Advertising TG Flashcards
Marketing
systematic process and planning of an organization’s promotional efforts
larger umbrella term that includes PR and advertising
audience: customers and potential buyers
paid media
PR
focused on creating a favorable public image through relationship building and reputation management
draws attention to public conversations and media coverage
also diverts attention away from conversation when damaging
Audience varies
earned media
advertising
focused on drawing attention to the product through strategic placement and imagery
execution of the marketing plans
paid media
audience daily customer and potential buyers
Who is who of advertising
David Ogilvy - father of advertising
young and Rubicam
Leo Burnett
Jaques Séguèla
5 biggest agencies
WPP groupe Omnicom Publics groupe Interpublic groupe Dentsu
5 biggest agencies in Austria
Reichl & Partner Demner, Merlicek und Bergmann Kraftwerk Wirz Wien Nord Jung von Matt
Advertising spending in Austria
top 10 spend 50 - 150M Rewe Spar Hofer Lutz Kika und Leiner Metro
Branding & Advertising
- Define brands’ value and prupose
- understand TG
- analyze competition
- focus on brand’s logo and tagline
- develop healthy reputation
- establish credibility
- have one clear voice
types of agencies
advertising
in house
specialized
full service
agency jobs
account management planning and research creative production media planning operations
briefing
understanding between client and agency
- objectives of an campaign
- target audience
- strategy, to be adopted in reaching the audience
- time frame
- costs
strategic research
market information consumer insights brand information media research message research message development Evaluation Research
7 principles of advertising
- Visual consistency
- campaign duration
- repeated taglines
- consistent positioning of product/service
- Simplicity
- Identify selling proposition
- Create an effective flow
