A brief introduction to advertising
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Transcript of A brief introduction to advertising
![Page 1: A brief introduction to advertising](https://reader033.fdocuments.in/reader033/viewer/2022061123/5472dc04b4af9fa90a8b5009/html5/thumbnails/1.jpg)
Advertising
and why selling matters
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While Design solves a problem within a brand…
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… Advertising solves a problem between the brand and the market.
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Brand Market
Product Service
Company Value
People
Design Advertising
Along the way, they may overlap each other, but these are their basic roles.
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The ability to sell is powerful.
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Advertising can make someone who bikes to work to buy a car. And it can make someone who drives to work to buy a bicycle.
It can make office workers wear sneakers. It can also make athletes wear suits.
It has convinced many people to believe that Apple is better than Samsung though it’s made in China.
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HOW TO SELL
ASSOCIATIONS WITH FAME
• High-profile production • Famous location & props • Famous actors • Co-branding with a famous brand • etc.
CREATIVE IDEAS
• Story • Tagline, or any line • Sound, from music to end tune • Shape, or key visual • Styling, or look and feel • etc.
MEDIA PLACEMENT
• Mass • Direct (One-on-one) • Interactive • Virtual • People (PR, WoM, Followers) • etc.
PAID FREE EARNED OWNED
STRATEGIC PLANNING
• Convert existing, or grow a new area • Positioning (set playing area) • Stages of play • Thematic or tactical • etc.
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Know HOW TO SELL and you’ll be powerful.
Know WHAT YOU SELL and the change you’ll make will be the necessary one.
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The necessary change for a better Economy.
For a better Way of Life. For a better World.
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Career as a creative in advertising
Art Director Copywriter
Sr. Art Director Sr. Copywriter Sr. Art Director Sr. Copywriter
Associate Creative Director
Creative Director
Group Creative Director (CCO, Chief Creative Officer)
Regional / Worldwide Creative Director
CEO
Planning Director Account Director
Graphic Designer Sr. Graphic Designer
Producer
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Career as a creative after advertising
Sr. Art Director Sr. Copywriter
Associate Creative Director
Creative Director
Client-side
Art
Filmmaking, Painting, Comic, Sculpting, Photography, etc.
Vendor
PH, Director, Post, Composer, Photographer, DI, Animation, Web Design, Illustration, EO,
Stylist, Freelance AD, etc.
Your Own Brand
Consultant
Coach / Lecturer
Agency, Media, Product, etc.
Non-Profit Organization
Client-side
Art
Author, (Salman Rushdie, F. Scott Fitzgerald), Filmmaking, Poet, etc.
Vendor
Director, Offline Editor, Composer, Digital Content Writer, Translator, Event Organizing, Talent & Legal,
Freelance CW, etc.
Your Own Brand
Consultant
Coach / Lecturer
Agency, Media (Hugh Hefner), Product, etc.
Non-Profit Organization
Journalism
Newspaper or Magazine Columnist & Editor,
Blogger, TV Programmer, Radio DJ, etc.
Journalism
Photojournalism
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Hope it’s useful.