning and desired brand image; developing a big idea through creative elements; making the product the focus of the ad; taking creative risks; and verifying ideas through research before execution. It provides examples of long-running, successful ad campaigns like Dove and American Express that found big ideas that worked for 30 years. Research, strategy, big ideas, creativity and testing are presented as essential pillars of strong advertising.
Promote Your Anything - Part 1
The document provides tips for creating successful promotional strategies. It discusses general guidelines for promotions including publicity, advertising, sales promotions, and personal selling. The benefits of exposure from publicity are discussed, such as building confidence and creating a positive profile. Typical publicity campaigns include press releases, media events, and letters to the editor. Special events, trade shows, seminars, and workshops are also covered as promotional opportunities.
Chap08creative strategy-planning-and-development-1225869015185737-9
This document discusses creative strategy and processes in advertising. It defines creative strategy as determining the advertising message, and creative tactics as how the message will be executed. There are two perspectives on creativity - those who believe creativity must sell products, and those who value artistic originality. Common creative processes like Young's and Wallas's involve gathering information, incubating ideas, and having illuminating insights. Inputs to the creative process include research, while verification involves testing ideas. Successful advertising campaigns center around a theme communicated across media over time. Copy platforms outline problems, objectives, audiences and key benefits. Finding major selling ideas involves uniqueness, imagery, inherent drama, or positioning.
UCT Upstarts 2015: Week 16: The Campaign strategy with Carl Fredrik Sammeli
UCT Upstarts is the Vice-Chancellor’s Social Innovation Challenge. It’s a joint-initiative between UCT, the Bertha Centre for Social Innovation & Entrepreneurship and Super Stage. UCT Upstarts is igniting a ‘Student Start-up Nation’ by creating a parallel university experience – one that produces a generation of both graduates and social entrepreneurs - who solve real-world problems from campus, and launch start-up realities beyond it. UCT Upstarts is building a ‘Social Innovation Culture’ that literally does make Africa work better and is helping to create an ‘Innovation Economy’ that actually does create jobs – starting from campus!
Best of Branded Content Marketing 2015: Germany, Austria and Switzerland - Ed...
This document discusses the rising importance of branded content in Germany, Austria and Switzerland. It makes the following key points:
- Branded content goes beyond traditional advertising and is becoming a core marketing activity for companies to engage with customers.
- Video content is particularly effective as it can convey information while entertaining viewers and grabbing their attention.
- Brands need to produce compelling, relevant content that fascinates and inspires audiences rather than bores them. They must also actively engage with customers on social media.
- Both paid, owned, and earned media have important roles to play. The focus is shifting to creating stories that integrate brands and reach audiences across different channels in an engaging way.
- Media
22
The document discusses marketing trends and new paradigms. Traditional mass marketing is showing declining returns, while social media that facilitates word-of-mouth is on the rise. The new paradigm focuses on innovating to change social behavior rather than just selling products, finding influencers to spread ideas virally, and decentralizing control to engage customers.
Business2 week9
The document summarizes the topics that were covered in a business English class, including advertising vocabulary, the four major promotional tools, and accounting and financial statements. It discusses exercises completed by students on advertising vocabulary and the promotional tools. It concludes by having students work in groups to create a promotional campaign for a product using the four tools and assigning homework on the tools.
Marketing 2012 new techniques
This document discusses various unconventional marketing techniques used nowadays, including viral marketing, guerrilla marketing, ambush marketing, and flash mobs. Viral marketing uses social networks to spread brand awareness similar to how a computer virus spreads. Guerrilla marketing involves unexpected promotional activities in unconventional places with low budgets but high customer involvement. Ambush marketing advertises at events without official sponsorship. Flash mobs involve groups assembling suddenly in public places to perform unusual acts to capture attention. The document introduces these techniques and provides examples of companies using them.
The Content Marketing Deluge: Making it Suck Less
The advertising world is rampant with claims of content marketing expertise. In reality, creating great, engaging content is still emerging as a key skill in marketing. Most of it sucks. The global CEO and chief storyteller at Story Worldwide outlined the power of stories worth sharing and how to get there, including the importance of creating a process to locate the story on behalf of a brand that consumers will engage with. Kirk presented a case study about Story's work evolving the Green Giant mascot with stories that differentiate the Green Giant brand to show his point, and was joined onstage by Digiday reporter John McDermott afterwards for a discussion.
Business Communication
The document discusses various strategies for internal and external business communications as well as marketing. It covers the traditional 4Ps marketing mix model of product, price, place, and promotion and introduces an alternative 4Cs model focused on consumer, cost, convenience, and communication. Corporate image and branding are also addressed. Effective communication strategies include advertising, public relations, and developing a positive brand and corporate image.
Chapter-1 Marketing (1).ppt
This document provides an overview of marketing management and key marketing concepts. It defines marketing as the process of developing, promoting, and distributing products to satisfy customer needs. The marketing mix or "4 Ps" of product, price, place, and promotion are introduced as the basic strategies for marketing. Different eras in business such as the production, sales, and marketing eras are outlined. The document also discusses target markets, advertising, logos, and creating commercials. Students complete worksheets to develop a product, identify a target market, and create advertisements and commercials for their product.
