Planning Effective Advertising Copyright © Texas Education Agency, All rights reserved.

Copyright and Terms of Service Copyright © Texas Education Agency. The materials found on this website are copyrighted © and trademarked ™ as the property of the Texas Education Agency and may not be reproduced without the express written permission of the Texas Education Agency, except under the following conditions: 1)Texas public school districts, charter schools, and Education Service Centers may reproduce and use copies of the Materials and Related Materials for the districts’ and schools’ educational use without obtaining permission from the Texas Education Agency; 2) Residents of the state of Texas may reproduce and use copies of the Materials and Related Materials for individual personal use only without obtaining written permission of the Texas Education Agency; 3) Any portion reproduced must be reproduced in its entirety and remain unedited, unaltered and unchanged in any way; 4) No monetary charge can be made for the reproduced materials or any document containing them; however, a reasonable charge to cover only the cost of reproduction and distribution may be charged. Private entities or persons located in Texas that are not Texas public school districts or Texas charter schools or any entity, whether public or private, educational or non-educational, located outside the state of Texas MUST obtain written approval from the Texas Education Agency and will be required to enter into a license agreement that may involve the payment of a licensing fee or a royalty fee. Copyright © Texas Education Agency, All rights reserved.

Approaches to Advertising  Product Advertising  Brand Advertising  Corporate Advertising Copyright © Texas Education Agency, All rights reserved.

The Advertising Agency A company that specializes in creating advertising. Copyright © Texas Education Agency, All rights reserved.

Advertising Agency Personnel  Account executive  Account planner  Media planner  Art director  Copywriter  Creative director  Producer Copyright © Texas Education Agency, All rights reserved.

The Planning Process  Advertising plan  Advertising campaign –Set objectives –Determine the budget –Develop the creative strategy –Select and schedule the media –Develop the creative concept –Produce the advertising –Evaluate the plan’s effectiveness Copyright © Texas Education Agency, All rights reserved.

Determining the Advertising Budget What you can afford. Percentage of Sales Matching Your Competition Objective and Task Copyright © Texas Education Agency, All rights reserved.

Develop the Creative Strategy  How a company positions its brand or product in its advertising  Strategic brief-short document that defines the target market and articulates the main message of the advertising Copyright © Texas Education Agency, All rights reserved.

Select the Media Cost ReachFrequencyLead Time Creative Brand and Corporate Fit Copyright © Texas Education Agency, All rights reserved.

Assignments a  Independent Practice Assignment #1 - Create brand advertising for a new energy candy bar called Extra Mile; describe colors, designs, music, people in your advertising campaign  Independent Practice Assignment #2 - Research the cost of a 30-second television ad on network, cable, radio, full-page magazine, and newspaper. Identify advantages/disadvantages of each; present your findings  Extension Assignments - #1 develop a 30-second television commercial - #2 create a newspaper advertisement for a local business Copyright © Texas Education Agency, All rights reserved.