Selection of an advertising Agency
An advertising agency may be a full-service agency or part-service agency. Each has a different outlook and advertising activities. The selection of advertising agencies depends on whether one wants a…
Author: Drypen
Advertising Objectives
Two school of thoughts Role of objectives Many organizations, including advertising agencies, fail to set realistic promotional objectives. There are several explanations for this behaviour, but one of the common…
Indicators of an under-emphasis on Brand Building
Knowledge of levels of brand awareness is lacking. There is no feel for whether a recognition problem exists among any segment. Knowledge is lacking as to top-of-mind recall that the…
The Ivory Story The Brand and its Positioning Strategies
One Sunday in 1879, Harley Procter, one of the founders of candle and soap firm P & G, heard sermon based on the Forty-fifth Psalm, “ All the garments smell…
Evaluation of Media
After the objectives are defined there is a need to evaluate each media in order to reach a conclusion about the type of media that will be most effective for…
Advertising Strategy
What do advertisers mean by strategy? There are several considerations in an advertising strategy. Advertising messages aren’t created on a whim or by a quick flash of inspiration. Advertising…
Agency Business Process
Case: AT SSC&B LINTAS MEMBER: INTERPUBLICGROUP (USA) Agency Business Process diagram
Drafting Media and Creative Strategy
After all the inputs from various meetings a strategic sketch is created which will flow draft media and creative strategies. These will be submitted to the client for his approval…
Brand Repositioning and Types of Brand Repositioning
Brand Repositioning is changing the positioning of a brand. A particular positioning statement may not work with a brand.
Advertising frameworks
Hall (1992) and O’ Malley (1991) have suggested that there are four main advertising frameworks. The sales framework This framework is based on the premise that the level of sales…