Advertising Class Baruch College Week 1
The document provides an overview of key concepts in advertising and marketing, including definitions of advertising and marketing, the evolution of advertising from early print ads to modern digital advertising, and the key elements of an advertising campaign and marketing plan. It discusses the functions and types of advertising, the marketing mix, and frameworks for customer relationships in digital marketing. The content appears to be from a lecture or textbook on introductory advertising and marketing principles.
Business2 week9
The document outlines the topics that were covered in a business English class, including advertising vocabulary, the four major promotional tools, and accounting/financial statements. It provides exercises for students to complete on these topics. It also describes an upcoming activity where students will work in groups to create an advertising commercial or promotional campaign for a product. The homework assigned is for students to make notes on "The Four Major Promotional Tools" topic.
Pam Didner speaker overview
Pam is an experienced keynote speaker and workshop facilitator on topics related to content marketing, digital marketing, and marketing trends. She has over 20 years of experience in corporate marketing roles and is an author and adjunct professor. Pam is able to customize her presentations and provide actionable takeaways for audiences. She receives strong praise from both event organizers and attendees for her engaging and educational style.
Fashionmktingwk15 Review
The 4 Ps of marketing are product, price, place, and promotion. Marketing planning involves defining the target market, conducting situational, competitor, and environmental analyses, and setting objectives and strategies for the 4 Ps. A brand is more than just a logo - it is the message and promises that a company conveys to customers about quality, benefits, values, and personality. Integrated marketing communications aims to deliver a clear, consistent message across all communication channels like advertising, public relations, direct marketing, and online marketing.
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Marketing English Plus
- 1. Marketing English Plus™ English for Marketing Professionals © Voice One 2009
- 2. What do these have in common? cOPYWRITING SWOT 100 Most Powerful Brands Ambush marketing Al Ries ADWEEK Random Words SCAMPER Marlboro Man Buyology PR BUZZ Celebrity Endorsement Marketing mix 4Ps Blair Witch Project Brand Management PEEST Idols VALS Viral Burger King’s Subservient Chicken Abraham Maslow Cash cow Dove’s “Evolution” Datamining Facebook Opinion Leaders Apple’s “1984” David Ogilvy Advertising Age Paco Underhill Language of Persuasion Consumer Behavior
- 3. Answer You find them all in Marketing English Plus™
- 4. Marketing English Plus ™Real Benefits Fun, lively, focused discussions on a variety of Marketing topics Explore award-winning, highly creative marketing campaigns to spark new marketing ideas Learn new creativity techniquesto encourage further innovation Create real copy (press releases, marketing material, website content, etc.) under the guidance of a professional English copywriter Review, discuss and reassess your current marketing strategies in light of economic, social, political and industry trends
- 5. Marketing English Plus ™Real Benefits Listen to and read about Advertising Agency experts talkingabout their company, their creative process and some of their best campaigns Learn about the latest marketing techniques such assensory marketing, neuromarketing, viral marketingand so on Learn the samevocabulary, phrases and idiomsthat Madison Avenue uses Business skills – small talk, meetings, presentations
- 6. Marketing English Plus ™The Next Generation in Language Training Comprehensive marketing subjects Real marketing tools and techniques Latest marketing trends and topics Real advertising and analysis Creativity techniques Teacher with Ad Agency experience Discussions with Ad Agency experts
- 7. Textbooks Professional English in Use: Marketing. Cambridge University Press, 2008. Creative Advertising.Thames & Hudson, 2008. ”Be warned. Creative Advertising is more than just a nice-to-look-at, easy-to-flip-through coffee-table book ... Pricken has loftier goals – namely, to transform readers into top creatives by introducing them to a variety of techniques and ideas used in advertising” -ADWEEK
- 8. Resources Award-winning international advertising campaigns TV, radio, print, digital media, viral Marketing tools 4Ps, SIVA, AIDA, etc. Mini-presentations on marketing theory and topics Articles from leading advertising magazines Advertising Age, ADWEEK, Brand Republic, etc. Video/audio podcasts Presentations by Ad Agency Creatives Book Summaries Martin Lindström ”Buyology”, Luke Sullivan ”Hey Whipple, Squeeze This”, David Ogivly ”Ogilvy on Advertising”, Matt Haig ”Brand Failures”
- 9. Teaching Methodology:Communicative Approach The course develops all four communication skills while emphasizing speaking with all activities. Speaking Group discussions Pairwork activities Brainstorming sessions Presentations Listening comprehension TV / radio ads, presentations, video/audio podcasts Reading comprehension Articles, print ads, book summaries Writing Developing print ads, press releases, direct mail, etc.
- 10. Teacher Maurice Forget BA, CERTESL Corporate English Trainer in Helsinki since 2000 Author of 4 English textbooks available in over 30 countries Professional Advertising Copywriter with several Helsinki advertising agencies since 2005 Managing Director of Voice One Oy and Think Bigger Ay