Week 6 advertising

Under Marketing department head:

• Pricing  

• Brand equity

• Brand essence 

Why brand strategy matters:

• Helps sharpen consumer perception

• Reinforces market strategy

• Casts a vision and communicates a unique value of the brand

A Brand Manager is responsible for adapting a brand strategy for a company's
target market.
As the 'brand guardian/steward', brand managers maintain brand integrity
across all company marketing initiatives and communications, and may manage
a portfolio of products

Profit and loss statement:

Gross revenue = volume x how much your selling the product for

Then, net sales = gross revenue - discounts and rebates

Then, gross profit = net sales revenue - cost of goods

Then, brand contribution = gross profit - advertising - sales and customer A&P - consumer A&P

Then, EBIT = brand contribution - overheads

Below the line marketing:

• Trade marketing

• Promotion

• Trade shows

• Samples

• Sales and customer A&P

Above the line marketing:

• Broadcast

• Print

• Outdoor

• Agency fees

• Consumer A&P

Advertising agency: creative agency, business dedicated to creating, planning, and handling advertising

• Generally independent from the client

• Decreases overhead

Why agencies exist:

• Content experts (really good at what they do)

• Independent from supplier/client

• Allow brand managers to focus on strategy 

• More cost effective

Full service agencies:

• Large

• Deals with all stages of advertisement

• Different experts from different departments

Interactive Agencies:

• Modernized modes of communication are used.

Uses online advertisements, sending personal messages on mobile phones, etc.
The ads produced are very interactive, having very new concepts, and very innovative

Media Buying Agencies
• Buys place for advertise and sells it to the advertisers.
• Sells time in which advertisement will be placed.
• Schedules slots at different television channels and radio stations.
• Finally supervises or checks whether the ad has been telecasted at opted
time and place or not.

Creative Boutiques
• Very creative and innovative ads.
• No other function is performed other than creating actual ads.
• Small sized agencies with their own copywriters, directors, and creative
people.

Creative brief:

1. What problem is being resolved through the campaign or advertisement

2. Who is the target market (be very clear)

3. What is the consumer insight (what motivates the consumer into buying)

4. Facts or emotional reasons will make people buy

5. What fo you want to tell your consumer 

6. What channels and tactics will we use to communicate the message

7. Tone of the messaging

8. What do you want people to do after watching ad

9. The goals of the campaign

10. Guidelines we should be aware of (colour cues)

11. Who is competition

12. When you lauch it

13. Approvals