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Essay / Research Paper Abstract
5 pages. This paper is a thorough explanation on the different steps in creating an effective advertising campaign. The relationship and importance of each of the following three areas is explained: The advertising strategy, the creative brief and the advertising copy. Interesting and effective examples of advertising techniques are given in order to further explain these different steps. Bibliography lists 5 sources.
Page Count:
5 pages (~225 words per page)
File: D0_JGA3addy.rtf
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Unformatted sample text from the term paper:
The advertising strategy, the creative brief and the advertising copy. Interesting and effective examples of advertising techniques are given in order to further explain these different steps. Before embarking
on an advertising campaign an advertising agency will go through three major steps in identifying an effective program for a client. First, the advertising strategy will be mapped out.
This will include identifying the target market and how best to get their attention. Secondly the creative brief will be presented. The creative brief can be likened
to a brainstorming session in which various ideas are introduced and considered. Finally, when the creative brief hits upon what is believed to be an effective strategy, the advertising
copy will be written. The advertising copy is the actual presentation that will be made to the client. THE ADVERTISING STRATEGY By focusing on the way some sellers
have marketed their products throughout the years, we can see how advertisements are geared toward making an impact on our life in order to convince us to purchase the product.
Perhaps the greatest argument here is that the advertising of some products tries to take us to a pleasant time in our lives, in a psychological effort to cause
us to purchase the product. In effect, the message is if you buy this product your life will be wonderful. In this case, ambiguity is not an issue
- the advertisement is simply trying to link their product to a happy phase in a persons life. Thankfully advertisers realize they can turn people off with the wrong type
of advertising as well. The credibility of competing companies such as Coca-Cola and Pepsi provides an edge for brand marketers who are trying to persuade consumers to come over
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