Unit 20&24 preparation

The Brief The brief will be sent out to tender, which means that it will be available for advertising agencies to look at and see if they would like to offer their services. They would need to create a competitive pitch that provides a concept or idea, based on the requirements of the brief. Sometimes one brief will generate pitch ideas from a large number of companies. Pitches can be sent in digitally or presented in person. The Pitch A company will decide that they need an advertising campaign, to promote their newest product, brand or the company itself. They will decide on their budget, the type of coverage they want (TV, radio, print, online). They will write a short client brief that explains what they think they would like from an advertising company, who their target audience is and what action needs to be taken by those watching the advert. The Winner The client sees all the pitches and decides on a winner. Once the go ahead has been received from ...

What is a campaign? A campaign is a method of targeting a brands target audience by using different channels to make sure that their message gets seen. Brand Identity The brand may already have a brand identity. This may comprise of a logo, colours or slogan. The brand identity will be used to help the audience distinguish between their brand and a competitor who may provide similar services. The Advertising Agency's Role Understanding the brand- The advertising agency will create an advertising campaign to help the brand communicate a particular message.  Creating a Creative Concept- It is the role of the advertising agency to create a creative concept for the campaign. This will consist of a simple idea which will be interpreted and modified for each channel or media type, This theme will connect all the elements of the campaign to draw attention to the brand and solve their business problem.  Different Channels An advertising campaign is a series ...

Brand Summary- Makes the brand's benefits and specialities clear. For example, Apple discuss the key features of their new phone when it is released. Brief- Clear and to the point. Concise and keeps the customer interested swell as being cost effective. Including Rhymes- Sticks in the mind and is easy to remember. For example, Go Compare advert. Repetition of brand name- Repeating something three times or more helps it to become memorable. Alliteration- Similar to rhyming. For example, Maybe it's maybelline. Use of second person- Consumer feels spoken to personally and involved in the product or identity on offer. Use of every/always- Indicates the company's unswerving commitment. Present Tense- Universality/Timelessness Imperatives- Assertive demands designed to sweep the consumer along in agreement. For example, You must or you mustn't. Use of Capitals- For emphasis to make something fell much better than it is. Humour- Consumers are entertained, so...

Advertising is the creation of a campaign that promotes a brand, product, scheme, charity, company or event over a period of time to attract a chosen target audience and convince or persuade them, using radio, magazines, posters, viral, newspapers, billboards, social media or on TV. What are the earliest advertisements? In June 1836, French newspaper La Presse was the  first  to include paid  advertising  in its pages, allowing it to lower its price, extend its readership and increase its profitability and the formula was soon copied by all tit les. How much do companies usually spend on advertising? The amount of money a company spends in advertising is different by industry, company size and a company's life cycle. The many variables that affect advertising decisions make it difficult to discuss advertising in terms of the average company spending. For example, The Gorilla campaign was launched by Cadbury in 2007 to promote the Cadbury Diary milk choco...