Ukrainian Market Ad Process Specifics
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Transcript of Ukrainian Market Ad Process Specifics
![Page 1: Ukrainian Market Ad Process Specifics](https://reader036.fdocuments.in/reader036/viewer/2022062313/557e15cdd8b42a08748b4898/html5/thumbnails/1.jpg)
Ad College
Заголовок слайдаDestination Strategy
![Page 2: Ukrainian Market Ad Process Specifics](https://reader036.fdocuments.in/reader036/viewer/2022062313/557e15cdd8b42a08748b4898/html5/thumbnails/2.jpg)
Ad College
Advertising. This is what we do
Irritates, when it’s…
BORING
LONG
WRONG TIME/PLACE
MONOLOGUE
GIVES NO BENEFIT TO ME
Accepted,When it’s…
AMUSING
SHORT
RIGHT TIME/PLACE
DIALOGUE
GIVES BENEFIT TO ME
Creative Agency task
Advertiser’s & Creative Agency task
Media task.Our Expertise
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Ad College
Civilized Advertising
Process
How it works?
![Page 4: Ukrainian Market Ad Process Specifics](https://reader036.fdocuments.in/reader036/viewer/2022062313/557e15cdd8b42a08748b4898/html5/thumbnails/4.jpg)
Ad College
Communication Agency
Media Agency
Info
rmat
ion g
oes t
o…
What to advertise
How to advertise
Where to advertise
![Page 5: Ukrainian Market Ad Process Specifics](https://reader036.fdocuments.in/reader036/viewer/2022062313/557e15cdd8b42a08748b4898/html5/thumbnails/5.jpg)
Ad College
What? How? Where?
Approach
‘Thinking outside of the box is difficult for some people. Keep trying.’
![Page 6: Ukrainian Market Ad Process Specifics](https://reader036.fdocuments.in/reader036/viewer/2022062313/557e15cdd8b42a08748b4898/html5/thumbnails/6.jpg)
Ad College
What to advertise
Brand, Idea, Creative materials
How to advertise
Communicational Strategy: Destination, Tone of voice,
motivations etc.
Where & Which way to
advertise Media choice, media strategy, tactics etc.
Advertising Strategy
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Ad College
And what about Ukraine?
‘Licking your paws is just the first step. After that, you need to use a good antibacterial
body wash, then an exfoliating herbal facial scrub, followed by avocado moisturizing
cleanser ….’
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Ad College
Developing Market
Short Market Advertising
History
Lack of professionals in marketing and
advertising
Requirements: not that high yet
“Under-developed Brands” *: not
rare
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Ad College
We are learning yet
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Ad College
Advertising ProcessSo, how it works in
Ukraine?
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Ad College
What to advertise
Often no need in “Communication Strategy” as
client doesn’t understand “WHY” How
Comm. Agency = Creative Agency**
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Ad College
What to advertise
HowIn
form
ation
goe
s to…
Comm. Agency = Creative Agency**
Where to advertise
Media Agency
![Page 13: Ukrainian Market Ad Process Specifics](https://reader036.fdocuments.in/reader036/viewer/2022062313/557e15cdd8b42a08748b4898/html5/thumbnails/13.jpg)
Ad College
What to advertise
How to advertise
Where to advertise
Communicational Strategy: Destination, Tone of voice,
motivations etc.
Someone has to keep
attention on it..
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Ad College
‘Cats – the fragrance for dogs who dare to be different!’
Why not us?
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Ad College
What if Media Agency would …
• know a bit more about the brand?
• care a bit more about the brand?
• understand the brand a bit better?
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Ad College
To know, care & understand the BRAND
Would it be cool, fun & more
effective?
‘I don’t know what causes global warming, but I’ve noticed it always gets a lot warmer when I pee.’
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Ad College
Elephants can’t fly. Definitely.Media Agency can’t become Creative & Communication agency
But what if…
And there is no need to
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Ad College
Creating New
Opportunities
Not Intruding existing space, but…
‘I said I’m looking for a date who is soft, sweet and a little bit nutty. They matched me with a loaf of banana bread.’
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Ad College
Media Strategy Today
Exciting
Thrilling
Provoking
Involving
Easy to present
Easy to remember key points
Written to be understood
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Ad College
‘Try this – http://www.somebody-feed-us.com.’