1. Cindy Stone Consulting, LLC
Advertising
Cindy Stone Consulting, LLC

2. Creating the Campaign

3. 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

4. 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

5. 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

6. 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

7. 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

8. The Advertising Team

9. 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

10. 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

11. 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

12. 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

13. The Future of Advertising

14. 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

15. Thank You
Questions