Matching Pairs Advertising MCOnline version MC advertising by Joan Samblancat Cantó 1 Creativity (Creative brief) 2 Creativity (Creative idea) 3 Campaign development involves these stages: 4 Type of advertising vary depending on 5 Communication objectives are 3 6 DAGMAR MODEL OF COMMUNICATION OBJECTIVES 7 Advertising is 8 Message strategy is important because it has to convince. It is also importante since Sender (can be the manufacturer, a colleective advert, retailer, cooperativw advertising or idea advertising), Receiver (consumer or B2B), Message (informational, trnasformational, insitutional, selective vs generic, theme vs action) and Media (audivisual, print, poin of purchase, direct) 9 communication objectives. Category need, brand awareness, brand knowledge, brand attitude, brand purchase intention, purchase facilitation, purchase, satisfaction, brand loyalty Reach target groups in effecient and effective way, Process goas and conditions and Effectiveness which is the most important since reach only assures sufficient exposure and process ensures the message The Creative ____ is though to produce goal directed and problem solving advertisings and commercials knowing problems, preferences and aspirations could be essential. It is also important because it does not have to confuse consumers. The objetctive of M:_____ S____ is to see/hear, feel, think/understand, connect, believe, act/do The Creative _____ shows information on target group, advertising objectives and message strategy + background information of the product. It is the direction for the team 1. Marketing strategy 2. Advertising strategy 3. Creative strategy 4. Media strategy 5. Alternatives 6. Implementation 7. Campaign evaluation paid, non personal communication through various media by businesses, non profit organizations and individuals who are identified in the advertising message and who hope to inform and persuade a particular audience
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