Cindy Stone Consulting, LLC Advertising Cindy Stone Consulting, LLC

Creating the Campaign

Creating an Advertising Campaign Understanding the brand Find the brand’s essence and unique position in the market Understanding the potential consumer and their buying habits, life style and purchasing cycle Knowing the competition

Creating an Advertising Campaign Formulating the strategy Development of the creative concept Creating a tactical plan Roll out of selected concept into all tactics Selecting the media to implement the plan Embedding measurement tools

Selecting the Target Market – Who is most likely to buy your product Know your brand and your competition Get to know your prospective audiences Conduct market research Attitudes Purchasing Habits Pricing Studies Media consumption habits Messaging Creative testing

Selecting the Media Mix – Where is your target market …. Be there Knowing where your customer goes and being there …. Broadcast TV Radio Print Magazines Newspapers Out of Home Billboard Bus Boards In store displays Digital Website SEO PPC Google AdWords Mobile

Built for Success – Ensuring a Successful Campaign - Skills For most of the team a college degree in business, advertising/marketing For the creative roles a college degree in adverting/art or advertising/copywriting Besides education advertising is a craft; learning from the ground up in a junior role is the best way to learn advertising Be prepared to work hard. Have an “all hands on deck” approach Use your research but don’t forget to use your gut Listen to your target audience ….. Get into their heads .... You will know how to relate to them

The Advertising Team

The Team – Roles and Responsibilities Account Management Works directly with the client Manages: All financial and deliverables for the client Is part of the strategic team Creates a strategic and tactical plan Provides guidance to the creative team Attends all research Knows everything about the brand, strategy, customer, media etc Is the main contact for the client Ranges from an Assistant Account Executive to Executive Vice President, Account Director

The Team – Roles and Responsibilities Creative team Developing the positioning statement of the product Creating all brand hallmarks Developing all concepts and branding Writing all copy for all mediums Developing artwork for all mediums Attends market research Participates in key meetings with the client as well as presents all creative work Selects illustrators, photographers and other outside copy/art talent to bring concepts to life Ranges from Assistant Copywriter or Assistant Art Director to Executive Creative Director

The Team – Roles and Responsibilities Many, many roles in an advertising agency: Producer Mock-up Project Manager Digital Strategist User Experience Media: Planner Buyer Strategist Many other roles; depends on size of the agency

Advertising Agency or Freelance Hands down you need to work in an advertising agency. You will: Learn the craft Watch advertising in action (things you can’t learn from a book) Develop your creative abilities Develop your account abilities Have access to mentors who have done what you want to do Freelance is great for: Seasoned writers, markers, art directors If you are a photographer or illustrator selling your talents to many agencies is great

The Future of Advertising

Advertising of the Future Move away from the traditional forms of advertising Digital will continue to grow All will need to be mobilized as people rely more on their phones to help them through their day Lead generation will be a larger part of the mix moving away from more awareness building campaigns Advertising will evolve and change as technology evolves and changes With technology companies will know what you want before you do

Thank You Questions