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Be Creative with Advertising
Chapter 16
Promotional Mix
Personal SellingPublic RelationsSales PromotionAdvertising
Vocabulary
Advertising Agency A company that specializes in creative advertising.
Advertising CampaignSeries of related advertisements with a similar look, feel, and theme.
Advertising PlanOutlines the activities and resources needed to create advertising.
Advertising Agency
Topeka, Lawrence
Lenexa, Kansas
Lincoln, Nebraska
Advertising Campaign
Advertising Plan
1. Set objectives2. Determine the budget3. Develop the creative strategy4. Select and schedule the media5. Develop the creative concept6. Produce the advertising7. Evaluate the plan’s effectiveness
Jobs in Advertising
Art DirectorBackground in design and responsible for how the ad will look.
CopywriterBackground in writing and writes the words in the ad.
Creative DirectorHelps guide the creative process and ensures that the creative team’s work conveys the right message and is in line with the client’s needs.
Jobs in Advertising
ProducerFacilitates everything that happens after the client agrees to develop an ad or campaign.
Media PlannerDevelops the media plan to give the business the best coverage for its money.
Account ExecutiveThe key liaison between the client and the agency.
VocabularyBrand AdvertisingBuilds an image for a brand or company.
VocabularySocial MediaWeb-based and mobile technologies that turn communication into an interactive dialogue.
Social MediaGuess which social media platform goes with this icon?
The obvious…
Social MediaGuess which social media platform goes with this icon?
Social MediaGuess which social media platform goes with this icon?
Social MediaGuess which social media platform goes with this icon?
Social MediaGuess which social media platform goes with this icon?
Social MediaGuess which social media platform goes with this icon?
VocabularySocial Media MarketingThe use of web-based technologies to market a product or service.
VocabularyGuerilla MarketingUnconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget.
VocabularyGuerilla Marketing
VocabularyQR Codes
Assignment
Find an current article related to advertising. Read the article online. Print the article. Read the article again. (yes, again!) In a Word document, summarize the article
with 5-8 bullets. Print summary. Attach summary to top of article and turn in.